Since the launch of the new government, as the Korea Composite Stock Price Index (KOSPI) surpassed 3,000 points, the domestic stock market is showing an upward trend, leading to an increase in investment interest from individual investors.

According to mobile app analysis firm Mobile Index on the 4th, the active user count of financial investment sector apps last month reached 12.81 million, marking the highest figure recorded this year. The financial investment sector app's active user count started at 12.48 million in January, surpassing 12.50 million in April and increasing to 12.56 million in May.

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In 2024, when the overseas stock craze was strong, the monthly average active user count of financial investment sector apps was 12.68 million. Until May this year, it fell below last year's average, but it surpassed that with the launch of the new government this month. The KOSPI, which finished 2024 at 2,399.49, rose to 3,116.27 as of the closing price on July 3 this year.

Looking at the securities firms, Kiwoom Securities, which traditionally has a high proportion of individual investors, attracted the most users to its 'Heroes' app (영웅문S#). In June, the active user count for Heroes reached 2.59 million, significantly surpassing the average active user count of 2.06 million among its five major retail competitors: Samsung Securities, Mirae Asset Securities, KB Securities, NH Investment & Securities, and Korea Investment & Securities.

Heroes' app (영웅문S#) also led in the usage rate metric, which signifies the number of users compared to the number of active devices, standing at 57.9%, exceeding the average usage rate of competitors at 47.0%. The churn rate, or the percentage of users who left compared to the previous month, was also the lowest at 16.7% for Heroes. As the domestic stock market heats up again, securities firms with loyal customer bases are reaping the benefits.

With the outlook that the Korean stock market will continue its successful run, securities firms are scrambling to strengthen their MTS competitiveness. Most are focusing on enhancing investment convenience through the integration of artificial intelligence (AI).

Mirae Asset Securities recently launched the beta service 'AI recommended search' through its MTS 'M-Stock (엠스탁)'. It combines natural language processing (NLP) and AI technology with the existing search function. Through a recommendation algorithm, it provides personalized investment information and alerts users to risk factors that may affect stock prices.

Kiwoom Securities showcased an AI asset management chatbot 'Kiwoomi' (키우미) in March. The chatbot, utilizing generative AI technology, provides various investment information. Hyundai Motor Securities has also launched an AI-enabled briefing service for domestic and overseas stocks, while Eugene Securities has introduced an 'AI advisor solution' in collaboration with AI Quant.

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