Personal finance is underserved in Vietnam market! There comes a call for a personal finance platform that serves Vietnamese users better in term of providing educational values?

1. IS PERSONAL FINANCE
UNDERSERVED IN VN?
1

2. NERDWALLET CASE STUDY & US MARKET
2
Overview Competitor Landscape & Differentiation
Established
2009
IPO-ed
Nov 2021
Market Capitalization
$ 856 Mil
Business Model
• Personal finance advisory
• Financial product review
• Affiliate commission
Traffic/month
24 Mil
Revenue
$ 245 Mil (2020)
Traffic/month
73 Mil
Traffic/month
13 Mil
Traffic/month
12 Mil
Traffic/month
15 Mil
Differentiation Revenue
$ 865 Mil (2021)
Revenue
N/A
Revenue
$ 434 Mil (2016)
Revenue
$ 100 Mil (2018)
CONTENT
Differentiation
Analytics Tool
Chatbot
Differentiation
Analytics Tool
Mobile App
Differentiation
Content
Networks of sites
Differentiation
Software
Content
Acquired
These companies are usually backed up by huge financial or media groups for synergy

3. PERSONAL FINANCE LANDSCAPE IN VIETNAM
3
Notable
Competitor
Highlight
Financial Product Review & Comparison Site Personal Finance App
Notable
Competitor
Established
2017
Business Model
Fractional Trading App
Micro Investing
Highlight
Established
2019
Business Model
Fractional Trading App
Micro Investing
Established
2021
Business Model
Fractional Trading App
Micro Investing
Established
2014
Established
2020
Traffic/month
1 Mil
Traffic/month
1.1 Mil
Business Model
Product Review
Product Comparison
News
Business Model
Product Review
Product Comparison
Blog
Product Review & Comparison websites are dull and in lack of educational aspect
There is no dominant player on this area yet
These website are flexible to integrate new tools & technology to make them
relevant to the users’ needs! Case studies include Credit Karma; Mint; etc.
Investor
UOB Venture
Ncore Ventures
CyberAgent
Capital
Investor
N/A
Investor (4)
Insignia Ventures
H2 Ventures
Investor (13)
Sequoia Surge
Y Combinator
Investor (7)
Y Combinator
Goodwater Capital
Fractional Trading & Micro Investing Apps are hot trend reflecting the Millennial
& Gen Z demand for alternative investment methods & new ways of thinking,
i.e., early retirement
Lack in educational aspect, rely on trend
High CAC due to pure B2C model

4. FINPEDIA.VN
4

5. FINPEDIA – SMART INVESTING
5
Raisons d'être Growth Plan
Established
>> 2021
>> Relaunch as Finpedia.vn from Apr
2022
Business Model
• Personal Finance Knowledge Sharing
PLATFORM
• Financial Product Reviews & Comparison
>>> Affiliate Commission
• Financial Advisory Service (TBD)
Target Audience
• Stock Market F0, F1
• Personal Finance Enthusiast
• F.I.R.E Enthusiast
Content
• Knowledge Sharing – on going
• Category Expansion – on going
• Financial Product Review & Comparison –
coming up
• Courses – coming up
PRODUCT
TRAFFIC ACQUISITON
Tool & Feature Development
• Analytics Tool & Various Calculator –
planning
• Personalization Software – planning
• Mobile App - planning
Platform
• Youtube Channel >> Link
• Tik Tok: launch soon
• Crypto Community
• About-to-retired Community
Owned Channel
• SEO: on going, needs dedicated supports/investments/know-how
• Content Development: on going, also needs a lot of supports (for quick growth)
• Community: needs supports/investments/know-how
Paid Channel
• No planning yet. Depending on the growth stage.

6. FINPEDIA – 3 MONTH HIGHLIGHT
6
Search Console Insight Top Keyword – Top 10 position