Business

News from the Marketing desk

It has been 12 months since HelloGold was publicly announced in a press conference with Aeon Credit Services. Back then HelloGold set out to give everyone the opportunity to buy and save in gold, starting with as little as RM1. A year later HelloGold is servicing thousands of customers in Malaysia, and hasn’t stopped pushing forward its agenda of financial inclusion towards the underserved and the unbanked.

What’s driving HelloGold? The promise of a better future.

HelloGold is repositioning its brand and its campaigns around this idea. “A better future” is about what people want in life and how gold can help them get there. Whether it’s about saving for a house deposit, saving for a once-in-a-lifetime trip or simply saving for retirement, gold is a savings alternative that is safe from inflation, currency depreciation and even economic crisis.

The marketing team is rethinking everything around this idea, including doubling down on marketing commitment. You will see more in the coming months.

The marketing team has initiated a “lunch crowd campaign” which brings HelloGold to busy office spaces during lunch time to promote the app, securing at every event many new users, registered and KYC’ed by the time they leave the booth. Reception has been good and showing a physical presence strongly helps making HelloGold a trustworthy and legitimate company in Kuala Lumpur.

HelloGold at a lunch crowd event

On the numbers side April was a sluggish month for HelloGold. A survey was sent to customers, and they said that they either “don’t have the money to buy gold” or are “waiting for a better price”. One of the focuses of the marketing strategy is to shift from this “trading” mindset to one that is focused on saving in gold for the long term — hence the new campaign and brand idea.

On the upside the same survey showed that roughly 2/3 of HelloGold customers are new to gold. It means that the company is breaking new ground and that there’s a real opportunity to shape the market.

68% of HelloGold customers are new to gold

500 Startups

HelloGold continues to attract the trust and support of major players in Fintech and Blockchain world. 500 Startups, a Silicon Valley based VC, have selected HelloGold as one of the companies to receive its support, and also showed its confidence in HelloGold by providing it with funding which will be used to boost the integration and testing of blockchain elements on the HelloGold mobile app.

PTT/Rise D-next accelerator

The 500 Startups story wasn’t the only good news this month, as it was also made public that HelloGold is one of the 15 companies to have made it into the PTT/RISE D-next accelerator. PTT, Thailand’s largest energy multinational, has partnered with Rise, a corporate accelerator based in Southeast Asia, to drive 1% of Thailand’s GDP growth through corporate innovation and startups through their joint program. HelloGold is attending a 12-week bootcamp program (starting on 2nd of May) in Thailand, fitting perfectly with HelloGold’s move into the country this year.