At the Broker 3.0 – Redefining the Investment Advisor event hosted by SSI Digital on December 5th, experts engaged in discussions about the evolving role of brokers in the modern era.
Defining Broker 3.0
 Mr. Dao Phuc Tuong, CFA – Financial Expert (far right) defines Broker 3.0
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Mr. Dao Phuc Tuong, CFA – Financial Expert outlined the evolution of brokerage roles: Broker 1.0 acts as an order execution agent. Broker 2.0 advises on specific products like stocks, funds, or bonds, often focusing on short-term trades with transaction-based fees. Broker 3.0, however, serves as a wealth management advisor, prioritizing long-term financial goals.
Currently, Broker 2.0 and 3.0 coexist, but the former’s space is shrinking due to technology, competition, and zero-fee trading services. Broker 3.0 shifts from transaction fees to asset-under-management (AUM) fees, fostering deeper, long-term advisory relationships.
Tuong emphasized that Broker 3.0 must elevate their expertise to macro-level asset allocation (stocks, digital assets, bonds), adapting strategies to economic cycles.
Mr. Thomas Nguyen – Director of Overseas Markets at SSI Securities shared insights from Goldman Sachs, stressing that asset managers aim to help clients achieve their goals, not outperform markets. This principle remains unchanged for 20 years. Understanding client needs before promoting products is crucial.
Both experts highlighted technology’s transformative impact. Tools like ChatGPT streamline workflows, enabling advisors to manage hundreds of clients efficiently. However, Thomas warned of increased competition from quantitative traders.
 Mr. Thomas Nguyen – Director of Overseas Markets at SSI (center) discusses the new brokerage mindset
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How to Succeed as a Broker 3.0?
Thomas Nguyen stressed that Broker 3.0 must adopt a global mindset, understanding key markets like the US and China. Even if clients don’t invest abroad, global awareness builds trust. SSI fosters a financial community, offering knowledge-sharing, personal branding, and partnership opportunities through its Companion Program.
Advisors must explain their investment processes transparently, ensuring sustainability and repeatability. For Gen Z, mastering discipline and compound interest is vital as markets stabilize.
Dao Phuc Tuong urged Broker 3.0 to steer clients away from unrealistic short-term gains, focusing on long-term strategies. Market inefficiencies, once exploited by Broker 2.0, are fading, requiring advisors to upskill or risk obsolescence.
Long-term success demands robust risk management. Advisors must prepare for market downturns, offering resilient strategies to retain client trust.
In conclusion, Tuong advised brokers to prioritize knowledge and skills for the 3.0 transition, positioning themselves as trusted investment advisors.
– 11:24 07/12/2025
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