Tiger Brokers Singapore is making investing more accessible, engaging and community-driven for retail investors in Singapore. Over the weekend of 22 to 23 November at Plaza Singapura, the online brokerage firm hosted its flagship “Tiger Trade Experience 2025: What’s your secret sauce” event, hosting over 4,000 attendees at the activation.
Ahead of the event, Tiger Brokers ran an online quiz designed to help participants identify their “secret sauce” as investors, categorising trading styles as ‘Salt’, ‘Wasabi’, or ‘Sambal Chilli’. The quiz aimed to build engagement among retail investors and drive attendance at the live activation.
The pop-up transformed Plaza Singapura’s atrium into “Tastemakers corp”, a themed space blending finance and play. Attendees completed interactive missions, explored Tiger Trade tools at the Tiger Innovation Lab, and engaged in life-sized games such as giant Jenga and a human claw machine at Tiger PLAYce, winning limited-edition Tiger merchandise.
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The event also highlighted TigerAI, the platform’s AI-powered trading assistant for retail investors, allowing visitors to explore personalised portfolio insights and decision-making tools. According to Tiger Brokers, first-time users of Tiger Trade at the event demonstrated strong interest in these tools, signalling growing demand for approachable, technology-driven investing solutions.
“Investing has often felt intimidating for many beginners,” said Ian Leong, CEO of Tiger Brokers Singapore. “With Tiger Trade Experience 2025, we’re reaching investors through experiences that are engaging, playful, and relatable.”
Ernest Teh, associate director of marketing, added that the “What’s your secret sauce” concept aimed to make investing personal and expressive, reflecting different investor personalities in a hands-on, immersive format.
The activation aligns with Tiger Brokers’ broader “Invest in what matters, together” campaign, which takes the firm’s engagement beyond product features to everyday life, connecting investing to personal milestones and aspirations.
Central to the campaign was a TVC that follows a young father and his son through life milestones, connecting the act of investing to family, ambition, and securing a better future, reinforcing that behind every trade is a story that matters.
Running from the second half of 2025 through the first half of 2026, the campaign highlights the personal side of investing and reminding audiences that behind every trade is a deeper story, whether that’s family, ambition or securing a better future.
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