Kakaopay Securities

What Kakaopay Securities does

KakaoPay Securities (주식회사 카카오페이증권) is a South Korean online securities brokerage that operates a mobile-first trading platform accessible through the KakaoTalk messaging and KakaoPay payment apps. It was formed in 2020 when KakaoPay Corp acquired Baro Investment & Securities and rebranded the entity, and it now sits within the broader KakaoPay/Kakao Corp financial services ecosystem. The company's core product is a Mobile Trading System (MTS) that consolidates quotes, order entry, alerts, community discussion rooms, fund selection, and recurring investment workflows into a single screen. Differentiated features include fractional overseas stock trading from 1,000 KRW, automatic Stock Accumulation (주식 모으기) with daily/weekly/monthly cycles, stock gifting to KakaoTalk friends, price-target alert orders, and a Pension Savings (연금저축) account. Research and corporate finance services are offered alongside the retail book, and an official KakaoTalk channel provides direct user communication, having reached 1 million friends in roughly three months.

The customer base is entirely retail — individual investors with limited capital or experience who are targeted through the Kakao ecosystem rather than via traditional broker sales channels. Distribution is self-serve and product-led: account opening happens inside KakaoTalk or the KakaoPay app, transfer fees are free for all account holders (with 100M KRW per-transaction and 500M KRW daily same-name limits), and deposit insurance covers up to 100M KRW. Marketing relies on KakaoTalk channel engagement and promotional events such as 'Add Friends and Get Stocks', which drove a 14-fold increase in channel followers. The go-to-market advantage is structural: KakaoPay Securities can reach the Kakao/KakaoPay installed base with near-zero marginal CAC, a leverage no independent online broker in Korea can replicate.

Internationally, KakaoPay Securities is extending its footprint through a strategic partnership with U.S.-listed Siebert Financial Corp, in which KakaoPay Corp holds a 19.9% stake. The partnership covers cross-border brokerage for Korean retail investors accessing U.S. equities, AI-supported investor tools, and next-generation infrastructure including digital assets and security token offerings. Domestically, the company has begun participating in the NextTrade main market and has organized its first internal AI Hackathon as part of an 'AI-Native' positioning. Revenue mechanics are not publicly disclosed but are presumed to flow from trading commissions, spreads on fractional overseas stocks, and AUM-linked fees on the rapidly growing Pension Savings product.

Name

Kakaopay Securities

Legal name

(주)카카오페이증권

Website

https://kakaopaysec.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

251–500 employees

Short description

KakaoPay Securities is a South Korean mobile-first retail securities brokerage, wholly owned by KakaoPay Corp, offering MTS-based stock trading, fractional overseas equities, recurring stock accumulation, and pension savings through the KakaoTalk and KakaoPay apps.

Ownership category

akta.pro rank

Product category

Online Securities Brokerage

NAICS

Investment Banking and Securities Intermediation (523150)

SIC

Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)

akta.pro secondary industry

Direct-to-Consumer Robo-Advisors (Retail Automated Portfolios) (FSAGAEAA)

Keywords

• Mobile brokerage services
• Securities trading platform
• Digital investment services
• Online stock trading
• Fractional share trading

Headquarters

HQ city

Seongnam

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Kakaopay Securities is a mobile-first digital securities brokerage that lets individual investors trade domestic and overseas stocks, ETFs, funds, and manage pension savings directly inside the KakaoTalk messenger and KakaoPay super-app. The firm provides a proprietary Mobile Trading System (MTS) with low minimum entry points (1,000 KRW), automated accumulation plans, stock gifting, price-alert orders, and a KakaoTalk Channel community for investment discussion. Beyond retail, it offers quantitative research, industry and corporate analysis, and corporate finance services to institutional and corporate clients.

Product overview

KakaoPay Securities is a South Korean fintech brokerage company (a subsidiary of Kakao Corp, rebranded from Baro Investment & Securities in 2020) that positions itself as a platform-based financial company making investment accessible to users with limited capital and experience. Its core product is a Mobile Trading System (MTS) accessible via KakaoTalk and KakaoPay apps, supplemented by investment features including Stock Accumulation (automatic recurring investment), Stock Gifting, fractional Overseas Stock Trading, Price Alert Orders, Discussion Rooms, and curated Fund Products. The company also offers research services (Investment Strategy/Quantitative and Industry/Corporate Analysis) and corporate finance services. A KakaoTalk channel serves as a direct customer communication and marketing channel. A cross-border brokerage partnership with U.S.-based Siebert Financial enables international equity access for eligible clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Mobile Trading System (MTS) Proprietary mobile and web-based trading platform that lets retail investors place orders for domestic stocks and other securities, view real-time quotes, manage portfolios, and access research directly from their phone or browser.
• Stock Accumulation (Stock Saving) Automated recurring investment plan that lets users invest small, fixed amounts at regular intervals into selected stocks, enabling disciplined dollar-cost-averaging for retail investors.
• Stock Gifting Feature that allows users to gift fractional shares of stocks to other KakaoTalk users, driving social engagement and viral user acquisition.
• Overseas Stock Trading (Fractional Shares) Service enabling Korean retail investors to trade U.S. and other overseas equities, including fractional shares, through the KakaoPay Securities platform.
• Fund Products Selection of mutual funds available to retail investors through the KakaoPay Securities platform for diversified portfolio exposure.
• Pension Savings Account Tax-advantaged pension savings account offered to individual investors for long-term retirement planning through the platform.
• Quantitative / Investment Strategy Research Data-driven quantitative research service that produces investment strategies, model portfolios, and analytical insights for retail and institutional clients.
• Industry & Corporate Analysis Research product providing in-depth analysis of industries and listed companies to support investor decision-making.
• Corporate Finance Services Capital-markets advisory and corporate finance services offered to Korean corporates and institutions, leveraging the firm's retail distribution via KakaoTalk and KakaoPay.

Quantifiable outcome

• KakaoTalk channel achieved 1 million friends with 14-fold growth in approximately 3 months

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability2 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• Siebert Financial CorpcoreStrategic or Co-development Partner · 20 August 2025Strategic partnership combining South Korea's mobile innovation with U.S. financial infrastructure expertise. Companies aligned on three collaborative workstreams: cross-border brokerage for South Korean investors accessing U.S. equities, AI-supported investor tools, and next-generation infrastructure including digital assets and security token offerings. International trading access already operational for eligible clients with joint working groups being established.
• Siebert Financial CorpcoreStrategic or Co-development PartnerKakaoPay Corp acquired 19.9% stake in U.S.-based Siebert Financial Corp in 2023. Siebert CEO John J. Gebbia visited South Korea in August 2025 to strengthen the partnership, which includes collaborative initiatives in cross-border brokerage, AI-driven investor tools, and digital asset integration. Second tranche of investment was terminated in December 2023 under settlement agreement where KakaoPay received $5 million fee.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mirae Asset Securities: One of South Korea's largest retail and institutional brokerage firms. Directly competes with KakaoPay Securities in Korean retail stock trading, with comparable product breadth (domestic, overseas, funds) and stronger brand equity.
• Kiwoom Securities: Korea's leading mobile-first brokerage (pioneered MTS in Korea). Closest peer to KakaoPay Securities's mobile-first, retail-focused positioning and also operates a stock savings (Stock Split) product similar to Stock Accumulation.
• Samsung Securities: Major Korean full-service retail brokerage offering domestic and overseas stock trading via MTS. Competes with KakaoPay Securities for retail investors across both mobile and traditional channels.
• Toss Securities (Viva Republica): Mobile-first Korean brokerage built on the Toss super-app. Most direct peer to KakaoPay Securities in terms of app-native UX, low entry minimums, and younger retail targeting.
• NH Investment & Securities: Top-tier Korean brokerage with strong retail franchise and broad investment product range. Competes with KakaoPay Securities across domestic stocks, overseas stocks, and funds.
• KB Securities: Korean retail and institutional brokerage affiliated with KB Financial Group. Overlaps with KakaoPay Securities in mobile retail trading and pension/investment product offerings.
• Shinhan Investment: Large Korean retail brokerage under Shinhan Financial Group, with MTS and overseas stock trading. Direct competitor for KakaoPay Securities's mass-retail and mobile trading customer base.
• Korea Investment & Securities: Established Korean retail and institutional broker competing across domestic and overseas equities. Comparable in product breadth and competing for the same retail trading volume.
• Hanwha Investment & Securities: Mid-to-large Korean retail brokerage offering mobile trading and investment products. Overlaps with KakaoPay Securities in retail brokerage and overseas stock trading.

Emerging players

• Robinhood Markets: U.S. mobile-first retail brokerage with strong social/community features. Comparable to KakaoPay Securities in mobile-first retail onboarding and low-friction UX, though operating in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kakaopay-securities-corp

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kakaopay Securities