ASB SECURITY LIMITED
ASB Securities is the online DIY share trading division of ASB Bank, serving New Zealand retail investors with brokerage on NZX, ASX, and international markets, plus ETFs, margin lending, and fixed interest products integrated with ASB banking.
- Company typePrivate
- Founded-
- HeadquartersAuckland, New Zealand
- Headcount1–10
- GTM typeB2C
- OfferingServices
What ASB SECURITY LIMITED does
ASB Securities Limited is the online DIY share trading division of ASB Bank Limited, a major New Zealand retail bank ultimately owned by Commonwealth Bank of Australia. Headquartered in Auckland, ASB Securities operates an Online Share Trading platform that allows retail customers to buy and sell shares on NZX, ASX, and select international markets, alongside related products including exchange-traded funds (ETFs), fixed interest securities, and margin lending. The platform is integrated with ASB's FastNet Classic internet banking system, enabling customers to manage their investments and everyday banking through a single login, with trade settlement routed through the ASB Cash Management Account or ASB Foreign Currency Account. Supporting services include daily market commentary (Morning Brief email), monthly market reports (Markets Monthly), and a suite of trading tools such as watchlists, charts, portfolio tracking, and company research.
The business generates revenue primarily through transaction-based brokerage fees on equity trades, with pricing tiered by transaction value. Its go-to-market is self-service product-led growth (PLG): customers sign up online through FastNet Classic or via phone support from a dedicated broker team (including Mandarin and Cantonese speakers) available 7am to 6pm NZ business hours. The platform is positioned to serve both first-time investors needing education and experienced DIY traders seeking competitive pricing and convenient online access. A new platform, ASB Share Central, is being developed in partnership with CMC Markets to modernize and replace the legacy Online Share Trading service. ASB Securities Limited holds NZX firm status, authorizing it to operate under NZX rules, and provides ASX market access via data and trading relationships. The company received the Canstar 2023 Most Satisfied Customers Award for Online Share Trading, reflecting its customer-experience positioning within the New Zealand retail brokerage market.
ASB SECURITY LIMITED firmographics
Firmographics- Name
- ASB SECURITY LIMITED
- Legal name
- ASB Securities Limited
- Website
- https://asbsecurities.co.nz
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ASB Securities is the online DIY share trading division of ASB Bank, serving New Zealand retail investors with brokerage on NZX, ASX, and international markets, plus ETFs, margin lending, and fixed interest products integrated with ASB banking.
- Ownership category
- akta.pro rank
ASB SECURITY LIMITED industry classification
Industry- Product category
- Online Retail Brokerage
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231), Investment Banking and Securities Intermediation (52315), Portfolio Management and Investment Advice (523940)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211)
- akta.pro primary industry
- Discount & Online Retail Brokerage (FSAEACAB)
- akta.pro secondary industries
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI), Margin Financing & Stock Loan Brokerage (FSAEACAO), Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
Keywords
Where ASB SECURITY LIMITED is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
ASB SECURITY LIMITED business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Personnel, Marketing or Sales, Others
Revenue model
- Brokerage/Transaction Fees: ASB Securities charges competitive brokerage fees for buying and selling shares. NZ equity trades up to $1,000 are priced at a specific rate by transaction value. Excludes international equity and fixed interest trades.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard online brokerage for NZ equity trades |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
ASB SECURITY LIMITED product offering
Product offeringCore offering
ASB Securities offers an online DIY share trading service for New Zealand retail investors, providing brokerage access to NZ, Australian, and international equities, exchange traded funds, fixed interest securities, and margin lending. The platform is embedded within ASB Bank's FastNet Classic internet banking so customers can view and manage investments alongside everyday banking through a single login, with broker support available by phone and email.
Product overview
ASB Securities is a single integrated online DIY share trading platform offered by ASB Bank. The core offering is Online Share Trading, which provides tools for buying and selling shares across New Zealand, Australia, and international markets. The platform integrates trading products including Shares, Exchange Traded Funds (ETFs), Fixed Interest Securities, and Margin Lending. Users manage funds through the linked ASB Cash Management Account. Supporting services include market research tools (Morning Brief, Markets Monthly, Market Summary, Dividends), trading analysis tools (Charts, Watchlists, Portfolio, Company Research), and educational guides. A new platform called ASB Share Central is being developed in partnership with CMC Markets.
Differentiator
Problem solved
Functional benefit
Brands
- Share Central: A new share investing platform launched in partnership with CMC Markets, announced on the ASB Securities website.
Products and services
- Online Share Trading
Quantifiable outcome
- Canstar 2023 award for most satisfied customers for online share trading
Companies that use ASB SECURITY LIMITED
Customer profileSegments3 records
Ideal customer profiles3 records
ASB SECURITY LIMITED technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
ASB SECURITY LIMITED partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- CMC MarketscoreASB Securities has partnered with CMC Markets to bring customers a new share investing platform called ASB Share Central. This partnership represents a significant platform enhancement for ASB Securities customers.
- NZX (New Zealand Exchange)coreASB Securities Limited is an NZX firm, authorized to trade on NZX markets. All trading must comply with NZX rules as outlined in the ASB Securities Trading Conduct for Online Share Trading.
- ASX (Australian Securities Exchange)coreASB Securities provides access to Australian markets through ASX. Pricing data is supplied by ASX and/or NZX.
Scale indicators1 record
Recent moves4 records
Expansion highlights4 records
ASB SECURITY LIMITED competitors and assessment
Company assessmentOthers
- CMC Markets: Global online trading platform and ASB Securities' strategic partner for the new Share Central platform. Comparable in self-directed trading technology, and a partner/ecosystem participant.
Regional players
- Stake: Australia-headquartered online brokerage offering US and AU share trading. Regional peer operating in trans-Tasman markets adjacent to ASB Securities' footprint.
Direct peers
- Kernel: NZ online investment platform offering low-cost access to NZ and global shares, funds, and ETFs for retail investors. Directly competes with ASB Securities for NZ DIY investors.
- Sharesies: NZ-headquartered online retail investment platform offering DIY share, ETF, and fund investing to Kiwi retail investors. Direct competitor to ASB Securities in the NZ self-directed brokerage segment.
- InvestNow: NZ online investment platform offering low-cost access to managed funds, ETFs, and Kiwi wealth products. Competes with ASB Securities in the NZ retail wealth/discount brokerage category.
- ANZ Share Investing: ANZ's NZ retail online share trading platform — direct competitor offering the same bank-integrated DIY trading proposition to NZ retail investors.
- Hatch by Kiwi Wealth: NZ retail platform providing access to US and select global shares, ETFs, and Kiwi funds for Kiwi investors. Competes with ASB Securities' international markets offering.
Broad incumbents
- CommSec: Commonwealth Bank of Australia's retail online brokerage, sibling entity under the same CBA parent. Comparable online DIY share trading platform operating in the Australian market.
- Interactive Brokers: Global online discount broker offering multi-market access including NZ and Australia. Comparable in self-directed execution-only brokerage, though operating at much larger scale.
- ASB Bank Investment Options (KiwiSaver & Term): Parent ASB Bank's broader retail wealth offering including KiwiSaver, managed funds, and term investments. Adjacent to ASB Securities within the same parent's wealth franchise.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
ASB SECURITY LIMITED social profiles
Digital presenceASB SECURITY LIMITED compliance and trust
Trust signalCompliance1 record
ASB SECURITY LIMITED financial estimates
Financial estimateRevenue estimate
Valuation estimate
ASB SECURITY LIMITED leadership team
Management profileNumber of profiles
ASB SECURITY LIMITED funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ASB SECURITY LIMITED M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ASB SECURITY LIMITED
What does ASB SECURITY LIMITED do?
ASB Securities offers an online DIY share trading service for New Zealand retail investors, providing brokerage access to NZ, Australian, and international equities, exchange traded funds, fixed interest securities, and margin lending. The platform is embedded within ASB Bank's FastNet Classic internet banking so customers can view and manage investments alongside everyday banking through a single login, with broker support available by phone and email.
Is ASB SECURITY LIMITED a public or private company?
ASB SECURITY LIMITED is a private company. It is classified as corporate owned and is currently operating.
When was ASB SECURITY LIMITED founded?
ASB SECURITY LIMITED was founded in -1. It employs 1 to 10 people.
Where is ASB SECURITY LIMITED based?
ASB SECURITY LIMITED is headquartered in Auckland, New Zealand, in the Oceania region.
How does ASB SECURITY LIMITED make money?
One revenue line is on record: brokerage/Transaction Fees.
Who are ASB SECURITY LIMITED's main competitors?
CMC Markets is listed as an others. Stake is listed as a regional player. Direct peers are Kernel, Sharesies, InvestNow, ANZ Share Investing and Hatch by Kiwi Wealth. Broad incumbents are CommSec, Interactive Brokers and ASB Bank Investment Options (KiwiSaver & Term).
Does ASB SECURITY LIMITED have an API?
No public API is recorded for ASB SECURITY LIMITED.
What industry is ASB SECURITY LIMITED in?
ASB SECURITY LIMITED's product category is Online Retail Brokerage. Its primary akta.pro industry code is FSAEACAB, Discount & Online Retail Brokerage, with a secondary code of FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 5231 and its SIC code is 6211.