Over 60% already investing, nearly 70% open to higher risk; Yahoo Taiwan Finance outlines tools, content, and community as key strategies

TAIPEI, Sep. 1, 2025 /PRNewswire/ — Taiwan’s Gen Z is entering financial markets in record numbers, reshaping how financial brands compete for attention and trust. According to the Yahoo 2025 Investment Behavior Survey, more than 60% of Taiwan’s Gen Z are now active investors, and nearly 70% say they are willing to take on higher levels of risk. They favor equities and exchange-traded funds (ETFs), showing a strong appetite for growth even amid global uncertainty.

The findings mark a sharp contrast with the broader investor population, where caution has grown amid economic and geopolitical volatility. For Gen Z, the motivations are pragmatic. Half of the respondents said they began investing to supplement their income, while 44% followed their parents’ example. More than 60% reported that their first exposure to investing came from family and peers, and 45% said they relied on financial websites or apps. These results suggest that Gen Z investors are neither passive nor dependent on traditional channels. They seek information proactively, value efficiency, and are strongly influenced by digital communities and peer interaction.

To respond to this new wave of investors, Yahoo Finance, as Taiwan’s leading financial information platform^[1], has drawn on years of data analysis and practical experience to outline a three-part strategy that helps financial brands connect more effectively with Gen Z.

Strategy 1: Gamified Tools to Lower Barriers

Gen Z investors expect financial tools to be interactive and intuitive. Yahoo Taiwan Finance has introduced functions such as stock sentiment voting, an ETF screener, and a community list of top-trending tickers to its app. These features simplify the process of market research and turn investment knowledge into accessible modules. They also create opportunities for community interaction, helping young investors make faster and more confident decisions.

Strategy 2: Personalized Content to Build Daily Trust

For Gen Z, financial information is not a one-time resource but a daily habit. Yahoo Taiwan Finance has adopted a daily content strategy that guides users at every stage of the market cycle. Morning forecasts and international news prepare users for the trading day, real-time sector updates provide support during market hours, post-market recaps help summarize the day’s events, and evening analyses offer deeper perspectives. This consistent approach positions Yahoo as a trusted companion, supported by survey findings that 45% of Gen Z recommend it as their preferred finance app or website.