Keynote Address at the 15th AFA Annual Virtual Conference 2026

Speaker: En. Shahrul Amry Bin Abd Malek, Executive Director, Market Development, Securities Commission Malaysia

Delivered: 18 August 2026

Salutations

Mr Terry Yee, President of AFA Malaysia

En. Anuar Bin Shuib, Organising Chairman

Members of the AFA Council

Distinguished speakers and guests

Ladies and gentlemen

Introduction

A very good morning.
Firstly, I would like to thank the Association of Financial Advisers Malaysia for inviting the Securities Commission Malaysia to deliver the keynote address at the 15th AFA Annual Virtual Conference 2026.
I would also like to congratulate AFA on successfully organising this conference. The theme of this year’s conference, “Empowering Tomorrow’s Financial Advisers” is both timely and relevant. Technology continues to transform how people invest and seek advice, while investor expectations are evolving alongside an increasingly complex investment landscape. Although investors today have access to more information than ever before, many continue to face challenges in distinguishing reliable information from noise and translating knowledge into sound investment decisions. This is where financial planners play an important role, helping clients navigate complexity, understand risks and make informed decisions that support their long-term financial goals. As such, this morning I would like to focus on three areas: widening access to trusted financial planning, adapting to the digital era, and expanding capital market participation and navigating innovation.

Widening Access to Trusted Financial planners

Ladies and gentlemen,

Malaysia’s capital market has developed significantly over the past two decades, providing investors with access to a wider range of opportunities across markets, asset classes and risk profiles. However, greater access does not automatically translate into better investment outcomes. Many Malaysians continue to face challenges in understanding investment risks, evaluating products and developing long-term financial plans. Some may hesitate to invest because they are unsure where to begin, while others may invest without fully understanding whether a product is suitable for their needs. Financial planners therefore play a vital role in bridging the gap between investment opportunities and informed decision-making.
Under the SC Capital Market Masterplan 2026–2030, one of our priorities is to empower investors and broaden participation in the capital market. Capital market opportunities should be accessible to Malaysians across different income levels and stages of life. Achieving this requires more than expanding product availability, it also requires education, guidance and trusted advice that enable investors to participate confidently and responsibly.
The challenge before the profession is therefore not only how to better serve existing clients, but how to make quality financial planning accessible and relevant to a broader segment of society, including younger Malaysians, self-employed individuals and workers in the gig economy.

Future-Ready Financial Planner in the Digital Era

Ladies and gentlemen,

Technology is fundamentally changing how Malaysians interact with financial services. Investors can access market information instantly, open investment accounts digitally and execute transactions within minutes. Technology has lowered barriers to participation and changed client expectations around convenience, responsiveness and personalisation. For financial planners, this creates opportunities to improve engagement and strengthen long-term relationships.
At the same time, financial planners should not view technology as a substitute for advice, but as an enabler. Digital tools can improve efficiency, expand access and support more timely insights, but they cannot fully replace the human elements that underpin effective investment advice. Understanding a client’s aspirations, concerns and behavioural tendencies requires empathy, judgement and trust.
The future of financial planning will therefore be defined not by choosing between technology and human interaction, but by effectively combining both. Financial planners who embrace technology while preserving the personal relationships clients value will be better positioned to succeed. This is closely aligned with AFA’s objective of promoting innovation and digital adoption while maintaining professional excellence.

Expanding Capital Market Participation and Navigating Innovation

Ladies and gentlemen,

Another area where financial planners can make a significant contribution is in expanding participation in the capital market. Today, investors are increasingly seeking access to a broader range of investment opportunities beyond traditional investments. Many are looking to diversify across asset classes such as global equities, global bonds, commodities, digital assets and other alternative investments to better manage risk and build more resilient portfolios. This growing demand reflects a greater awareness that diversification is essential in navigating an increasingly uncertain and interconnected global environment.
As investor needs evolve, many Malaysians are also exploring investment opportunities through foreign platforms and, in some cases, unlicensed intermediaries in pursuit of wider product choices and international exposure. Recognising this, the SC is actively pursuing strategies to facilitate exposure to a broader range of asset classes through ETFs. ETFs provide cost-effective exposure to different markets and asset classes, making them an important tool for investors seeking diversification.
In this regard, the SC recently signed a Memorandum of Understanding with the Hong Kong Securities and Futures Commission to mutually recognize fund regimes across both jurisdictions and facilitate the cross-listing of ETFs and REITs. Such initiatives can create additional investment opportunities for Malaysian investors, while supporting the growth and competitiveness of Malaysia’s domestic onshore capital market ecosystem.
For these opportunities translate into meaningful outcomes, awareness will be critical. We need financial planners, and associations such as like AFA, to help champion these products for clients to understand how products such as ETFs can fit into their broader financial plans, particularly for the younger and lower-income investors who stand to benefit from accessible and diversified long-term investment solutions. Hence, the SC would welcome ideas from the financial planning community on how we can collectively increase awareness and take-up of ETFs in a responsible and investor-centric manner.

The financial planner of Tomorrow

Ladies and gentlemen,

So, what will define the financial planner of tomorrow? Tomorrow’s financial planner must be digitally capable, professionally competent and committed to continuous learning. They must be knowledgeable across a broader range of solutions, adaptable as client expectations change, and accessible because quality advice should reach a broader segment of society.
Above all, financial planners must continue to uphold professionalism, ethics and integrity. As information becomes increasingly abundant and investment solutions increasingly accessible, the true value of advice will lie less in providing information and more in helping clients turn information into meaningful action. Financial planner will continue to play a central role in shaping financial outcomes for Malaysians.
Preparing financial planner for the future cannot be achieved by any single organisation acting alone. Strong collaboration among regulators, industry associations, professional bodies, advisory firms, product providers, technology providers and educational institutions will be essential. AFA’s objective of fostering collaboration is therefore important as the profession prepares for emerging opportunities and challenges.

Conclusion

Ladies and gentlemen,

As I conclude, I would like to return to the theme that brings us together today, “Forward Focus: Empowering Tomorrow’s Financial Advisers in Malaysia.” The future financial planners must be forward-thinking, adaptable and committed to professional excellence. They must continuously strengthen their capabilities, embrace innovation responsibly and remain focused on delivering meaningful value to clients.
For the SC, forward focus means continuing to build a capital market that is inclusive and capable of meeting the evolving needs of Malaysians. We will continue to strengthen the regulatory environment, facilitate responsible innovation and broaden investment opportunities.
The SC looks forward to continuing our collaboration with AFA and the broader financial advisory community in advancing this shared objective. Together, we can ensure that Malaysian financial planners are not only prepared for the future but empowered to help shape it. With that, I wish AFA a successful 15th Annual Virtual Conference and all participants a productive and insightful day ahead.
Thank you.