Simplifying Stock Access: Naver Pay’s New Initiative

Naver Pay is set to launch its “Easy Order” service on April 29th, aiming to simplify stock trading for its users. this new feature seamlessly connects the Naver Pay Securities content page with the Web Trading Systems (WTS) of various securities firms, offering a streamlined trading experience.

How “easy Order” Works

The “Easy Order” service allows investors to access their brokerage accounts directly from the Naver Pay platform. Users can view market data and indicators on Naver Pay Securities, and then, with a simple click of the “Easy Order” button, be securely authenticated and redirected to their chosen securities firm’s WTS. Trading itself will then occur on the familiar WTS interface, ensuring a consistent and secure experience. the first time a user utilizes “Easy Order,” they will be prompted to register their preferred securities company.

This approach leverages Naver’s extensive user base, offering securities firms a convenient way to attract new customers and enhance user engagement. As of Q1 2025, Naver Pay boasts over 33 million users in South Korea, representing a meaningful potential market for participating brokerages.

Participating Securities Firms and Future Expansion

initially, four major securities firms – Mirae Asset Securities, Hana Securities, Korea Investment & Securities, and KB Securities – have integrated their WTS platforms with Naver Pay. Daishin Securities and Shinhan Investment & Securities are expected to follow suit shortly. Discussions are ongoing with other firms,suggesting further expansion of the service in the near future.

We know that the rest of the securities firms are expected to launch the service sequentially. In terms of stagnant domestic stock transactions, many securities firms are also considering introducing customers in terms of customer securing and improving usability.

Financial Investment Industry Official

Regulatory Approval and Service Classification

the Financial Supervisory Service (FSS) has classified naver Pay’s WTS interlocking service as a “consignment business,” distinguishing it from investment brokerage. This classification was crucial in accelerating the service’s progress, as it requires only a simple reporting process to the FSS, rather than the more stringent requirements of a brokerage license.This distinction hinges on the fact that Naver Pay provides a connection service, while the actual trading and brokerage activities remain the duty of the registered securities firms.

Impact on the Fintech Landscape

The launch of “Easy Order” highlights the growing convergence of fintech and conventional financial services. By providing a seamless and user-friendly interface,Naver Pay is poised to attract a new generation of investors and revitalize domestic stock trading activity,which has seen a slowdown in recent months. The integration of established platforms like Naver Pay with existing brokerage services represents a significant step towards democratizing access to financial markets.