The stock market is currently in a strong acceleration phase, driving a clearer demand among investors for information updates and service evaluations. On social media, securities companies with large brokerage market shares are continuously mentioned through familiar topics: trading system quality, research reports, fee & margin incentives, and the ability to support investors amid market volatility.
These discussions accurately reflect the reality of the industry, where each firm is assessed through operational efficiency, professional capability, and the degree to which it meets user expectations.
So what makes some companies stand out more than others? What is noteworthy about discussions around the Top 10 securities companies on each platform? Does the linkage between corporate position, influence over trading infrastructure, advisory quality, or user experience create clear differentiation?
Let’s explore this together with YouNet Media in the following article!
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1. Top 10 Securities Companies: A standout brand group with over 78K social media discussions
Disclaimer (*):
The Top 10 securities companies mentioned in this article are the Top 10 firms with the largest brokerage market share on HOSE in Q3/2025, including VPS, SSI, TCBS, Vietcap, HSC, MBS, VNDirect, Mirae Asset, VCBS, and KIS Vietnam.
July 2025 marked a period of strong acceleration in Vietnam’s stock market: liquidity surged, the VN-Index surpassed 1.500 points, and foreign capital returned to net buying after months of caution. In this context, YouNet Media recorded more than 78,581 discussions related to the Top 10 securities companies with the largest brokerage market share on HOSE in Q3/2025.
This reflects heightened investor interest driven by multiple parallel factors: the FTSE Russell upgrade narrative, expectations of international capital inflows, an active market rhythm, and the stable presence of long-standing customer bases. The Top 10 securities companies not only lead in market share but also attract strong investor attention. The following sections will further clarify the key differences among these firms through data.
2. The competitive landscape of top securities companies through a data lens
2.1 SSI leads discussions thanks to brand credibility & the synergistic appeal of its stock
SSI establishes an absolute leading position in discussion coverage, a phenomenon driven by the synergy between corporate credibility and the intrinsic appeal of the SSI stock.
This reality stems not only from its continuously expanding brokerage market share—reaching a five-year high in Q3/2025—but also from key narratives such as strong Q2 business results, large-scale capital increases, and its pioneering role in market upgrade expectations. These factors create a positive feedback loop: corporate standing reinforces confidence in the stock, while stock price movements become hot topics that amplify brand presence.
However, user perspectives are multidimensional.
Despite undeniable trust and reassurance, SSI’s trading system has still been reported as not fully smooth during record liquidity sessions, highlighting challenges in synchronizing user scale with technological infrastructure.
2.2 Creating positive investor expectations: TCBS, VNDIRECT, Vietcap & notable growth stories
TCBS, VNDIRECT, and Vietcap (VCI) generate positive effects mainly through clear growth narratives that help investors form stronger expectations.
TCBS is viewed not merely as a brokerage but as a WealthTech ecosystem, with Zero Fee, iCopy, iTracker, and a diverse product portfolio.
When a securities firm shifts from an “order execution” role to an “asset management platform,” every new product or feature—whether effective or not—becomes material for users to share experiences: some are satisfied with copy trading performance, while others report app freezes or slowdowns during peak times.
App overload during trading hours is a predictable consequence when user growth and trading frequency outpace infrastructure upgrades. From a perception standpoint, however, this often creates two extremes: excitement about features but frustration with experience, where just a few congestion sessions can spark strong discussion waves.
VNDIRECT and Vietcap leverage a different discussion driver: investor demand for knowledge and capital flow guidance. For VNDIRECT, expanding its HOSE brokerage market share to around 6,36% in Q2/2025 and a 20% year-on-year increase in brokerage revenue demonstrate the effectiveness of service enhancements. Yet on social media, VNDIRECT’s image is largely built on strategy reports, in-depth analysis, and continuously updated educational content, creating the perception of a highly professional brand.
Vietcap (VCI) stands out for its investment banking capability and international capital mobilization. Large syndicated loans and its 2025 capital increase plan position VCI as a key connector between foreign capital and the Vietnamese market.
As FTSE upgrade prospects increase expectations for ETF and active fund inflows, investors tend to pay closer attention to firms well positioned to capture new capital. In this context, positive signals related to market upgrades or foreign inflows are often interpreted as reinforcing the outlook for VCI, VND, and TCBS, resulting in higher positive sentiment toward this group compared to the overall average.
2.3 VPS: When discussion share closely mirrors operational experience
VPS is a case where discussion share closely reflects operational execution. As the leading brokerage and a popular choice among new investors, VPS has achieved broad coverage in the mass segment. As a result, social media discussions mainly revolve around real user experiences with products, services, and interactions with brokers, rather than brand storytelling driven by communications.
Activities such as webinars, training courses, fee policies, and margin offerings both support sales and generate content for user Q&A and comparison. The impression of a dynamic, fast-growing company largely comes from its frequent presence in customers’ daily experiences, where every service change or advisory call can become a discussion topic within the investment community.
2.4 KIS, VCBS, HSC: Competitive advantages from ecosystems & distinct customer bases
Considered “Quiet Performers,” firms such as KIS, VCBS, and HSC demonstrate a different growth trajectory: limited social media attention yet sustained Top 10 brokerage market share positions.
The core lies in customer structure and distribution systems. VCBS leverages the Vietcombank ecosystem, an existing customer base, and cross-selling channels within its parent bank, prioritizing stability over mass-market campaigns. KIS relies on its Korean network and client base. HSC, despite short-term profit pressure, maintains long-term investor trust thanks to the quality of its proprietary portfolio and successful capital-raising story.
The relative “silence” of these firms on social media reflects a stable, relationship-driven business model. Their clients often interact through private channels such as professional groups, direct advisory, or investor events; therefore, even with high brokerage market share, social media discussion volume does not necessarily increase proportionally.
Overall, in July 2025, the prominence of securities firms clearly reflected market driving forces. Improving profits and upgrade expectations drew greater attention to growth-linked brands such as SSI, TCBS, VNDIRECT, and Vietcap.
Conversely, firms relying on stable customer bases like VCBS, KIS, and HSC maintained operational efficiency despite limited social media presence. Thus, discussion volume around each brand is not a direct measure of corporate health, but rather an early signal of where investor attention is shifting.
See more: Online Dashboard for the Securities Industry: Decoding the Market through Social Media Data
3. Different arenas, different rules: Analyzing the role of platforms
The distribution of discussions among securities companies is not random; it reflects how each brand designs the role of each platform. Facebook and Online News account for over 80% of total mentions for the Top 10 securities firms, forming the main communication framework, but each channel operates with different logic and impacts investors in distinct ways.
To explore detailed discussion volumes by platform, register to experience YouNet Media’s DEMO DASHBOARD for securities companies!
Facebook builds awareness and sustains the most active communities. The combination of official content (market outlook livestreams on fanpages) and exchanges in private groups makes it a space that instantly reflects market movements. SSI leading with 30.7% discussion share demonstrates its ability to manage official imagery while benefiting from organic diffusion within investor groups.
Online News plays a guiding information role and builds investor trust, as content such as financial reports, market share data, and crisis-response announcements follow clear editorial processes. This helps major brands like SSI (32%) and VNDIRECT (15.3%) maintain stable presence and reinforce corporate image, not only in communication terms but also in their ability to provide timely, comprehensive information.
VCBS also records strong news share relative to its scale, showing its use of press as an official channel to position itself as a prudent, compliant financial institution, especially amid growing transparency requirements.
On forums, notably f319.com, experienced investors share arguments, counterpoints, and forecasts, making forums an early “barometer” of sentiment, expectations, and viewpoints that can directly influence buy–sell actions. SSI (37.4%) and VNDIRECT (19.4%) stand out because their stocks are frequent focal points for speculators and analysts, allowing related signals to easily spread across platforms.
YouTube adds depth through explanation. Long-form videos allow experts to analyze strategy, technicals, or macro context, helping investors interpret ongoing emotions or debates. HSC (27.7%) benefits from star KOL/brokers (Thai Pham) and analytical content closely tied to market topics of interest.
Conversely, TikTok simplifies complex topics. Short-form content from TCBS (20.2%) and Vietcap (17%) transforms technical or macro-heavy information into visual, accessible formats, attracting new investors and enabling faster virality.
4. Four formulas for buzz creation: Decoding marketing activities in July 2025
Marketing activities of leading securities firms in July 2025 focused on four groups: reinforcing trust in financial health (Branding), occupying the role of “information guide” (Edutainment & Expertise), driving short-term interaction (Engagement), and gradually evolving into product & technology platforms (Product).
4.1 Building trust & boosting recognition through branding activities
In securities branding, the goal is not to “tell investors how good we are,” but to present strong enough evidence for them to feel confident that the firm is safe and trustworthy with their assets.
Beyond publishing data, VPS turned the “Top 1 brokerage market share” story into the core of a multi-channel campaign, amplified by press, social media, and broker communities posting simultaneously.
Market share here is seen as a signal of two key investor concerns: industry position and system strength. A firm capable of handling large trading volumes over time with minimal incidents more easily builds confidence that risks of order suspension, system congestion, or fund loss are lower.
Meanwhile, Vietcap leveraged the “foreign capital” narrative—such as a USD 41.6 million syndicated loan (July 2025)—to demonstrate international financial access and credit credibility. SSI organized GM Vietnam 2025, an event on blockchain and digital assets, linking its brand to future capital market trends.
TCBS used its record profit of VND 1,733 billion (Q2/2025) and IPO plan as a “communication asset,” reinforcing perceptions of scale, sustainability, and growth trajectory.
Overall, these activities follow one logic: using financial data and endorsements from reputable institutions (awards, international capital, major events) to narrow the information gap for retail investors who cannot deeply analyze financial statements themselves.
4.2 Diversifying information delivery: Livestreams, content series, events & market bulletins
Edutainment & Expertise activities show securities firms shifting from intermediaries to providers of information systems that investors actively use daily. Programs such as “VPS Insight Zone,” “Café Cùng Chứng” (SSI), “Nhịp đập thị trường” (VND), “Theo dòng Index” (MBS), StockChart Live, MasTalk Live (Mirae Asset), and regular content like Morning Brief, Market Overview, and Session Recap (KIS) aim to maintain habits and interaction, especially among frequent traders.
These programs no longer serve as beginner education but as familiar reference sources, helping investors quickly grasp market context before making daily trading decisions.
Some firms like VCBS, SSI, Mirae Asset, MBS, and HSC further increase influence when their research reports are fully cited by financial platforms such as CafeF and Vietstock.
As research information spreads and is reiterated across platforms, these firms’ credibility is reinforced, along with their ability to influence market expectations.
In this context, morning and afternoon bulletins—such as Mirae Asset’s MASNEWS—become key references for assessing market sentiment. Notably, Vietcap Experience | Lunch with Experts helps investors better understand analytical perspectives, strengthening trust in recommendations and products.
4.3 Activating trading & optimizing conversion through engagement-driven content
Engagement content such as promotions and gamification targets immediate trading needs, especially among new investors and professional traders. Messages like “VND 200k starting capital,” “3-minute account opening” (KIS), “zero fees” (VPS), or “Zero Fee” (TCBS) aim to lower entry barriers and encourage trial. Although fee levels have already declined significantly, presenting them with simple figures and low costs feels more accessible than the actual financial reality.
Conversely, margin interest incentives or packages like “JumpStart” target experienced investors focused on capital efficiency. In this group, even small interest adjustments can significantly affect trading results, leading to high engagement.
Minigames from Vietcap (“Revisiting Old Memories”), KIS (“Crossword Puzzle”), or TCBS’s point redemption programs help maintain interaction frequency during less volatile market periods, ensuring users continue returning to the app or company pages.
4.4 Enhancing product value through service, platform & feature experience content
Product-focused content reflects the trend toward platform-based models. Each new product not only serves trading needs but helps investors establish and maintain their own investment methods. Examples such as TCBS’s iTracker (automated investing), iConnect (bond trading), and Fundmart (open-end funds) show efforts to expand into asset management. Once investors become accustomed to app workflows and features, switching firms becomes harder due to habit changes or loss of preferred functionalities.
Meanwhile, firms like VND focus communications on price boards and technical analysis tools for advanced investors who require comprehensive data, fast processing, and multiple analytical options. Amid market upgrade prospects and expected foreign inflows, having a stable, feature-rich product platform is crucial for sustaining competitive advantage.
Experience the Online Dashboard: a data solution helping securities firms track discussions and monitor media activities here.
5. Conclusion & assessment of key communication trends in the securities industry (Q3/2025)
How each securities firm appears across platforms clearly reveals its priority structure, for example:
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SSI chooses broad coverage to maintain reference positioning in all discussions, reinforcing credibility and trust.
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HSC concentrates resources on YouTube and influencers, expecting deep analytical content to drive quality conversion.
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VPS relies on community and broker networks, where natural exchanges quickly influence trading behavior.
These different choices show that discussion share not only reflects prominence but also clarifies the investor segments each firm prioritizes.
Observing the four activity layers—Branding, Edutainment, Engagement, and Product—reveals a relatively synchronized communication system forming across the industry. Educational content reduces information gaps; livestreams enable real-time interaction; gamification lowers user acquisition costs; and product features maintain usage frequency. Crucially, all communication activities aim to convert short-term interactions into long-term relationships, where investors perceive real value and continue using the platform.
In summary, prominent Q3/2025 trends include livestreams & podcasts, educational content, gamification, new product communications, and credibility building through events, indicating that the securities industry is gradually shifting toward communication models more closely tied to actual usage behavior. What remains open is which securities firm can best balance discussion reach, depth, and trust sustainability to create lasting competitive advantage.
