54 connected strategy for asian wealth management ^Top Grab (see Figure 26) and Gojek are expanding their connections beyond traditional asset managers to make more asset classes available to their users. As an example, Gojek us- ers can now invest in gold from within the ride-hailing app. The new service, GoInvestasi, allows users to buy and sell gold, and keep track of the returns on their investment. The gold-investing product is run by Pluang, an Indonesian startup58. Even in mature markets such as Taiwan, connected market makers are making their presence felt. AnueFund59 operates as a connected market maker with its mobile app that “allows users to browse industry news, receive real-time updates about selected fund products and compare the underlying securities of different strategies”. Potential evolution of archetype In our view connected market makers are well placed to realize the rewards of con- nected strategies in wealth management. Their range of services and extensive network of connections allow them to create choice for customers, generate large volumes of customer data and engagement and partner with best of breed service providers across the full spectrum of the customer’s jobs to be done. As such, they are primed to reap the rewards of connected strategies. Connected market makers could evolve their models in several ways going forward by connecting clients to different types of services: • Market makers focused on wealth management could broaden the range of prod- ucts enabled (e.g., funds, stocks, bonds, crypto, gold) • Market makers could connect clients to a network of financial advisors • Market makers could host a series of financial planning, investment, insurance and health and wellness services within a financial superapp structure, distinct from apps that focus on daily lifestyle services crowd orchestrators Crowd orchestrators are firms that create connections between customers and groups of individuals who come together as a ‘crowd’ to act as a producer. Crowdfunding plat- forms are an example of such an architecture. 58 https://technode.global/2020/05/12/gojek-gold-investing-goinvestasi/ 59 Ignites Asia