31 Oct 2025
Mr MPF’s first mobile phone resembled a “brick,” but it enabled phone calls on the go. Before long, the “brick” evolved, offering text messaging, and just when I thought it couldn’t get any better, it did. The jump from 2G to 3G transformed the “brick” into a “smartphone,” bringing the internet and emails literally to the palm of my hand. Touchscreens and apps became ubiquitous. The “smartphone” became a music store, GPS meant it could guide me anywhere, and sophisticated cameras with endless storage ensured lasting memories. And the best part? It could still make phone calls—and now, with AI, you don’t even need to remember phone numbers.
Evolution to Revolution
The evolution of the “smartphone” became a revolution. I share this story because a similar evolution is happening in the MPF world, where digital investment advice is undergoing a transformation—and one trustee appears poised to turn this evolution into a revolution.
Last month, Mr MPF wrote about the importance of innovation, highlighting its necessity and impact on the MPF system. In that article, we explored how MPF’s peak industry body, the Pension Scheme Association (PSA), identified key areas where AI and robo-advisory tools and technology are reshaping the MPF space:
- Integrated Robochat: AI-powered chatbots act as personal MPF assistants, offering instant guidance, seamless account navigation, and portfolio advice.
- Risk Matching: AI flags potential issues, helping users avoid mismatched risks or poor fund choices, enabling smarter investment decisions.
- Tailored Advice: AI uses customised questionnaires to provide advice aligned with specific goals, moving beyond generic recommendations.
We also highlighted several scheme trustees leading the digital investment advice evolution. However, as is often the case, it’s not always the first to market that truly transforms it.
Recently, AIA (an MPF Ratings Gold Rated MPF provider) announced their own digital advice solution, and it has caught Mr MPF’s attention.
In partnership with Magnum Research Limited (AQUMON), a leading fintech company in Hong Kong, AIA has launched its MPF Smart Advisor. According to AIA, this “innovative solution empowers users to make informed MPF investment decisions with ease, supporting their journey toward a desired retirement.” In Mr MPF’s view, the key phrase here is “make informed decisions with ease.”
What Mr MPF Likes About AIA’s MPF Smart Advisor
- Simplicity: Complicated digital advice often confuses users and leads to high drop-out rates. AIA’s MPF Smart Advisor streamlines the process into just five investment risk questions.
- Wide Range of Portfolio Solutions: With up to 50 AIA MPF portfolio options, users receive personally tailored recommendations with portfolio breakdown from the MPF Smart Advisor. These are further enhanced by the ability to flag investment preferences, such as regional geographies and ESG investing.
- Compare and Contrast: In a market-first feature, users can compare their current AIA MPF portfolio with the recommended portfolio. They can also customise their portfolio, simulate different configurations, and instantly view historical returns.
- Inbuilt Retirement Gap Calculator: Knowing how to optimise your portfolio is essential, but it’s useless if you don’t know your financial goal. The retirement gap calculator helps users identify if there’s a gap they need to address while optimising their portfolio.
The Importance of a “Call to Action”
A strong “call to action” is the key to successful adoption of digital advice. Overly detailed risk assessments can discourage users from engaging, while limited investment solutions can make users feel stuck with pre-determined options. A lack of comparison tools leaves users without context for the advice they receive.
That’s why a clear, user-friendly “call to action” is essential. It transforms digital advice from a passive tool into an active revolution, making it easier for users to take control of their financial future.
With AIA’s MPF Smart Advisor, the evolution of digital investment advice could truly become a revolution.
The information contained in this blog is general in nature and does not take into account your personal situation. You should consider whether the information is appropriate to your needs, and where appropriate, seek professional advice from a financial adviser.
