“When you buy food or fuel your car, it’s easier to specify the amount of money you want to spend rather than the volume,” Uchiyama said in an interview. “The only thing investors want to know is how much they can gain from $10.”
SoftBank is going up against competition from Line Corp. and Rakuten Inc. in the race to tap individuals through financial services. Line started an online brokerage with Japan’s biggest bank, Nomura Holdings Inc., this week, while Rakuten last month announced it will start lending and issuing credit cards in the United States. All three are aiming to create and expand new markets, targeting younger and less well-off investors.
SoftBank owns 46% of One Tap BUY, while Mizuho Securities Co. holds 13%. Uchiyama, who joined the smartphone-based brokerage in 2016 after stints at the predecessors of SMBC Nikko Securities Inc. and Accenture Plc., became the CEO in July.