Vietnam’s Emerging Markets: Wealth Management for Gen Z

According to the World Economic Forum, approximately 30% of Gen Z globally begin investing in early adulthood—significantly higher than previous generations. This figure reflects a structural shift: young people no longer wait until they have accumulated substantial wealth before investing, but instead enter capital markets at a much earlier stage.

In Vietnam, this trend is driven by:

• The rapid development of the stock market and digital investment platforms
• A fintech ecosystem that lowers barriers to market entry
• Strong interest among Gen Z in financial independence and wealth growth

However, in the context of emerging markets, early investing is necessary but not sufficient.

Compared to developed markets—where macroeconomic environments are relatively stable and growth cycles are longer—emerging markets such as Vietnam exhibit distinct structural characteristics. High economic growth often comes with rapid changes in macroeconomic factors, resulting in heightened volatility in financial markets.

Economic and market cycles in emerging economies tend to be shorter and more volatile, as monetary policy, interest rates, and capital flows can shift within relatively short periods. This increases uncertainty and reduces predictability in investment and wealth management activities.

In addition, systemic risks and policy adjustments play a critical role in shaping market behavior. Changes in regulatory frameworks or management orientations can directly affect the performance of specific asset classes and investment strategies.

Given these characteristics, a purely trend-driven or short-term investment approach is insufficient to ensure sustainable wealth growth. Poor financial decisions made at an early stage can have long-lasting consequences—particularly for Gen Z, a generation still in the early phase of wealth accumulation with limited resources and experience.

As a result, focusing solely on short-term returns or “market timing” is no longer appropriate. Gen Z needs to approach finance through the lens of Wealth Management—comprehensive asset management with an emphasis on portfolio structure, risk management, and long-term objectives.

In developed markets, Wealth Management is typically built on an already established asset base. The primary focus is not on creating new wealth, but on preserving asset value over the long term, minimizing risk, and maintaining stability across economic cycles.

At the same time, tax optimization plays a critical role in Wealth Management in these markets. Financial solutions are designed to minimize the impact of taxation on assets while ensuring strict compliance with existing legal frameworks.

Another key objective of Wealth Management in developed economies is the efficient and sustainable transfer of wealth across generations. Estate planning, asset allocation, and maintaining asset value across generations are integral components of comprehensive wealth management strategies.

In contrast, in emerging markets such as Vietnam, Wealth Management takes on a different meaning:

• Managing macroeconomic and market cycle risks

• Flexible asset allocation in response to volatility

• Building a personal financial foundation alongside growth

For Gen Z—who are at the very beginning of their wealth accumulation journey—Wealth Management is not a “premium service for the wealthy,” but rather a long-term financial survival strategy in a highly volatile environment.

One of the core challenges facing Gen Z in emerging markets is a gap in wealth management thinking. According to Investopedia, only around 20–30% of Gen Z seek professional financial advice, while the majority make decisions based on online information, social media, or short-term trends.

This approach leaves young investors vulnerable to market volatility, lacking a clear asset allocation structure and effective defensive strategies when market cycles reverse.

Early exposure to Wealth Management helps Gen Z understand the role of different asset classes, build resilient financial structures, and harness the long-term growth potential of emerging markets in a sustainable manner.

BeQ Holdings approaches Wealth Management not merely as a financial service, but as a long-term strategic system designed to align with the unique characteristics of emerging markets.

BeQ’s approach focuses on:

• Financial education as a foundation, enabling investors to understand the true nature of markets
• Asset allocation and risk management as core priorities, rather than chasing short-term returns
• Long-term partnership with the new generation of wealth accumulators, particularly Gen Z

In a rapidly developing market such as Vietnam, BeQ Holding believes that the right wealth management mindset is more important than selecting a single “winning” investment opportunity.

Vietnam’s Gen Z stands before a rare opportunity offered by an emerging market: rapid growth, strong digitalization, and unprecedented access to financial tools. But opportunity always comes with risk.

Wealth Management is not a destination—it is a mindset that must be built early. With a well-structured financial foundation, Gen Z can not only enter the market earlier, but also achieve sustainable growth and greater resilience against long-term volatility.

Contact BeQ Holdings for further information

• Hotline: 0941 753 139
• Email: contact@beqholdings.com
• Website: https://beqholdings.com/