Research: Interest in Trading Among Indonesian Investors is Increasing - Market Business
Bisnis.com, JAKARTA—One study indicates the growth in trading interest among Indonesian investors, accompanied by caution in selecting brokers or investment platforms.
Invesnesia, a multi-asset investment media platform, highlights interesting findings on the behaviour of retail traders in Indonesia after successfully referring more than 4,000 trading clients over approximately 2.5 years.
From mid-2023 to the end of 2025, Invesnesia recorded that around 75% of trading client registrations came from articles focused on decision-making, such as broker reviews, trading platform comparisons, and educational content addressing practical questions from traders.
Alfatur, Head of Research at Invesnesia, states that Indonesia is considered one of the unique retail trading markets. On one hand, interest in trading is quite high, especially in instruments like forex, CFDs, and commodities such as gold (XAUUSD).
On the other hand, many beginner traders also exhibit a high level of caution due to past market experiences marred by illegal brokers or misleading investment schemes.
“This condition makes the decision-making process for traders in Indonesia tend to start with information searching, rather than from the broker’s brand itself. Many traders begin their journey with questions like whether trading is legal, which broker is safe, or which platform is suitable for beginners,” he explained in an official statement on Sunday (5/4/2026).
According to Alfatur, the growth in investment or trading is not only driven by aggressive promotional campaigns or short-term advertising strategies, but also by attracting investor trust.
“Many brokers focus on the final decision stage, whereas the trust-building process occurs much earlier, before a trader clicks the registration button,” he said.
Meanwhile, elements like banners and broker listings are rarely seen as direct conversion sources in analytics reports. However, their presence still plays an important role in shaping perceptions and legitimacy of a brand in the eyes of traders.
This phenomenon shows that financial media plays a crucial role as a decision layer in the trader’s journey, not merely as a traffic source.
“In many cases, traders do not directly visit a broker’s website. They first seek answers, comparisons, and validation from third parties before making a decision,” he added.
As AI-based search technology and Large Language Models (LLMs) develop, the role of media in shaping industry narratives and perceptions is also seen as increasingly important.
In this context, Invesnesia observes that brokers succeeding in the Indonesian market generally adopt a different approach. They tend to be more open to educational processes, willing to be objectively compared with competitors, and build consistent brand visibility within the media ecosystem.
Going forward, Invesnesia assesses that trader acquisition strategies are likely to shift further from promotion-based approaches to those focused more on trust, transparency, and market education.