BrokerTH
Thai retail investors have three serious choices when it comes to mutual fund and digital wealth platforms: Finnomena, Jitta, and SCB Easy Invest. They overlap on the basics — buy mutual funds in baht with low minimums — but the philosophy, fees, and product depth differ meaningfully. Picking the right one depends less on which is “best” and more on what role you want the platform to play in your investing.
The three at a glance
Finnomena: integrated digital wealth platform with content hub (15M monthly views, 1.2M social followers), fund supermarket access to 30+ AMCs, robo-advisory portfolios (Best-in-Class, Goal-Based, NTER). Over 300,000 accredited accounts and USD 2B+ AUA as of 2026.
Jitta: quantitative value-investing platform. Jitta Ranking algorithm scores stocks; Jitta Wealth managed portfolios buy top-30 ranked stocks and rebalance annually. Bias toward Buffett-style fundamental investing.
SCB Easy Invest: bank-affiliated fund platform from Siam Commercial Bank. Strong on SCB Asset Management funds, full SET equity access, integrated with SCB banking for seamless THB transfers.
Pricing — what each actually charges
Mutual fund purchases on all three platforms incur the same management fees as buying directly from the AMC — no platform mark-up. The differences are in advisory fees:
- Finnomena: 0% advisory on basic supermarket purchases; 0.5-1.2% annual on managed robo portfolios depending on tier
- Jitta Wealth: 0.5% annual management fee on the equity portfolios; 0.25% on Jitta Ranking subscription
- SCB Easy Invest: 0% advisory on direct fund purchases; no managed portfolio service comparable to the other two
For passive fund buyers, all three are functionally free. For investors who want managed portfolios, Finnomena and Jitta both charge in similar ranges.
What each is actually good at
Different jobs to be done:
- Finnomena — broadest fund selection, best research content, strongest digital UX. Ideal for investors who want choice and decision support but will make their own picks.
- Jitta — algorithmic stock selection, set-and-forget value portfolios. Ideal for investors who like the Buffett framework but don’t want to do the work themselves.
- SCB Easy Invest — clean integration with bank accounts, no friction on THB movement. Ideal for SCB customers and for investors who prioritize simplicity over breadth.
Tax-saving fund availability
All three platforms offer Thai ESG, Thai ESGX, and RMF/SSF (where still available). For investors using the 2025-2029 Thai ESGX tax deduction, the platform choice matters less than fund selection. Finnomena has the deepest comparison tools for ESGX fund picks; SCB Easy Invest is naturally biased toward SCBAM ESGX products; Jitta has lighter ESGX coverage.
Where each falls short
Honest critique:
- Finnomena: the wealth advisory portfolios have had inconsistent performance; some 2024-2025 vintages lagged broad indices. Best used as a fund supermarket, not necessarily as a managed portfolio
- Jitta: value-tilted equity portfolios have underperformed during recent growth-led markets. The framework works in some cycles, not others
- SCB Easy Invest: SCB-centric universe is narrower; cross-AMC comparisons are weaker than Finnomena
Who picks what
If you’re starting from zero and want one platform: Finnomena. Broadest, most research-rich, lowest friction across multiple AMCs.
If you specifically like quantitative value investing and don’t want to manage individual stocks: Jitta.
If you’re already an SCB customer and want simple THB-to-fund flows: SCB Easy Invest.
For most Thai retail with THB 500K-3M to deploy, having Finnomena as primary and one of the others as a complement (Jitta for the value-equity slice, SCB Easy Invest for bank-integrated cash sweep) is the more practical answer than picking only one.
