Kita Generasi Labur: A Wiser Path for the Future

In conjunction with Malaysia’s 68th National Day celebration this year, Amanah Saham Nasional Berhad (ASNB), a wholly-owned subsidiary of Permodalan Nasional Berhad (PNB), launched the Kita Generasi Labur initiative. This high-impact initiative aims to encourage Malaysians to increase their participation and investment in unit trusts, reflecting ASNB’s commitment to building a more sustainable and inclusive financial future for all, towards shared prosperity.

Kita Generasi Labur is specifically designed to help Malaysians achieve financial independence regardless of background or age. Through continuous efforts, PNB and ASNB provide accessible, user-friendly investment products suitable for all levels of society, making unit trust investment an easy part of everyday life.

The 2024 Financial Capability and Inclusion Study by Bank Negara Malaysia revealed that 61% of Malaysians do not have at least RM1,000 in emergency savings. These findings are alarming and highlight the financial challenges faced by many Malaysians.

To address this, PNB and ASNB remain committed to offering ongoing financial education platforms and approaches, making unit trust investment a common practice that helps Malaysians plan their future with greater confidence and structure, in line with our goal of strengthening the financial position of Malaysians across generations.

This initiative is suitable for everyone, whether you are just starting your investment journey or are already experienced in unit trusts. ASNB products are user-friendly and accessible through the ASNB website, the myASNB portal, 32 branches, and 2,700 agents nationwide.

The Kita Generasi Labur initiative also aligns with this year’s National Day theme, “Malaysia MADANI: Rakyat Disantuni”, symbolising the nation’s aspiration to build a strong, inclusive society grounded in humanitarian values, while reflecting the Government’s priority of safeguarding the people’s welfare.

PNB and ASNB launched the Kita Generasi Labur campaign with a short film entitled “Seruan Kemerdekaan Kewangan”, available on PNB and ASNB’s official social media channels such as Instagram, LinkedIn, TikTok, X, and Facebook. The campaign will be further highlighted during The Sky Race, the first tower running competition held at Merdeka 118 on 30 August. A variety of engaging activities have also been planned, including:-

• casual financial talk sessions with influencers, including Financial Faiz;

• attractive rewards for every additional investment or new account, such as early access to Look 118 photo opportunities and a chance to win one-night stays at The Park Hyatt;

• fun financial literacy quizzes and games; and

• dedicated spaces for those seeking personal financial advice.

Additionally, PNB and ASNB will launch the “Pandu Impianmu, Gen Labur!” campaign starting 1 September 2025, encouraging Malaysians to practise disciplined investing as an early step toward financial independence.

The campaign offers attractive prizes, including:

• 1st Prize 1x BMW i4 Grand Coupe (EV)

• 2nd Prize 1x Ford Ranger XLT Plus

• 3rd Prize 1x BYD Atto 2 (EV)

• 4th Prize 3x Vespa Primavera S 150

• 5th Prize 3x 3D2N Stay at Park Hyatt

• 6th Prize 20x RM1,000 ASNB unit trusts

Participation requirements include:

• Campaign runs from 1 September 2025 to 31 March 2026.

• Available through all ASNB distribution channels.

• Open to all except PNB/ASNB employees and their immediate families.

• Manual registration is required.

• A minimum subscription of RM500 (excluding RIA) per transaction qualifies for one entry ticket.

• Applies to all ASNB funds.

• Withdrawals are allowed, but account balances must increase by at least RM500 at the end of the campaign period.

In conjunction with this year’s National Day, PNB and ASNB invite all Malaysians to join the Kita Generasi Labur mission, a national call to take small but meaningful steps towards a better future for ourselves and our nation. True independence goes beyond freedom from colonial rul,; it also means freedom from financial burdens. Let us pledge our commitment to financial independence on social media, tag ASNB, and use the hashtag #KITAGENERASILABUR.