Rising costs are changing how households handle money. Rakuten Insight surveyed 309 respondents in Singapore and 306 in Malaysia, while Supermom Pulse listened to more than 2,100 finance-related conversations in private parenting groups. Together they show how people are protecting their budgets, where digital banking fits, and what it takes for a financial brand to earn a place in the household.

Singapore and Malaysia at a glance

Caution comes first

The cost of living tops every other worry in both markets. Most respondents cut back on non-essential spending and build emergency savings before they think about better rates or investing.

Digital banking is mainstream, but trust sets the ceiling

Six in ten respondents already hold a digital-only account in both markets. Security, fraud and privacy concerns are still the top reason for hesitation, and clear, honest fees matter more than rewards to most respondents.

Growth travels through people

Family and friends are the top discovery channel in both markets. Influencer endorsement plays a smaller role in Singapore, where 34% say it is crucial to trust, compared to 43% in Malaysia.

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Made in collaboration with Supermom.
Supermom is Southeast Asia's largest parenting community platform, connecting brands with mothers across the region. Discover more from Supermom.

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Related articles: Malaysia Cost Pressure Pulse 2026 – wave 1, wave 2, Thailand Cost Pressure Pulse 2026 – wave 1, wave 2

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