Can a store really improve your passive income investing? I went to find out

This post was created in partnership with Moomoo Singapore. All views and opinions expressed in this article are Beansprout's objective and professional opinions.

What happened?

If you had told me a few years ago that a digital-first investment platform would open a physical store —not one, but two — I would have raised an eyebrow. 

For most of us building passive income today, everything from stock screenshots to dividend updates already lives on our phones. 

What role would a physical outlet play in an investor’s daily life?

So when Moomoo announced the opening of their two new stores at 313@Somerset (B2-53/53A) and JEM (B1-19), I was curious. 

When I arrived at the store, I saw that this wasn’t a typical “store”. It was more of a community space built to bring the digital investing experience, and conversations around building wealth and steady income, to life.

What is Moomoo Stores?

Before visiting, I wasn’t sure what to expect. 

Was it going to feel like a bank branch? A customer service counter? A retail shop?

Moomoo’s physical store is best described as a welcoming, experiential space designed to make investing feel more human. 

I visited the 313@somerset location, and the layout is open and bright, and inviting. 

The environment felt approachable. 

Staff were proactive, friendly, and genuinely interested in helping visitors, regardless of their skill level. 

Rather than standing behind counters, they walked around the space, answering questions, explaining features, and offering guidance without any pressure or sales talk.

As Reid Swi, Branch Manager of Moomoo in 313@somerset, explained when I sat down with him:

“Digital investing can feel isolating. People don’t always know who to ask. We wanted to bring back a human touch.”

Coming from a banking and finance background, he has seen how isolating the investment process can be. 

“While the moomoo app can answer 80–90% of user questions, that remaining 10% often requires a conversation, someone to help you with difficult questions, or clarify a concept,” he shares. 

Personally, I used the moomoo app to invest in dividend stocks, track markets, and research counters.  

But being in a space purpose-built for learning made me curious about how much more clarity I could gain from talking to someone in person. 

So I headed over to the 1:1 consultation area to find out.

One-to-one consultation on investing with Moomoo

One of the features of the physical store is the 1:1 assistance area, a corner designed for hands-on help with everything from account opening to navigating the app. 

It’s not meant to give market predictions or personalised investment advice, but it is useful for anyone who wants to understand how to make the most of the platform.

And honestly, that’s where many investors may need clarity.

Whether you’re:

• New to investing and unsure where to begin,
• An older investor who prefers having someone walk you through setup steps,
• Not as tech-savvy and want someone to explain the features you always see but never use, or
• A time-strapped investor who just wants to learn the fastest way to access the tools you already rely on…

this consultation space makes a real difference.

So I sat down with Reid to get a walkthrough of the features I’ve been using, but not necessarily maximising. 

He walked me through how to filter SGX counters by dividend yield within the moomoo app, where to find payout history and upcoming ex-dividend dates, and how to access dividend announcements, corporate actions, and financials all in one place. 

He also showed me how to use the stock screeners to identify dividend opportunities across different sectors — from banks to REITs to telcos — and pointed out the features that track dividend income over time, giving me a clearer view of how my Singapore dividend portfolio is performing.

This step-by-step approach was useful in building a clearer, more systematic way to assess dividend sustainability and consistency within the moomoo app. 

Reid also highlighted a feature I hadn’t explored before: moomoo now allows users to link their CDP account directly within the app.

This means I can now hold SGX-listed stocks directly under my CDP while still benefiting from moomoo’s tools and visualisations. 

For dividend-focused investors who prefer CDP for transparency and direct dividend flow, this hybrid experience comes in handy.

What else do the Moomoo Stores offer?

The Somerset store also has around 19 screens, each showing real-time data from the markets. 

There were large displays of live SGX market data, visual dashboards comparing sectors and indices, interactive educational challenges, including one titled “Find the blue-chip stock” and walkthrough screens demonstrating key moomoo app features

The store is also focused on building a community. 

The Somerset outlet can host educational workshops, investor meetups, seminars on market trends, and conversations with market specialists. 

Moomoo also has plans for a dedicated KOL space at a central location to encourage more engaging finance content creation. 

For a generation that learns from social media, this matters. 

It brings finance into conversations people are already having, and gives creators the tools and space to do it responsibly.

Are there any promotions running at the Moomoo Stores? 

If you happen to visit during the grand opening period, you’ll quickly notice that moomoo isn’t just opening a store, they’re turning it into an event.

 And yes, there are several promotions running exclusively at the physical locations.

Apple for Apple: Bring an apple, win an Apple share (APPL）

Under the Apple for Apple challenge, you can bring an apple to either 313@Somerset or JEM to be weighed on the spot.

The heaviest apple of the day wins a full share of Apple Inc. (AAPL). 

This challenge is open to new and existing users, with one winner per day per store. 

The campaign runs from 8 to 22 November 2025, across the two stores. That’s 30 Apple shares up for grabs.  

On opening day, someone brought in a 600+ gram apple!

Exclusive welcome rewards available only in-store

Another major draw is the enhanced welcome rewards offered only to customers who sign up and deposit at the physical stores.

Here’s what’s available during the opening period:

• Up to S$1,755* in welcome rewards
• Additional AAPL* fractional shares
• Extra trading cash coupons
• Store-only challenges and perks that are not available online

Bring a friend, and both of you benefit

If you’re already a moomoo user and you’re feeling a bit FOMO, there’s something for you too.

During the same campaign period:

• Bring a friend down to sign up and deposit
• You can earn up to S$370* in rewards
• Your friend receives the enhanced welcome package too

If you can’t make it down to physical Moomoo Stores at 313@Somerset or JEM, you can still get up to S$1,255* welcome rewards and a free S$50 FairPrice voucher by signing up through Beansprout. 

More details about the promotion here.

What would Beansprout do?

After spending time at moomoo’s new 313@Somerset store, a few things became clear. 

This isn’t a typical banking brash, it’s a space built to make investing feel more human. 

The staff are genuinely approachable, the environment is welcoming, and the emphasis on face-to-face support helps close the gap for anyone who feels lost navigating everything through a screen.

Beyond that, the store offers an immersive experience you won’t get from your phone alone. The wall of screens showing real-time SGX data, the interactive challenges, and the community-focused setup make it easy to explore, learn, and connect. 

And during the launch period, the offline-only promotions, including the Apple for Apple challenge and the enhanced welcome rewards, give you an extra reason to stop by.

If you can’t make it down, you can still start your journey online. 

Sign up for Moomoo through Beansprout to get a S$50 FairPrice voucher and up to S$1,255* in welcome rewards. 

More details about the promotion here.  

Disclaimer

*T&Cs apply. All views expressed in this article are the independent opinions of Beansprout. Neither Moomoo Singapore or its affiliates shall be liable for the content of the information provided. 

This advertisement has not been reviewed by the Monetary Authority of Singapore.