InnovestX (SCBX subsidiary) launched an updated INVX App with customer-centric features including fractional shares, US options, and enhanced analytics across 31 markets. The company is adopting a behavioral data-driven approach to personalize investment experiences, backed by a brand campaign featuring pro golfer Patty Tavatanakit. Future features include direct THB-to-USD/HKD conversion without pre-exchange. Relevant for Thai retail investors and fintech adoption trends.