Adaptation of the Tinkoff Investments Application to Attract People of the Older Generation

The work examines the investment process, its means and factors influencing people's willingness to start investing. The relevance of the work is due to the fact that in the modern world there are various opportunities for accumulating and increasing funds, including various banking products, deposits and savings accounts, investments in real estate and investing in securities. The history of the development of the Russian stock market dates back to the eighteenth century with the creation of the first stock exchange in St. Petersburg in 1703 by Peter the Great. The abolition of serfdom by the Manifesto of 1861 launched a number of reforms in all spheres of life and became an impetus for the development of the stock market. By the end of the century, the number of exchanges exceeded 1000, and society was psychologically ready for active trading on the securities market. Until 1917, there were fluctuations in the mood of the population and, consequently, on the stock exchange, but in 1917, the Bolsheviks who came to power completely destroyed the market. There were attempts to restore the stock market during the NEP (New Economic Policy), but the state dominated the capital structure, and at the end of the 1920s all stock exchanges were closed. Only in 1990 were the Russian Commodity and Raw Materials Exchange and the Moscow Exchange established. A breakthrough was the creation of the Russian trading system, which made it possible to see stock quotes, since before that they were learned from the bulletins of news agencies. This marked the beginning of the creation of the market that exists today. Thus, the Russian investment market can be called young. It is important to carry out work to attract broker clients and explain the basics of the market and work on it. In the modern market, the main share of investors are people under forty to forty-five years old, people older than this age constitute the target audience. An insufficiently high level of financial literacy, as well as high professional and social employment of older people become barriers for them to start investing. The specific age for the target audience is correlated with age classifications, taking into account that older people are the category next to “youth”: WHO defines the age for the category “youth” from 25 to 44, in various countries the age of “youth” is limited to 24 years up to 35 years old, as in Russia. In order to find solutions to obstacles to starting or more actively participating in the investment activities of older people, a study of these factors was carried out, an in-depth study of the retrospective development of the stock market of investment activities, as well as an analysis of the existing functionality of the Tinkoff Investments application. An in-depth interview was developed and conducted to determine the characteristics of the target audience: financial behavior patterns, use of savings methods, investment experience, as well as attitude towards the bank and broker Tinkoff. Based on the materials studied and the analyzed interview results, proposals were developed to overcome barriers to starting investment activities and implemented in the Tinkoff Investments application.