24 September 2025
Kept by krungsri, the innovative financial management platform that makes saving simple, fun, and genuinely achievable, has unveiled its latest innovation: the
‘Happy tax free’ jar, a tax-free fixed deposit available on the Kept app. The new product transforms the once daunting notion of financial discipline into the simple equation ‘Discipline = Happy.’ Designed to make saving effortless, clear, and rewarding, Happy tax free enables users to set clear goals, experience small wins along the way, and achieve long-term objectives with ease. Even beginners can start saving happily and reach their goals. With the belief that ‘Small changes for BIG FUTURE – adjust a little, change your life,’ Kept by krungsri encourages young people to develop the habit of saving while enjoying their chosen lifestyle. Alongside the launch, the brand has introduced a new communications campaign, ‘Discipline = Happy,’ supported by a fresh thematic online VDO inspiring young people to take their first step towards disciplined, happy saving.
Darika Phagapasvivat, Chief Product Owner, Kept by krungsri, explained that the platform was born from the vision of Krungsri (Bank of Ayudhya) to create a new savings innovation for a younger generation seeking diverse ways to save money that align with digital lifestyles. Kept by krungsri fosters everyday savings discipline through the design of multiple jars for different goals, such as Grow, Together, and Fun. Users can also build wealth through Kept Invest, an investment jar that has been continuously developed, helping expand its user base year on year. Currently, Kept by krungsri is being enjoyed by over 705,000 users, with Gen Y and Gen Z accounting for 86%. The company refers to these customers as Gen Kept. In 2024, the deposits of Gen Kept grew by 18%, reflecting Kept by krungsri’s role over the past five years as a savings platform that truly understands the younger generation. This also reaffirms the brand’s commitment to never stop evolving.
Today, Gen Z has emerged as a key driver of Thailand’s economy. They value financial planning, prioritise saving, and are actively seeking various ways to manage their money. According to the Gen Z Finance Survey 2025 by Krungsri Research, several key findings stand out:
- Financial Concerns of Gen Z
69% of Gen Z are most concerned about the rising cost of living, especially after experiencing the uncertainty of the COVID period, which affected their families, themselves, or those around them. This has heightened their focus on security, stability, and long-term financial planning.
- Importance of Saving
70% of Gen Z save and invest regularly. The top savings goal is for emergencies (67.6%), followed by travel (52.1%) and buying gifts for themselves (50.0%). However, nearly half admit to the mindset ‘spending now is happier than saving,’ which often hinders them from reaching their intended savings goals.
- Saving Preferences
80% of Gen Z save through bank accounts, which they perceive as secure and stable. Most opt for regular savings accounts or digital savings accounts.
- Low Awareness of Tax-Free Fixed Deposits
Despite saving through banks, very few Gen Z currently hold tax-free fixed deposit accounts. The two main reasons: lack of awareness, or the misconception that such accounts require large monthly deposits. As a result, many miss out on the full, tax-free interest benefits these accounts provide.
“From observing the financial behaviors and perspectives of younger generations, Kept by krungsri recognizes that although Gen Z are financially literate, value discipline, and have clear financial goals, obstacles still prevent them from reaching their desired outcomes. In particular, tax-free fixed deposits are often perceived as complicated, requiring large sums and high levels of discipline, as a financial platform dedicated to serving the younger generation, we aim to make it easier and more enjoyable for them to maintain financial discipline sustainably,” Darika said.
Discipline = Happy: Redefining Financial Habits
Traditionally, financial discipline has been seen as difficult, pressurizing, and joyless, often clashing with modern lifestyles. Kept by krungsri seeks to redefine this mindset by showing that discipline can be easy and happy. With this vision, the platform developed the ‘Happy tax free’ tax-free fixed deposit jar, based on the concept ‘Discipline = Happy.’ It transforms saving into an easy, fun, and continuous process that truly helps people reach their goals. The product is built around four stages of the Habit Loop:
- Habit 1 – Make it obvious
The new jar is prominently displayed on the home screen, encouraging users to start saving from the first glance.
- Habit 2 – Make it attractive
Users see clear goals with visual projections of interest rates and final savings amounts, boosting motivation to begin.
- Habit 3 – Make it easy
Savings are simplified. Start with as little as 500 baht per month, open an account instantly via the app, and use auto-deposit and notifications to stay on track. These small steps foster continuity until saving becomes a habit.
- Habit 4 – Make it satisfying
Rewards reinforce behavior. Users can see their interest accrue daily within the app and share their savings achievements on social media, generating pride and inspiration.
To amplify awareness, Kept by kungsri has launched a new thematic online VDO portraying the discipline of exercise as a metaphor for financial discipline. The film shows that with the right tools—ones that are simple, fun, and aligned with lifestyle—discipline no longer feels like pressure. Instead, it becomes a happy journey towards achieving goals. The ‘Happy tax free: Discipline = Happy’ commercial is now available on all Kept by krungsri social media channels.
Start your happy savings discipline easily with just 500 baht per month through Happy tax free. Enjoy higher interest than a regular savings account, receive full tax-free interest, set your own auto-deposit dates, and benefit from monthly reminders so you never miss a payment. Choose between a 24-month plan (2.00% per annum) or a 36-month plan (1.70% per annum), both offering a new savings experience that is simple, guided, and designed to help you achieve your goals. With discipline this easy, saving truly becomes happy.
Note:
- Interest rates and conditions are in line with the announcements of Bank of Ayudhya PCL on the date of each deposit transaction.
- Tax exemptions follow the regulations of the Revenue Department.
For further information, visit:
https://www.keptbykrungsri.com/
Download the Kept app from
https://www.keptbykrungsri.com/campaigns/registration
#KeptbyKrungsri #Happytaxfree #HappyDiscipline