- Asia Securities champions financial inclusion in Sri Lanka with a free, trilingual, short video-based Financial Literacy initiative
- First-ever comprehensive private sector initiative to promote Financial Literacy in Sri Lanka
Asia Securities, a leading investment firm in Sri Lanka, launched DhanaMaga (ධනමග / தன மார்க்கம்) a trilingual financial literacy program aimed at helping Sri Lankans take control of their financial future.
DhanaMaga, the first of its kind online portal and mobile application was officially launched on the 21st of February 2022. The aim of this initiative by Asia Securities is to provide answers to all Sri Lankans on their money-related questions—from understanding how to finance small businesses and building personal financial plans, to understanding company financial statements and choosing suitable investment options.
On the importance of financial education in fostering financial stability, Asia Securities Chairman Dumith Fernando stated, “We at Asia Securities talk to business owners and individual investors every day. Therefore, we understand first-hand how crucial financial skills are in enabling people to actively participate in the economy and secure their personal financial future. Our Financial Literacy initiative, DhanaMaga, empowers Sri Lankans, from all walks of life, with the right resources to help finance a small business without putting themselves at too much risk or managing their money wisely by planning and investing for their families’ future needs. We are delighted to spearhead this initiative to build a strong foundation that will support the goal of the prosperity of all citizens of our beloved nation.”
DhanaMaga offers 100+ easy-to-follow, engaging videos available in Sinhala, Tamil and English languages that are suitable for any age, skill level, and stage of life. The videos can be viewed completely free via the www.dhanamaga.lk portal or by downloading the mobile application.
The self-directed videos also allow visitors to learn at their own pace, at anytime, anywhere. The video content had been reviewed for suitability and accuracy by an independent DhanaMaga Curriculum Committee comprising of key local experts with over 70+ years’ experience in financial regulation and education.
Chief Guest, Viraj Dayaratne PC, Chairman – Securities and Exchange Commission commented on the launch, “It is commendable that Asia Securities had the foresight and understanding to introduce a trilingual program to provide all Sri Lankans the knowledge to have an equal opportunity when it comes to investments and managing their finances”.
Sri Lanka has a literacy rate of 92% and the country’s financial literacy rate is at 35%, compared to an average of 65% in developed countries (S&P Global FinLit Survey). Meanwhile, 74% of Sri Lankans have opened an account at a formal financial institution. The lack of financial education and financial access are the primary cause of low financial literacy levels.
Guest of Honor, Mahela Jayawardena, Former Sri Lanka Cricket Captain also shared his thoughts. “I would like to thank Asia Securities for inviting me as the Guest of Honour for the launch of the DhanaMaga platform, an interesting initiative that has the potential to benefit Sri Lankans of all walks of life, especially the youth. I wish the team all the best as they strive to execute their vision to improve financial literacy in Sri Lanka.”
A highlight of the event was the first Engagement Partnership for Dhanamaga, with Room to Read, a global non-profit active in Sri Lanka, that seeks to transform the lives of children in low-income communities by focusing on literacy and gender equality in education. The partnership with DhanaMaga allows Room to Read to provide an important curriculum in financial literacy to more than a million participants of its Girls Education Program.
Commenting on the signing of the MoU, Shevanthi Jayasuriya, Country Director at Room to Read Sri Lanka said, “We are proud to have partnered with Asia Securities as together we have been able to set up the DhanaMaga platform but also lay the foundation for even more projects that will help benefit the youth and ultimately the nation as well. We look forward to working with them on this project and many more in the future.”
While many Sri Lankans are economically active, they sometimes lack basic education in the key tenets of finance. This not only prevents them from reaping the benefits of their economic activity but also puts them at risk of poor financial decisions that keep them locked in debt and poverty. While the public sector may have a responsibility to address this issue, Asia Securities believes that the private sector too must play its part in enhancing financial literacy in the national interest.
DhanaMaga is a financial literacy initiative powered by Asia Securities (Pvt) Ltd. To watch the series of 100+ simple, educational videos, visit www.dhanamaga.lk or download the Dhanamaga app
