FlexiCat

Income shifted the focus from investment returns to flexibility, attracting middle-aged Singaporeans seeking flexibility in all aspects of life, including investments.

Launching a new flexibility-focused plan, Income tapped into a TikTok trend of "flexible cat" memes to introduce Flexi Cat—its counterpoint to the “bullish” investment culture, dramatising the benefit of flexibility in investments.

By pitting its flexible cat against the category’s strongest bulls, Income outgrew
the industry 1,280%