A significant shift in personal finance is underway in Thailand, with consumers moving from a traditional focus on saving to a more proactive strategy of “money allocation for spending control,” according to new data from MAKE by KBank. The financial management application, developed by KASIKORN Business-Technology Group (KBTG), reports that this behavioral change is driving a notable increase in financial discipline, with users of its “Cloud Pocket” feature saving 40% more than those who don’t.
Chetaphan Siridanupath, Managing Director of KBTG, stated that user data from January to July 2025 points to a clear trend. “We’re seeing a move away from ‘only saving money’ towards ‘systematic planning for spending’,” he said. “This is a crucial foundation for sustainable financial discipline.”
This shift is reflected in the application’s most popular “Cloud Pocket” categories, or sub-accounts. In 2024, “savings” was the top category; now, it has been overtaken by expense-focused pockets such as “daily/weekly/monthly expenses,” “travel expenses,” “debt repayment,” and “insurance premiums.” According to the data, six out of every ten Cloud Pockets created are now related to managing expenditures.
The data also highlights high-growth areas of spending, with Cloud Pockets for housing expenses increasing ninefold compared to the previous year, and those for running activities like “marathons” or “shoes” growing threefold. The trend varies by generation, with Gen Z users typically allocating funds weekly, while Gen Y prefers a monthly approach.
To support this growing trend, MAKE by KBank has launched three new specialized Cloud Pocket formats in 2025 including
Cloud Saving: A calendar-based tool for scheduling daily, weekly, or monthly savings to build discipline or create emergency funds.
Cloud Wishlist: Designed for goal-oriented saving, this feature helps users set a timeframe and calculates the required monthly savings for large purchases or travel.
Cloud Credit Card: A systematic tool for managing credit card bills, allowing users to add expenses as they occur and set aside funds for payment.
“Systematic money allocation is the starting point for true financial stability,” Chetaphan added.
He confirmed MAKE by KBank’s commitment to expanding its features and transaction partnerships, covering everything from utility bills to credit card payments, to create a single, intuitive application for modern financial management.
The MAKE by KBank application is available for download on the App Store and Google Play for users looking to adopt this new approach to financial planning.
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