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Kuvera Banks On Gamification To Bring Young Indians Into The Investment Fold

Kuvera Banks On Gamification To Bring Young Indians Into The Investment Fold

Kuvera has “gamified” the mutual price range investments for Indians via supplying cost-added services like tax harvesting, family account making plans thru loyalty coins

The organization claims to have grown its asset under management base to INR 12.5K Cr in July, up almost 100% from INR 6K Cr in January

Kuvera plans to add more fee-added services based on person feedback, which is a sales channel, stated CEO Gaurav Rastogi

The Indian fintech enterprise has been growing from a spot-based totally technique to a bundled product, where bits and pieces of the monetary offerings industry are introduced as startups look to strengthen revenue. This has enabled the gamers to bolster their revenue streams ordinary however left many with out a core awareness. 

Through the Covid-19 pandemic, fintech startups within the lending zone were specially careworn, but the different offerings of many startups held them in right stead. While bills have endured to grow, the lending atmosphere has been suffering. Similarly, wealth control noticed lots of upheavals too, with many buyers deciding on to withdraw funds from the market as the stock markets crashed.

But Kuvera says it noticed fine growth during Covid-19 via concentrated on the audience that changed into maximum probably to spend money on this time — younger age organizations and millennials who had checked out wealth management significantly after the financial effect of the pandemic. 


Launched in 2016 by Gaurav Rastogi, Neelabh Sanyal and Mayank Sharma, Kuvera is an instantaneous mutual fund investment platform, which additionally offers lending and virtual fold investments. Like most funding structures, it also presents get entry to to various superior solutions and offerings to help buyers make the maximum in their investments. But it’s the manner it permits these advanced services that make Kuvera a greater appealing proposition for the millennials and Generation Z traders it's miles focused on, who gained’t usually opt for these offerings. 

Kuvera Banks On Gamification To Bring Young Indians Into The Investment Fold

While the corporation prices 0-commission for advisory and mutual fund investment, it has taken a gamification technique to upsell its wealth control services. 

Gamification Brings In Young Investors

With a base of one Lakh energetic investors, who pay to use the corporation’s services, Kuvera allows users to accrue virtual cash for the use of the loose mutual funds’ provider, SIP, STP, loans and extra. The cash earned can be used for fee-delivered micro advisory offerings, which would otherwise now not see adoption from first-time or unaware investors. 

The business enterprise has “gamified” its direct sales flow via maintaining cost-delivered offerings like tax harvesting, own family account planning as paid, and both charging a small charge for it, or permitting customers to apply the loyalty cash to avail them. The loyalty coins can also be purchased and the organization sees this as an additional monetisation move.

Other offerings for partnerships like that of digital gold and lending additionally rake in commissions for Kuvera.  “We upload extra fee-introduced offerings based on what the person base tells us, that is one channel of revenue for us. We also make cash through pass-promoting one of a kind products— loans, remittance partners and so forth,” the cofounder added.

The business enterprise has grown its asset beneath management base to INR 12.5K Cr with over 7.5 Lakh investor base across 800 cities. Rastogi stated that the company started out the 12 months with INR 6K Cr of AUM, and this boom has additionally come at the again of Covid-19 with reduce down in fees for several customers. 

“March become a outstanding month for us, signal-u.S.A.Grew 2.2x and the quantity of traders who switched from ordinary plans to direct plans, and that extent was up close to 3x. April turned into no longer that proper, but May and June picked up again,” Rastogi added.

He also stated that boom has been driven by current traders moving to Kuvera and as a end result, its average portfolio stability has trended up at some point of this Covid-19 length. “The common portfolio size for an lively investor is INR nine Lakh, which has trended up at some stage in this period. On common, we're doing INR 35 Cr really worth transactions every day, however it's miles growing dramatically,” Rastogi brought.


The group didn’t disclose their FY20 performance, but the ministry of company affairs filings discovered that in FY 19, the organisation made revenue of INR 30 Lakh with an cost of INR 2.49 Cr and lack of INR 2.18 Cr. However, Rastogi delivered that during FY21, the business enterprise targets to have as a minimum INR 25K Cr in AUM and wreck-even in the subsequent four-five years.

The organization has raised $4.8Mn from UK-primarily based mission capital enterprise Eight Roads Fintech Strategic Investment and angels. Competing against players like Paytm Money, ETMoney, INDwealth, and so forth, Kuvera is vying for a bigger piece of Indian wealth management industry. 

“If this demand destruction keeps and the demand does now not come returned, then there is a critical threat that income goes down dramatically as properly. And when that occurs, then people will stop making an investment extra, human beings will begin dipping into their investments to continue to exist that downturn,” he provides. Rastogi believes that the u . S . A . Is 4-5 months far from that, however this is a chance due to something like Covid-19 and nobody can are expecting what is going to show up.

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