Target participants
Salaried employees in Tier 1 and Tier 2 cities aged 24 to 45 who have a bank account but have never invested in mutual funds or stocks.
The problem
Millions of salaried professionals in India keep their savings in basic bank accounts while inflation quietly eats away at their purchasing power. Financial jargon, fear of losing capital, and complex onboarding forms stop them from trying mutual funds or stocks.
Most existing trading apps cater to active intraday traders with dense charts and overwhelming data feeds. Ordinary earners need a slower, clearer introduction to wealth creation that matches their risk appetite without making them feel inadequate.
Research question
What specific terminology and onboarding steps cause first-time investors in India to abandon financial apps before making their first investment?