Business Challenge
- Our client, a broking platform, wanted to understand how different types of investors think and behave to create more targeted products, features, and communication.
The Method
- We spoke to a mix of HNI and retail investors→ 13 in-depth interviews with HNIs and 12 mini group discussions with retail investors across 5 cities
- We explored their life stage, money mindset, investing behavior, and their journey with different platforms
The Outcome
- We identified 4 clear investor segments, each with a distinct way of thinking:
- Big Bet Player but Traditional: Invests large amounts, but prefers safe bets mostly large caps; follows trusted advisors
- Punter/Market Player: Trades regularly, takes risks, small and mid cap, confident in own knowledge; relies on WhatsApp groups and peers
- Cautiously Aggressive: Mixes safe and risky bets, learns constantly, values research and planning
- Conservative Low-Risk Investor: Enters slowly, prefers safe options like bonds and large caps, invests with long-term goals in mind
How the Client benefited
- Helped define who their core audience is and what drives each segment
- Identified which segments are ready for engagement and what levers to use
- Informed product development, brand messaging to suit different investor mindsets