IND

money

hostel ID - 78

Hostel ID - 78
About Competitors User Personas Product Features Prioritization Metrics GTM

INDmoney is a super money app that helps users track, invest, and manage their finances seamlessly. It offers zero-commission
investing, AI-powered financial insights, personalized credit solutions, and a digital wallet for smart money management. With US
stocks, mutual funds, loans, and credit cards, INDmoney simplifies wealth creation and financial planning.

Some Key Features Investing Options Offered Active Clients of various Brokers

Automated
All-in-One Financial Wealth Mutual Funds, Lumpsum
Stocks, IPO &
Future & Options

Hub Tracking & SIP investing Intraday Trading (F&O)

Financial Goal
Setting and Track Savings
Recharges, Bills
Sovereign Gold

Tracking Accounts Personal Loan

& UPI Payments Bonds (SGBs)

INDmoney Brokerage Charges COMPETITORS

Full Service Brokers Discount Brokers
Equity Delivery Rs. 20 per executed order or 0.05% whichever is lower (Minimum Rs. 2)

Equity Intraday Rs. 20 per executed order or 0.05% whichever is lower (Minimum Rs. 2)

Credit Card Payment App Non Banking Financial Service

Equity Futures Rs. 20 per executed order

Equity Options Rs. 20 per executed order

About Competitors User Personas Product Features Prioritization Metrics GTM

Active clients Trading Segments Advantages Disadvantages Delighter

Large customer base, diverse Higher interest rates on loans,

92.09 Million Equity, F&O, Mutual Funds financial services including traditional banking approach Strong offline presence,
lending, insurance, and limits digital flexibility fast loan approvals
investments

Equity, F&O, MFs, Large and established user Very simplified user interface – Industry-low brokerage
7.39 Million Commodities, Currency base within the Zerodha more geared towards fees
ecosystem experienced investors

Equity, F&O, Mutual Funds, User-friendly mobile app with a Limited research and analysis
0.5 Million Commodities, Currency focus on simplicity and ease of tools – most catered toward Commission-free mutual
use for first-time investors DIY & casual investors fund investments

N0 Flexible credit line, no annual High-interest rates if dues Appealing to young users
6.30 Million fees, instant approvals aren’t cleared, limited with easy-to-use credit
acceptance compared to offerings
traditional cards

NO Rewards-driven model for credit Limited to high-credit-score Exclusive rewards & perks
13 Million card bill payments, premium users, no full-fledged lending for users
experience services
About Competitors User Personas Product Features Prioritization Metrics GTM

Harshita Shetty Dev Mishra

Age: 16 yrs
 Age: 20 yrs

Occupation: 11th-grade student
 Occupation: College Student

Location: Pune
 Location: Kolkata

Status: Single
 Status: Single

Tech Proficiency: High
Tech Proficiency: High

Bio: Bio:
Harshita is a curious and ambitious high school student interested in learning Dev is a college student eager to explore intraday trading as a way to build
about trading and financial markets. Despite having no prior experience, she is financial independence. He is tech-savvy and actively follows financial markets
eager to explore investing and trading as a way to build financial discipline early. but lacks sufficient capital to trade effectively. He is looking for a platform that
Since she does not have significant capital, he is looking for small, low-risk loan not only provides him with trading loans but also offers flexible credit options
options to get hands-on experience with trading. He values simple, easy-to- like a credit card or personal loan if needed. Additionally, having access to lump
understand platforms with gamified learning and guided investment strategies. sum money for daily expenses would help him manage his finances better
while focusing on his studies
Goals: Goals:
To learn the basics of trading and investing with a hands-on approach To access small loans specifically for intraday trading
To access small, low-risk loans (e.g., ₹1500) to experiment with trading To get a credit card for flexible financial management
To develop financial discipline and understand market risks early To have the option of a personal loan for larger financial needs
To use a beginner-friendly app that simplifies trading and investing To receive a lump sum amount to cover daily expenses as required
concepts. To enhance his trading skills and grow his portfolio responsibly.

Pain Points: Pain Points:

Lack of initial capital to start trading and investing Limited initial capital for trading and personal expenses
Limited knowledge of stock market movements and trading strategies High risk of losses in intraday trading without proper risk management tools
Needs guidance on risk management and responsible borrowing Lack of financial products tailored to students and young traders
Prefers an intuitive, engaging interface with interactive learning features. Needs guidance on using credit responsibly to avoid debt traps.
About Competitors User Personas Product Features Prioritization Metrics GTM

Rajesh Padikkal Arjun Rathode

Age: 24 yrs
 Age: 32 yrs

Occupation: Young Professional
 Occupation: Experienced Professional

Location: Bengaluru
 Location: Delhi

Status: Single
 Status: Married

Tech Proficiency: Moderate to High
Tech Proficiency: High

Bio: Bio:
Rajesh is a young professional who has recently started working and is still Arjun is a seasoned professional with deep knowledge of trading, investing,
navigating his personal finances. With limited work experience, he is looking and financial markets. He actively participates in high-volume trades and is
for financial products that can help him manage expenses, build credit, and among the top-performing users on the platform. With a solid financial
plan for future financial stability. He is eligible for benefits like credit cards, background and a track record of responsible credit usage, he qualifies for the
personal loans, and financial insights that can help him make smarter money highest loan amounts (₹1L–₹2L monthly) to maximize his trading opportunities.
decisions. He values ease of access, simple repayment options, and financial He values premium financial services, quick access to capital, and exclusive
guidance tailored to young professionals. benefits for top traders.

Goals: Goals:
To build a strong credit profile for future financial needs To access high-value loans (₹1L–₹2L monthly) for trading and investment
To access a credit card for managing expenses and earning rewards opportunities
To avail a personal loan when required for major expenses To leverage his expertise and maximize profits through margin trading
To receive financial insights and recommendations for smart money management To receive exclusive benefits and incentives for being a top performer
To start investing but with minimal risk and guided strategies. To streamline his financial transactions with premium services

Pain Points: Pain Points:

Limited financial experience and knowledge about credit management Requires quick loan disbursal and seamless fund transfers for time-sensitive trades
N eeds an easy and flexible repayment system for loans and credit cards Needs personalized financial products tailored for high-net-worth traders
Uncertain about how to balance savings, investments, and expenses. Prefers premium customer support and dedicated account management
Looks for advanced risk management tools to protect high-value investments.
About Competitors User Personas Product Features Prioritization Metrics GTM
Our very on IND Points, which
can be redeemed to buy goods
IND Credit Score and products from our site

Credit Empowered GR GR

Credit Score Long Term Credit Intraday Credit

Feature Description: MY ASSETS

INDScore+ is a dynamic credit scoring system designed

to evaluate user financial behavior and determine loan
₹69.01K Hi Garv!
Your IND credit score is
789 points
Your CIBIL score is
IND

eligibility, credit limits, and interest rates. It considers

multiple financial factors, ensuring fair and data-driven
I nv e s t i n t h e I n di a g rowt h s tor y 795 759
lending decisions within the INDmoney ecosystem. Our very own Your Average credit score is
credit scoring
system giving
more weightage to
How INDScore+ is Calculated Personalized Dashboard
stocks held and
return on portfolio
for managing the assets
INDScore+ is based on six key financial indicators and goals for our users
Payment History (30%) – Timely repayment of loans and bills
Investment Behavior (20%) – Regular investments and portfolio diversification
Credit Utilization (15%) – Responsible use of available credit
Spending & Stability (15%) – Maintaining a good balance between income and
expenses
Debt-to-Income Ratio (10%) – Managing debt effectively compared to earnings Credit Left Credit Used
Other Factors (10%) – Credit mix, inquiries, and financial activity.
₹6900 ₹23000
How INDScore+ Affects Credit & Loans
Factors affecting your credit score:
Users with higher INDScore+ (750-900) get higher loan limits and lower interest
rates, while those with a lower score receive adjusted credit terms. The score
dynamically updates based on real-time financial activities, encouraging
responsible money management.
₹ $ ₹ ₹ $ ₹
INDstocks US Stocks MyIN D

MutualFund Credit
INDstocks US Stocks MyIN D

MutualFund Credit

Credit Button on the main page for

easy navigation and user journey
About Competitors User Personas Product Features Prioritization Metrics GTM

INDSmartCredit+ GR

Invest Freely
Credit Score Long Term Credit Intraday Credit

Out of the total credit being Credit limit available

taken, what is the amount left
Feature Description: ₹6900 Info
INDSmartCredit+ is a personalized credit and lending solution designed for
traders and investors. It offers instant credit lines, margin trading loans, and
Issue new credit
short-term investment financing based on real-time portfolio analysis. Users
Loan amount
can access flexible repayment options and tailor their credit usage for stocks,
derivatives, or other assets. The feature seamlessly integrates with investment
₹12000 Decide the duration of the
platforms, providing a one-click borrowing option without disrupting trading loan being taken as per
activities. Loan duration
convinience
1M 6M 12M 24M Custom

Feature Advantage: Loan type -select-

Instant Credit Access – Get quick funds for margin trading and high-return
Interest Rate (Preview) xx%
investment opportunities Calculate the EMI and
Smart Portfolio-Based Lending – Credit limits adjust dynamically based on select the return back
investment performance and risk profile policy with ease
EMI Calculator
Seamless Integration – Borrow directly within the investment ecosystem
without additional documentation 24 Hr helpline system to
Flexible Repayment – Choose between short-term or rolling credit APPLY NOW assist you regarding
repayment options for better liquidity management.

loan taking process

HELP

INDSmartCredit+ ensures traders and investors never miss an opportunity by

providing instant, data-driven lending solutions tailored for market needs. ₹ $ ₹
INDstocks US Stocks MyIND

MutualFund Credit
About Competitors User Personas Product Features Prioritization Metrics GTM

INDtradeBoost
Leverage Smartly

Feature Description:
INDtradeBoost is a zero-interest trading loan designed for intraday and swing
traders, offering a one-month loan period exclusively for leverage trading.
Users can access funds directly within the INDmoney app wallet, ensuring the
loan is utilized only for trading purposes. Loan eligibility and amount are
determined by the INDcredit+ score, with a small processing fee instead of Adjust Leverage
interest charges. This feature provides traders with risk-managed capital
access while maintaining responsible credit utilization. leverage

Feature Advantage: - 10x +

Zero-Interest Trading Loan – Borrow for trading without paying interest,
just a minimal processing fee
INDmoney Wallet Exclusive – Funds can only be used for leverage trading 1x 2x 3x 5x 10x 20x
within the INDmoney ecosystem Please note that leverage changing will also apply
for open positions and open orders.
Smart Credit Allocation – Loan eligibility is based on INDcredit+ Score,
ensuring responsible borrowing
Trading on high leverage, such as 20x,
1-Month Loan Period – Provides flexibility for short-term traders without increases your risk of liquidation. It’s
important to always manage your risk
long-term debt burdens levels and understand the potential
Boost Trading Power – Enables traders to take larger positions while consequences. For more information,
please refer to our help article on
managing risk effectively.

leverage and risk management

I Understand
INDtradeBoost gives traders the capital they need, when they need it, without
interest, helping them maximize trading opportunities with smart, responsible Confirm

leverage. Cancel
 About Competitors User Personas Product Features Prioritization Metrics GTM

GR GR GR
Multi Credit selections
On the application we can Buy Now, 

Credit Score Long Term Credit Intraday Credit
add multiple Credit cards
Pay Later (BNPL)
which can be selected to
pay the premium or fund IND
IND pay later Get what you need
the solutions 789 points
instantly and pay later
in easy installments.
Latest Filter Favorite Enjoy zero or low-
Garv <3 interest credit with
seamless approvals
SAMSUNG and flexible
Galaxy Book4
Money Spent Total Payments Due Due next 30 days repayment options.
₹ 4, 5 999
Electronics
₹38,800 ₹34,640
₹38,800
HP Core i5
13th Gen New Purchase Amount
Shop on EMI
Convert your purchases
last month this Month ₹44, 299 Flexi EMI
Upcoming Payments
into easy EMIs with Electronics
Payment Due Nike (3/4) Enjoy customized EMI
minimal documentation. 7
₹38,800 ₹3,800 plans that adapt to
Feb
Shop now, split payments LG UHD AI Due in 1 day
your budget. Choose
over time, and manage ThinQ
LG (2/5)
Due Date 28/02/2025 Feb 11 ₹5,600 your tenure, adjust
expenses without financial 2,699
₹3 Due in 5 day payments, and prepay
strain.
EXPENSES Apple (4/4) anytime with full
Electronics Feb 25 ₹11,900 flexibility and control.
Due in 9 day
34% Restaurant BBQ
FOOD
₹13,192
SONY
BRAVIA 2 Purchases
₹ $ ₹ ₹ $ ₹ ₹ $ ₹
INDstocks US Stocks MyIND

MutualFund Credit INDstocks US Stocks MyIND

MutualFund Credit INDstocks US Stocks MyIND

MutualFund Credit

INDmoney partners with banks to offer cashback in INDmoney for eligible purchases, which can be redeemed 

at partner stores for discounts or purchases, enhancing the shopping experience.
 About Competitors User Personas Product Features Prioritization Metrics GTM

Reach x Impact x Confidence

R.I.C.E =
Effort

Feature REACH (1-10) IMPACT(1-5) CONFIDENCE EFFORT(1-10) R.I.C.E Score

(1-100%)

INDCreditScore 9 10 90% 6 67.5

INDtradeBoost 7 4 85% 5 47.5

INDsmartCredit+ 9 5 88% 7 56.6

Important Product metrics for our application

Customer Lifetime valu Customer conversion rat
Lending interest Decisio Revenue strea
CA Time to revenue generatio
Repeat borrowing rat Intraday loans
No of loans Len Product Usage rat
Demographics of the loans Len Net promoter score
Time to first value
About Competitors User Personas Product Features Prioritization Metrics GTM

METRICS PITFALLS
INDCreditScore INDCreditScore
User Adoption Rate: Percentage of INDmoney users activating the IND Credit 1. High adoption rates may not reflect actual usage. Users might sign up but not

Score feature actively use the feature

Premium User Conversion Rate: Percentage of users upgrading to premium for Users might downgrade after the initial premium period, leading to inflated
the exclusive metal card conversion rates
Average Credit Limit: Average credit limit assigned based on IND Credit Score A high average credit limit might indicate riskier lending practices if not paired
and financial behavior. with repayment data.

INDSmartCredit+ INDSmartCredit+
Percentage of traders and investors using INDSmartCredit+ Traders might adopt the feature during market booms but abandon it during
Percentage of the credit limit utilized for margin trading and investments downturns
Portfolio Performance Impact: Impact of using INDSmartCredit+ on users' High utilization might indicate over-leveraging, leading to potential defaults
investment portfolio performance Improved portfolio performance might be due to market conditions rather than
Revenue Generated: Revenue from interest and fees associated with credit lines the feature itsel
and loans High revenue might come from a small group of high-risk users, increasing
default risks.

INDtradeBoost INDtradeBoost
1. Traders might adopt the for short-term gains but churn uickly if they incur losses
Percentage of intraday and swing traders using INDItradeBoost
q

High utilization might indicate over-leveraging, leading to higher default risk

Percentage of the loan amount utilized for leverage trading Users may repay loans but incur significant trading losses, lead to dissatisfaction
Percentage of users repaying the loan within the one-month period Improved trading performance might be due to favorable market conditions rather
Trading Performance Impact: Impact of using INDItradeBoost on users' trading than the feature
profitability High revenue might come from a small group of high-risk traders, increasing
Revenue generated from the small processing fees on loans. default risks.

About Competitors User Personas Product Features Prioritization Metrics GTM

Launch
Phase 1:
Market Research
Pre-launch Hype: Buzz through social media,
influencers, and press
Utilise user surveys to understand the pain Beta Test: Gather feedback to refine features and
points ensure a smooth launch.
Run secondary research to support the Landing Pages: Clearly explain benefits and
hypothesis access for each feature.
Understand potential pains and risks with the
current customer journey.
In-App Promos: Showcase features with banners, Post Launch
notifications, and pop-ups.
Analyze competitors offering similar features. Continuously monitor the features
performance and user feedback
Address any critical issues promptly
Launch the feature to the broader user base
Phase 2: based on performance
Implement marketing and promotional
Phased Rollout: Release gradually to different activities
user segments for optimization
Development Enhanced Onboarding Guide users with tutorials
& personalized recommendation
Prioritise between suggested solution based on Introduce gamified elements (e.g., challenges,
user & business goals rewards, or badges) to encourage users to
Review and refine ideas along with other explore and adopt the feature.
stakeholders Phase 3:
Develop the feature, ensuring alignment with
design and meeting user needs Regular Updates: Maintain interest with fresh
Conduct thorough testing and debugging to functionalities, challenges, and content
ensure the feature is stable and secure User Feedback: Actively solicit suggestions to
guide future development
Strategic Partnerships: Unlock new content,
experiences, and revenue streams.
Thank You! IND
money