How Angel Broking successfully transitioned from a traditional brokerage firm into Angel One, a youthful fintech platform

Prabhakar Tiwari

Traditionally, brokerage companies in India have all the time targeted on the middle-aged and financially Indian male as its viewers. The pandemic and startup-induced IPO frenzy in India, nonetheless, modified the general market outlook with increasingly more millennials, together with Gen Z, investing within the monetary markets.

Amid the heightened curiosity within the monetary markets, Angel Broking, a main brokerage participant, determined to undertake a rebranding and repositioning train to make its platform extra broad-based and interesting to a new set of traders.

Angel One, because the fintech platform is now known as, has grow to be a one-solution platform for each monetary want, ranging from mutual funds to insurance coverage, loans and others.

Talking concerning the technique behind this rebranding, Prabhakar Tiwari, Chief Growth Officer, Angel Broking, mentioned the phrase broking within the model title wasn’t resonating with the new-age traders and it was essential to create a holistic model id.

“Two to a few years in the past, the typical age of fairness market prospects was between 35 years and 40 years. Now the typical age is under 30 years—there’s a huge generational shift. So basically, you even have to vary and proper your self to be aligned to that form of market and therefore there isn’t a selection however to vary,” Tiwari mentioned. 

Talking concerning the advertising and marketing budgets for rebranding, he mentioned, “There can be a rise of virtually 20% in its advert spends. We have upped our investments in TV and digital. We are additionally planning to extend our funds on content material advertising and marketing.” 


What was the target behind the rebranding?

Firstly, the re-branding was all about positioning ourselves as a fintech organisation as a result of we now have actually remodeled from our traditional full-service brokerage home to a fintech home. However, the bigger notion about us had not moved to the fintech positioning. It was important for us to form of get that proper. Secondly, for our goal phase of Gen Z and millennials, ‘broking’ as a phrase, which was in our model title, would not ring a bell. Broking was not solely dropping traction, it was additionally seen as an outdated phrase and never as new-age. So it was essential for us to drop that phrase ‘broking’ from our title. And thirdly, as an organisation, we now have a number of services and products to supply. So we wish to give a tremendous app and a single buyer journey for fairness, loans, insurance coverage and mutual fund prospects. Also, two years down the road, we will likely be getting into AMC enterprise, so it was important for us to have an umbrella time period that may do justice to those a number of choices. Keeping these items in thoughts, we determined to rebrand ourselves to Angel One. This has a lot of saliency, a lot of familiarity and a lot of positivity. So we adopted this technique in session with our promoting company, that core (Angel) Plus One can be a good technique. Investment smart, I might say it’s extra concerning the form of pondering and planning that has gone into this.

For a traditional platform, altering its id is a troublesome activity given its current credibility and acceptance. How are you overcoming this problem? 

The greater problem while you do one thing of this kind is just not solely convincing your current consumer that not a lot has modified, and issues are transferring for higher. But the larger problem is new prospects or people who find themselves contemplating Angel Broking and the way do you persuade them that you’re the identical firm that has a legacy, the belief of the 5.5 million prospects. Our enterprise is exhibiting quarter on quarter; month on month we’re buying prospects aggressively. So there’s a lot of positivity across the model Angel Broking. We began a lot of efforts on PR round it. We began utilizing the platform to start out seeding the details about rebranding, after which we began a teaser marketing campaign on social media with #OneForAll.

#OneForAll on Facebook:


Tell us concerning the One merchandise in your bucket listing that you just wish to obtain by way of Investments within the feedback or tweet your solutions. Don’t overlook to tag [email protected] use the hashtag #OneForAll in your feedback and tweets.T&Cs apply*:
— Angel One (@AngelOne) August 2, 2021

We put it in on all in style digital media platforms akin to YouTube, Instagram and Twitter. This was very nicely picked up. We confirmed a lot of innovation across the phrase ‘One’, together with our staff altering their surname on LinkedIn with One. So these have been very nicely acquired. After that, we began our marketing campaign on YouTube and OTT platforms, did a roadblock with Twitter, and once more doing with MoneyManagement now. We have made very good three creatives for this marketing campaign, that are on air now. Our web site homepage has modified. These sorts of investments have gone behind it. There are different firms whose companies have dropped by 35-40%. However, as we’re nonetheless on this journey, our numbers are wanting stable in the meanwhile. I believe both there will be a minor drop, or we’ll be doing pretty much as good a enterprise as final month. I consider we can do good enterprise regardless of this huge change in title.

How do you propose to take your rebranding communication past metros?

We do a lot of particular app campaigns. We work on App Next, WeMeans; we additionally observe the machine customers, the geographical dispersion, and language dispersion. All these take us to the deeper a part of the nation to tier two, tier three, tier 4. Even YouTube and OTT now have footprints in tier two, tier three, and tier 4.

What is your advertising and marketing funds for rebranding and what mediums are you specializing in?

Eighty per cent of our funds will go to digital and with the remainder 20%, we are going to experiment with traditional platforms, together with TV. We wish to do an innovation on radio additionally as a result of we now have not tried that previously. There are some cities the place we wish to create a property however we now have not but determined that.

Overall, our advertising and marketing technique doesn’t have TV this a lot. This (re-branding) was a main marketing campaign for us. All issues mentioned and executed, TV, if not reaching out to the correct set of consumers, a minimum of creates phrase of mouth. Many influencers discover their inspiration from TV. We need queries from attainable prospects and new buyer prospects across the title change resolved. We don’t desire people who find themselves imagined to be consultants available in the market to not know the brand new title.

There’s no important enhance within the advert spends as a result of we saved apart a funds to start with of the yr. We have form of leveraged that funds with some 20% enhance, which is insignificant in comparison with the quantum of the work that’s required for the change to occur. But fortunately, we now have been in a position to give you the correct artistic, video artistic, static artistic, which truly eases your job.

Was pandemic the correct time to undertake the rebranding?

This sector basically has created a optimistic vibe within the pandemic, so the funding in it’s justified. Also, when you take a look at the way in which we’re rising, we’re including nearly half-a-million prospects each month. So in 9 to 12 months, we are going to add extra prospects than what we had previously. We will not be a lot bothered about how many individuals have come to us within the final 25 years. We are bothered about what number of new prospects will come to us within the subsequent one or two years. This is a smart transfer in that approach. We have to present the correct notion about what we now have to supply, which is past broking. By altering our title, we allowed folks to re-establish our relationship, reignite the fervour across the model and it will assist everyone.

Two to a few years in the past, the typical age of fairness market prospects was between 35 years and 40 years. Now the typical age is under 30 years; there’s a huge generational shift. So basically, you even have to vary and proper your self to be aligned to that form of market and therefore there isn’t a selection however to vary.

Do you additionally plan to revamp your web site and utility?

We will go sequentially about it. This title change is simply a step in the correct path. Within a quarter, you will note a huge change in our web site. Within two quarters, there will likely be a huge change in our app.

How will you construct a robust reference to the new-age investor?

Fundamentally, our prospects are a simplified journey to open a Demat account. They need the simplified steering in making their dream come true within the inventory market, whether or not they’re long-term traders or merchants. So by delivering on that promise, we’re giving them a steady relationship. What was missing is the novelty and the thrill within the title, we have been sounding very old style. So now with this new title, we stayed true to our promise on the monetary funding facet, however we now have additionally been a extra thrilling model to be seen round. That’s how we strengthened our relationship.

How many extra prospects do you propose to amass by the tip of this yr?

5.5 million is our general buyer base and we’re including practically half-a-million each month. Last month, we added 4.5 lakh. But we’re not chasing the quantity, to be sincere. We have been a worthwhile firm for the final 25 years and we do not take a look at issues within the brief time period. We will stay within the high three within the acquisition charge.

How essential is content material advertising and marketing for Angel One?

We have spent a lot of cash on content material advertising and marketing for nearly like one-and-a-half years now. Whether it’s Smart Money, which is our academic platform, or Smart Buzz, to maintain observe of the shares, the standard of blogs, YouTube movies and Reels, we’re best-in-class. We are producing this content material not solely in Hindi and English, however in six different languages. We’re giving this content material in a number of codecs. The complete concept is that we should always simplify the shopper journey, make info out there at their fingertips and can do every part to make it palatable for them. In the following two quarters, there will likely be a lot of content material from us on mutual fund, mortgage and insurance coverage enterprise as nicely. In the approaching occasions, we are going to enhance our funding on the content material entrance by a minimum of 100%.

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