How INDmoney is empowering Indians to shift to smarter financial management

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Ashish Arya, Chief Marketing Officer, INDmoney, speaks about his innovative approach to redefining personal finance, the evolving role of technology in investment management, and strategies for driving impactful customer engagement in the digital age.

What is the vision and mission of INDmoney? How do you plan to drive these goals forward, especially in a competitive market?

At INDmoney, our mission is to help every Indian build a financially secure future. We believe managing investments, finances should be simple and accessible, not complicated. That’s why we’re focused on creating a seamless, easy-to-use platform that brings financial management into everyday life.

We believe in delivering value to our customers by addressing their pain points through industry-first product innovations, whether it’s enabling them to invest in US equity markets from India or offering them with features like Instant Money Withdrawals or a seamless view of all their Stock Dividends on a calendar. We’re equipping every Indian not just with the tools, but also the confidence to take charge of their financial future.

For your recent campaign, ‘Apne Money Ko Khali Mat Bithao’, what was the creative inspiration behind using the ‘Money Man’ in the digital ad film, and how does it align with the message you want to convey? What specific changes in behaviour do you hope to inspire through the campaign’s characters and scenarios?

The campaign was inspired by the need to address a critical financial behaviour: that while we work hard to earn our money, we often let it sit idle, missing its potential to grow. A large majority of Indians keep their savings in cash or low-interest bank accounts, losing the opportunity to earn potential returns over time and letting the value of their savings erode due to inflation.

The ‘Money Man’ character was designed as a personification of idle money – unproductive, lounging around, and not contributing to financial growth. This creative representation was carefully chosen to drive home the message that idle money has untapped potential. By highlighting the quirky nature of the ‘Money Man’ with scenarios of financial inactivity, we aimed to create a relatable yet thought-provoking narrative.

In contrast, INDman, our brand mascot, encourages viewers to put their money to work through smart financial choices. The character aligns with our brand’s ethos of empowering individuals to take control of their money – through investments in Indian and US equities, Mutual Funds or tracking all their finances through one app.

We hope viewers will feel empowered to take their first step to smarter financial management. Our goal is to inspire Indians to rethink their relationship with money and actively take control of their financial future.

What were some of the biggest challenges you faced while building INDmoney’s brand, and how did you successfully overcome them?

Building the INDmoney brand presented challenges particularly in raising awareness and establishing trust in a landscape where financial knowledge can be limited and often clouded by misinformation. With numerous voices in the financial space, it was essential for us to differentiate ourselves with clear, reliable information that users could genuinely trust.

To address this, we focused on making finance simple, relatable, and even enjoyable. Rather than using complex jargon, we kept our communication straightforward and leveraged humour to make financial conversations easy. This approach has been instrumental in positioning INDmoney as a trustworthy brand for managing finances.

How would you describe the landscape for funding and investment for startups in India? How has INDmoney navigated this aspect to support its growth?

The government’s strong commitment to building digital infrastructure has greatly supported INDmoney’s mission and the wider fintech sector. By advancing financial inclusion and establishing a secure digital ecosystem, the government has created an environment where fintech companies can thrive and innovate. With the market projected to reach $420 billion* by 2029, the sector is on a robust growth trajectory. (Source - NPCI)

What advice would you give to young entrepreneurs who aspire to build successful ventures in the fintech sector?

India’s fintech market has immense potential for growth, especially with a vast untapped audience that presents a unique opportunity to drive financial inclusion and make a broader impact. India’s fintech adoption of 87% is substantially higher than the global average of 67%, underscoring India’s strong digital infrastructure. (Source - EY)

As AI technology advances, the fintech sector is on the brink of transformative change. India, with its deep talent pool and robust innovation infrastructure, is well-positioned to create solutions that not only scale within the country, but also serve as models for markets globally.

Could you provide insights into INDmoney’s plans for expanding its operations? What are the strategic goals, and how do you plan to accomplish them?

India’s fintech landscape is evolving rapidly, driven by economic growth and rising income levels, with people looking for effective ways to manage and grow their wealth. The Indian fintech landscape is evolving rapidly with segments like wealth tech, payments, lending tech amongst others offering a high growth potential.

At INDmoney, we’re creating industry-first product solutions for users to track, invest and grow their wealth, all from one #SuperMoneyApp; leveraging our seamless and intuitive financial products. To stay ahead, we adopt the continuous product innovation approach driven by the first-principle thinking of our users’ pain points and solving them for a delightful product experience. 

Also Read: How startup jewellery brand Palmonas is taking the storytelling route to success