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1 | Lead Source | Key Insights | User type | Name | What do you do ? | location | Age | Gender | Hobbies/interests | Apps on your phone | where do you spend your time ? | where do you spend your money ? | at this stage in life what do you priorities and why ? | What is your relationship with money ? | how do you go about investing ? what sort of investments have you made ? | where do you get you investments/market news ? | do you listen to influencers for making investment decision , if yes whom/where? | is social media you main sourse of investment news ? (if yes, which platform ) | When did you opened your DMAT account ? | which broker do you use ? | when did you started investing | could you break down your portfolio (in percentage) which asset class have you parked you money ? | If I give you 1 lakh today , how would you invest your money ? | which stage are you in achieving your financial goals ? | how would you rate your personal finance management | how would you rate your investment literacy | how much do you know about mutual funds ? (elaborate) | do you know the difference between MF and index fund ? (elaborate) | how many mutual funds have you invested in ? | do you have any investment in index funds or indices ? | what is your investment risk profile | how much of you income do you invest each month ? (percentage) | what is your investment frequency (daily, weekly, monthly, quater, annual) | do you like investing in new asset class ? (innovator vs risk aversive) | Investment platforms | how do you use each platform ? (name of platform > for what you use it ? ) | what is your main platform , and why ? | do you prefer web or app ? | have you heard about smallcase (yes/no) | when did you hear about small case (time) | how did you hear or learnt about small case (channels) | what made you jump on the platform (trigger, trust, influence) | What value do they see in Smallcase ? What are their triggers ? | what is the problem with small case / what you dont like about the platform | what do you percieve about small case (positioning ) wrt to investments, ease of use, who do you think they are positioning to, branding etc | What are the current barriers with Smallcase ? What problems can smallcase solve to make the experience better ? | what shall be your alternative/or what options did you consider while making the decision to use smallcase | how many products have you invested from smallcase | Have you invested in premium smallcases? | how frequent you go about checking new products on smallcase | Have you recommended Smallcase to your friends? | |||||||
2 | saketh | - experimental platform(not active investor) - they are passive w.r.t rebalancing - studies on fund manager & their details - uses 4 credit cards + not happy with cred - high effort to filter smallcase vs other stocks - need 1 platform for all asset classes | passive investor | Manik | PM @ velocity | Gurgaon | 28 | male | online strategy games, chess | screener, tickettape, netflix, cred, culfit | topics - productivity, forbes, travel, follows startups | netflix, cultfit | career growth(product/start ups) | US stocks, crypto, small case, equity, MF | tickettape, screener | No. mostly personal research | No | 3years back | Zerodha | 2018 | 5% US syocks, 5% crypto, 10% small case remaining MFs & evergreen stocks | 50% of savings | No specific gaols | 8/10 | 7/10 | Expert | Yes. Invests in both | Yes | high | 50% of savings | no pattern | innovator | Kite, coin, smallcase, coin DCX | Kite, coin, smallcase, coin DCX - for investments tickertape, screener - for analysis | apps | yes | 2 years back | marketing buzz, influencers (multiple touch points) | - minimal stress req to JTBD | platform for experimentation | - rebalancing is passive(I can decipher the changes required) - allocation stocks is mostly equal - all asset classes not covered | - minimal interference of mine + they manage dynamically - confusion b/w smallcase vs other stocks(kite) - US stocks not available | reserach about stocks in basket | 2 | No | 3/month | ||||||||||||
3 | saketh | - Actively investing - fan of concept + no research req + dyamic MF - loves cred for UX, jackpots, bill payments - Inerest in premium but not w/o any details | active investor | Shalini | Strategy @ tata cliq | Mumbai | 32 | female | long format reader, beauty & fashion enthu | forums, k-pop, k-drama, discord, twitterm FB, insta | netflix, prime, calm, ola, canva, swiggy, spotify, vverse | financial stability on career | MFs, US stcoks, smallcase | Dont spent time. Not smart | No | 2 years back | Zerodha | 2017 | 80% smallcase, 20% MFs | No gaols + looking to structure | 3/10 | 3/10 | Just ok | No | high | 15% of savings | no pattern | innovator | policybazar, kite, scripbox, smallcase, IND money | policybazar - MFs scripbox - MFs + US stocks Rest - equity | both | senior(fund manager) | 2 years back | senior(fund manager) | concept + less effort | thematic + seamless flow to invest | -rebalancing flow & communication -significat extra amout to rebalance (sometimes) - premium has not details | -rebalancing flow & communication -significat extra amout to rebalance (sometimes) - premium has not details | CAGR, volatality filter | 4 | No | 1/month | ||||||||||||||||
4 | saketh | Actively investing - for less research effort + basket allocatios basis budget, SIP in equity, diversifying portfolio | active investor | Manem | search specialist @ google | Vizag | 26 | male | VOD, gym, swimming | CAGR, mint, MC, cred, cultfit | food, tv shows/series, movies, debates, music | zee5, sonyliv, netflix, prime, hotstar, BB, swiggy, zomato | marriage | MF, smallcase, equity | MC, mint, tradingyou.com, screener | No | 2 years back | Zerodha | 2018 | Mid stage (from MF) | 8/10 | 6/10 | Expert | Yes | Yes | Medium | 30% of savings | Monthly (SIPs) | CAGR, kite, smallcase | all for investments | web - analysis app - investment | 1 years back | no/less analysis effort | SIP in equity, no manual selection of stocks % allocation basis budget | - premium has no details | - premium has no details | CAGR, weightage, small/mid/large allocation | 2 | No | 2/month | ||||||||||||||||||
5 | saketh | -Actively investing - for thematic concept with transparency & control -realising tax for every relance process - explorinf new cases but couldnt find - Inerest in premium but not w/o any details | active investor | Nireka | marketing @ quicko | Bangalore | 25 | female | book reading, podcasts, hangouts | slice, coin, wazirex, cred | book reading, podcasts, hangouts | netflix, prime hotstar, spotify | career growth | MF, smallcase, equity, crypto | recommendation from firends, family etc. | No | 3 years back | Zerodha | 2015 | 50% smallcase, 40% equity, 10% MF + crypto | No specific gaols | 7/10 | 8/10 | Expert | Yes | Yes | high | 40% of savings | no pattern | coin, wazirex, smallcase, zerodha | all for investments | app | yes | 3 years back | thematic investing concept intreged | trasparency on your money + control(no lockin) | - taxes when rebalanced - somtimes order placing issues - unable to find new smallcases added - capital req is high for premium cases - premium has no details | - taxes when rebalanced - somtimes order placing issues - unable to find new smallcases added - capital req is high for premium cases - premium has no details | 3 | No | 2/month | |||||||||||||||||
6 | saketh | churned | Nitin | personal business | Delhi NCR | male | ||||||||||||||||||||||||||||||||||||||||||||||||||||
7 | nakul | Smallcase good as a concept but not enough detailed info on financials of companies | Not a user | Jayesh Bhatia | AVP sales and marketing | Pune | 39 | Male | Motorcycling | Debt (PPF, equity and ELSS mutual funds | Money control, ET money | No, depend om my own research and reading of annual reports | Partly | 10 years back | Zerodha | 2011 | 60% equity, 30% MF's & 10% debt | Very good | Very good | Understand it well | Yes | Medium | Monthly | Risk aversive | KIte - stocks , ICICI mutual funds | Yes | Via zerodha 2 years back | Not enough detailed financial information on companies | No | |||||||||||||||||||||||||||||
8 | nakul | Interesting but took some research to understand what exactly smallcase does | Not a user | Varad More | CA | Mumbai | 24 | male | Finance blogs, poetry, trekking | Prime, netflix, swiggy, hotstar | Mutual funds and PPF | Money control, ET money | No, family has a financial advisor | 7 years back | Edelweiss | 2015 | 88% MF's and 12% PPF | Very good | Very good | Understand it well | Yes | No | Medium | Monthly | Risk averse | Edelweiss, MF brokers | ICICI mutual funds and edelweiss | Yes | Via edelweiss pop up 2 years back | Curated list of stocks, diversified porfolio and reduced research time | Entry barrier into some smallcases is high | No | ||||||||||||||||||||||||||
9 | nakul | Early adopter of smallcase, particularly likes that he can invest in specfic segments rather than having to do research about individual companies in that segment | active investor | Navin Baid | CX/UI lead @ Lenovo | Mumbai | 40 | Male | Finance blogs, travel | Swiggy, Cred, Coin, Kite | Stocks, MF's and Smallcases | Money control, ET money , whatsapp groups | No, I do my own research | No | 15 years back | Zerodha | 2008 | 55% equity, 25% Smallcases and 25% MF's | In the same order as the breakdown | Very good | Very good | Understand it well | Yes | Yes | High | Monthly | No, understand equity, Smallcases and MF's the best | Kite, Coin, Smallcase.ICICI mutual funds | Kite, Coin, Smallcase.ICICI mutual funds | App for kite, desktop for smallcase | Yes | Through zerodha universe 3 years back | Discovery of segments is very good, operating costs lower than MF's well managed smallcases | Rebalancing, settlement of stocks across kite and smallcase when something is sold | People that know and understand equitties | Disoverability on mobile app not as good as desktop, UI needs to be improved | 5 | no | Every week | |||||||||||||||||||
10 | nakul | Lack of trust in smallcase because fund managers do not have skin in the game as they do not have to be invested in the smallcases | Not a user | Sandeep Somasundar | Family business | Bangalore | 31 | Male | Marathons, Writing about personal finance | Kite, Coin, Swiggy, Netflix | Youtube, Netflix, Prime, exercising | Stocks, MF's and ETF's | Finance blogs, finshots, youube content, moneycontrol ET money etc | No I do my own research | No | 4 years back | Zerodha | 2018 | 60% equity, 40% MF's, some PPF | Very good | Very good | Understand it well | Yes | 4 | Yes | Medium | Monthly | No, prefer to stick to what i understand well | Coin, Kite | Coin and kite | Kite, Stocks and ETF's | Kite & coin app | Yes | Through zerodha universe 2 years back | Good concept, but questionable outcomes on actual results | Fund managers do not have any targets nor do they have to be invested in the smallcases | Beginner to intermediate investors | Entry barrier into some smallcases, subscription charges | Mutual funds | NO | No | |||||||||||||||||
11 | nakul | Very conservative investor, will invest in smallcase purely because of zerodha trust and that he doesnt have to do too much research as portfolios are curated | Not a user | Tushar Bangera | Freelancer | Mumbai | 42 | Male | Marketing, writing, blogs | Swiggy, gpay, cred, licious | Youtube, Netflix, Prime, exercising | LIC policies, 2 mutual funds | Linkiedin, Influencers | Yes, Nithin kamath, finshots | yes, linkedin | 3 years back | HDFC secuirities | 2019 | 80% LIC policies, 20% MF's | Medium | low | Not very much | no | 2 | no | low | Monthly | No, low risk preferred | ICICI mutual funds, LIC | LIC, ICICI | Yes | Through YT ad | youtube, Ankur warikoo | Trust (will be) | thinks its a good concept, willing to get in | More accessible smallcases and nudges based on the users prefrences | ||||||||||||||||||||||
12 | Nakul | Interesting concept but feels smallcase is missing the aspect of goal based investing, difficult to understand netwotrth across kite, coin and smallcase | Casual user | Daanish suhail | Co founder Playo | Bangalore | 31 | Male | Motorcycling , video making | Swiggy, cred, coin, kite, smallcase, netlfix, amazon | Exercising, Netflix, youtube | MF's through coin, scripbox | Friends, influencers | take advice from experienced friends | Instagram, LI | 3 years | Kite | 2019 | 60% MF, 30% stocks, 10% PPF, 5% cryotos | Early, feels he started late | Good | Medium | Understand it well | Yes | 5 | No | High | Monthly | High rosk high reward preferred | Kite, Coin, Smallcase,Scripbox | Kite stocks, coin & scripbox for MF's | Coin, prefers mutual fund concept | App | YEs | Zerodha | Linkedin, Instagram | trust from zerodha | Good concept of investing in thematic stock baskets | High entry barriers and subscription costs in some cases, does not want to pay that much money upfront | High entry barriers, SIP's are also high in some cases | rarely | |||||||||||||||||
13 | Nakul | smallcases managed by good fund managers, trusts the results. does not have to do technical analysis himself | active investor | Sidhant Jain | Freelancer | New delhi | 24 | Male | Marketing, personal finance | Swiggy, kite, coin, cred, smallcase, netflix, amazon, zepto, dunzo | Youtube, Netflix, Prime, | Run his own business and his mothers | Important | Stocks, MF's, Crypto | Influencers, youtube | yes | Instagram, youtube, linkedin | 2 years | kite | 2020 | 60% direct stocks, 30% MF's, 10% crypto | early | Good | good | Understand it well | Yes | 5 | no | high | Monthly | yes | Kite, coin, smallcase, WazirX | Kite for stocks, coin for MF's & wazir x for crypto | Kite, stocks are primary method of investment | App | Yes | 2021, via shashank udupa | trust from udupa and ankur warikoo | No lock in period, easy discovery of smallcases, segments | Kite and smallcase integration is not great - holdings are not updated in real time after a partial sale | Some smallcases entry barrier is high and subscription costs are also involved | 4 | No | weekly | ||||||||||||||
14 | Subhash | Actively investing because of ease of use and saves research time | Active investor | Shubham Khandelwal | PM @ Razorpay | Rajasthan | 28 | Male | Direct stocks, mutual funds, gold, Smallcase | Zerodha | 2019 | Zerodha for stocks, Kuvera for Gold, Smallcase and Mutual funds | Yes | 2020 | A mix of multiple channels: Zerodha investment news/ Warikoo’s video /Insta ads | Saves research time | Lack of clarity on charges | Yes | ||||||||||||||||||||||||||||||||||||||||
15 | Nakul | Active investor, feels omboarding and curation of smallcases needs to be a lot better. Needed to do a lot of the discovery and research herself | Active investor | Prakya Vasudevan | PM @ squadcast | Bangalore | 26 | female | Trekking, diving, | Swiggy, netflix, Kite, Bigbasket, amazon, dunzo | Outdoors, Netlfix, Youtube | travel, trekking, diving lessons | Learing, professional development | Values money | Stocks via smallcase and 2 SIP s in mutual funds | Youtube, finshots, | Used to but i do my own research on smallcase now | less than a year | Zerodha | 2020 | 75% smallcase, 25% MF's | Early | Good | medium | understand it well | No | 2 | no | Medium | 40% | Monthly | No | Kite, smallcase | Smallcase, kite | Smallcase | app | Yes | 2021 | Capstone projecyt | Curiosity | Good segmentation, but requires time to search | not enough personalized recommendations | ||||||||||||||||
16 | Subhash | Actively investing becuase of the flexibility to create baskets | Active investor | Rohit Rohinkar | Business head, Holofy India | - | Male | Cryptos, Stocks, VC backed start up, Mutual funds, Smallcase | Zerodha | 2016 | Binance, Zerodha, Tyke, Groww, Smallcase | Yes | 2021 | Insta Ads or Youtube videos | Customization/ Bucketing | Updation doesn’t happen automatically, UI difference on mobile vs desktop is different, elaborate details are not available on mobile, clarity on the growth of individual stocks | Yes | |||||||||||||||||||||||||||||||||||||||||
17 | Subhash | Churned because is highly aware of everything and uses Zerodha directly, don't want to pay to Smallcase for any form of advisory | Churned | Rushi | PM @ Startup | Andhra pradesh | Male | Stocks, Bonds, Smallcase (not active) | Zerodha | 2016 | Zerodha, Wint wealth, Smallcase (churned) | Yes | 2016 | Youtube video, watched a video of founder | Bucketing based on categories | Recurring payment process | No | |||||||||||||||||||||||||||||||||||||||||
18 | Subhash | Actively investing becuase of the flexibility to create baskets | Active investor | Anand Vaidyanath | PM - Currently swicthing | Tamil Nadu | Male | Stocks, mutual fund, gold, Smallcase | Zerodha | 2020 | Zerodha, Wint wealth, HDFC security, Smallcase, Coin, Jar | Yes | 2020 | From Zerodha | Bucketing based on categories | Information breakdwown is complex | Yes | |||||||||||||||||||||||||||||||||||||||||
19 | Subhash | Churned because of lack of e-mandate. Still interested in using Smallcase though. | Churned | Abhinav Das | PM at Nuclei | - | Male | Mutual funds, stock, Crypto | Zerodha | 2018 | Scripbox, Groww, Zerodha, WazirX, Smallcase | Yes | 2020 | Kailash Nadh’s blog (CTO, Zerodha) | Bucketing based on categories | Recurring payment process | Yes | |||||||||||||||||||||||||||||||||||||||||
20 | Subhash | Not yet used is because he is very new to investing and is happy with his current portfolio | Installed, but not done anything else | Rohan Ralli | Copywriter at Cred | - | 24 | Male | Stocks | Zerodha | 2021 | Zerodha | Yes | 2021 | Youtube videos of financial advisors like Akshay Shrivastava, etc | - | NA | No | ||||||||||||||||||||||||||||||||||||||||
21 | Subhash | Actively invested in 2 smallcases, because it saves him research time, let's him create buckets. He is someone who makes decision based on influencer advices. | Active investor | Avinash Shanbagh | Sales - Currently swicthing | Tamil Nadu | Male | Stock, Mutual funds, FD, Gold, Smallcase | HDFC & SBI | 2021 | HDFC, SBI, IndMoney, Smallcase | Yes | 2021 | Ankur Warikoo, Tanmay Bhat - Youtube | Saves research time, Bucketing based on categories | Lack of call support | Yes | |||||||||||||||||||||||||||||||||||||||||
22 | Subhash | Not yet used because is not sure what smallcase will work best for her | Installed, KYC done, but not invested | Charul | PM @ ICICI prudential | Maharashtra | Female | Stocks, Mutual funds | Axis | 2019 | Axis mutual, Axis direct | Yes | 2021 | From Zerodha | - | Lack of personalised advice | No | |||||||||||||||||||||||||||||||||||||||||
23 | Tanmay | Mainly uses Smallcase to find individual stocks for any particular theme he's looking into. | Semi-Active? | Zenil | Transitioning from being a student to VC Analyst | Kharagpur/Mumbai | 22 | Male | - Reading - Cooking - Travelling | - Reddit - YouTube - Apps from news outlets - Gmail (for newsletters) | Starting with the first full time job. | - Values it highly/gives it importance - Is sure that one needs to be patient with it | - Stocks - ETFs - Smallcases | Actively discusses investments with peers and follows the news. | Mainly gets influenced by friends/peers | At the age of 19 (2019) | Groww | Age of 19 (2019) | Stocks/ETFs/Smallcases: 90% Crypto: 10% | Literally, just starting out the journey. | High | Wasn't too keen on MFs, preferred ETFs instead. Felt that one makes more returns on ETFS over the long run | None | 7/10 | Just started earning. Aiming to invest 40% to 50% since his parents support his basic needs | Monthly | Leaning towards risk aversive | - Groww - CoinDCX Smallcase | - Groww: for stocks - CoinDCX: Crypto - Smallcase: Largely for research | Groww | App | Yes | 2021 | Friends | Thematic research capabilities | Thematic research capabilities | Barrier to entry too high (high priced Smallcases) The good smallcases are very expensive | |||||||||||||||||||||
24 | Tanmay | Is not too active in terms of managing his wide portfolio (80 stocks). Likes that one can rebalance stocks through Smallcas | Active | Satish | Investment Banker (Own firm) | Mumbai | 44 | Male | - Reading - Exercising - Travelling | - Whatsapp - Gmail - Kindle - Audible - Cult.Fit - Mindvalley | Started his own independent practice. Focusing on growing it | - Stocks - Mutual Funds - Smallcases | Doesn't update himself too actively | 2 to 3 years ago | Kite | 2020 largely | Already invests INR 1 Lakhs to 1.5 Lakhs in MFs and stocks | Moderate | Actively invests in Mutual funds | 6 to 7/10 | Monthly | In the middle | Kite Scripbox Smallcases | - Kite: Stocks - Scripbox: Mutual Funds - Smallcases: | Kite | App | Yes | 2020ish | - Media Story - Social Media | Outsource his portfolio managent | Thematic investing Helps him manage his wide (80 stocks) portfolio | He once exited from a small case and was still charged the subscription fee | ||||||||||||||||||||||||||
25 | Tanmay | Began investing in stocks with very little knowledge, and smallcases made her feel better about venturing into stock markets. As she gained more experience, she stopped using Smallcase and focused on individual stocks instead | Churned | Khintu | Associate Brand Managers, Tata Sons | Mumbai | 26 | Female | - Travelling - Cooking | - Instagram - INDMoney - Kite - WazirX - Groww | - Working out - Spending time with friends and family | Feels that to make money, one needs money One show grow it if one has it | - FDs - MFs - Stocks - Smallcases - Digital + physical gold - Crypto | Popular social media Influencers | Yes. Creators such as Ankur Warikoo and Tanmay Bhat | 2018 | Kite | FD: 2016 MF: 2018 Stocks: 2021 Gold: 2021 Crypto: 2020 | Stocks: 66% MF: 22% | Has made a fairly substantial intial pool of assets, yet goals seem very distant | Mid | Mid | Actively invests in Mutual funds | 5 to 6/10 | Monthly | Risk averse | Kite Groww INDMoney Smallcase WazirX | Kite | App | Yes | 2021 | - Kite integration | Didn't have knowledge about stocks, so Smallcase helped make her feel safer. | Easy for beginnners Thematic investing | Many small cases are way too expensive (INR 50K+) | |||||||||||||||||||||||
26 | Tanmay | Churned | Avrio | Stay-at-home dad | Mumbai | 36 | Male | - Music - | - Day trading stocks - With his kid - Playing online poker | Fairly new father, so wants to take care of his family | - Stocks - MFs - Crypto | Mid | Actively invests in Mutual funds | |||||||||||||||||||||||||||||||||||||||||||||
27 | Tanmay | Started using small case after his portfolio strategy did not work out. A very new user, has invested only 3 months ago. Said it might not be a good time to survey about an investment app since the markets are down and that might affect the sentiment and possibly even the metrics | Active | Nikhil | Pharma Markets Consultant | Mumbai | 27 | Male | - Food - Travelling | - Youtube - Kite - PayTM - Inshorts/Mint | - Freelancing - Youtube - Reading | Got a good new job recently | - Stocks - MFs - Crypto - Smallcase | - Research - Influencers - News outlets | Yes, mentioned Akshat Shrivastav | 5 to 6 years ago (2016 or 2017) | Kite | 2016 or 2017 | - Stocks: 65% - MFs: 25% - Crypto: 5% - Smallcase: 3.5% | Did not get good returns evenn though he has been investing for a while. Looking to change strategy | Low to mid | Actively invests in Mutual funds | 7/10 | Monthly | Midway | Kite PayTM Money Vauld Smallcase | Kite: Stocks PayTM Money: MFs Vauld: Crypto Smallcase: Stocks | Kite | 2021 | Friends YouTube influencer Akshat Shrivastav | Portfolio did not perform after years of investing, looked for a change in strategy | Assortment of stocks when he has no time to research Good diversification | Beta for the investments is high (especially for his EV smallcase) | |||||||||||||||||||||||||
28 | Jatin | He really liked the page where you can check one's appetite to invest, he referred to a quiz which asked him about the details of his salary and post that he was allowed | Churned | Pratyush | Lives in a small city and have currently working at Strategy & Ops @eightfold.ai | Small city | 30 | Male | Loves to spend time online Travelling | Whatsapp, Slack, Youtube, Gmail | - Working out - Spending time with friends and family | Invest small 6-7 months ago only | Blue Chip Stocks Small Case MFS | Content -> Abhisek Morakaka Twitter Community -> Multiply App Personal -> Labor Law Advisor: YT | Yes | Yes | 6-7 months ago only | Zerodhara | 2022 | He invested in 2 small cases | No, he don't | |||||||||||||||||||||||||||||||||||||
29 | Jatin | He Really liked the vision of the product but he moved to startups and angelist for investing | Churned | Pramod | Co-Founder at Thredo | Banglore | 35 | Male | Hard Working and Passionate about Startups Love Reading | |||||||||||||||||||||||||||||||||||||||||||||||||
30 | Jatin | Piyush used smallcase for exploring but found out that he has to save Tax so he is continuing with the Mutual Funds | Churned | Piyush | Product Manager Onsitego | Mumbai | 28 | Male | Reading Bloging Travelling | Kite, Whatsapp, Slack, Youtube, Gmail, Twitter, Smallcase, Netflix | Youtube, Twitter, Netflix | His father is in investment, so he started investing early in the career | Mutual Funds, Equity | Twitter -> Social Conversation, varsity | No | Zerodha | 7-8 years back | Is investing from last 6-7 years and want to keep on without a goal | Mid-Senior | Actively Invests in MFs | 20-30% | Weekly | Coin by Zerodha | yes | 2 years back | To Explore the platform | 1 in the past | No | ||||||||||||||||||||||||||||||
31 | Jatin | Akansha was too impressed with the product but she does not want to pay the Subscription Fee of the platform, Her main concern was that she already has the knowledge and can invest accordingly to her interest, she insisted that she can use the subscription amount to buy some Tata, Asian Paints Stocks | Churned | Akansha | Works at Swiggy | Banglore | 27 | Female | Reading Bloging Travelling | |||||||||||||||||||||||||||||||||||||||||||||||||
32 | Jatin | He is still very new to the investing and has started investments from the first stipend itself and he is actively investing but the amount of money is small | Active | Shubham Singla | Intern at powerplay_app | Haryana | 20 | Male | ||||||||||||||||||||||||||||||||||||||||||||||||||
33 | Jatin | He is still young at investing and don't have enough time so he started following some influencers like ankur warikoo and started investing in the small | Active | Ankur | Currently doing M.Tech | Jaipur, Rajasthan | 23 | Male | ||||||||||||||||||||||||||||||||||||||||||||||||||
34 | Karan | Vineeth is an MBA grad, with 1 year working for Flipkart. Since Covid he has been actively involved in investing. Prior he would only invest in mutual fund which he was made awaree by his father who would invest for him | Active | Vineeth | 1 year of work exp. Works at Flipkart in category management team. | Mumbai | 26 | Male | Dancing Music Board games | ET money Kite CoinDCX | Working Dance Social Media | Saving Food Household | Money | recently started to be good | 1. Stocks 2. Crypto 3. MF - equity 4. Intex, ETF | Moneycontrol Mint Social Media, Youtube | Yes | No | 2018 | Zerodha | 2019 | 60% stocks (including US stocks) 30% MF 10% Crypto | 33% Index (smallcase) 33% stocks 33% Crypto | very early | 6/10 | 8/10 | they are a basic of assests, mostly securities. mostly 2 types - equity and hybrid | Yes, IF is more transperent and much in buyers control | 2 | 3 | 4/5 moderate to high | 30% | weekly - stocks monthly - MF/IF SIP crypto - daily | yes | Zerodha Groww INDmoney Coin COinDCX smallcase | Kite - stocks Groww - stocks coin - MF CoinDCX - crypto smallcase - IF INDmoney - US stocks | Zerodha - Kite | Web | Influencers - Tanmay Batt Ankur Warikoo | 2020 | Youtube | Curiosity of sector wise investment, then the investors it is backed by. and tanmay and ankur warikoo speaking about it | Helps in diversifying portfolio, and disovery of new stocks. I get lot of good stocks which i shard to find out otherwise | Subscprition fees is too high also, if i am investing they should not ask subscription | It is a good platform for news, I think it is better than money control. It is an online wealth manager | they should add more of mutual fund angel. add debt investments option. and also the min buyin is too high. if that could come down | I think Groww and moneycontrol | 5 | yes | 2/week | yes | |||||||
35 | Karan | Akash is a law student, he invests his father's money and his pocket money. He was introduced to the platform by his elder cousin. He loves the platform and uses mostly for information and knowledge about stocks. Invested in EV tracker, but still figuring out the platform. the platform helps him to invest in different themes of fund which he would have not build because of less knowledge | Active | Akash Lalwani | Currently doing LLB | Jabalpur, MP | 24 | Male | Outdoor sports, standup comedy, reading personal development books, spends a lot of time on social media | moneycontrol KFintech (Kfinkart) Mycams Mint | Study Social Media Youtube Spotify Going out with friends | Food Outing | Money | I save some money | 1. MF 2. Stocks 3. Smallcase | Moneycontrol Influencers (youtube, telegram) Social media | yes | Yes - Youtube, Telegram | 2 years ago | Zerodha | 2 years | 40% MF 30% stocks 10% Crypto 20% Smallcase | 30%blue chip MF funds 30% stocks 30% crypto 10% from smallcase | very early | 7/10 | 4/10 | I know a little, they are equity and debt. mix are called balance funds | I dont know the difference | 4 | 0 | 3/5 Moderate | 0 | Monthly stocks - depends smallcase - I only check in 15 days | yes | Zerodha | MF - mycams, KFinKart Smallcase Zerodha (Kite) | Zerodha - Kite Because i use my pocket money to buy and sell stocks | App | yes | 2020-21 | Elder Brother | My brother trust, he navigated me | I learn alot about portfolio, new stocks, sector based stocks, look at diversification, them go about buying it myself. It helps me with knowledge of good stocks and market generally Also, diversified investments. | subsciption fees. Also when i sold a partial fund (some of its stocks) on kite, smallcase was still reflecting the fund. I tried reaching support but no one helped. I eventually figured out, but it took too much time and help from friends | helps those who dont understand market, sector very well, and reduces the effort of discovery of good stocks and portfolio. It is investing in portfolio, and for Genz and Mellenials | they dont show the value (low or high) of the stocks in basket, I have to go back to kite and check it. that is a pain. If they can solve this it would be good | Groww Private wealth manager - but they were not helping much | 4 funds | no | bi-weekly | yes | |||||||
36 | Karan | Mayank has been 15 years in investments, with MF, stocks, Index funds etc. Love the experience of platform, control and flexibility to make his own DIY portfolios has 10 investments through smallcase. like unique value of cheaper PMS, not like the transperency of pricing and dont trust all the fund manager. | Active (power user) | Mayank Bhavsar | Works at zest money as associate director - growth 7+ yrs exp. MBA in Finance | Bengaluru | 34 | Male | Reading books, investments, going out to explore food | ET money money control Mint | Business news social media Market news Reading book Youtube OTT Spotify | mostly eating outside savings commute household expenses | time | have always had good relationship been saving since college | 1. MF - equity, balance, hybdrid, liquid funds 2. stocks 3. PPF 4. Index funds, ETFs 5. FD 6. Post office saving scheme | Mint money control ET money economics times Mint Bloomberg Quint | No | No | 15 years ago | Zerodha Angel One (not active) Upstox | 15 years | 30% stocks equity 40% MF 10% index funds (smallcase) 10% debt funds, gold 10% PPF, FD, Post office a little in US stocks | All on index funds through smallcase | Half way | 9.5 | 9.5 | MF are safe. mix of alot of investment class. they range more than debt, hybrid. 7-8 classes. can have componenets of bonds, securities, gold, real estate, soverign funds, etc. | Yes. MF is not that transperent, less control and ranges beyond stocks indices, securities. IF are specifically in securities NIFTY, BSE, pharma tracker etc. IF performance in replica of indices with some changes in risk profiling | 15 | 10 | 3/5 moderate | 50% | monthly stocks - weekly | No | Zerodha | Zerodha - stocks Upstox - Stocks, indices Smallcase - IF Coin - MF Kotak, HDFC - MF | zerodha - Varsity, Kite love the interface | Web | yes | 2017-18 | zerodha, amazon invested in it. news | Breadth of portfolio, reduces my efforts solves the entry barrier to PMS | control easy transperent (only in allocation) lot of options informed less fee for PMS range of options | transperency of fees not a lot of trust on fund managers | they are making PMS accessable to common people. easy to use position to genz , melennials they are going for people who are not well informed about IF, ETF market | transperency quality of fund managers | its new in its catergory. these services are usually positioned to HNIs | 11 DIY funds | no | monthly | yes | |||||||
37 | Karan | Prashant has worked at Standard Chartered Private banking. He has been invested in MF for more than 5 years, and a active user of Smallcase. But doesnot pay for any subscription fund. invest in free cases. | Active (power user) | Prashant Teckchandani | Senior Manager @Park+, 6 years of work exp, ex - Standard chartered Private banking | Gurgaon | 31 | Male | Reading, working out, travelling | |||||||||||||||||||||||||||||||||||||||||||||||||
38 | Karan | Himanshi came on the platform from word of mouth by a friend. She tried understanding but churned because she think she is sorted with mutual funds. and doesnt have much understanding about stocks | Churned | Himanshi Dawar | Marketing Professional @Agency 6 years of experience | Gurgaon | 32 | Female | Singing, music, shopping, decor, reading | YT, FB, Insta, | ||||||||||||||||||||||||||||||||||||||||||||||||
39 | Soumi | Investment Literacy high, looks at what value platform is adding vs what value are taking | Active User | Paridhi Agarwal | Works at EY as Talent Management Lead, 5 Years Work-ex, XLRI graduate | Gurgaon | 31 | Female | Binging, Reading, Going Out with Friends | Youtube Netflix Inshorts Disney+Hotstar Amazon Flipkart Cred Zerodha Smallcase | Podcasts Youtube OTT - 1-2 Hours a Day | Shopping Going out with Frineds | Balance between Money and Time, Need to look after peace of mind and hence time is valued more | Starting to learn how to manage it. So far it was come and go types | Moderate | 10% | Monthly | Yes | Zerodha, Smallcase | Zerodha | Zerodha | App | Yes | 6 Months Ago | Youtube | Trust, that Zerodha is betting on it so must be some value | Curated Stocks, homework done by them so I dont have to waste time | When they report their return rate, they dont adjust basis expense ratio like a MF does. Misleading as CAGR will be lower than reported | Informed, Accessible | Cost of initial subscription is too high. Given you can still make losses due to market volatility | ||||||||||||||||||||||||||||
40 | Soumi | She is a risk averse person who likes to follow not adopt early. For her what matters is the validation from other users first, then validating the recommendation. For her it was clear that she will not invest in literacy as she does not have the time or interest, it's purely driven by the desire of investing the right way. | Active User | Tarannum | Works at Accenture Strategy, Org Design. 5 Years in HR Consulting | Delhi | 32 | Female | Fitness - Running, Reading, Planning my day, Gardening, Freelance Writing | Reading, Freelance, | Rent + Salaries + Basics, 20% on Shopping, Going Out, Flights, SIP Investments, Alternate Investments | Mindful Spending + Investments for My family and Parents | Mutual Funds - SIPs 20K per month, Cancelled FDs, Smallcase | Nowhere in specific, Dont have a goto channel, ET Money, People I trust in friends and family | Yes ! Ankur Warikoo is the one that comes to mind. | No, I usually listen to friends and then look up specifics and then make | 2017 | Bank then Zerodha | 2020 | 50% in MF 40% in FDs 10% in Stocks & Smallcases | Equity | Have only just started - Goals are not even defined | 5 | 3 | MF is a pool investment in | 8 | 0 | Low | 20% | Monthly and Once Quarterly when I save some significant amount | Risk Averse | Zerodha, Smallcase, Bank FDs | Bank for FDs | Bank | App | Friends | 8 Months Ago | From A Friend | Advise from a trusted friend | Saw the value in higher returns by bundling right stock profiles Stocks but without the hassle | Cant search for smallcases at times, maybe cz I'm a free user thats why they dont show me those smallcases | Calm and Understated, Intellectual and Helpful, Being at the right place at the right time | 2 | No | Once a week or so | Yes | ||||||||||||
41 | Vivek | Would have used an invested smallcase a lot more a few years back when we was shaky in investing directly in equities. He sees limited usecase for him now and keeps watching out the space for something interesting | Active User | Lokesh Sardana | Senior Software Eng@ Atlassian | Bangalore | 33 | Male | Reading , Coding | Work/Laptop | Shopping for self/family | Learning, Money Growth | Investment , Mindful Spending | Mutual FUnd- AXIS, Parag Parikh Started out directly in equities now | Mint, Moneycontrol | None | No, but i do discuss with a few peers at work | 2017 | Sharekhan and then Zerodha | 2017 | Blue Chip Equity | Just started- gaining confidence | Good | Average | Started with it as it was safer and learnt more about stocks in due time | Yes | 2 | 0 | High | 20-30% | Monthly SIPs and lumpsums when markets crash | Rish averse | Zerodha, Sharekhan | Zerodha now. Sharekhan has some historic purchases | Zerodha | App | Yes | 6 months ago | Friends | Looked interesting | It is very useful to invest in small amounts ezpecially when one is starting out in a new direction | I was not able to login with Sharekhan and had to create a new DEMAT in Zerodha | it sounds innovative and relatable to a young audience | Trust of chances of a better success. Getting some success stories out might help fence sitters | 1 | Once a week/fortnight | Yes, young friends | |||||||||||
42 | Vivek | Finding it useful to understand more on investment. But isnt very active an investor because of his lifestyle | Active User | Aditya Chitta | Marketing @Flipkart | Bangalore | 30 | Male | Fitness, Social Hangouts, Binge Watching | Work, Family | Eating In/Out | Family and Friends | Spending, Saving. Now trying to invest | ELSS- Franklin Templeton. FD | ET | Yes | Yes | 2019 | Zerodha | 2020 | Mostly Mutual Funds of High Risk | Mutual Funds | Early | Below average | Average | Decent | Yes kind of | 3 | 0 | Medium | 10%- erratic | Quarterly | Zerodha | App | Yes | 9 months ago | TV ad | Influence- Friends were using it | Small SIPs for big ideas | None | Helping me with a lot of investment knowledge/ideas | |||||||||||||||||
43 | Shubham | Uses smallcase every month after the salary credits. Stock investing with hedged risks and better returns is the core use case for him | Active User | Vineet Maurya | Works at Grant Thornton as Manager, Growth. 1 year of exp with GT; entrepreneurial experience in past. MBA | Delhi | 27 | Male | Cricket, reading, Travelling, OTT | Bank Apps, INDmoney., WhatsApp, Spotify, Amazon, CRED | Working (Consultant), Reading | Rent, Shopping, Food Ordering, Eating Out | Focused on Career | Active Investor | Gold, Stocks, REIT, Industry focused investing, US Stocks | Mint, Inshorts, Not any other specific channel | Not majorly | No | 2016 | Zerodha; Banks' brokerage apps are not that appealing | 2016 | 65% in stocks (also US stocks) 20% REIT, Index 15% in Gold, PPF | Stocks | Early | 7/10 | 7/10 | Understands them well, but does not want to invest as feels th returns are anyways related to the equities markets. So basically investing in portfolios through smallcase | Yes | 3 | 4 | Moderate | 40% of the income | Monthly | Not much | Zerodha, smallcase, INDmoney | Zerodha Kite, smallcase, Amazon BNPL, INDmoney | Zerodha Kite - Been using since last 5 years | App | Yes | 2017 | Through media reports | Trust - Connection with Zerodha Been with the platform for some time and have got good returns | Higher returns, less hassle of investing, less charges | Need to manually rebalance every month; if missed it becomes costly as portfolio dips. | Ease of use, you can bet better on industries | 13 smallcases | Yes | Biweekly | Yes | |||||||||
44 | Shubham | Invests in multiple assets across different apps. Uses smallcase as a fraction of stock investing | Casual User | Samay Swami | Product Manager @ Pepperfry. | Ahmedabad | 25 | Male | Reading, binging, music, Chess | WhatsApp, Amazon, Flipkart, Mint, Cred, GPay PhonePe, Bank Apps, Slice, OneCard, Jupiter, Slack | Work, Netflix or other OTT, With Friends | Rent, Food ordering, groceries, cook, shopping | Learning and Career Growth | Save less, invest more, fluctuating relationship | MF, Stocks, Crypto | Moneycontrol, Inshorts, ET, YouTube | Yes, Ankur Warikoo, Tanmay Bhat, Shashank Udupa, Sharan Hegde, Rachna Ranade | No | 2019 | Zerodha, Groww | 2019 | 75% in Stocks 15% in MFs 10% in Crypto, US Stocks | 50% Stocks 35% MFs 15% Crypto | Very Early | 6/10 | 6/10 | Knows how mutual funds work. Percieves them as lesser risk assets and hence invests a sizeable amount in them. | Yes | 9 | No | Moderate | 35-45% of the income | Monthly | Yes | Kite, Groww, Upstoxx, Pillow Fund, Dezerv, Flint, Coin DCX Pro | Kite, Groww, Dezerv, Pillow, Flint, CDX Pro | Kite, Groww - Fur Stocks and Mutual Funds; Better UI and easy investing process | App | Yes | 2019 | Family | Easy integration with broker Simple investment format with hedged risk | Less research required | Need to keep a track of all the portfolio stocks, as compared to mutual funds which have a much better mix of different asset classes. | Ease of use | 2 | No | Sometimes (monthly/bimonthly) | Yes | |||||||||
45 | Hardik | Investes in assets with higher returns potential. Churned as user wanted to directly invest in the stocks and did not find other asstes like Crypto or US stocks on the platform | Churned User | Akash | founder, SpaceHash | Surat | 32 | Male | Reading, Travelling | WhatsApp, Amazon, twitter, Insta, Discord, Telegram | Reading abour investment, Working out | Travelling, Shopping, Gym | Getting healthy, family and career in investment domain | Penny saved is penny earled. Make bold bets | Crypto, Stock market, Web 3 startups | Tickertape, Youtube | Yes. Not any one specific | Yes | 2006 | Zerodha | 2006 | 20% in real estate, 30% in stocks, 10% in crypto, 20% in startups, 20% in MFs | Crypto + Stocks | Mid | 7/10 | 8/10 | Have been investing for long time. Less risky compared to other instruments | Yes | 5 | No | Moderate to HighRisk | 40% | Monthly | Yes | Zerodha, Coin DCX | Kite, Groww | App | Yes | 2020 | Friends | Innovative concept | Returns mismatch | Historical returns | 1 | No | Not Applicable | Yes | |||||||||||
46 | Hardik | Have got paid subscription as user values professional advice but also invests in self created smallcase and tracking the returns via both | Power User | Rajat | Project manager, Amazon | Bangalore | 36 | Male | Watching Cricket | Youtube Netflix Inshorts Disney+Hotstar Amazon Flipkart Cred Zerodha Smallcase | Work, OTT, with family | Do not put all eggs in one basket | Stocks, PF, PPF, MFs | Moneycontrol, Inshorts, ET, YouTube | Alok Jain | No | 2016 | Zerodha | 2020 | 20% MF, 10% smallcase, 10% PPF, 60% direct stocks | MF + Stocks | Mid | 8/10 | 8/10 | Understands well and have been investing for long time | Yes | 3 | No | Moderate | 40% | Monthly | No | Zerodha | Kite | App | Yes | 2016 | Friend who works at PMS office | Opportunity to invest into stocks suggested by professionla investment managers | Professional guidance (investment + rebalancing) | 3 | Yes | every month | Yes | ||||||||||||||
47 | Hardik | Opens smallcase thrice a day. Higher stickiness with paid subscription as cost of service going down with additional investment | Power User | Shantanu | Lead, Infosys | Pune | 40 | Male | Reading, binging OTT shows | Instagram, Twitter, INDMoney, Kite, WazirX, Groww | family, work | Wants to control it all via take professional guidanc | Stocks, Gold, Bonds, PF, Crypto | Tickertape, Youtube | Alok Jain | Yes | 2013 | Zerodha | 2019 | 9/10 | 9/10 | Have complete idea | Yes | No | Moderate | 50% | Bi-weekly | Yes | Kite | App | Yes | 2019 | via Finfluencer | PMS managers available at friction of investment amount | Access to PMS managers | Reconcilliation with brokers when sold directly | 3 | Yes | every week | Yes | ||||||||||||||||||
48 | Hardik | Trusts smallcase managers to do the right thing and always rebalances via web as it is easy to navigate | Power User | Archit | Digital Analyst | Goa | 28 | Male | Chilling with friends | Bank Apps, INDmoney., WhatsApp, Spotify, Amazon, CRED | let professionals manage it | Stocks, PF, MFs, Crypto | YouTube, InShorts | Ankur Warikoo, Rachana Ranade | Yes | 2020 | Zerodha | 2021 | 35% MF, 35% smallcase, 10% Crypto, 20% PF, PPF, FD | Early | 7/10 | 6/10 | Not totally aware but knows the concept of NAV | Yes | No | Moderate | Monthly | Yes | Zerodha, PayTm money, WazirX | Kite | Web | Yes | 2021 | Via Finfluencer | Could not understand which stocks to buy. smallcase made it easy to invest into | Managers do all the research and he does not have to invest any time doing research | professional guidance | 2 | Yes | every month | Yes | |||||||||||||||||
49 | Hardik | User trust the thematic investment managed by PMS managers and does not mind paying them fees as it helps him save time from doing research | Power User | Kingslee | Product Manager, Tata AIG | Goa | 29 | Male | Watching football, reading about personal finance | WhatsApp, Insta, Twitter, Spotify, Google Search | watching football, hanging out with friends, work, family | Keep experimenting to acheive particular % returns goal | MFs, stocks, PF, PPF, Crypto, NPS | Google Feed, YouTube | 2017 | Zerodha | 2020 | 15% PPF, 60% MFs, 25% Crypto + NPS + Stocks | Mid | 8/10 | 8/10 | Almost everything. Knows about expense ratio, returns, how they work | Yes | No | Moderate | 40% | Monthly | Yes | Grow, Kite, INDMoney, Tickertape | Kite | App | Yes | 2020 | via Zerodha | Concept + finfluencers trust | Rebalancing + almost no efforts in managing investments | Reconcilliation with brokers and they do not show XIRR but showcases CAGR | Reconcilliation with brokers | 6 | Yes | every month | Yes | ||||||||||||||||
50 | Hardik | User knew about PMS manager and momentum investing which led him to subscribe to his service as soon as they launched on smallcase | Power User | Neeraj | Asst Director, UBS | Pune | 36 | Male | Travelling, Watching sports | Kite, WhatsApp, Twitter | ETF, Crypto, MF, Stocks, PF, US Stocks | Zee Business, CNBC TV18 | Ajay Bagga | 2007 | Zerodha | 2007 | 35% PF+PPF, 55% equity, 10% MF | Mid | 9/0 | 9/10 | Understands well | Yes | No | Moderate to HighRisk | Bi-weekly | Yes | Zerodha, IND Money | Kite | App | Yes | 2017 | via Alok Jain's tweet | Access to Alok Jain's service at cheaper cost | Momentum investing by India's best PMS maangers | 9 | Yes | every 2-3 days | Yes | ||||||||||||||||||||
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