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From customer experience to market intelligence – Axis Securities

Axis Securities has been expanding its digital footprints and leveraging technology to offer simplistic solutions and it is increasingly focusing on its website and mobile app and making them more intuitive and user-friendly. According to Amit Golia, chief business officer at the firm, the company has the best-in-class website, recognized for its design and rich features on various industry platforms. The mobile app has seen the highest adoption rate in the industry because of its ease of use. He tells Banking Frontiers: “We have made it easier for retail investors to trade all products with the click of a few buttons. In fact, we have become the first bank-led broker to provide a completely digitized trading and demat account opening experience to potential customers. Anyone can now open a trading and demat account digitally with Axis Direct in just 15 minutes. We have covered a lot of ground in terms of our digital strategy this year. In the next phase, we want to focus on introducing technology-driven solutions to offer more relevant market intelligence to our customers through dashboards, notifications and emails that are hyper-personalized in nature.”

As the company focused on enriching the online experience of its customers, the customers are appreciative of the ease of transaction offered by its mobile app. Today, it is one of the fastest growing mobile platforms in the industry. Golia offers statistics: “Around 81% of our average daily turnover is being generated through our digital channels. Transactions via digital channels recorded a 232% growth from FY2018 to FY2019. The contribution of mobile transactions in overall transactions too increased from 42% last year to 64% this year.”

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