Customer Story

Challenges

The AMC wanted to drive faster investor onboarding and higher app adoption while strengthening engagement with first-time mutual fund investors. Despite having a robust product portfolio, they faced gaps in digital investor experience:

• Low investor activation: Only 40% of registered users completed their first investment or SIP setup.

• Manual KYC dependencies: Lengthy onboarding cycles increased drop-offs at the e-KYC stage.

• App disengagement: 55% of new investors preferred offline transactions even after app sign-up.

• Lack of behavioral triggers: No personalized nudges or engagement milestones to encourage early investing actions.

• Limited gamification: Investors lacked visible recognition or milestones during their digital journey.

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Personas Involved

• Investors (HNIs, Retail, and Mass Affluent): End users completing onboarding and portfolio creation.

• Digital Marketing & CRM Teams: Managed app journeys and engagement campaigns.

• Product & Compliance Teams: Ensured KYC verification, onboarding adherence, and SEBI compliance.

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The Solution

The AMC implemented a reward-driven onboarding and digital engagement framework designed to make every investor milestone rewarding:

1. Milestone-based onboarding rewards:

• New investors received instant recognition on completing key steps like e-KYC, app registration, and first SIP activation.
• First investment rewards ranged from ₹250–₹1,000 vouchers depending on portfolio size.

2. AI Nudges & personalized triggers:

• Integrated with the AMC’s CRM and data warehouse to deliver context-aware notifications (e.g., “Your KYC is 80% complete—finish it today to earn bonus points!”).
• Real-time reminders encouraged users to resume abandoned onboarding journeys.

3. Gamified app engagement:

• Investors earned badges and streak bonuses for maintaining SIPs, viewing portfolio insights weekly, and exploring learning content.
• Leaderboards recognized top-performing investors based on consistency and AUM growth.

4. Unified dashboard experience:

• A personalized rewards tracker inside the AMC’s mobile app showed earned points, redemption options, and upcoming milestones.
• Admin dashboards gave marketing and compliance teams visibility into user-level engagement and campaign ROI.

5. Reward marketplace Iintegration:

• Seamless integration with Xoxoday’s Marketplace enabled instant redemptions on 3,000+ global brands including Amazon, Myntra, and BigBasket.

Impact

• ‍Commission Processing Time: Reduced by 65%, improving payout speed and advisor satisfaction ‍
• Dispute Volume: Dropped by 40% due to real-time, rule-based validation ‍
• Advisor Adoption: 85% of advisors active on mobile dashboards within 60 days ‍
• Revenue Realization: ₹3 Cr+ payouts processed in first quarter post-launch ‍
• Operational Efficiency: Manual data reconciliation reduced by 70%

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‍Conclusion

The AMC’s collaboration with Xoxoday transformed its investor journey into an engaging, gamified experience. By integrating reward milestones, AI nudges, and app-based redemptions, the AMC doubled its investor base and achieved digital adoption rates comparable to fintech-first platforms. This reward-led approach is now being scaled across their PMS and retirement fund divisions.

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