Customer Story

Challenges

The organization faced growing investor churn after the first investment year and inconsistent SIP contributions. While PMS clients maintained strong portfolios, their engagement and top-up activity remained low.

• SIP drop-offs: Persistency ratio dropped below 70%, with a sharp decline after six months of investment.

• PMS dormancy: 1 in 3 PMS clients didn’t make additional top-ups post initial investment.

• Limited renewal culture: Investors lacked motivation to renew or increase their SIPs despite strong fund performance.

• No behavior-linked rewards: Absence of structured incentives for investors maintaining SIP streaks or diversifying into multiple asset classes.

• Manual campaign tracking: Engagement and renewal data were fragmented across CRM and transaction systems, making it hard to identify loyal investors.

Personas Involved

• Retail Investors and PMS Clients: End participants rewarded for renewals, top-ups, and diversification.

• Sales and Advisory Teams: Facilitated program execution and investor outreach.

• Operations & Compliance Teams: Managed reward approvals and reporting aligned with SEBI guidelines.

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The Solution

Xoxoday designed and deployed a two-tier investor engagement model focusing on retention and transaction depth.

1. SIP streak rewards program:

• Rewarded investors for maintaining consistent SIPs over 6, 12, and 18-month intervals.
• Introduced “SIP Streak Badges” and “Renewal Boosters” for long-term contributors, redeemable as digital vouchers or loyalty points.

2. Portfolio growth incentives:

• Investors received bonus points for increasing SIP amounts or adding new investment categories like hybrid or thematic funds.
• Introduced Portfolio Upgrade Challenges — rewarding diversification into at least three fund types.

3. PMS Top-up campaigns:

• Implemented quarterly reward contests targeting PMS investors, increasing portfolio value by ₹5 lakh+.
• Added “Top-up Milestone Badges” and a leaderboard showing investor participation progress.

4. AI nudges for renewals:

• Integrated with CRM to send real-time reminders before SIP expirations or top-up windows.
• Personalized notifications such as “You’re just one month away from your 12-month streak reward!” helped maintain engagement.

5. Unified reward experience:

• Combined points, vouchers, and tier upgrades into a single wallet visible on the firm’s mobile app.
• Redemption via Xoxoday Marketplace made the experience instant and transparent.

Impact

• SIP Persistency: Improved by 33% within two quarters

• PMS Top-ups: Increased by 28% through campaign-linked rewards

• Cross-Product: Participation 20% of investors diversified into two or more fund types

• Customer: Satisfaction (CSAT): Rose from 78% → 91% after loyalty rollout

• Advisor Efficiency: Manual campaign tracking time reduced by 40%

Conclusion

The Mutual Fund House redefined investor loyalty and retention through behavior-based rewards and automated engagement journeys. By rewarding consistency and diversification, Xoxoday Loyalife helped convert transactional investors into loyal portfolio builders.

The integration of AI nudges, digital redemptions, and milestone tracking transformed investor participation and reduced churn, ultimately strengthening persistency across SIP and PMS channels.

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