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What is FinAtoZ?

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FinAtoZ is a financial advisory company based in Bangalore, India. They are a SEBI-registered investment advisor company [SEBI is the regulatory body for securities markets in India]

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Here's a summary of what FinAtoZ does:

• Provides unbiased financial advice to busy working professionals
• Creates financial plans to help you reach your long-term goals, like retirement or your child's education
• Uses a scientific approach to assess your risk tolerance to create a suitable investment portfolio
• Recommends a variety of investment products including mutual funds, PMS, and peer-to-peer lending
• Offers an online platform to track your investments and communicate with your advisor

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What problem FinAtoZ is solving?

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Busy working professionals often don't have the time or knowledge to properly manage their finances. FinAtoZ helps solve this problem by providing unbiased financial advice and creating financial plans to help them reach their long-term goals. They also use a scientific approach to assess risk tolerance and recommend suitable investment products.

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FinAtoZ's core value proposition combines two key benefits:

1. Achieving Financial Goals: They focus on helping busy professionals achieve their specific long-term goals, like retirement or child education, through personalized financial planning.
2. Unbiased and Expert Guidance: They address the challenge of mis-selling in financial products by offering unbiased advice from SEBI certified professionals (CFPs, NISMs). This ensures you get recommendations based on your needs, not on what makes them the most money.

In essence, FinAtoZ offers peace of mind and a clear path towards achieving your financial goals through expert guidance you can trust.

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Business Deepdive

• FinAtoZ grown well to Rs.650 Crores in assets from 600 families in 10 years of time.
• SIP book has growth to Rs.6 Crores ( Which are automated investments which will come from customer bank accounts to assets under their management
• They took the keyword authority on "Financial advisor bangalore" they will come on top of the search in google.

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Ideal Customer personas

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ICP Prioritization

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The ICP prioritization is done based on the following metrics - Adoption curve, frequency of use, appetite to pay, and distribution potential. Given the underwriting concerns in the insurance industry.

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​Prioritization Reasoning :

• Based on the above ICP Framework, we will prioritize ICP-1
• ICP - 1 (Holistic Financial Planning Seekers) - Frequency of usage ( They want to track their goals more often) and appetite to pay is high making it apt to target this ICP. Distribution potential is there given high SAM. Assumption - FinAtoZ is already solving for the ease of adoption and removing road blocks when taking the service

I picked ICP#1- Holistic Financial Planning and investment advice seeker to fulfill his financial goals

Category & Market:

The Indian Financial Advisory Market: A Flourishing Sector

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The Financial Advisory Market in India has witnessed significant growth in recent years. A growing middle class with rising disposable income, coupled with increasing financial literacy, has fueled the demand for professional financial guidance. The Indian Financial Advisory Services Market was valued at approximately USD 1.3 billion in 2022 and is projected to reach USD 2.5 billion by 2028, indicating a promising CAGR of over 12%.

Learn about the Finance Market Outlook - Region- UAE, 2026F

Who are the Major Players? Top Financial Advisory Firms in India

The Indian Financial Advisory Sector boasts a diverse range of players, catering to various client segments. Here's a glimpse into the key categories:

• Independent Financial Advisors (IFAs): These are individual advisors who provide personalized financial planning and investment advice, often specializing in specific areas like retirement planning or wealth management.
• Registered Private Wealth Management Firms(RIAs): These cater to high-net-worth individuals (HNWIs) and offer comprehensive wealth management solutions, including portfolio management, estate planning, and tax optimization.
• Robo-advisors: These are automated online platforms that utilize algorithms to provide investment management services, typically suited for low-cost, goal-based investing.

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Competition:

Top 3 competitors

Scripbox

Fincart

Deserv

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​What FinAtoZ is good at ( Strengths)

1. Comprehensive and Customized Financial planning and investment planning
2. Half yearly face to face reviews to install the confidence
3. Unbaised advise by not selling high commissioned products
4. High qualified personnel as a dedicated Financial advisor
5. Top rated on google reviews and high customer satisfaction

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What FinAtoZ can learn from Competitors ​

1. Own reporting platform for customization on product ( like scripbox)
2. Turning financial aspirations or goals in products/plans ( Emergency plan, retirement plan, Child education plan) and making separate landing page to showcase the benefits (Like scripbox)
3. Partnering with Small MFDs ( Like fincart)
4. Better UI ( Like deserve)
5. Good onboarding journey which evaluate your investment and financial situation (like wealth monitor app form deserve)

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Market Sizing

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We will be focusing on ICP1 - An IT employee earning more than 30 Lakhs per annum looking for holistic financial planning and investment advice seeker to fulfill his financial goals.

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Deloitte & Nasscom Report: titled "Emerging technology hubs of India," acknowledges that a significant portion of the 5.4 million people in India's tech industry are clustered in seven major Tier 1 cities: Delhi, Mumbai, Kolkata, Chennai, Bengaluru, Hyderabad, and Pune

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Assumptions:

1. Total IT Professionals in Tier 1 Cities: 5,400,000 (Source: NASSCOM)
2. Income Threshold: ₹30 Lakhs
3. • This is the minimum annual income level at which professionals might consider using a financial advisor.
4. Financial Needs Proportion: 50%
5. • This represents the percentage of IT professionals who have financial complexities and needs that make them likely to seek financial advisory services. These needs include managing investments, retirement planning, child education. This estimate accounts for a significant portion of high-income professionals who have varied and complex financial needs.
6. Risk Tolerance Proportion: 40%
7. • This represents the percentage of IT professionals who have a moderate risk tolerance. These individuals are more likely to seek balanced investment strategies that can provide steady growth without high risk. This estimate is based on industry studies indicating the distribution of risk tolerance among professionals.
8. Investment Goals Proportion: 60%
9. • This represents the percentage of IT professionals who prioritize long-term financial goals such as retirement planning and child education. These goals are common among high-income earners who are planning for future financial security and are likely to engage with financial advisors to achieve these goals.

Updated Calculations:

1. TAM (Total Addressable Market):
2. • TAM = Total IT Professionals × Financial Needs Proportion
   • Calculation: TAM = 5,400,000 × 0.5 = 2,700,000
3. SAM (Serviceable Available Market):
4. • SAM = Total IT Professionals × Risk Tolerance Proportion × Investment Goals Proportion
   • Calculation: SAM = 5,400,000 × 0.4 × 0.6 = 1,296,000
5. SOM (Serviceable Obtainable Market):
6. • SOM = Total IT Professionals × Financial Needs Proportion × Risk Tolerance Proportion × Investment Goals Proportion
   • Calculation: SOM = 5,400,000 × 0.5 × 0.4 × 0.6 = 648,000

Summary:

TAM: 27,00,000

SAM: 12,96,000

SOM: 6,48,000

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Core Marketing Pitch 🔊

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“Craft your financial future, with confidence. FinAtoz empowers professionals with personalized financial plans and data-driven investment strategies. We analyze your cash flow, help you achieve your goals – from dream vacations to retirement – and select suitable financial products. All delivered by a SEBI-registered organization, with transparent fees. Achieve financial security faster with FinAtoz”

ICP #1 - Plan, Invest, Achieve. FinAtoz: Your partner for comprehensive financial success

JTBD

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Acquisition Channels

Channel Selection and Prioritization

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​Based on the above framework, I choose to deep-dive into Referrals and Paid google ads.

Referral:
- FinAtoZ has strong 600 families base HNIs with high retention rate.
- FinAtoZ got around 50-60% of new leads through referrals and word of mouth alone.

Referral Program:

Experiement #1 - Referral Kit to be introduced to answer "why" to share the referral

Experiment #2- Self servicing portal for customers to track the referrals which they referred

Experiment#3- Running contest of Holiday trip to increase the average number of referrals per client

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Google Ads

Exeriment #4 - New Ad strategy on Financial planning

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Customer Acquisition Cost (CAC) = Total Spend in a year / No of new Customer acquired

= Rs.6,00,000/ 36 (2023 Data)

= Rs. 17,000

Current FinAtoZ user Lifetime value (LTV) = Rs. 24000 * 1 * 5 = 1,20,000

LTV( Yearly Fees * Frequency * Retention period )

CAC : LTV = Rs.17,000 :Rs.1,20,000 , As the ratio is greater than 1 : 7 Paid advertising strategy is recommendable

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But majorly ads are majorly focusing to hire financial advisors. but We can increase the budget on Financial planning according to ICP which is selected

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Organic search Keywords

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Orgnaising and prioritizing right keywords with less difficulty can generate the leads as desired. and with this FinAtoZ is managed to paper on first page of google for "Financial advisor bangalore" keyword

Experiment #5 Generate more articles based on ICP to get keyword authority of " Financial planning and investment planning"

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Conclusion

Overall, FinAtoZ's comprehensive approach to client acquisition, encompassing targeted referral programs, innovative technology integration, and personalized financial advisory services, has positioned it as a leading player in the financial advisory industry. By leveraging the trust and satisfaction of existing clients, FinAtoZ continues to attract new clients and drive growth. Its commitment to blending cutting-edge technology with a human touch ensures sustained client engagement and satisfaction, paving the way for continued innovation and leadership in a competitive market landscape.