Acquisition | Quicko | Vaibhav Bansal

India is the 4th largest economy in the world. With 65% of its population under the age of 35¹, it remains a young nation with the potential for exponential growth. However, much of this potential remains untapped, and one of the reasons is the widespread apprehension around taxation. The average citizen looks forward to the future with optimism, but often finds taxes confusing and intimidating.

That’s where Quicko comes in. Let’s take a look at who’s solving taxes with Quicko.

Our Ideal Customer Profiles

About Quicko

Watch this video: https://youtu.be/odTruLgJXDA?si=9jlRo63p2ozp0cO5

Visit website: https://quicko.com

Quicko’s product offerings

Core value proposition

For tech-savvy millennials and Gen Z who value convenience and design, Quicko is the go-to platform to save, pay, file, and track taxes — confidently, and all in one place. What sets Quicko apart:

1. User-first design: The platform is built to be intuitive and accessible, especially for users with limited financial knowledge. Its design caters specifically to digital-first users who expect smooth, app-like experiences without the jargon.
2. Convenience through automation: Quicko autofills data from the Income Tax Department portal, investment platforms, and even PDF documents — saving time and eliminating manual errors. This automation makes filing faster, more accurate, and less stressful for users.
3. A complete solution: From DIY filing to expert assistance, users can choose how they want to do their taxes. Quicko also offers real-time investment tracking across asset classes and nudges for smarter, more scientific tax planning.

Trusted by the best

Quicko was funded by Zerodha Rainmatter back in 2019.

What do our users think about us?

From the feedback gathered through user calls and online sources including Google reviews, Product Hunt, and social media, here’s what stood out:

1. Quicko is great for simple tax scenarios, but users want more depth and advanced features as their needs evolve.

2. The intuitive interface is a major plus, it makes tax filing feel less intimidating and more time-efficient.

3. Pricing is working: users find it better or more transparent than most competitors.

4. Trust factor: Quicko’s association with Zerodha boosts user confidence in the platform.

Market Size

Let’s dive into the numbers, because that’s what taxes are about.

Total Addressable Market (TAM)

TAM is the maximum revenue one can generate if it held 100% market share.

TAM = Addressable Market x ARPU

= 13,00,00,000 x ₹800

= ₹1,04,00,00,00,000

= ₹10.4K Crores

Serviceable Addressable Market (SAM)

SAM is the portion of TAM that can be served with current product offerings, distribution channels, and target market. Now, Quicko offers ITR-1, ITR-2, ITR-3 and ITR-4 forms, which is about 95% of the total income tax return filings$^2$. As our ICPs primarily are young Gen Zs and high-earners from tier 1 cities, we will take the addressable users as 25% of formal sector population.

SAM = TAM x Servicieable Market (%)

= 25% x ₹1,04,00,00,00,000

= ₹26,00,00,00,000

= ₹2.6K Crores

Serviceable Obtainable Market (SOM)

SOM is a conservative estimate to the potential market that can be captured given the general ecosystem constraints and competitions from mature players. Given the current user base of Quicko, current integrations and channel partners, and competition, let’s assume 20% as the obtainable market.

SOM = SAM x Obtainable Market (%)

= 20% x ₹26,00,00,00,000

= ₹5,20,00,00,000

= ₹520 Crores

Competitor analysis

Apart from Quicko, the only big player providing tax-filing services in India is Cleartax. We will also take another player TaxBuddy since it's a little considerable in size. Also, because we are targeting tech-savvy and people who value convenience, we are ruling out the government income tax portal as a competitor platform.

Lets look at in-depth competitor analysis:

Key takeaways:

1. Quicko vs. ClearTax: ClearTax has stronger brand recall and B2B presence but lacks Quicko’s modern UX and trader-specific depth. Quicko can double down on being the default for India’s growing retail investor and Gen Z segment.
2. Quicko vs. TaxBuddy & other smaller platforms: These are basic, price-driven assisted services with poor tech. Quicko’s automation and product-led approach is a clear differentiator.
3. Quicko vs. Govt portal: The portal is free but unintuitive and doesn’t support integrations. Quicko’s biggest edge here is time saved and peace of mind.
4. Quicko vs. CAs: CAs offer personal trust, but the experience is fragmented and unscalable. Quicko is more reliable, consistent, and data-driven — especially for younger users.

Acquisition Channel

We will use below channels

1. Referral Program → Quicko has a loyal userbase of individuals, traders and investors that love the auto-fill features, investments sync and investments module, and who file with Quicko every year.
2. Product Integrations → Add more brokers to enable easy filing for all. Quicko has built integrations with an app-store philosophy which makes going-live with new integrations faster.

Additionally, Quicko partners and empowers CAs by enabling

• Users to invite CAs to file for them
• CAs to sign up and add their clients
• CA empanellments with Quicko to offer expert advisory

For Quicko, traders and investors are one of the significant userbase and integrations with brokers and crypto platforms is a win-win integration. Broker platforms can enable detailed P&L and Tax P&L reports for the investors and traders on their platforms, while also empowering them to file directly by syncing their settlements.

User Story

1. Swaraj trades intraday and future and options on Zerodha
2. He downloads Tax P&L reports from Zerodha Console
3. He wants to file and goes to Quicko
4. He connects his Zerodha app and syncs investments
5. Swaraj is able to see liabilities, loss adjutments and P&L
6. Swaraj is easily able to file thanks to Quicko - Zerodha integration and is happy with the experience.

Below are the Investment Apps that are integrated with Quicko. This momemtum will be driven further to integrate more brokers.

Further, users can tweet to create demand and escalate their broker integration with Quicko!

Quicko has a refer a friend program where referrer and referree can win Qbits, which can be used to set off tax liability as well as purchase plans!