Understanding your ICP

This aims to understand the behaviour and characteristics of Fi Money's ideal US stock customers—why they choose to sign up and what they value the most. By gaining these insights, we can effectively define our acquisition strategies.

ICP prioritization Framework

Acquisition Thesis

There are 2 potential Target groups we considered when we were thinking about US Stocks & US Stock market investing.

We considered a few more personas but broadly came up with the below 2 target groups.

1. Working Professional
2. Parents looking for an inflation hedge
   

Let’s talk about each of them in detail:

1. Working professionals
   About them:
2. 1. 1. Broadly looking out for good long-term investment opportunities
      2. Concentrate their portfolio primarily on long-term instruments, but do some direct equity investing
      3. Have mainly tried out US Stocks or Indian stocks in FOMO and recognise that, hence they don’t do equity investment significantly
      4. Fall across the risk spectrum
      5. US Stocks seem a risky proposition from regulatory and tax perspectives to them
   2. Themes which are clicking to them are:
   3. 1. Inflation hedge
      2. Diversify but requires research and convincing
         
3. Parents
   About them:
4. 1. 1. Not planning for children’s education primarily, investment is planned in an overall manner and not specifically for child’s education
      2. International education doesn’t click because it is not international investment that will help, but rather international earnings. 
   2. Themes which click:
   3. 1. Leave education aside, but talk to me about US Stocks as a standalone investment opportunity
      2. Inflation hedge & $ returns

Thesis:

We realized that the same people adopt different personas at different times. A working professional when thinking about their long-term investments acts responsibly and spends a lot of time thinking about that decision.

The same person when they are presented with a stock recommendation by a friend will be willing to YOLO a bunch of their money on stocks.

The same person when thinking about their children wants an investment product that is an inflation hedge.

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​About Fi Money US Stock

Fi Money’s US Stocks product offers Indian investors an easy and cost-effective way to start investing in the US stock market. With zero brokerage, zero withdrawal fees, and no platform charges, you can invest in over 3,500 US stocks and ETFs starting with as little as ₹1,000. Powered by Alpaca Securities LLC, a FINRA-registered US broker, Fi Money ensures your investments are secure and your forex rates are unbeatable. With Fi Money, you can diversify your portfolio, benefit from the growth of global giants, and take advantage of USD appreciation, all with a seamless, user-friendly experience.

​Understanding Core Value Proposition

1) Accessibility: Investing in US stocks is easy with Fi Money. You can invest in global markets right from your home, without any paperwork or fees, and start with just ₹1,000.

2) Convenience: Fi Money US stocks account can be opened online in under 5 minutes. Whether you're new to investing or already experienced, Fi Money makes it simple, safe, and stress-free to invest internationally.

3) Research Tool: Fi money US stock product offers users a research tool which will help investors make better decisions with quantitative data and Analyst Ratings

4) User-Friendly experience: Fi Money makes investing in US stocks a breeze with a user-friendly app that’s simple to navigate. Whether you're setting up your account, making your first investment, or tracking your portfolio, everything is just a few taps away. The app is designed to be intuitive, so you can start investing quickly and easily, without any confusion or hassle.

5) Transparency: With Fi Money, you get complete transparency in your US stock investments. There are no hidden fees, and you’ll always know exactly where your money is going. From real-time updates on your investments to clear details on exchange rates

Fi Money US Stocks operates in the financial services segment of the fintech market, focusing on US Stock investments tailored for tech-savvy users. This market is characterized by its emphasis on user-friendly interfaces, transparency, and a range of financial analytical tools, all on your mobile apps.

Let's look at in-depth competitor analysis-

Market Sizing

Total Addressable Market (TAM): The overall revenue opportunity if Fi Money US Stocks captured the 100% market. It would be based on

• The total number of unique client accounts registered in India.
• Average revenue per user (ARPU) for banking services.

TAM = No of clients accounts registered in India * ARPU
= 210,000,000 * $15
= $ 3.15 billion

Serviceable Addressable Market (SAM): This represents the portion of TAM which can be addressable based on different product features and services. Given that Fi Money US Stocks is targeting urban millennials and Gen Z users who prefer convenience and ease of investing.

SAM = TAM * % of serviceable market

= $3.15 billion * 20%

= $630 million

Serviceable Obtainable Market (SOM): This is the portion of SAM that Fi money can realistically capture. Given the strong competition in the market from different kinds of banks and market penetration strategies, we will assume that Fi Money can obtain 10% of the market.

SOM = SAM * % of obtainable market

= $630 million US * 10%

= $63 Million

Designing Acquisition Channel

Fi money US Stock is in the early scaling phase because it has achieved PMF, evidenced by a growing user base with over $3.4 million in AUM.
It is focused on expanding its product offerings (e.g., SIP, Instant Funding), enhancing the user experience, and quickly growing its user base, which is a key feature of the early scaling phase.

Paid ads are a powerful acquisition strategy for Fi Money as they allow for precise targeting of key demographics, ensuring the brand connects with users most likely to engage. With instant visibility, trackable results, and the ability to scale campaigns, paid advertising effectively drives brand awareness and accelerates user growth.

LTV: CAC Framework

Channel Selection Framework

Google Search Ads:

• Audience Selection :
  25 to 40 age bracket
  Tier 1 + Metro
  Users looking for Investment platforms with Low-cost/ No cost charges
• Campaign Objective: Drive high-intent potential users through search queries related to trading, Investment and US stock investment
• Ad Type: Text Ad
• Budget: Assuming a total ad budget of ₹2,00,000/ Month, Google search ads budget would 60,000
• Ad Specifics:

Headlines:

• Headline 1: "Invest in US Stocks with Fi Money – Simple and Secure!"
• Headline 2: "Start Your Global Investment Journey Today!"
• Headline 3: "No Fees, No Hassle – Just Pure Investment!"

Description:

"Unlock the world of US stocks with Fi Money. Invest in global giants like Apple, Tesla, and Amazon with zero fees and as little as ₹1,000. Start investing today and grow your wealth with ease!"

Sitelink Extensions:

• "Learn More" – Direct users to a page explaining how to get started with US stock investments.
• "Why US Stocks?" – Link to a section detailing the benefits of investing in US stocks.
• "Investment Options" – Guide users to explore the range of stocks and ETFs available.
• "Get Started" – Direct users to the sign-up page to begin investing.

Callout Extensions:

• "Zero Brokerage Fees"
• "Invest in 3,500+ US Stocks"
• "Start with ₹1,000"

Facebook Ads:

• Audience Selection: Target both ICP1 and ICP2 for more impressions and CTA.
• Campaign Objective: Drive "FOMO" and encourage sign-ups for new accounts, focusing on conversion rates.
• Ad Type: Carousel Ad
• Budget: Assuming a total ad budget of ₹200,000/ Month, Facebook Ads would get ₹60,000.
• Ad Specifics:

Image 1:

Content: Visual of the Fi Money app's user-friendly interface with the US Stocks section. A person easily signs up on the app.

Text Overlay: "Start Investing in US Stocks in Just Minutes!"

Caption: "Open your account and start investing in global giants like Apple, Tesla, and more. No paperwork, just seamless access."

Image 2:

Content: Dynamic graphic showing the potential rewards and benefits users get when investing with Fi Money (e.g., cashback, discounts, or investment growth).

Text Overlay: "Earn Big with Zero Brokerage Fees!"

Caption: "Invest in over 3,500 US stocks and ETFs with zero brokerage. Your investment journey made simple and rewarding."

Image 3:

Content: Visual of the app’s portfolio tracking features – showing easy navigation and growth statistics of US stock investments.

Text Overlay: "Track Your Investments with Ease!"

Caption: "Monitor your US stock investments anytime, anywhere. Stay informed with real-time updates and insights."

Targeting:

• Demographics: Millennials and Gen Z (ages 18-40)
• Interests: Investment, Finance, Personal Finance, Stock Market, US Stocks, ETFs, Digital Banking, Wealth Management, Cryptocurrency, Financial News
• Behaviours: Online shopping, mobile app usage, financial services, investing activity

Instagram Ads

• Audience Selection: Concentrate on targeting ICP2 as the main audience to position Fi Money US Stocks as their preferred app for investing in international brands.
• Campaign Objective: Highlight special features like Instant account set-up, Zero charges, Best forex rates
• Ad Type: Stories Ad
• Budget: Assuming a total ad budget of ₹200,000, Facebook Ads would get ₹80,000.
• Ad Copy: Zero fees, endless possibilities. Invest in US stocks with Fi Money today! 🌎📈 #USStocks #WealthBuilding
• Ad Specifics:

Video Length: 15–30 seconds (short, engaging, and straight to the point)

Call to Action: “Swipe up to start investing” or “Link in bio”

Hashtags: #FiMoney #InvestInUS #USStocks #StockMarket #InvestSmart #ZeroFees #InvestingMadeEasy

Influencer Collaboration: Partner with popular Millennial finance influencers for wider reach and credibility. Collaborate on exclusive promo codes or referral links for their followers to incentivize downloads and sign-ups.

Fi Money US Stocks can use product integration as a powerful acquisition channel. By offering seamless investing and exclusive deals across multiple platforms, it can improve the overall user experience, driving higher engagement and retention, as customers prefer all-in-one solutions. Strategic partnerships will increase visibility and attract new users, while the insights from these integrations will enable more effective and targeted marketing strategies.

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Benefit: Integrating with tax filing platforms like ClearTax or Moneycontrol could provide users with a simple way to track their gains and file taxes. This is especially useful for users investing in foreign markets like the US, as there might be tax implications.

Example: The app could automatically generate tax reports for US stock investments, helping users accurately report gains and pay taxes without hassle.

Discovery:

Once the User discovers and taps the Fi banner on Cleartax, The user is redirected to the App Store or Google Play store

• The user opens Cleartax for Tax Filing, Investing in Mutual funds
• ClearTax displays a non-intrusive banner

• "Start Investing in US Stocks with 3,500+ Global Brands with Zero Cost"

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New Referral Flow Design

Objective: The objective of the Fi Money US Stocks Referral Program is to drive user acquisition, engagement, and retention by incentivizing existing users to refer new users to the platform. By offering tiered rewards, exclusive experiences, and a gamified referral structure

1. Referral Structure & Reward Tiers

Tier 1: Basic Referral

• How It Works:
• • Existing users refer friends or family to the Fi Money US Stocks product.
  • Each successful referral (i.e., the new user signs up and invests a minimum of ₹1,000) earns a reward for both the referrer and the referee.
• The reward for the Referrer: ₹500 cash back or ₹500 worth of stock (can choose from top US stocks like Apple, Tesla, Amazon, etc.)
• The Referee: ₹500 worth of stock or ₹500 cashback upon completing their first investment of ₹1,000 in US stocks.

Tier 2: Milestone Referrals (5+ Referrals)

• How It Works:
• • After 5 successful referrals, the referrer unlocks a higher-tier reward.
• The reward for Referrer:
• • Exclusive Fi Money Investor Badge (visible on the profile)
  • ₹2,500 worth of stock in a high-performing US stock (e.g., Apple, Tesla)
  • Access to an Exclusive Webinar on advanced investing in US stocks with financial experts.
• Reward for Referee:
• • A Free Investment Consultation to help them get started with their investments, plus ₹1,000 worth of stock.

Tier 3: Top Referrer (10+ Referrals)

• How It Works:
• • Referrers who successfully invite 10 or more users can earn top-tier rewards.
• The reward for Referrer:
• • Premium Investor Status (access to priority customer support and personalized portfolio reviews)
  • ₹10,000 worth of US stocks in the form of diversified stock bundles (including tech, consumer goods, etc.)
  • Invitation to an exclusive Fi Money Investor Event
  • 1-on-1 Financial Planning Session with a certified financial planner.

Bonus Reward: Monthly Top Referrer

• How It Works:
• • The top referrer of the month (based on the number of successful referrals) will win an exclusive grand prize.
• Reward for Top Referrer:
• • A Fully Paid Trip to the US for an investment tour and access to a private meeting with US stock market experts.
  • Special Fi Money Gold Membership, providing access to exclusive investment opportunities and events.

2. Referral Program Features

Easy Shareable Referral Link

• Users can easily generate and share their unique referral links via social media, email, or direct message.

Instant Referral Tracking

• Users can track their referral activity in real-time, view how many successful referrals they've made, and monitor their rewards on the Fi Money app.

Gamified Experience

• Leaderboard: Display a leaderboard showing top referrers. This gamification element will encourage healthy competition and motivate users to refer more people.
• Badges & Achievements: Reward users with badges (e.g., "Super Referrer" or "Investor Champion") and special milestones to gamify the process and provide a sense of accomplishment.

3. Marketing Campaigns to Promote the Referral Program

1. Social Media Challenges

• Launch monthly social media challenges where users can share their investment journey, using their referral links and tagging Fi Money for a chance to win additional rewards.
• Example Challenge: "Show us your first US stock investment and tag Fi Money! Get the most likes, and you might win extra stock rewards!"

2. Refer & Win Campaigns

• Have themed campaigns (e.g., “Muhurat Investing” or “New Year, New Portfolio”) where users get extra rewards for referring during specific periods.

Program Benefits for Fi Money

• Increased Customer Acquisition: The program encourages existing users to bring in new users, increasing the customer base.
• Higher Engagement: Providing exclusive content and rewards increases user interaction with the platform, improving engagement.
• Brand Loyalty: Rewards for referrers help build long-term loyalty, as users are incentivized to continue using Fi Money's US Stocks product.

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Happy Investing! 🚀