Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches..

Do you feel anxious about where your money goes each month?

Fold consolidates all your bank and financial accounts into one intuitive app. It provides real-time insights into your spending, savings, and investments. With automatic tracking and categorization, you gain a clear picture of your financial health, which you can use to take informed decisions and reduce financial anxiety. Empowering, isn't it?

Built on a secure, government-regulated Account Aggregator framework, Fold ensures your financial data is protected while seamlessly integrating with your bank accounts, credit cards, and investment platforms. Our users love Fold for its simplicity and effectiveness. It is transforming how they manage their money.

Take control of your finances and we promise to eliminate all your money-related stress. So you can make better decisions and lead a healthier financial life.

Download Fold, today!

Understanding your ICP

Product Features

Fold currently has the following features:

1. Spend tracking: Fold can track and auto-categorise your spends from all your bank accounts and credit cards in a single view. It gives you the flexibility to change categories if you feel like, or even hide transactions that you may not want to show in your cash flow analysis.
2. Bill payment: Fold recently launched credit card and utility bill payments such as electricity, water, gas, mobile, recharge etc.
3. Portfolio: You can view your investments across stocks, mutual funds and FDs in a single page. It gives a breakdown of amount invested, absolute returns and XIRR
4. Recurring spends: Fold intelligently recognises your recurring spends and presents them to you in a calendar view. You can also add recurring spends and set reminders manually.

Each of the above features have their own tabs in the app.

The home/landing page of the app shows the summary of each of the above features, plus a little more. These are:
Spend summary, Credit card dues, cash flow analysis, bank balances, total value of investments, upcoming bills. A user can decide which of these they want to see in the home page, and order them based on their preference. The view of each summary can also be customised a bit.

Proposed features: (based on user feedback)

1. Budgeting: Knowing spends for a category, without having a budget doesn't give true insight. Give users option to set budgets for major spend categories.
2. Flexibility: Some bank accounts are not available on Account Aggregator, therefore, don't give a true picture of spends. Allow users to add spends manually or by uploading PDF statement.

What problem are we solving

Everyone's financial information is scattered and fragmented. You may have an HDFC bank account, an ICICI credit card, mutual fund investments with Zerodha and stocks with Groww. Your bank doesn't give you any insight on where you spend money, only giving you a barely understandable statement with jargons. You need to login to each of these apps separately to get a consolidated information. This is what Fold solves for you. It gives you a unified, automated, and intelligent way to track their spending, investments, and know your overall financial health. Want to download your bank statements to apply for a visa - use Fold! Want to send your payslip to apply for a loan - use Fold!​ Want to pay your bills - use Fold! Want to claim insurance, apply for a loan, buy gold - Use Fold!

Fold is your one stop solution to know your financial well being, and take well informed decisions based on that

​Understanding Core Value Proposition

For everyone who struggle with managing their finances, Fold automatically tracks your spending and provides intelligent insights. It gives you a unified view of your transactions, across UPI and credit cards, your investments, including stocks, mutual funds, and FDs, bill payments and recurring spends. We help you stay to stay on top of your money without manual effort. And you gain complete financial clarity that allows you to make smarter financial decisions.

Market Size:

1. TAM: Based on Blume's Indus Valley Report, India 1 = approximately 140 million individuals, representing about 10% of India’s population. These individuals form the primary consuming class, with a per capita income that would position India 1 as a high-income country if considered independently. 

• TAM ≈ 140M - 160M users

• TAM in revenue terms = $700M - $800M annually. Assuming $5 ARPU

2. Serviceable Available Market (SAM) - portion of TAM that Fold Money can realistically target, based on users who actively track & optimize their finances, users with multiple bank accounts, UPI apps, credit cards, and investments, users open to new fintech apps. Assuming that this segment is around 15% of TAM

• SAM ≈ 21M - 34M users

• SAM in revenue terms = $100M - $170M annually. Assuming ARPU of $5

3. Serviceable Obtainable Market (SOM) - This is Fold Money’s realistic near-term market share based on competition, adoption rates, and execution. Fold is in PMF stage, targetting its early adopters. Assuming this to be around 5-10% of SAM in the next 3-5 years

• SOM ≈ 1M - 3.4M users in 3-5 years

• SOM in revenue terms = $5M - $17M annually. Assuming ARPU of $5

Competitor landscape:

Fold is in PMF stage catering to a niche user base. Its current positioning of auto-spend tracking is just one of the features for many other fintech apps like INDmoney, CRED, Jupiter and others. Sometiimes, this itself can be a key differentiator for brands, as it could allow Fold to go very deep into this problem, while other established brands may not give this feature that much focus.

That being said, CRED Money feature itself is very new. Mojek Money is another competitor at the level of Fold. While UI and UX differences are there, feature set between these are comparable.