Acquisition project | Tickertape

Ideal Customer Profile (ICPs)

ICP Prioritisation

Introducing ideal personas

The DIY Analyser- Rishi

Rishi is a 30-year-old working professional who discovered equity investing a couple of years ago. He started with small trades but now regularly invests, builds watchlists, and reads company reports over the weekend. He likes being self-reliant and data-driven in his investing journey.

• Spends money on: Subscriptions (data tools, screener), online courses, gadgets, and weekend getaways.
• Spends time on: Comparing financial ratios, following Finfluencers on X and YouTube, listening to earnings calls, and reading Reddit threads.
• Shopping habits: Researches heavily before buying, whether it’s a laptop or a stock.
• Spending behavior: Analytical. Doesn’t mind spending if it gives an edge, prefers function over flash.

Relationship with Investing:

1. Wants to make faster, more confident decisions but hates sifting through clunky dashboards.
2. Prefers tools that allow customisation: he likes tweaking valuation filters and making his own screens.
3. Relies equally on fundamental and technical analysis.

The Cautious Explorer- Kaira

Kaira is a 26-year-old marketing executive who recently started working and wants to "be better with money." She's set up SIPs in mutual funds based on a friend’s suggestion, but finds the stock market intimidating. She’s open to learning, but only if it’s simple and bite-sized.

• Spends money on: Subscriptions (Spotify, OTTs), skincare, occasional splurges, and savings.
• Spends time on: Scrolling Instagram, following finance creators, journaling, and catching up on personal finance Reels, Twitter threads, and Reddit.
• Shopping habits: Buys things based on reviews and trusted suggestions, prefers user-friendly, beginner-safe platforms.
• Spending behavior: Slightly anxious with money. Avoids taking financial risks unless she thoroughly understands them.

Relationship with Investing:

1. Prefers mutual funds because they’re easier to understand and automate.
2. Gets overwhelmed by jargon and numbers.
3. Occasionally browses stocks but won’t buy unless handheld with ready insights.

Tired of switching between five different apps just to research one stock? And the headache of analysing stocks on some platforms, mutual funds on others? If this chaos has had you miss good investment opportunities, it's time to try Tickertape.

Tickertape combines stocks, mutual funds, and digital gold in one convenient place. Real-time data, ready-made screeners, market sentiment tracking, everything you need for smart entry and exit decisions. Perfect for investors who prefer to act quickly rather than get bogged down in extensive research. India's markets move at lightning speed. Shouldn't your investing, too?

Additionally, monitor your entire portfolio and gain insights that truly matter. No guesswork, just good data.

Currently, Tickertape is in an early scaling phase, having achieved Product-Market Fit (PMF), as evidenced by a growing user base and positive customer feedback on its Screener and portfolio tracking features. It is trying to enhance its product offerings (e.g., digital gold, loan against mutual funds), improve user experience, and rapidly expand the user base, which is a key characteristic of the early scaling phase.

Competitor Analysis

Market Sizing

About Tickertape

Understanding Core Value Proposition

1. Clarity over clutter: No jargon, no noise, just clean data, clear insights, and tools that help you see the market for what it is. We simplify the clutter, so you focus on what matters.
2. Convenience: One platform for everything-- from stock screeners to fund comparisons to broker linking. Whether you’re tracking your portfolio or researching your next move, it’s all here, in one smooth flow.
3. Smarter Investing Tools: From detailed concall summaries to sentiment analysis and smart screeners, we give you the edge to invest confidently, not just based on tips or trends, but real, relevant data.
4. Built for modern investors: Whether you're a DIY investor, a beginner figuring it out, or someone juggling five broker accounts, Tickertape meets you where you are with tech that actually understands your needs.
5. Empowering, not overwhelming: We’re not here to tell you what to invest in. We’re here to equip you—so you can think, compare, and act with clarity. Because the best investment decisions are the ones you make, fully informed.

What are users talking about Tickertape?

In addition to user calls, I reviewed customer feedback on platforms like Google Play Store, Apple App Store, and LinkedIn. This gave me a broader perspective on how users perceive the product and its performance across different touchpoints.

From user feedback, we can look at the following learnings :

• Users love the app’s intuitive design, which makes managing their finances feel effortless. They can track spending from different banks in one place.
• The ability to track stocks & mutual funds in one place is a significant plus. Users appreciate the insights into their portfolio.
• A few users would like to have a taxation feature on the app, making it a whole.

As of 2020, Tickertape had a million monthly active users (MAU). Assuming a conservative 15% YoY growth, its current MAU would stand somewhere around 2 million or more.

conference call

Tickertape stands at a powerful intersection of investor interest, feature-rich tools, and underserved search intent, particularly in the domains of stock screening, mutual fund research, and earnings and conference call insights.

Currently, despite a strong product suite, Tickertape’s organic visibility lags behind key competitors like:

Source: Semrush & Moz

The above data indicates a high-potential for an underutilised SEO footprint with strong backlinking and content foundations, but a need for keyword strategy, content depth, and user engagement uplift.

On the mobile front, Tickertape’s app has a low discovery in stores. With only ~50K monthly installs, Tickertape can use App Store Optimization (ASO) to unlock scalable app growth.

However, before we delve into traditional SEO and ASO, let's examine how AI is influencing traditional methods and how we can utilise it for our product.

Leveraging AI to enhance organic search

With the rise of LLMs (such as ChatGPT, Gemini, and Perplexity) and the growing integration of AI-powered search in tools like Google’s SGE (Search Generative Experience), the way users discover products, tools, and insights is undergoing a fundamental change.

Here’s what that means for Tickertape:

• When users ask AI tools things like:
• • “What are the best screeners for Indian stocks?”
  • “How do I pick undervalued smallcaps?”
  • “Where can I track FII/DII deals easily?”
• AI tools increasingly reference Reddit discussions alongside blog links.
• Reddit posts rank prominently in AI-generated answers and search snippets. If we’re there early, our replies and content get cited by bots and discovered by humans, creating a compound visibility effect.
• Building a helpful presence now = feeding the AI layer that will shape future discovery. Reddit karma, high-quality posts, and relevant comment trails can become evergreen discovery nodes across AI platforms.

Setting up Reddit

Reddit Handles Strategy

Phase-wise Action Plan

Content Types

Success Metrics

Why SEO & ASO Now?

• Investor search intent is exploding, especially around screener, earnings, new fund categories, and economic events.
• • Top Keywords for Tickertape are here
  • Tickertape ranking for top keywords is listed here
  • Google Search Trend for Screerner in the past 5 years:

• Tickertape’s proprietary tools (Business Sentiment (Concall Summaries), Market Mood Index (MMI)) are unique but not ranking for long-tail queries; they could easily dominate. MMI is ranking well, but there’s still scope for improvement.
• Competitors are gaining from topical content + web-to-app flows, while Tickertape has a low content-to-feature leverage ratio.

SEO Roadmap [To-dos]

A. Content Strategy

1. See what’s working for others

Let’s learn from players who are doing this well:

• Screener.in: Wins with in-depth company analysis.
• Groww: Covers timely, trending personal finance topics.
• Finology: Great at beginner-friendly explainers and education.
• IndMoney: Has rich content with a domain authority of 93.

We’ll borrow ideas from their strengths but do it better, leveraging Tickertape’s unique features.

2. Choose the right topics

We’ll focus on keywords that are easy to rank for but still have strong intent. Think of things users are already searching for, like:

• “Best smallcap stocks 2025” – 12K searches/month
• “Mutual fund screener India” – 9.1K
• “Concall summary XYZ” – 2.6K (only Tickertape offers this)

Broadly, we’ll group topics under:

• Stock-specific: E.g., “HDFC Bank concall summary,” “TCS valuation insights”
• Feature-led: E.g., “How to use the Business Sentiment tool,” “ETF screener India”
• Topical: E.g., “What if you invested ₹10,000 during Budget 2024?” or “Top stocks during Lok Sabha Elections”

For example, we could focus on these competitor blogs

B. Backlink Strategy (aka credibility-building)

Here’s how we’ll do it:

• PR-worthy stories built around our unique features:
• • Top Concall Mentions Among Nifty 50 Stocks
  • Which sectors are seeing positive sentiment?
  • Top 5 insider trades of the month
• Thought-leadership articles: Publish deep-dive pieces using Tickertape’s unique user and platform data, like “How Gen Z is investing in 2025” or “Thematic fund trends based on 10M portfolios.
• Broken link swaps: Find outdated links on other websites, and pitch our updated version as a better replacement
• Infographics that travel: Build visually rich content (like “5-year ROE by sector”) that others would love to link to
• Push more dofollow links (i.e., links that actually boost SEO authority)
• Offer expert commentary to journalists and bloggers (like HARO-style outreach)

C. Technical Improvements (light touch, high impact)

We’ll work with the dev/SEO team to make our pages faster, cleaner, and more structured:

• Site speed: Ensure charts, visuals, and tools load in <2.5 seconds
• Page structure: Organize sitemaps around /stocks, /funds, /academy, and so on
• Rich snippets: Add schemas to help Google understand our content better
• • Product schema for tools
  • Article schema for blogs
  • FAQ/How-to schema for guides
• App cross-promotion: Add app download links to our highest-traffic pages (with UTM tracking)

SEO Success Metrics

ASO Pillars

While Tickertape has built solid organic equity, the competition is aggressively pushing paid ads and winning mindshare. Platforms like Dhan, Dezerv, and INDmoney are showing up across Instagram, YouTube, and Google. These brands are not just converting users; they’re becoming the default first point of discovery, primarily for mutual-fund investors (Tickertape's ICP-3).

Red Ocean? Maybe. But this is precisely why Tickertape needs a presence to stay discoverable, reinforce trust, and capture high-intent investors before they convert to another platform. We don’t need to spend big. We need to spend smart.

CAC: LTV Framework

Learnings from competitors

• Be as direct as possible
• Create a sense of urgency or fear
• Emphasise on FREE

Target

• Mutual fund investors who want simplified data
• Busy, curious investors, not pro investors who want insights without effort
• Age range: 22–40, mostly male-skewed, fluent in tech & finance

Placement

Since we aim to reduce the customer acquisition cost (CAC) and we are on a budget, we can start with Instagram (Meta) as a channel to target our audience. In user interviews, this was one channel where ICP 3 was most active.

Considering a video ad might add to the production cost, we should stick to static ads to begin with.

This way, it remains a low-cost channel with high creative flexibility.

Key Messaging

1. Are your investments market ready?
   Check your portfolio health on Tickertape
2. Autopilot is good for SIPs. Not your strategy!
   Get fund analysis now
3. Track, tweak, or exit
   keep your mutual funds in check.
4. 5 Funds ruining your portfolio
   Get fund analysis now

Dummy Creatives

Why This Should Work

• We piggyback on high-intent search and low-friction platforms
• Clear hooks = broader reach without diluting positioning
• Focusing on solving the problem first
• Show >> Shout

Summary

Tickertape doesn’t need a flashy campaign.  It needs a smart, scrappy paid presence to:

• Stay visible where it matters
• Convert high-intent users before they bounce to competitors
• Build trust through utility-first messaging
• Test and scale with minimal spend

Once a person starts investing, it's a human tendency to check their portfolio almost daily. And when the markets are volatile, they tend to open their news apps and broker apps more frequently. This is where Tickertape can predominantly leverage product integration as a strategic move to expand its reach, reduce user friction, and embed itself into users' everyday investing journeys. Integration with brokers' platforms, fintech apps, tax-filing services, or expense-tracking apps, Tickertape can seamlessly bridge the gap between research, decision-making, and execution.

These integrations enhance user experience by providing real-time, contextual insights where users already spend time, but also position Tickertape as the intelligence layer across the investing ecosystem. This has the potential to boost engagement, retention, and brand visibility in the long run for both brands.

Product Integration Framework

Integrating Tickertape with 5Paisa through a widget on its homepage, called ready-made screeners, can enable users to easily analyse stocks and mutual funds, driving growth for both platforms based on a product integration framework prioritisation.

Situation:  Rashi just created a demat account with 5paisa, but is too intimidated to make her first investment. However, when she opens the platform, she sees “Ready-made screeners” as one of the widgets. This gives her a sense of ease, “Oh! No work to be done.” Since she's a novice and is looking for safer investment options, she goes and finds all the dividend-paying stocks in one place on Tickertape's readily available screener. She quickly skims through all the stocks and invests in the top 3-4 she likes via a 5Paisa account.

Win-Win!

User Journey

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