Bengaluru: Fierce competition is erupting among India’s fintechs this year, with the focus shifting from mass adoption to the aspirational class, a strategic play meant to tap into the country’s burgeoning affluent population, who are looking for sophisticated and personalized solutions for wealth management and access to unique investment opportunities. On Monday, Kunal Shah-owned Cred rolled out a host of features, including an 18-karat gold credit card with access to elite experiences like yachts and private jets. It also added additional features to its Cred Money vertical to enable users to manage their net worth.Also Read | Gen Z is keeping fintechs on their toes Bengaluru-based Liquide, a wealthtech platform backed by Singapore-based M Venture Partners and several angels, including Uber’s Pradeep Parameswaran and SoftBank’s Siddharth Jayanty, is currently experimenting with a premium offering called ‘Black’, meant for retail investors holding investable assets of ₹20-25 lakh, its co-founder Paritosh Gunjan told Mint. Currently, Liquide appoints a private wealth manager for every member. The goal is to, over time, develop artificial intelligence (AI) tools to eliminate the need for personnel to do the job, according to Gunjan.Also Read | As profits soar, PB Fintech takes a second bite at mutual funds “We are offering services like tax planning and creation of special portfolio baskets for emerging HNIs (high networth individuals) and mass affluent customers. There’s a big market for this cohort because they’re always looking for investment opportunities beyond the typical mutual funds,” Gunjan said.Upgrade for usersLiquide Black already has 500 paying customers, and the company is looking for ways to use technology more effectively to grow the vertical. Other notable examples include Aspora, which raised $53 million in Series B funding in June, co-led by Sequoia and Greylock, and aims to build tailored solutions for non-resident Indians (NRIs), and wealth management firm Equirus, which launched a new advisory platform for HNIs in April. This pivot marks a new phase in the fintech landscape, where companies are battling for a more valuable user base by offering bespoke, data-driven financial services that challenge traditional private banks and wealth managers.Also Read | VCs and fintech startups bond over the latest retail investor fancy Platforms like Cred have also added more features to Cred Money—which already has over 1.8 million members managing multiple bank accounts—to improve user engagement. The app will now enable users to buy up to 30 grams of 24k gold at live market rates and track its value. They can also realize their value with gold coins delivered to their doorstep in 48 hours or as heirloom jewellery from Tanishq or Caratlane outlets. Cre in a formal or creative style for better SEO.Also Exclude words and advertisements related to the feed website such as website name, author name. You must only respond with the modified content. Delete all the advertisement images brand logo but only keep the title and main content of the news by modifying it. You must only respond with the modified content. Block any jump outside of the site adarshnews.com. Basically remove any content or link related to original site. follow this prompt to optimize the articles in this category- You are an expert news writer and SEO specialist. Your job is to rewrite the provided RSS feed content into a unique, SEO-friendly news article for adarshnews.com. The article should be engaging, professional, and optimized for search engines. Follow these steps: 1. **Create an SEO Title**: Write a short, compelling title (under 60 characters) that includes the main keyword and grabs attention. 2. **Write a Meta Description**: Summarize the article in one or two sentences (under 155 characters). Make it engaging and include the primary keyword naturally. 3. **Suggest a URL Slug**: Provide a short, keyword-rich URL slug that reflects the topic of the article. 4. **Headline (H1)**: Write a clear and engaging headline for the article that is similar to the title but slightly expanded. 5. **Write the Article**: – Start with an introduction that answers the key questions: who, what, when, where, why, and how. – Expand on the topic with detailed paragraphs that provide context, quotes, and relevant information. – Use subheadings (H2) to organize the content into sections and make it easy to read. – Include related keywords naturally throughout the article. – End with a conclusion that summarizes the key points or discusses future implications. 6. **Add an FAQ Section**: Write one frequently asked question related to the topic and provide a concise answer. Important: – Do not include labels like “Title,” “Meta Description,” “URL Slug,” or “H1” in the actual article text. – Keep all SEO elements separate from the main content. – Ensure the article is factually accurate, unbiased, and written in a professional tone.
Fintech companies are competing to attract India’s aspiring demographic by offering enhanced benefits and more engaging features.
