Branch
Invest
Branch Invest is an investment product developed to provide users with the opportunity to earn competitive returns, up to 12%, while diversifying and growing their wealth.
Project Details
The goal of the investment project research was to gain a deep understanding of the target audience, their financial needs, and preferences in order to inform the development of a new investment product.
Project scope
This research aimed to identify key user insights and pain points, assess market opportunities, and ultimately create a tailored investment solution that would resonate with professionals seeking safe and steady returns.
Core questions to answer
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What are the specific financial goals and milestones that users aim to achieve through their investments?
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To identify any patterns or preferences among professionals when it comes to asset allocation within their investment portfolios. For example, do they favor stocks, bonds, real estate, or other asset classes?
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How do professionals assess and manage risk in their investment decisions?
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What kind of research and analysis do users conduct before making an investment decision?
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How do users evaluate the trustworthiness of an investment platform and what specific factors or features contribute most to building their trust in the context of financial investments?
Outcome 🚀
I leveraged the valuable insights from the P2P research to craft a compelling pitch, ultimately securing approval from the India product team for MVP development in Q1 of 2023. This MVP, with its user-centered design and focus on key value propositions, was initially made available to friends and family. Building upon its success, in Q4 of 2023, we launched a robust website and a fully functional app, accessible to all users.
My approach & research process
#1. Understanding what makes a good investment product
The primary aim was to gain an understanding of customer needs in the realm of investing, with a particular focus on their mental models when selecting investment products.
#2. Market Research and Competition Analysis
The secondary aim was to delve into the perceptions surrounding P2P investments. I meticulously examined the competitive landscape in the Indian P2P investment space. I scrutinized how these competitors articulated their value propositions and communicated their products to potential investors.
#3. Identification of Central Trust Markers and Themes
I identified central trust markers that formed the bedrock of an investment service. These markers revolved around the paramount themes of safety, security, and credibility.
Product Recommendations and Value Propositions 🚀💡
Focus on safety and trust: Develop a community of trusted investors by setting eligibility criteria and fostering a safe investment environment.
Inflation and competition-beating Returns: Actively highlight our ability to deliver inflation-beating returns (8%-12%) through effective marketing and clear comparisons with competitors.
Promote Diversification: Prioritize diversifying our loan portfolio with varying risk profiles, tenures, and principal amounts, showcasing our commitment to risk management.
Enhance Transparency: Provide detailed information on all aspects of lending, such as credit assessments, interest terms, and grievance redressal, to build investor trust.
Prioritize Liquidity: Offer flexible, low-cost withdrawal options to attract investors seeking liquidity and flexibility.
The Final Product
I collaborated cross-functionally with product managers, marketing specialists, and UX designers, to translate user research into compelling value propositions, differentiating our offerings from competitors based on deep user insights.
