Case Study:

OnFinance

- airasiv Consultancy
About OnFinance
On Finance is an AI backed smart investment application.Their aim is to homogenize and foster
financial investment and web3.0 literacy amongst the growing population of our nation.

With the help of modern tools such as Artificial intelligence and Natural Language Processing they
give accurate insights on any piece of information related to the markets helping the end user
taking more reliable decisions owing to the markets.

They are presently the only player in the market which gives real time insights on the news articles
published by various news agencies thereby by giving the most accurate analytics adhering to the
financial markets.

They have mastered the art of giving short synopsis of the article so that now there is no need of
reading the whole article, reducing the time required to analyse the stock/coin and making good
bargains in the market.

Diminishing the time required to place a trade, they have collaborated with MetaMask and Zerodha
to provide in app trading services.

Problem Statement
OnFinance being an early stage startup in this highly competitive financial insights segment is facing
problems growing its user base .
 Industry Analysis - SWOT Analysis

S trength W eakness
- usage of AI and NLP to deliver projected market - credibility of insights
impact - insights can be construed as financial advice
- availability of both stocks and crypto insights on a
single platform
- portfolio integration with broker app allowing
seamless trade execution

O pportunity T hreat
- expansion into financial advisory services - inability to onboard broker platforms
- provide personalized insights based on portfolio - technical issues concerning AI and portfolio sync
 Industry Analysis - PESTEL framework

P
Political
E
Economic
S
Socio-cultural
T
Technological
E
Environmental
L
Legal

- government - provides - promotes - usage of - usage of - need for

and third-party employment better improved AI energy efficient strict
manipulation opportunities investing and NLP servers and adherence to
of stock culture among models data centers SEBI
markets youth regulations
- following - promoting regarding
- subject to - enables industry-best ESG investing customer KYC
strict and investors to practices on among users
uncertain make more data privacy - need to
crypto informed abide by news
regulations decisions source’s
paywall and
copyright
policies
 Competitor Analysis
List of competitors:

1] Unfinance - It has integrated news from various sources and presented it with a short
summary. Very simple user interface and easy to use app. But doesn’t provide any insights
related to the news.

2] iTribe - Social Investing platform, providing short and crisp flash news enabling the users to
make quick decisions. Collaborated with the noteworthy brokers of the Stock exchange. Also
provides curated stock picks from registered advisors.

3] ET Markets - One of the forerunners in the financial news segment. Provides wide variety of
information regarding stocks, mutual funds, crypto and other investment avenues. The
premium version comes with added benefits like comprehensive stock analysis.

4] MarketSmith India - Gives strong beneficial intuition about the particular stock. It doesn’t
have information related to crypto and a lot of things are paid.

5] Moneycontrol - Another popular app widely used by investors for financial news. Premium
version provides in-depth stock analysis and premium articles.
 Competitor Analysis - Heat Map

User Interface User Experience Brevity of News News insight

OnFinance 3.23 3.96 2.32 4.34

ET Markets 2.61 3.82 3.12 1.11

Unfinance 3.54 4.12 3.23 1.67

iTribe 4.23 3.92 4.17 2.96

Market Smith 3.23 3.45 3.25 4.1

Moneycontrol 3.84 3.73 3.53 2.4

Conclusions from the Heat map

Six companies which are presently in the financial news segment have been
gauged based on certain significant parameters set by our consultants.

● The map shows that OnFinance needs to improve in the brevity of news
and the user interface.
● The insights shown by OnFinance are extremely commendable and
have set a bar for the industry.
● In the user experience domain almost everyone is at par with a few plus
and minus based on the particular apps requirement.
Solution
- Product Improvisation - The first step to increase the user base is to improve the product. The
product can be improved in the following aspects:

1) Onboarding Process - Asking users to sign-up before using the app leads to user drop-off.
Users should be able to navigate the app without necessarily having to sign up. To ensure
sign-up, few features of the app can be kept hidden until sign-up.
2) Graph Visuals - Line graphs shown for coins can be more informative. Candlestick graphs
should also be provided.
3) Insights - Insights should be mentioned with their ranges, Eg: “Article sentiment” ranges
from 1-100. Also a brief description regarding regarding the methodology for deriving the
insight and how the end-user benefits from it will improve the trust of users.
4) Byte-sized article synopsis - In addition to providing the link to the news article,, a crisp
synopsis of the news article should be given. Reading the synopsis will drive forward the
effect of the insights and increase their trust on the app.
 Solution
- Sell software to other news distributors - Instead of building a fresh user base of their own, OnFinance can leverage
other news distributors’ reach by providing their insight generation program as a SaaS. Eg: Unfinance can use OnFinance’s
program to show insights to the news articles they have. Users from Unfinance will get exposed to OnFinance’s insights an
may want to try out the app on their own for deeper analysis of news. This will not only help gain more users but also
create a revenue stream.

- Conduct workshops in colleges - The youth is the future of the nation and the prospective user of the application.So
workshops based on financial literacy can be conducted in various colleges to educate them regarding finance as well as
promote their app amongst the students. This new and intriguing technology used in the app will fascinate the students
to delve deeper into the world of finance.

- Incentives to download app - Competitions can be held which involve using the app to gain insights. Eg: money can be
distributed to users to trade with for a week. Users will use the insights from the app to generate profits. The amount of
profit generated after a week will be transferred to the user’s accounts as real cash. This example is a suggestion, specifics
of which can be decided on factors like corpus available, strength of campaign, etc.
How many people can we aim to onboard?
Our guesstimate stands at 33.2 cr
How did we come to this number? Let’s break down the problem

Aged 35 - 60
Can’t take this segment because people
have limited understanding of tech and
won’t trust a softwares to provide them
news insights % that can afford to invest

Upper Class 100%

+
No of people
that can be targeted Earning population Middle Class 85%

Aged 18 - 35
+

+ Lower Middle Class 15%

Population having a +
demat account
Below Poverty Line 0%
Guesstimating TAM, SAM, SOM

Total population of India (as of 2022) = 140 crores

% of earning population in age group 18-60 = 70%
% of earning population in age group 18-35 = 40% (this age group is well-versed with technology)
For the age group 18-35,
- Upper class = 5%
- Middle class = 40%
- Lower middle class = 35%
- Below Poverty line = 20%
- % of population having demat account = 15
Guesstimating TAM, SAM, SOM
Population between 18-60 = 98 cr
Population between 18-35 = 56 cr
Population between 18-35 having demat account = 8.4 cr

% of population between % of population that

18-35 Figure (in cr) can afford to invest Figure (in cr)
Upper class 5 2.8 100 2.8
Middle class 40 22.4 85 19.0
Lower middle class 35 19.6 15 2.9
Below poverty line 20 11.2 0 0.0
56.0 24.8

- Total available market = earning population aged between 18 - 60

= 98 cr

- Serviceable available market = earning population aged between 18 - 35

= 56 cr

- Serviceable Obtainable market = population aged between 18 - 35 who can afford to invest +
number of people having demat account in this age group
= (24.8 + 8.4) cr
= 33.2 cr
Thank You