INDUSTRY COMPARISON – T15 EQUITY SHARE CATEGORY

LOW FOR RETAIL AND INSTITUTIONS

RETAIL
20%
18%
16%
14%
12%
10%
8%
6%
4%
2%
0%
Apr May Jun Jul Aug Sep Oct

Retail Overall Retail Equity + Balanced Retail Equity

Retail all T15 Retail Equity T15

INSTI
25%

20%

15%

10%

5%

0%
Apr May Jun Jul Aug Sep Oct

Insti Overall Insti Equity + Balanced Retail Equity

Insti all T15 Insti Equity T15
 DIGITAL DIRECT EQUITY COUNT OF PAN DROPPED
SIGNIFICANTLY IN R1 SEGMENT

DIGITAL DIRECT INVESTORS COUNT

1600 140000 140000
129455 120995 123369
1400 1360.0
120000 120000 111810
109889
110798 103165 102036
1200 106539
97119 100000 100000
94447 93296
1000
80000 80000
800 66794
60000 60000
600 564.1
507.4 48542
394.5 43220 40000 40000
335.5 371.0 37503
400 297.4 309.8
30708 290.4 268.2
26599 235.8 25112
216.0 219.5
21584 20000 20000
200 17179 129.3
5217 5033 5839 7463 7431 5155 4371
0 0 0 0 0 0 0 1354
178
74 1291
195
58 1378
162
57 1639
167
43 1551
138
14 1086
115
19 952
90
14
0 0 0
1 2 3 4 5 6 7 Apr May Jun Jul Aug Sep Oct

Month Equity Sales Debt Sales Equity PAN Debt PAN HNI HNI1 HNI25 R1 R5
 RETAIL FRESH MONEY FLOW IN LAST 3 MONTHS INTO
DEBT CATEGORY – OVERALL AND DIGITAL DIRECT
Scheme OFFLINE ONLINE Scheme OFFLINE ONLINE

SBI Corporate Bond Fund 1111.5 2934.3 SBI Premier Liquid Fund 150.5 133.5

SBI Savings Fund 1436.3 2619.2 SBI Savings Fund 115.1 78.2

SBI SHDF 600.9 1501.5 SBI Magnum Ultra Short Duration Fund 160.5 67.7

SBI Premier Liquid Fund 678.8 1365.9 SBI Small Cap Fund 24.8 63.8

SBI Magnum Medium Duration Fund 448.0 725.5 SBI SHDF 41.9 62.0

SBI Equity Hybrid Fund 331.6 654.0 SBI Banking & PSU Fund 57.3 56.1

SBI Banking & PSU Fund 256.7 553.7 SBI Magnum Medium Duration Fund 19.8 55.3

SBI Magnum Low Duration Fund 390.5 455.0 SBI Insta Cash 53.7 54.9

SBI Magnum Ultra Short Duration Fund 303.1 411.3 SBI Magnum Gilt Fund 97.2 50.8

SBI Focused Equity Fund 121.5 335.8 SBI Focused Equity Fund 17.9 50.6

SBI Savings Fund 3 6

Oct-20 AUM 22800 Scheme Name 1 Day Quartile 3 Days Quartile 1 Week Quartile 1 Month Quartile Months Quartile Months Quartile
SBI Savings Fund SBI Savings Fund - Dir -
Mar-20 AUM 10800 Growth 4.34 2 3.94 2 3.98 2 5.56 1 4.81 1 6.89 2
    12000
 RIAS MARKET SHARE IN SIP AND GROSS
SALES -
Count Count Count
RIA SBIMF Industry % SBIMF Count Industry % Row Labels Sales SBIMF Sales Industry %
NEXTBILLION
TECHNOLOGY PRIVATE NEXTBILLION TECHNOLOGY PRIVATE
LIMITED 13347 111049 12% 94789 715876 13% LIMITED 2600.7 30100.4 9%

Paytm Money Limited 13968 96279 15% 279787 1830201 15% Paytm Money Limited 1967.9 32457 6%

BANAYANTREE SERVICES BANAYANTREE SERVICES LIMITED (ET

LIMITED (ET MONEY) 4797 31706 15% 88098 675780 13% MONEY) 1394.7 14800.9 9%
AREVUK ADVISORY
SERVICES PVT. LTD. AREVUK ADVISORY SERVICES PVT.
(KUVERA) 2164 15861 14% 15516 132972 12% LTD. (KUVERA) 1518.2 18494.9 8%
Alphafront Finserv Pvt
(GoalWise) 1028 5434 19% 9985 58354 17% Alphafront Finserv Pvt (GoalWise) 236.1 1874.7 13%

FINWIZARD TECHNOLOGY FINWIZARD TECHNOLOGY PVT. LTD.

PVT. LTD.(FISDOM) 192 2239 9% 2328 19999 12% (FISDOM) 177.1 503.5 35%
5 PAISA CAPITAL LTD 225 1552 14% 1873 12630 15%
5 PAISA CAPITAL LTD 59.9 385.5 16%
Paisabazaar Marketing and
Consulting Private Limited 128 1053 12% 12422 103587 12% Paisabazaar Marketing and Consulting
Finzoom Investment Advisors Private Limited 123.1 3603.6 3%
Pvt. Ltd. 114 725 16% 418 2968 14%
Finzoom Investment Advisors Pvt. Ltd. 589.7 7866.7 7%
ZERODHA 708 708 100% 8036 14281 56%
ZERODHA 5271.7 59576.1 9%
 WEBSITE REGISTERED USER JOURNEY
70 – 77% 89 - 96% 63 - 72%

New Mapped New

APRIL 2020 Registr 51971 Created
30391
Folios• &
• 5940
New
Users 5339
User
Transac 3794
ation Folio ted

New Mapped New

Folios• &33167 New User
JUNE 2020 Registr 53871
ation
Created
• 6065 Users 5573 Transact 4401
Folio ed

New Mapped New

36281
Folios• & New User
Registr 57334 Users 6189 Transact 3924
SEP 2020 ation
Created
• 6445
Folio ed

REGISTER ZERO NEW

ED FOLIO INVESTOR
 CAMPAIGNS

Intervening across
New 1.5 Zero
New
2.5 3
Investor Life Cycle Regist
rationLacs
No
11 K 23 K
Folio
User Existin

Lacs Lacs
Folio Transac g Users
Through Regular ted

Campaigns – Quarterly
Nos – 5 Lac users and
Upselling ~70 – 100 Crs Registered Zero Balance Welcome Emailer Upselling & Cross selling
Emailer Folio
SIPs Maturing, SIPs
Cancelled, SIP
Registration Failed,
SIPs Debit Failure,
Redemption Win
Back
 TARGETING USERS – USE CASES

1. SIP DEBIT FAILURE - TARGET USERS FOR WHOM THE SIP DEBIT FAILED WITH A ADDITIONAL PURCHASE OPTION-
10000-15000 USERS A WEEK.
2. USERS GOING TO STOP THE SIP - USERS HAVE A TENDENCY TO STOP SIPS WITH IN 1 YEAR. WE HAVE LOOKED AT
VARIOUS PARAMETERS OF THE USERS WHO STOP THE SIPS. WE CAN AS A TEST PICK TOP 10000 USERS WHOM THE
MODEL THINKS ARE HIGHLY LIKELY TO STOP. WE CAN RANDOMLY PICK 5000 OUT OF THIS AND SEND EMAIL AND
KEEP 5000 AS CONTROL GROUP AND SEE IF THE EMAILER ARE REDUCING THE STOPS OR NOT.
3. OFFLINE USERS TO ONLINE - TARGET USERS TO CONVERT ONLINE. IN DIRECT CHANNEL WE WILL BE TARGETING
100000 USERS A MONTH.
4. REDEMPTION WIN BACK EMAILERS - INVESTORS WHO HAVE REDEEMED SUBSTANTIAL AMOUNT LAST MONTH
AND NOT INVESTED AGAIN. MONTHLY ACTIVITY TO INVEST BACK
5. STP TO CORE ASSETS FROM LIQUID OR SAVINGS FUND
 USE CASES
• PRODUCT LEVEL TARGETING: FOR THE LAST QUARTER, THE FRESH INFLOWS FROM RETAIL
INVESTORS HAS BEEN PRIMARILY TO DEBT CATEGORY AND THAT TOO ON NON CORE
ASSETS. THIS IS A ONE TIME ACTIVITY OR MAY BE A QUARTERLY ACTIVITY. THE OVERALL
COUNT OF THE USERS WILL BE SOMEWHERE 10-15 LACS. WILL SHARE THE NOS IN
SOMETIME.
S No Filter 1 - Category Filter 2 -AUM Filter 3 - Investors current exposure Product to be Pitched Count of Investors

Redeemed more than 1 lac in

last 6 months and not
1 invested back Between 1 Lac - 3 Lac   Savings Fund 21757

Redeemed more than 1 lac in

last 6 months and not
2 invested back AUM 3 Lac - 7 Lac Debt % more than 50% of AUM Dynamic Bond Fund 5301

Redeemed more than 1 lac in

last 6 months and not
3 invested back AUM 3 Lac - 7 Lac Equity % more than 50% of AUM SBI Bluechip Fund 11607

4  AUM > 7 Lac Debt % more than 50% of AUM SBI Multi Asset Allocation Fund

5  AUM > 7 Lac Equity % more than 50% of AUM SBI Multicap Fund 432185
RECENT USE CASES CREATIVES
 WEEKLY EMAILER - IMPROVEMENTS

INCREASE THE OPEN RATE BY ADDITIONAL ROUNDS OF EMAIL FOR NON OPENERS

SEND TIME OPTIMIZATION FOR CONVERSION

A/B TESTING ON CREATIVES AND LINKS

 CAMPAIGN PERFORMANCE – OCT 2020
Month Frequency  User Type Campaign Sent Open% Conversion

Monthly Lumpsum
            SIP Count Amount Count Amount
Oct-20Monthly New User Registered Users 6495 22.75% 57 92000 34 1669000

50913700
Oct-20Monthly New User Zero Balance Folio 36299 18% 289 608200 484 0

Oct-20Weekly Existing + New User SIP Registration Failed 1301 24.92% 63 131000   
Oct-20Weekly Existing User SIP Maturing 14577 24.47% 393 1375000   
Oct-20Weekly Exisiting User SIP Cancellation 46279 18.85% 2275 4624000   

51080600
            3077 6830200 518 0
 CAMPAIGN PERFORMANCE – NOV 2020

Month Frequency  User Type Campaign Sent Open% Conversion

Monthly Lumpsum
            SIP Count Amount Count Amount

Nov-20Weekly Existing User SIP Cancellation 25407 18.59% 522 44,16,723   

Nov-20Weekly Existing User SIP Maturing 6425 23.3% 162 7,10,256   

Nov-20Weekly Existing + New User SIP Registration Failed 832 26% 134 4,84,200   

Dec-20Monthly New User Registered Users 12439 1.8%    

Dec-20Monthly New User Zero Balance Folio 16049 7.5%    

Dec-20Weekly Existing + New User SIP Registration Failed  4853  23.9%
Dec-20Weekly Existing User SIP Maturing 7666 23.5%
Dec-20Weekly Existing User SIP Cancellation 52231 13%
Dec-20Weekly Existing User SIP Debit Failure 3000 9.2%
 CAMPAIGNS STARTED
Month Frequency User Type Campaign Sent
Jan-21Monthly Existing User Offline Users 1.5 Lac
Jan-21Monthly Existing User Redeemed Not Invested Back 3.5 Lac
 PLANNED TO START IN JAN 2021

Month Frequency User Type Campaign Users Amount

Liquid, Overnight & Savings Fund to Core
Jan-21Monthly Existing User Assets – 6 Month 1300006000 Crs
Jan-21Monthly Existing User Non SIP Users for SIPs