Self-initiated case study · Product Manager · Fintech / Alternative Investments

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Funnel Optimization | Financial Literacy | Conversion | Retention

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Problem

Grip Invest offers curated non-market alternative investments — bonds, leases, startup equity — to retail investors in India. Despite operating in a massive and growing market, a critical drop-off existed between sign-up and first investment. Users were signing up out of curiosity but not converting to investors.

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India added 20M+ new Demat accounts in 2021–22 alone. SIP contributions grew 4x over 6 years. The market opportunity was enormous — but Grip's funnel was leaking at the most critical moment: the first investment decision.

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The funnel drop-off

1. User discovers Grip → signs up (high intent)
2. Lands on invest tab → sees unfamiliar asset classes
3. Decision paralysis kicks in → overwhelmed by choices
4. Goes elsewhere to research → never comes back

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Drop-off → first investment never made

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User research & pain points

Focused on beginner investors aged 20–30 — the largest and fastest-growing segment, digitally native, open to new platforms, and capable of becoming brand ambassadors. Top pain points by reach and impact:

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Complex investment options Most retail investors don't understand bonds, leases, or startup equity leading to hesitation

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Lack of trust High returns feel unbelievable; no social proof or education to build conviction

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Decision paralysis Too many options with no guidance → users look but never buy

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Barrier to entry Minimum investment of ₹10,000+ puts off a large chunk of new users

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My approach

I mapped 6 potential solutions and applied the RICE framework to prioritize within a 3–6 month delivery window. Key insight: education and filtering needed to come before personalization - you can't recommend to a user you don't understand yet, and you can't retain a confused user.