According to a latest report by Redseer Strategy Consultants, India’s digital investing market is witnessing a shift from customer acquisition to portfolio deepening, as existing investors continue to increase allocations across investment products while remaining loyal to their preferred platforms.
The report found that the average digital investor currently holds a portfolio worth approximately Rs 10 lakh and invests nearly Rs 3 lakh annually, indicating that fresh investments account for almost one-third of existing portfolio value every year.
Redseer noted that India’s digital investor base remains relatively young and is still developing long-term investment habits, creating significant opportunities for platforms to deepen customer engagement and cross-sell additional financial products.
The report said that future growth in the sector is likely to come less from adding new investors and more from increasing wallet share among existing users.
Mutual funds and equities dominate portfolios
The analysis showed that digital investing in India remains concentrated around a few core asset classes.
Mutual funds and equities together account for nearly 80 per cent of digital investors’ deployable wealth, highlighting a preference for relatively simple and familiar investment products.
Mutual fund SIPs emerged as the most widely used investment product, with 77 per cent of surveyed investors currently investing through SIPs. Direct equities followed closely, while products such as exchange-traded funds (ETFs), digital gold, IPOs and global stocks continue to see comparatively lower adoption.
In terms of asset allocation, mutual fund SIPs accounted for 37 per cent of total investable assets, followed by direct equities at 32 per cent and lump-sum mutual fund investments at 14 per cent.
The report also identified three distinct investor personas emerging within the market, Guided Savers, Aspiring Investors and Confident Builders, each displaying different investment behaviours, portfolio sizes and product preferences.
Platform loyalty remains strong
Despite increasing competition among digital investment platforms, investors continue to display strong loyalty to their primary platforms.
According to the report, nearly two-thirds of investors said they would not switch platforms even if offered zero brokerage elsewhere, suggesting that pricing alone is no longer a decisive factor in customer acquisition.
Instead, investors increasingly value platform experience, trust, execution reliability and ease of use.
Redseer found that trust and brand reputation, simple user interfaces, execution speed and the ability to manage multiple asset classes within a single application were among the most important factors influencing platform choice.
While one platform currently accounts for nearly half of active usage in the market, the report noted that the industry remains competitive, with rival platforms enjoying high levels of brand awareness but struggling to convert awareness into active usage.
Large cross-sell opportunity remains untapped
The report highlighted a significant gap between awareness and adoption of newer investment and credit products.
More than half of investors were aware of products such as margin trading facilities, loans against securities, ETFs and global stocks but had not yet used them.
Awareness without adoption stood at 65 per cent for loans against securities, 57 per cent for global stocks and 55 per cent for margin trading products.
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