Easyplan

Easyplan was an investment application designed for novice investors in India, aiming to simplify the investment process. Positioned as a hybrid of Betterment and Qapital for the Indian market, Easyplan offered users a credit card secured by their investments, providing both investment opportunities and liquidity. The platform initially launched with money market funds and attracted approximately 40,000 customers, experiencing a growth rate of around 40% month-over-month. The COVID-19 pandemic significantly boosted interest among new investors, leading to a threefold increase in assets under management (AUM) since April 2020, all while maintaining a customer acquisition cost 10% lower than the industry average.

The company identified a substantial opportunity in the Indian market, where only a small fraction of middle-income workers actively invest, despite a high savings rate. Existing investment apps in India were deemed too complex for beginners due to the vast array of mutual funds and stocks available. Easyplan aimed to address this issue by developing AI-driven investment planning software tailored for beginners. Users could engage with a conversational AI to create diversified mutual fund portfolios aligned with their financial goals. The business model relied on commissions from managed assets and interchange fees, projecting a revenue of $12 per user annually, significantly exceeding the acquisition cost.