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ET Money’s new branding strategy speaks to the changing Indian dynamic with money, breaking yesteryear’s set pattern of investing behaviour

ET Money's new branding strategy speaks to the changing Indian dynamic with money, breaking yesteryear's set pattern of investing behaviour 1

ET Money, one of India’s fastest growing investment and wealth management platforms, today unveiled a new brand identity that expresses its unique dynamic approach to personal financial growth.

This new approach comes on the back of a deep consumer understanding exercise that revealed a growing phenomenon, that of individuals breaking away from the pattern of life stages and goals and consequently from set ways of looking at investing their money. Being a digital only investment platform, ET Money believes it is perfectly poised to speak to the individual investor and their evolving mindset around money and wealth. 

The key focus of ET Money’s new branding strategy, as a result of this shift in consumer mindset is the focus on personalization. The consumer landscape has altered dramatically from most people operating from a collective of feeling inadequate when it comes to handling their finances to being driven by strong individual desires around life, as well as a highly nuanced and variable risk-reward imagination.

To ensure a hyper-personalized experience for this new reality of Indians, ET Money has revamped its entire App, brand identity as well as a new design system. It has unveiled a new logo, called Wheel of Wealth that signifies stability, protection, personalized approach to wealth & the sense of freedom that wealth gives to an individual to make & live their life choices. The new app sports a new refreshing money green colour, bold black and smart white. The app dons an always-on dark theme. It has also changed how it spells the brand name from ETMONEY to ET Money to align to how users of the App preferred to spell it.

The revamped brand is all set to introduce ET Money Genuis, a membership service that will make it possible for individuals to build unique portfolios to suit their distinct personality and risk profile. Powered by the investing intelligence of ET Money.

With a renewed App experience and the revolutionary ET Money Genius, ET Money is staking a claim to become India’s largest Registered Investment Advisor (RIA) within a few months of launch. Speaking on the launch, Mukesh Kalra, Founder & CEO, ET Money said, “SEBI has a vision for the Wealth Management industry & that vision has a prominent role for RIAs who are supposed to be fiduciary to their clients & not create a business model on commissions or brokerage. ET Money has led the way for the industry making Direct Mutual Funds as a preferred way to participate in India’s growth story & now we are deepening our commitment further by bringing in hyper personalized investment intelligence to our investors & become India’s largest RIA by number of paying clients. ET Money Genius will start rolling out beginning January 25, 2022 and culminate into a public launch by February 8, 2022. 

About ET Money- ETMONEY is India’s fastest growing investment and wealth management platform with a total of over $3bn worth of investments under management. In less than 5 years, ET Money has built a solid customer base of over 10 million users across 1400 cities. The platform has been pioneers in building industry-first technical solutions like paperless video KYC for MF investments, the country’s first Aadhar-based SIP payment feature, amongst others.

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