Simple, fun and exciting - not really the first words anybody would associate with a mutual fund, are they? Due to the jargon-riddled and legalese-heavy approach adopted by most financial institutions, customers were left confused and unsure of investing in mutual funds.
A new entrant in the game, IDFC wished to go down in history by making a radical change in the way mutual funds were perceived by the common man, and hence stand out from the herd!
Faced with the herculean task of reinventing public perception of mutual funds, we chose to embrace the spirit of rebellion. The old rules that made mutual funds boring, they needed to be broken. If the current norm was to complicate and confuse, we needed to simplify and educate! The subservient tone, the staid design and boring imagery that make most finance websites indistinguishable from each other, they needed to go. Instead of paying a token effort to investor education through large chunks of boring content, we needed to actually empower the customer with the facts that matter to them and do this in a fun way!
Thus was born ‘Simple and Effective’ – a holistic philosophy that’s embodied in every aspect of the new website. The vibrant design, the jargon-free content, the animated investor education videos, the beneficial tools and the effortlessly navigable information architecture – everything worked together with the single minded goal of making it childishly simple for the customer to explore and understand mutual funds and make the right investment decision.
IDFC Mutual Fund, with its fresh, young and practical approach, managed to carve a niche for itself. This was important from the business perspective too, considering it’s a relatively new player in the category.
Post launch, the world has stood up and taken notice of the website. And when it comes to numbers, they say the same. Voted one of the most notable digital success stories in India in 2013, the site was featured in the afaqs! compilation, Digital@Work.
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