It’s imperative to start a journey with ‘Why’. It shapes our decisions and enables us to stay relevant to our people. Our deep domain understanding, sharp demographic insights, an adaptive business model, and most importantly a strong value system, together function behind the way Fincart does its business. Let me share with you some of the key issues that were recognized at the very onset. Primarily, quality investment services were only reserved for the affluent ones. The personal meetings didn’t prove remunerative for the advisors which kept the mass audience away from trusted financial services. Most significantly, a lack of financial awareness and literacy proved to be the root cause of the wrong selling of financial products to the masses by ill-intended advisors. Even with everything falling perfectly, the jargon often led to fear and confusion, thus keeping people away from creating or managing money for a better future. Working on the above insights, we decided to build two products catering differently to two kinds of target audiences.