'A Maldives tour guide knew of the Mutual Fund Sahi Hai drive'

Interaction with Edelweiss’s senior VP and head of products and marketing

How has online access to mutual funds impacted the interaction between investors and your business? Looking ahead over the next decade, how do you expect this to evolve? 

Reflecting back on my entry into the mutual fund industry in 2008, I vividly recall the time spent waiting in queues to submit applications before the 3:30 PM cut-off time. There were instances when the lines were so long that we missed the NAV deadline, requiring explanations to investors. From there, we have come to a point where approximately 95 per cent of applications are now processed digitally. This transformation undoubtedly holds numerous positive implications for both investors and the dynamics of investor-business interactions.

This shift has introduced heightened convenience, personalised information dissemination, and individualised experiences, fostering enhanced trust and affiliation with our brand. Considering the trajectory over the coming decade, we anticipate that technological advancements, evolving regulatory frameworks, and shifts in investor preferences will collectively reshape the mutual fund landscape. These changes will continue to elevate the overall investor experience while introducing an expanded array of investment opportunities.

How have the above changes impacted distributors of different sizes and types?