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How marketers can tap into the emerging mutual funds opportunity




Guiding high-intent mutual fund prospects through their product journey

India’s vibrant mutual fund industry has over 2500 mutual fund schemes from 44 AMFI-registered fund houses.* Clearly, choosing a scheme to invest in from this large universe could be quite overwhelming, particularly for new investors. Even seasoned investors may have to weigh a number of considerations before they commit to their next mutual fund investment.

*policybazaar data as of end June 2022

Crowdsourcing mutual fund advice

With so many mutual fund options available, potential investors have been turning to the internet for clarifications and advice. On Quora, they have been asking a spectrum of questions ranging from more universal ones, such as ‘What are the best mutual fund apps?’ and ‘What are the best mutual funds to invest in in India?’ to more specific queries, like ‘How much should I invest per month if I want 100 Cr in 15-20 years?’ and ‘How do I invest in SIP so that I can save 2 crores in 10 years?’. While seeking assurances about the potential of mutual fund investing in general, Quora users have also been asking fellow investors, ‘Can you share your mutual fund portfolio?’ or ‘How is your SIP performing currently?’

*Internal Quora Data

Robust opportunity for mutual fund marketers on Quora

Some Quora users’ questions, like ‘Which way is better to invest in mutual funds, Zerodha or Groww or directly in AMC?’ and ‘Can I invest in mutual funds with Groww.in? Is it really safe?’ are actually quote brand specific—presenting an opportunity for businesses in this space to join the conversation and engage directly with their target audience.

These questions offer mutual fund marketers abundant insights about target audiences. Going a step further, leveraging the opportunity to actually address these queries, marketers can connect successfully with high intent prospects by molding their responses to create a favourable path to product.

Quora audience insights for mutual funds

The results of GWI Core India, 2022 H1, survey suggest that compared to the average internet user in India, surveyed by GWI, Quora users are relatively high-intent mutual fund investors.


of Quora users invest in mutual funds


more likely to invest in mutual funds

The mutual fund industry in India is growing by leaps and bounds. According to AMFI, its AUM has almost doubled in a span of five years from Rs 21.41 trillion as on October 31, 2017 to Rs 39.50 trillion as on October 31, 2022.
Position yourself to benefit from future expansion by connecting with high-intent audiences.

Read up on the strategies of brands that found success in this category. ICICI Prudential Mutual Fund, for example, set out to increase their brand awareness and consideration on Quora. Their campaign garnered over 16 million content views and the brand ended up as a Most Viewed Writer in more than 6 topics, receiving 250 answer requests per month.

Seize the opportunity to expand your presence in the growing mutual funds domain 

Neha Chimbulkar
Head of APAC Marketing, Quora
Neha is an India-based marketing professional experienced in helping global brands and agencies achieve market growth.

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