Context
Powerup Money helps Indian investors choose and manage their mutual funds. This user has CAC(cots of customer acquisition) higher than what they were giving back to business. Hypothesis was to add more asset class which generates revenue and CAC is lowered from same users.
Problem
How do you introduce a new asset class to mutual fund users? How do you cross-sell a new financial product to users who already trust you? And getting them to try something new without breaking that trust.
This wasn't going to be a teaching product. it was going to be a positioning product.
Business Goal
Introduce a new financial instrument that feels natural to cross-sell. FDs weren't picked from research instead they were picked from a build matrix.
What I owned to launch this?
Process
I studied how competitors sold FDs — Stable Money, Smallcase, Jupiter. Stable Money led with the highest AUM at ₹32,000 Cr. I compared their positioning, their flows, and how each one talked to users.
~ Final Solutions ~
Discovery
“Wait…did you guys launched FDs on Powerup?”
We cross-sell everyone who fetched their mutual fund portfolio on app. Hypothesis being make they aware that Powerup offers new asset class which is aligned with goal of safe investment.
Journey
“I'm convinced, let me book an FD"
Booking flow included an external SDK so my goal was to make this as seamless as possible with transitions and booking experience.
Communication
"When is my FD maturing?”
Build an in app notification system to help user communicate important updates about their FD. Also, to handle drop-off states conveniently in app.
Tested landing page with different narratives
~ Post Launch Updates ~
1. Find my best FDs
2. Highest return FDs
3. Bank trust issues
Scalability
Built a scalable, template-based component system — elements could be reordered from the backend, reducing design dependency while keeping quality high.
Impact of the project
This was my first big project owned end-to-end at scale. It didn't become a winner for PowerUp, but it's still special to me. Over its 10 months, it did okay numbers before being moved to a quieter corner of the app.
What I learned
Positioning drives conversion more than features. Changing the story moved numbers more than adding functionality
Too many choices kill decisions, guided flows outperformed open exploration
Trust is the real product in fintech, returns attract, but safety converts
