Power Fixed Deposit (FD)

Adding new asset class for PowerUp investors to diversify portfolio

My ROLE

Sole Designer

Time

1-2 month

Status

Live

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 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 did

  • owned the full flow — from problem definition to shipped screens

  • designed the landing page, bank detail pages, plan selection, and KYC flow

  • built a backend-driven, template-based design system so engineering could ship updates without waiting on design

  • ran VOC sessions after the miss with PM, synthesised findings, and made updates

Process

Looked at competitors in market like Stable money, Smallcase and Jupiter. Stable Money being the highest AUM of ₹32,000 Cr. Compared all the ways they were selling FDs and their positioning to the users.

Final Solutions

  1. Landing Page

After multiple quick iterations, stakeholders alignment and user-testing on floor I finalised this version. It solves for how much they've withdrawn, how much tax they owe, and what their options are in cleanest possible way.

After multiple quick iterations, stakeholders alignment and user-testing on floor I finalised this version. It solves for how much they've withdrawn, how much tax they owe, and what their options are in cleanest possible way.

Top plans

Sr. Citizen (60Y+)

0-1 Years

1-3 Years

3+ Years

Unity

8.75%

1Y 20D

Highest interest

North East

8.50%

1Y 4M

Women Benefit

Shriram

8.75%

1Y 3M

Zero withdrawal penalty

Suryoday

8.75%

1Y 4M

Utkarsh

8.75%

1Y

View all plans

Popular Categories

Instant

Withdrawal

Tax

Saver

High

Returns

9.10%

7 Day Withdrawal

Emergency Fund

Our Partners

RBI Regulated Banks / NBFC

Unity

9.75%

Ujjivan

8.65%

North East

7.50%

Suryoday

8.25%

Bajaj

9.75%

Shriram

8.65%

Utkarsh

7.50%

Popular Banks vs Power Deposits

HDFC FD

7.20%

Utkarsh

9.50%

HDFC FD

SBI Saving

Utkarsh

Utkarsh doubles your investment in 7Y, while HDFC takes 9Y.

9.50%

7.20%

4.50%

Transactions

FAQs

Contact Support

Controls

Power

Fixed Deposit

what we offer

RBI-Regulated Partners

Withdraw anytime

after 7 Days

₹5L insured

by DICGC

Home

Mutual Funds

FD

Age

Experts

2:04

toggle for senior citizen rates

key features

quick touchpoints

list of banks

top plans by tenure

categories for different use-cases

all banks/nbfcs in a single view

comparison between popular banks / powerfd

what rate of interest means in simple terms

Plan tags

highest returns of FD

Tested landing page with different narratives

Separate plans for LTCG and STCG because the tax rules — and therefore the actions — are completely different. LTCG uses the ₹1.25L exemption. STCG offsets gains against losses. Each plan shows exactly how much can be saved and from which funds.

Separate plans for LTCG and STCG because the tax rules — and therefore the actions — are completely different. LTCG uses the ₹1.25L exemption. STCG offsets gains against losses. Each plan shows exactly how much can be saved and from which funds.

Version 1

Version 2

Version 3

Version 4

Booking an FD

The most detailed layer. Exact withdrawal amounts, broken down by folio and app. A reinvestment step immediately after — because selling without reinvesting defeats the purpose. Re-investment logic accounts for fund performance and regular vs direct plan and other already existing advices on the app.

The most detailed layer. Exact withdrawal amounts, broken down by folio and app. A reinvestment step immediately after — because selling without reinvesting defeats the purpose. Re-investment logic accounts for fund performance and regular vs direct plan and other already existing advices on the app.

Drop-off Handling

The most detailed layer. Exact withdrawal amounts, broken down by folio and app. A reinvestment step immediately after — because selling without reinvesting defeats the purpose. Re-investment logic accounts for fund performance and regular vs direct plan and other already existing advices on the app.

The most detailed layer. Exact withdrawal amounts, broken down by folio and app. A reinvestment step immediately after — because selling without reinvesting defeats the purpose. Re-investment logic accounts for fund performance and regular vs direct plan and other already existing advices on the app.

KYC Drop-off

FD Journey Drop-off

Post Launch Addition

A. Find my best FDs

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

B. Highest return FDs

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

C. Bank trust issues

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

We got a lot of user feedbacks that user are confused which plans to select from. A lot of banks + plans were there. We tried to solve it by giving a quick flow of

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

  1. Positioning drives conversion more than features. Changing the story moved numbers more than adding functionality

  2. Too many choices kill decisions, guided flows outperformed open exploration

  3. Trust is the real product in fintech, returns attract, but safety converts

  1. Positioning drives conversion more than features. Changing the story moved numbers more than adding functionality

  2. Too many choices kill decisions, guided flows outperformed open exploration

  3. Trust is the real product in fintech, returns attract, but safety converts

FD conversion

+7.1%

Lifetime AUM

+50%

FDs Booked

+25%

What I learned

  1. Positioning drives conversion more than features. Changing the story moved numbers more than adding functionality

  2. Too many choices kill decisions, guided flows outperformed open exploration

  3. Trust is the real product in fintech, returns attract, but safety converts

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