Context
PowerUp Money helps Indian investors choose and manage mutual funds. Revenue comes from Elite membership — and to grow it, we needed features that gave users a reason to upgrade. Tax harvesting was the unlocked opportunity. No app in the market was doing it.
Problem
In India, you owe tax on your gains you make any withdrawn. Short-term and long-term are taxed differently but you can reduce this by booking losses. You also get exemption of ₹1.25L for long-term gains so technically you can save ₹15,625 in taxes each year.
That’s what we wanted to make as feature. We will tell you exactly which funds to harvest from to reduce your taxes.
Goal
User goal: Make user understand how much exactly their taxes is, how taxation works, what they can do about it to reduce it. Every step should feel like hand-holding even though we were mainly targeting users who do self-filing.
Business goal: To convert free user into paid Elite user.
What I did
Designed the feature end-to-end with the PM in under two weeks. No reference points — nothing like this existed in the Indian market. Launched, iterated based on feedbacks, and brought it to a stable state.
ROLE
Product Designer,
Visual + Growth
Team
Mayank Kulkarni, Sanjeev Jayasurya, Aditya Jain
Time
2 weeks