Tax Harvesting Plan

Helping mutual fund investors to reduce tax by booking losses/gains

My ROLE

Sole Designer

Time

3 weeks

Status

Live

Tax Harvesting Plan

Helping mutual fund investors to reduce tax by booking losses/gains

My ROLE

Sole Designer

Time

3 weeks

Status

Live

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 is the real money saver opportunity that we can say with assurance.

Problem Statement

You owe tax on your gains when you make any withdrawal. Under section 112A, you can also reduce these tax by booking gains or if you already have gains you can offset with losses. Sounds complicated right? It is…

User Goals

~ Final Solutions ~

  1. Discovery
“I sold some funds this year — am I liable to pay tax?”

The user withdrew from 3 funds over the year. They have a vague sense that "tax happens" but don't know how much, or that part of it could be avoided.

The user withdrew from 3 funds over the year. They have a vague sense that "tax happens" but don't know how much, or that part of it could be avoided.

The user withdrew from 3 funds over the year. They have a vague sense that "tax happens" but don't know how much, or that part of it could be avoided.

  1. Understand
“Wait — how can I save ₹15,625? How does that actually work?”

They believe the concept. Now they need to know which specific funds qualify and how much gain each one carries. The generic explainer is done — this is personal.

They believe the concept. Now they need to know which specific funds qualify and how much gain each one carries. The generic explainer is done — this is personal.

They believe the concept. Now they need to know which specific funds qualify and how much gain each one carries. The generic explainer is done — this is personal.

  1. Action Plan
“Okay but which of my funds should I actually harvest from?”

Highest anxiety moment. They have sell units so they need to know: how much money you have to redeem and how much it tax it saves.

Highest anxiety moment. They have sell units so they need to know: how much money you have to redeem and how much it tax it saves.

Highest anxiety moment. They have sell units so they need to know: how much money you have to redeem and how much it tax it saves.

  1. Execute
“I have invested via multiple apps, where do I withdraw from”

They're have to sell investments. They need to know: how much money exactly to withdraw and where to reinvest back.

They're have to sell investments. They need to know: how much money exactly to withdraw and where to reinvest back.

They're have to sell investments. They need to know: how much money exactly to withdraw and where to reinvest back.

Advisory Opportunity

Tax harvesting is the perfect opportunity to exit poor performing funds. As an app which breathes mutual fund advisory we plugged in our other recommendation engine.

Tax harvesting is the perfect opportunity to exit poor performing funds. As an app which breathes mutual fund advisory we plugged in our other recommendation engine.

Tax harvesting is the perfect opportunity to exit poor performing funds. As an app which breathes mutual fund advisory we plugged in our other recommendation engine.

~ Post Launch Updates ~

  1. Advance Tax

Users with tax liability above ₹10,000 are legally required to pay in quarterly instalments. Nobody knew this. We added quarterly due-date reminders and a simple mark-as-paid tracker inside the dashboard.

Users with tax liability above ₹10,000 are legally required to pay in quarterly instalments. Nobody knew this. We added quarterly due-date reminders and a simple mark-as-paid tracker inside the dashboard.

Users with tax liability above ₹10,000 are legally required to pay in quarterly instalments. Nobody knew this. We added quarterly due-date reminders and a simple mark-as-paid tracker inside the dashboard.

  1. Tax Payment (Coming Soon)

The next step: direct payment from inside the app, removing the need to navigate to the IT portal. Both came from the user insights: users trusted the dashboard enough to want to complete the whole tax workflow inside it.

The next step: direct payment from inside the app, removing the need to navigate to the IT portal. Both came from the user insights: users trusted the dashboard enough to want to complete the whole tax workflow inside it.

The next step: direct payment from inside the app, removing the need to navigate to the IT portal. Both came from the user insights: users trusted the dashboard enough to want to complete the whole tax workflow inside it.

Impact of the project

In March 2026 — the peak selling moment — the tax tracker helped convert 4,000 free users to Elite. Users who engaged with the tax tracker were 25% more likely to upgrade. Understanding their own portfolio that deeply is what made expert guidance feel worth paying for.

In March 2026 — the peak selling moment — the tax tracker helped convert 4,000 free users to Elite. Users who engaged with the tax tracker were 25% more likely to upgrade. Understanding their own portfolio that deeply is what made expert guidance feel worth paying for.

+0%TAX SUMMARY VISITS (L0)
+0%ELITE CTA CLICKS
+0%ELITES CONVERSION

User feedbacks on Tax Harvesting feature

What I learned

If we'd shipped a product solution, nobody would have opened it the rest of the year. Thinking about the whole experience and problem at depth forced us to design something people actually kept coming back to.

No reference points meant no shortcuts. Every screen had to justify itself — what does the user need to understand here, and what's the simplest way to show it.

If we'd shipped a product solution, nobody would have opened it the rest of the year. Thinking about the whole experience and problem at depth forced us to design something people actually kept coming back to.

No reference points meant no shortcuts. Every screen had to justify itself — what does the user need to understand here, and what's the simplest way to show it.

If we'd shipped a product solution, nobody would have opened it the rest of the year. Thinking about the whole experience and problem at depth forced us to design something people actually kept coming back to.

No reference points meant no shortcuts. Every screen had to justify itself — what does the user need to understand here, and what's the simplest way to show it.

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PowerUp Onboarding

Onboarded 1M+ investors over the years.

Sole Designer
iterated over years

PowerUp Onboarding

Onboarded 1M+ investors over the years.

iterated over years

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