About Assetplus
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Sector
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Financial Services
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Region
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APAC
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Business Type
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B2B, B2B2C
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AssetPlus is an end-to-end platform for financial advisors and investors to scale business/manage investments digitally. Started in 2016, AssetPlus is one of the fastest-growing Fintech platforms in the Mutual Fund industry.
Problem
Assetplus business model is dependent on its partners to sell the financial products, hence improving the user experience is paramount importance. Assetplus had already invested in product intelligence tools like Mixpanel to understand what users are doing and behaving, but they were lacking know-how, insights to take data based decisions
Assetplus was looking to invest in what to do and what not to do while developing product, they were looking to understand how people are responding to their content, which content is driving conversions, what is the path the users are taking to convert and how they can replicate this success
Assetplus wanted to get the adoption of data driven decisions across the entire organisation and understand which of their customers need what help to get them to succeed and increase the Accounts under management
Top challenges faced by various stakeholders
Marketing
- Which campaigns are working?
- Which content is getting consumed and how?
- Which campaigns or resources are working for the partners?
Product
- Which feature is getting adopted ?
- What should we build next?
- How to optimise engineering cost so we don't develop what is not needed?
Business
- Need a way to confirm the data around biases and features
- We want to understand our user persona better
With 6000+ partners to cater to, they turned towards Optiblack to look for a solution that empowers their team in making data based decisions to increase revenue, reduce cost, increase partner transactions and maintain financial product leadership.
Quote from client describing the problem
We are lacking in a way to make sense of the data, we are collecting all the data but not generating any insights, we want a way that impacts all the departments and make my team more data driven
- Awanish, Founder, Assetplus
Solution
Optiblack started with an objective workshop to dive deeper into the pain points of each department and stakeholder, that helped putting the stakeholders in center for decision making
It was identified that Business, Leadership, Product, Marketing were dependent on the data from current tech stack to generate insights but they were not empowered to do so
Optiblack understood the stakeholders involved in the process and identified that revamping their analytics strategy was the solution to help them make sense of the data
The analytics solution was divided into 3 main parts
- Marketing Analytics
- Product Analytics
- Revenue Analytics
The first focus was towards the product analytics to address the growing needs of taking decisions in the product
After the objective session, we ourselves dived deeper into the product know-how to understand how the product works and behaves
Once we understood the customer flows, we started developing the event tracking plan
The event tracking plan answered who, what, where, how of any event that happens in the digital app.
Tracking plan covering the insight generating events for 100+ team members at Assetplus
The tracking plan was the center of the approach to cater to all the areas that stakeholders were looking. The plan consisted of how the events will be tracked, when they will be triggered, with what data points keeping in mind the various stakeholders
Once the tracking plan was ready, it was put to test by getting stakeholders involved and helping them understand how they plan will solve their problem
The tracking plan came up to be with 120+ events
Assetplus has multiple financial products in their portfolio, hence special care was taken to understand which product is getting received and how, what is the consumption of each
The challenges in implementing the plan was the sheer complexity with which the financial products operate and it required special know how, for this Optiblack invested in financial expert sessions to understand the financial product and serve the Assetplus better
Once the entire plan was ready and approved, Optiblack started developing the implementation plan
Code Base prepared to develop the new analytics strategy for Assetplus
There were many factors to understand before the implementation takes place
- How the new system will look like
- What will happen to current events
Similarly there were 25+ other migration areas which were important to look at, a mapping exercise was done to ensure nothing is left out when we are moving to the new plan and approach
The new plan gave Assetplus team the desired flexibility to know how to approach event designing, getting answers to their questions
Optiblack team helped us focus on what and how to approach the data and event tracking. The new revamped approach was well designed for every stakeholder
- Siddharth Arulkumar, Product, Assetplus
Optiblack also worked with tech team to get the proper implementation done, by providing the Mixpanel codes thereby reducing the development time by 40%
Optiblack identified the final state on how the data will flow and who will receive what data to make decisions.
Business team will now get data that will help them decide which partners are performing and how
Product team will know what to develop next
Engineering team will know if their features are getting adopted
Marketing team is looking at what content is driving the conversions
Sales team is using this data to convert more partners
The entire Organization is now leveraging data to make lives easier for their 3000+ partners and selling financial products to become one the largest AUM contract managers
Impact
Revamped approach to data is helping product team to empower their 3000+ partners to build products that will be used by them.
