The Challenge: Making Billion-Rupee Decisions in the Dark

When Swetha, Head of Product at AssetPlus, looked at her product roadmap in early 2024, she faced a problem that kept her up at night. AssetPlus was helping mutual fund distributors serve thousands of investors across India, but her team was essentially flying blind.

"We had set up Mixpanel, but I constantly questioned: is this even the right way to do it?" Swetha recalls. "Every time the team came up with a proposal, I wanted confirmation from tech. But they didn't have bandwidth, and I couldn't be confident in our decisions."

The stakes were high. AssetPlus wasn't just building features—they were building the infrastructure that would enable 16,000+ partners to manage billions in assets under management. Every wrong prioritization meant wasted engineering cycles, frustrated partners, and lost market opportunity.

Three Critical Gaps Holding AssetPlus Back

1. Fragmented Analytics Architecture
   AssetPlus had set up multiple Mixpanel projects, but viewing data across their platform was nearly impossible. Each vertical—investor management, distributor tools, wealth creation products—lived in isolation. Cross-platform insights? They simply didn't exist.
2. The Validation Crisis
   "We didn't know if what we set up was correct," Swetha admits. Without expert validation, the product team couldn't trust their own analytics. Were they tracking the right events? Were their funnels configured properly? The uncertainty created decision paralysis.
3. The Engineering Bottleneck
   Every data request went through the engineering team. Every dashboard tweak required a ticket. Every question demanded precious development time. "We had no bandwidth internally to manage analytics execution," says Swetha. In a fast-scaling fintech platform, this dependency was unsustainable.

The Real Cost of Staying the Same

If nothing changed, AssetPlus faced a grim future:

• Strategic drift: Without data, the product team would prioritize based on gut feel and loudest voices, not user behavior
• Slow burn: Decision-making would remain agonizingly slow, with Swetha constantly seeking validation she couldn't get
• Competitive vulnerability: While AssetPlus deliberated, nimbler competitors would iterate faster

"We wouldn't have been data-driven. We may not have known what to prioritize," Swetha reflects. "Decision-making would have been difficult when the team came up with proposals."

The Solution: Optiblack's Insight Accelerator Framework

Optiblack diagnosed AssetPlus's challenge not as a tools problem, but as a systems and capability problem. The Mixpanel infrastructure was there, but without the right framework, governance, and execution model, it was like having a Ferrari with no one who knew how to drive it.

The Insight Accelerator: A Three-Pillar Approach

Pillar 1: Analytics Governance & Best Practices
Optiblack established rigorous event taxonomy and tracking standards. Every feature launch now required properly instrumented Mixpanel events. For major initiatives, dedicated dashboards and funnel tracking became mandatory. No more guesswork—just systematic, repeatable analytics discipline.

Pillar 2: Unified Dashboard Architecture
Rather than scattered projects, Optiblack designed a cohesive analytics architecture. Cross-platform insights became accessible. Funnel analysis became actionable. The product team could finally see the full picture of how partners and investors interacted with AssetPlus.

Pillar 3: Embedded Analytics Expertise
Optiblack didn't just set up dashboards and leave. They embedded analytics expertise into AssetPlus's product development process. Swetha's team learned how to set up events, interpret dashboards, and most critically, how to ask better questions of their data.

Execution: Rapid, Collaborative, Iterative

The engagement wasn't a typical consultant-client relationship. Optiblack worked alongside AssetPlus's product and tech teams, ensuring:

• Every new feature or enhancement referenced Mixpanel data before and after launch
• Major events had dedicated dashboards for ongoing monitoring
• The product team gained confidence and capability to self-serve

"We learned how to set up Mixpanel events—we weren't sure before. We learned how to manage them," says Swetha.

The Impact: Confident Decisions, Faster Execution

The transformation at AssetPlus wasn't just about better dashboards. It was about fundamentally changing how product decisions got made.

Immediate Operational Wins

From Weeks to Instant
Data that once took weeks to extract through engineering tickets became instantly available. "Time reduction in getting data—it's available instantly," Swetha notes. The product team could now iterate multiple times per day instead of multiple times per month.

Zero Engineering Dependency
"We're not dependent on engineers to get data anymore," says Swetha. This freed up precious engineering bandwidth for actual product development while empowering the product team with autonomy.

100% Feature Coverage
Every feature now has proper Mixpanel events. Every major initiative has dashboards. The ad-hoc, inconsistent approach was replaced with systematic analytics discipline.

Strategic Product Impact

Better Prioritization
"Product-level decisions have been better—it helps us prioritize the right features," Swetha explains. Instead of debates based on opinions, the team could point to actual user behavior data.

With proper funnel analysis, AssetPlus could see exactly where partners and investors dropped off, which features drove engagement, and which investments would yield the highest return.

Confident Decision-Making
The impact on Swetha personally was profound: "I'm much more confident in decision-making now." No more second-guessing. No more constantly seeking validation. The data provided the confidence to move fast and break through decision paralysis.

Enabling Scale

While AssetPlus continues to evolve their analytics practice, the foundation Optiblack established enabled them to scale confidently. Today, AssetPlus serves 16,000+ partners—a testament to building product on solid data infrastructure rather than guesswork.

"I'm much more confident in decision-making now. Product-level decisions have been better—it helps us prioritize the right features."
— Swetha, Head of Product, AssetPlus

Lessons & The Path Forward

What AssetPlus Learned

Analytics is a Team Sport
"Product team members need to be dedicated—both from product and tech," Swetha notes. Optiblack helped AssetPlus understand that analytics isn't IT's job or product's job—it's everyone's job.

User Behavior Analytics is Just the Beginning
"We learned that user behavior analytics isn't the only thing—we're exploring more through data on clients," says Swetha. The Mixpanel foundation opened doors to deeper analytics maturity.

The Journey Continues
"We got a lot of discussions on dashboards—still not done," Swetha admits candidly. This isn't a "set it and forget it" transformation. AssetPlus continues to iterate, and Optiblack's framework gives them the structure to evolve.

The Optiblack Difference

Unlike traditional analytics consultancies that deliver reports and disappear, or tool vendors that provide software without guidance, Optiblack bridges the gap. The Insight Accelerator combines:

✓ Strategic analytics architecture design
✓ Hands-on implementation and instrumentation
✓ Embedded expertise and capability building
✓ Ongoing partnership as analytics needs evolve

The Bottom Line

AssetPlus's transformation illustrates a truth many fast-scaling companies face: having analytics tools isn't enough. Without the right framework, governance, and expertise, even the best platforms become shelfware.

By partnering with Optiblack, AssetPlus went from:

• Questioning every decision → Confident, data-backed prioritization
• Waiting weeks for data → Instant access to insights
• Fragmented analytics → Unified, actionable dashboards
• Engineering bottleneck → Product team autonomy

Most importantly, they built the analytics foundation to support 16,000+ partners and continue scaling—confidently.

About AssetPlus

AssetPlus helps mutual fund distributors empower their clients to make informed financial decisions for wealth creation and protection. Their platform serves 16,000+ partners across India.

About Optiblack's Insight Accelerator

Optiblack's Insight Accelerator is a rapid analytics transformation framework that combines strategic architecture, hands-on implementation, and capability building. Purpose-built for fast-scaling companies who need to move from data chaos to data confidence—fast.

Ready to transform your product analytics?
Learn more at optiblack.com or contact us by booking a call here