Title/Initiative Increase new user activation by 20% within 60 days of signup.
Date & Version 11th March 2026

Executive Summary

Problem:

Despite strong user acquisition, Kite by Zerodha struggles to convert new users into active investors. Of the ~1.6 crore registered users, only about 80 lakh are active, with nearly half never placing their first trade.

Drop-offs begin during onboarding due to KYC friction, Aadhaar API failures, external redirects, and a 72-hour activation wait with no status visibility. Even after activation, users land on a trader-focused interface with no guided onboarding or investment suggestions, despite many first-time users intending to start with SIPs or mutual funds. As a result, many users fail to complete their first investment and churn early, often moving to competitors like Groww.

User:

First-time investor, 18-28, drawn to Zerodha through social media, friends, or ads. Has little to no prior investing experience, arrives with SIP or mutual fund intent, and is cautious about losing money. Trusts Zerodha's brand but is easily overwhelmed by trading terminology. Makes decisions on mobile, expects app-like simplicity.

Solution:

A seamless in-app KYC flow with resume functionality and status transparency, a persona-based onboarding quiz that routes users to a beginner-friendly dashboard with MF/SIP visibility inside Kite, and a personalized 60-day post-activation nudge sequence that guides users toward their first investment based on their stated goals.

Goal:

Increase new user activation rate by 20% within 60 days of signup from an estimated 35% to 42% of new users making at least one trade or investment on Kite.

User Personas

Research basis: 7 user interviews conducted with 3 college students (Mumbai & Delhi), 2 working professionals (Delhi), and 2 household investors and analysis of user feedback from Google Play Store, Reddit, and Quora related to Zerodha.

Persona 1 - Purvi Jain | 20 | College Student | Mumbai "My mother asked me to invest ₹2000/month but I don't know whether to pick mutual funds or stocks."

Background

Purvi moved from Ajmer to Mumbai to study engineering at IIT Bombay. She's poor at saving money, so her mother nudged her toward investing. She discovered Zerodha through friends and social media and is excited to see her first gains but has zero prior investing experience.

Specific Frustrations