Strategic Development to Increase the Conversion Rate in Digital Investment Platform for Retail Investor of XYZ Company

Abstract

The fintech ecosystem continued to mature at an accelerated pace over the years including digital investment platforms. Big developments like the rise of Robo-advisor technology and government support resulted in a huge and promising opportunity in the industry. XYZ is a fintech company that facilitates mutual fund transactions & financial advisory for its clients with the retail investor platform to cater the retail investors. However, the platform has faced significant issues in the low conversion rate marked with the 14.55% fall from 39.88% in 2019 to 25.33% in 2020. The conversion rate was used by the company to monitor the number of newly registered users that were doing transactions. This study aims to identify the root cause of low conversion rate and propose strategic development to the retail investor platform of XYZ Company. Series of analysis conducted to assess company's strengths and weaknesses, external environment, competitor and customer. Proposed solutions are obtained through converting SWOT analysis into TOWS analysis.