Navi’s Content Strategy — Empowerment Through Financial Literacy
Navi has disrupted the BFSI space with cutting-edge technology and a customer-centric approach to financial services in India. Navi’s products like home & personal loans, health insurance, and Navi Mutual Funds shatter the elitist view towards financial services, making them affordable and accessible to all strata of society.
While insurance has become commonplace since the pandemic began, financial literacy about mutual funds is still low. A large portion of retail investors still hesitate from investing in mutual funds.
Currently, only 2% of Indians invest in mutual funds. Mutual fund penetration in India, at only 12% of the total GDP, is much lower than the world average of 55%. There is a massive growth opportunity for mutual funds in India, and the future looks promising for Navi Mutual Fund.
We at Navi attributed this hesitancy to a lack of educational content around mutual funds. All the major mutual fund players use jargon and financial terms on their websites, creating a barrier for new entrants. Navi, as a company, believes in simplifying processes for the customer, and this belief shaped the content strategy for our Asset Management Company (AMC) and the recent promotions for our New Fund Offerings (NFO) of Navi Nifty 50 Index Fund.
Educational Content — The Road to Achieve Our Goals
Our NFO went live on 3rd July 2021, and the content team has gone all guns blazing to promote the NFO. All our content and marketing efforts, for now, are NFO related, dispersing information throughout the 10 days the NFO is open.
Our content strategy is to take readers into the depths of financial concepts like index funds and tracking error, NFOs, expense ratio, passive investments, and the indices like NIFTY 50. We aim to offer informational and easy-to-consume content through all our social media channels in the form of short videos explaining complex financial terms and descriptive visualizations depicting returns from multiple funds, for example, 10 years index term vs passive fund, etc.
Our website comprehensively answers FAQs, and we have numerous downloadables for our readers to research and educate themselves about our funds and common mutual funds terminologies.
Navi Mutual Fund — Marching to a Different Drum
Navi is busting many assumptions in the way the financial services sector operates simply by moving in the opposite direction to others!
Index funds are fairly simple to understand. It is the jargon that has created an elusiveness around mutual funds, making people vary about investing their money in these funds. Our website, unlike other mutual fund websites, is informative, easy to understand, and aims to impart knowledge rather than convert.
Navi-gating the way
The 10-year goal for Navi’s mutual fund platform is to be counted in the top 5 asset management companies in the country. Some may say it is an ambitious goal, but we have a clear roadmap, and creating engaging content around financial services is a huge part of the strategy to propel us towards our lofty goal.
The American investment company, Vanguard Group, holds $7 trillion in global assets, making it the largest investment advisor in the world. Our vision is to emulate that feat for Navi AMC, and we are confident of achieving this ambitious goal through simple, affordable, and accessible mutual funds. This will, of course, be backed by a powerful content strategy to increase the financial literacy of Indians and to grow our AUM (assets under management) significantly over the coming years.
“ Through my journey as a content creator, growth hacker and strategist in the fintech space, one aspect that has always been apparent to me was the dire need for financial education in India. As a country with immense potential, we need to know how to optimize our savings and investments.
With Navi, I have gotten the opportunity to apply my experience by building a content strategy with multiple touch points — all with the objective of empowering and educating our customers. Just like every Navi product, all our content aims at making our customers’ lives better, with the most recent NFO launch being a great example of that! ”
— Rishabh Bose, Product & Content
