Axis Securities launches industry’s first touch-free trading

1st in the industry to launch trading on Voice Commands on AxisDirect Mobile App; Customers to experience a new way of trading

Axis Securities, a wholly owned subsidiary of Axis Bank has introduced first of its kind trading through voice commands on AxisDirect Mobile app. AxisDirect is the flagship brand of Axis Securities that offers online investment platform for retail customers. This new trading through voice command facility is available on IOS and Android platforms.

AxisDirect endeavours to provide simplified investing experience to the clients. Through the voice command feature the trading experience is simplified further as it cuts down on time taken for transacting and navigating. AxisDirect is the first to offer voice commands feature to the mobile app users to place trades and access various features like Get Quote, Portfolio, Order Book, Trade Book, Limits etc. With over 4 lakh mobile app downloads, AxisDirect mobile app adoption is one of the best in the industry with over 30% of customers transacting through the Mobile app. The simple yet powerful features have been instrumental in its success.

This voice over trading facility is user friendly and can be accessed in simple steps. The user just needs to press mic button on the app and say the voice command. Simply confirming the command will place the order successfully. While it is simple for end users, at the back-end it has complex integration with highest standards of security that makes it completely safe.

Commenting on the development, Arun Thukral, MD & CEO, Axis Securities said, “Our aim was to develop simple yet powerful user interface to make investing convenience-driven and easy for retail investors. We will continue to stay agile, innovate and channelize our efforts to provide best in class customer experience. The launch of trading through voice commands is a positive step in that direction. This feature delivers high usability trading experience to end clients and voice based trading is a market first initiative towards completely touch-free trading’’

Apart from innovations in the mobile app, AxisDirect has also made some interesting innovations in its web-portal as well as emails. The web-portal is one of the most simplified web portal which is not only user friendly but also highly informative for the retail investors. The website is intuitive and feature rich with in-built filters to help customers find the desired and accurate information. The layout on the website is neat, clutter-free and smartly designed to keep customers’ investment journey simple. It has a very interesting take on learning investment concepts with short animation videos explaining the complex market terminologies. The whole learning experience is gamified and fun-filled where the user can take quizzes, cross levels and win badges on finishing courses. Customers can also access latest news from the best sources through live tweets, video, live TV, RSS feeds from the web-portal without having to shuffle to various websites to seek information. AxisDirect has also introduced an industry first feature of real-time personalised emails that displays live content (live stock/index rates, live news, research, portfolio value) when customer opens the email. This innovation overcomes the challenges faced in traditional email communication where data is static. This innovation is most relevant to stock markets as news, indices and stock prices change every second and real-time data is critical to making investment decisions. AxisDirect has won awards for its innovation in marketing not only in India and Asia but also at an international level.

AxisDirect is one of the fastest growing players in the industry and is among the top 5 players in terms of customer base and active investors. Axis Securities currently serves over 14 lakh customers.

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