Angel Broking’s digital focus
According to a CRISIL report, Angel Broking Limited (ABL), a two-decade-old company is one of the largest retail broking houses in India in terms of active clients on NSE. It is a technology-led financial services company providing broking and advisory services, margin funding, loans against shares (through its subsidiaries – AFPL) and financial products distribution to their clients under the brand ‘Angel Broking’.
ABL’s broking and allied services are offered through the online and digital platforms, through a network of over 11,000 authorised persons. Besides, it has more than 4.39 million downloads of the Angel Broking mobile application and nearly 1 million downloads of Angel BEE mobile application. “This enables our clients to avail our services digitally. Digital marketing has enabled our company to garner 398 million digital impressions in June 2020 on its various online and digital platforms,” says Dinesh D. Thakkar, promoter and CMD of ABL, which manages Rs13,254 crore in client assets and over 2.15 million operational broking accounts as of 30 June, 2020.
“We believe that our experience of over two decades has helped us to integrate our knowledge and expertise in the broking industry with the technology we provide to our retail clients through various platforms,” adds Thakkar who has through the digital network managed to tap the Tier III cities.
“We have a long way to go in the broking business and digital route is the answer. With interest rates of 4-5 per cent, one has to look at equity instead of debt to get a return on the investment. India has room for the younger generation to turn to the equity market,” says Thakkar.
Over the years, ABL has enhanced client engagement and experience through digitisation of the processes and augmentation of their technological platforms. ABL launched the mobile application for broking services in 2011 and KYC authentication and complete client on-boarding through the electronic and digital medium in 2015 and 2016, respectively.
“Our primary focus is to profitably grow our retail broking, margin funding and distribution businesses through our online and digital platforms – Angel Broking Mobile App, trade.angelbroking.com, Angel SpeedPro, Angel BEE, which are powered by ARQ, a rule-based investment engine,” explains Thakkar, providing broking services through various web, digital and .exe platforms, which are integrated with each other enabling the clients to have a seamless trading and investment experience.
As a part of the broking and advisory services offered ABL also facilitates opening of demat accounts for its clients. ABL’s research arm consists of a team of 54 members who cater to quantitative and qualitative research requirements relating to the stock market such as equity fundamentals, technical, derivatives, commodities, currencies and mutual funds.
“We provide investment advisory services to our retail clients with customised investment recommendations aided by our rule based investment engine ‘ARQ’, which we believe assists our clients in achieving their investment goals across various investment avenues such as equities, debt, currency, commodities, derivatives, mutual funds and insurance products,” says Thakkar.