Prepared for Sougata Basu — Founder
CashRich
Indian wealth-tech is one of the rare categories where the product knows a saver's intent before any salesperson does.
Your in-app journey — Dynamic SIP setup, NRI eligibility checks, paperless KYC — throws off buying intent every day, and a 20-person team almost certainly reads it as funnel drop-off rather than a routable signal. Here's the part that's instrumentable today.
The signals you're sitting on
◆ SIGNAL 01
A user opens a Dynamic SIP and runs the free portfolio review
Reads as
A saver exploring your core mechanic. Real evaluation, not yet committed.
Leaks today
Counted as a feature view in product analytics, not as intent. No owner, no follow-up.
Wire this
Tag the first Dynamic SIP setup as 'evaluation started' and open a light, helpful nurture — sample portfolios, NAV explainers. No push spam.
◆ SIGNAL 02
Comes back to check NRE/NRO eligibility, then stalls at KYC
Reads as
A high-intent NRI saver who hit one specific activation wall — not a churned user.
Leaks today
Indistinguishable from any other abandoned flow; logged as a KYC drop and forgotten.
Wire this
Fire a real-time alert the moment an eligibility check is followed by a stalled KYC. Route it to a human who can clear the wall while intent is warm.
◆ SIGNAL 03
A funded saver adds a Family Portfolio or a second household member
Reads as
An anchored user pulling family money in. Expansion intent, higher lifetime value.
Leaks today
Treated as ordinary onboarding; no expansion signal wired to anyone.
Wire this
Flag the first Family Portfolio add as an account-expansion trigger and route it to a tailored household-onboarding touch.
◆ If you wire one thing
Pick the two or three in-app behaviors that actually mean 'this saver is ready, reach them now' — the KYC stall after an eligibility check first — and make sure they reach a human in minutes, not a weekly funnel report.