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Branch Invest

Branch Invest is investment product launched inside a lending app — designed for first time investors.

I led user research from 0→1, working closely with product, design, and growth teams to understand how to make investing feel approachable for users with low income, low financial literacy, and high trust anxiety.

🔵 My Role

  • ​I was the end-to-end researcher on this product from inception to launch.
     

  • Led discovery research in India to understand user mental models around investing, risk, and liquidity
     

  • Benchmarked P2P platforms like CRED Mint and LendenClub to identify competitive gaps and trust levers
     

  • Translated behavioral insights into product principles, onboarding UX, and go-to-market messaging
     

  • Partnered cross-functionally to prototype, test, and validate the full MVP experience

🟠 Outcomes

  • Informed product strategy — including plan structure, withdrawal rules, and copy tone
     

  • Shaped GTM positioning for the MVP launch
     

  • Shifted org understanding of what “investor trust” means in India.

How I turned Research into Product Decisions 🚀

Branch Invest: A product that I shipped from 0 → 1

Savings product designed from scratch for first-time investors with trust anxiety

Product Recommendations and Value Propositions 🚀💡

Focus on safety and trust: Develop a community of trusted investors by setting eligibility criteria and fostering a safe investment environment.
 

Inflation and competition-beating Returns: Actively highlight our ability to deliver inflation-beating returns (8%-12%) through effective marketing and clear comparisons with competitors.
 

Promote Diversification: Prioritize diversifying our loan portfolio with varying risk profiles, tenures, and principal amounts, showcasing our commitment to risk management.
 

Enhance Transparency: Provide detailed information on all aspects of lending, such as credit assessments, interest terms, and grievance redressal, to build investor trust.
 

Prioritize Liquidity: Offer flexible, low-cost withdrawal options to attract investors seeking liquidity and flexibility.

The Final Product

I collaborated cross-functionally with product managers, marketing specialists, and UX designers, to translate user research into compelling value propositions, differentiating our offerings from competitors based on deep user insights.

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