Investment platform Groww is sharpening its pivot beyond core broking and mutual funds, rolling out a suite of offerings across wealth management, AI-led advisory, bonds and professional trading tools as it enters its next growth phase.The company, which serves about 16 registered million users and processes over 10 million trades daily, unveiled two wealth platforms, Prime and W, aimed at affluent and high net-worth clients.
Prime is targeted at do-it-yourself investors who have so far researched and invested independently but now want assistance in allocating across mutual funds and other instruments.
The offering will lean heavily on AI to guide portfolio decisions.W, on the other hand, is designed for individuals with a net worth of ₹5 crore or more. It will provide access to relationship managers, alternative investment funds, portfolio management services and startup investment opportunities.Wealth management, the company said, will be a key focus area going forward.In an interaction with CNBC-TV18, CTO Neeraj Singh underlined that technology remains central to the platform’s strategy. Nearly 95% of Groww’s core systems, from customer onboarding and trading engines to back-office operations, reporting and AI models, have been built in-house.While certain non-core components are sourced externally, the trading and investing stack is largely proprietary.AI has been embedded into the platform since its early days, particularly in digital account opening through document verification and facial recognition models.
The next phase, Singh said, involves bringing AI to the forefront. Customers will increasingly interact directly with contextual AI systems designed to deliver more personalised and relevant insights.AI is also being deployed to drive internal productivity and user engagement.On whether AI could eventually replace relationship managers in wealth management, Singh said both models are likely to coexist. While some investors will continue to prefer human advisors, others may opt for a fully digital, self-directed experience.To support rising volumes, especially during periods of peak volatility, Groww operates on a cloud-based, auto-scaling infrastructure.Systems automatically deploy additional capacity as order flows surge, ensuring execution stability. Dedicated engineering teams monitor systems in real time during market hours, with the ability to manually intervene and restore operations within minutes if needed.Beyond wealth and AI, Groww is expanding its fixed-income footprint with listed bonds, allowing investors to diversify alongside equities and mutual funds.It also launched ‘915’, a professional-grade trading platform tailored for advanced users seeking deeper analytics and customisation.Separately, brokerage firm UBS has initiated coverage on Groww with a ‘Neutral’ rating and a price target of ₹185 per share.UBS believes the hyper-growth phase in the broking business, which saw a 79% CAGR between FY23 and FY25, is likely to moderate to 17% over FY26 to FY28.However, it expects non-broking verticals such as margin trading facility, wealth management and credit to emerge as the next growth drivers, projecting a 59% CAGR in revenue from these segments over the same period.The brokerage said that the current valuation of 37 times one-year forward earnings largely factors in the positives.
