Sharekhan
Content Simplified, Investing Demystified
India's Pioneer Online Broker Had an Education Problem Worth Solving
Sharekhan has been in the online stockbroking business since before most of its current customers started working. It was among the first platforms to let Indian retail investors trade online, and it built its reputation by making the market more accessible. But accessibility is not a static achievement. Every year, a new cohort of potential investors arrives who find the stock market intimidating, confusing and full of terminology they have not yet decoded.
Investing in genuinely educating potential customers, rather than simplifying the product itself, was the response Sharekhan recognised as the right one. An investor who understands what they are doing will become a better, more active and more loyal customer than one who is confused about the basics.
Building an Education Engine
The content programme was built around what first time and early stage investors actually needed to understand. Not the advanced concepts, but the foundational ones. What is a demat account and why do you need one? How do SIPs work and why are they a sensible starting point for most investors. What is the difference between a mutual fund and a direct equity investment? How do you read a basic company balance sheet?
These are not glamorous topics. They do not generate viral moments. But they are the exact content that earns trust with someone who is considering investing for the first time and is not sure who to trust for information.
More than 200 educational content pieces were produced across the engagement, covering explainer videos, infographics, SEO optimised blog articles and social media content designed to make each concept approachable in the specific format that worked best for it.
How we
solved it.
The keyword programme was mapped specifically to the search behaviour of people at the beginning of their investing journey, the questions they were typing before they knew the right terminology. "How to start investing in India." "Is the stock market safe?" "What is SIP in Hindi?" "How much money do I need to start investing?"
Each of those queries represented a person at the exact moment Sharekhan had the best chance to introduce itself, provide value, build trust and earn a demat account opening. Organic traffic grew by 180% across the engagement as the content clusters accumulated authority across these beginner investor queries.
The work,
in view.
The Sharekhan
outcome.
Monthly content reach exceeded 3 million. Demat account conversions grew by 45%. Generating informed intent, not just awareness, is what makes the conversion growth the most meaningful number in this engagement. Investors who arrived at Sharekhan through the education programme already understood why they wanted to invest and felt ready to take the next step, the same trust building arc behind Angel One's first time investor strategy and ICICI Prudential's accessible policy content.
