Title: Anand Rathi: Engaging the next generation of investors with omnichannel strategy URL: https://www.infobip.com/customer/anand-rathi ## Anand Rathi: Engaging the next generation of investors with omnichannel strategy 18% increase in Click-through-rate 30% growth in conversion ![](https://cdn-web.infobip.com/uploads/2024/12/anand-rathi-1.svg) Share Share to Facebook Share to X (formerly Twitter) Share to LinkedIn CHALLENGE ## Meeting expectations of a new generation of investors while serving a loyal, traditional customer base Anand Rathi Shares and Stock Brokers Ltd. is one of India’s leading financial services firms, specializing in wealth management and investment banking. Built on strong client relationships, the firm has earned its reputation through years of personalized service delivered across 90+ owned branches and more than 1,100 partner outlets. As India's BFSI industry accelerated its digital transformation, customer expectations began to evolve, with more people looking for greater convenience and quicker ways to interact with financial brands. At the same time, a growing segment of younger, digitally native investors entered the market, expecting instant communication, self-service options, and seamless engagement on the digital channels they use every day. Anand Rathi recognized this shift and sought to meet the changing customer expectations while engaging the new generation of tech-savvy customers. This meant not only educating customers on investment and wealth management, but also proactively engaging them with timely, personalized communications and promotions to encourage adoption of a wider range of products. However, their existing engagement setup was not designed to support their objective of becoming a truly digital-first company. The company faced challenges when it came to: 1. **Prompt access to research and updates:** Customers often had to rely on calls or spend time browsing websites to access research reports and account-related documents. This process led to delays and friction in accessing time-sensitive information. 1. **Resolving repeated queries:** Routine customer queries, such as report requests and basic product information, were primarily handled through the contact center. This significantly increased the team’s workload and limited their ability to focus on complex issues that required manual intervention 1. **Re-engaging dormant customers**: A sizable portion of registered customers remained inactive or had lapsed over time. Without targeted digital engagement, this represented significant untapped potential within the existing customer base. 1. **Handling of new prospects**: New leads generated through digital touchpoints were not consistently qualified or routed in real time to relationship managers, impacting follow-up speed and overall conversion rates. 1. **Customer renewals**: Sending a large volume of non-personalized promotional messages often resulted in customers missing important communications, such as account-related updates and renewal reminders. To resolve its existing challenges and enhance its digital communication process, Anand Rathi needed to partner with a communication technology provider. After evaluating several vendors, Anand Rathi decided to go with Infobip due to our platform capabilities SOLUTION ## Redefining customer journey with omnichannel communication When Anand Rathi approached us, they had a clear goal of keeping customers engaged on their favorite messaging app. They wanted to build a strong omnichannel strategy combining WhatsApp, RCS for Business, and SMS. WhatsApp was an obvious choice due to its deep penetration in India and wide popularity among new generation customers. Anand Rathi collaborated with Infobip to design, test, and deploy a highly customized WhatsApp chatbot using our chatbot building platform. Our CX consultation team supported them throughout the onboarding journey, providing hands-on guidance and training on chatbot design and best practices. With an intuitive drag-and-drop interface, their team was able to create and manage customer journeys easily without heavy technical dependencies. Customers can opt in to the WhatsApp chatbot through both online and offline touchpoints. Once opted-in, a quick reply button is triggered via our customer engagement solution to verify if the customer is a new or an existing one and seamlessly initiate the interaction. Based on the customer’s response, the chatbot then continues the two-way engagement by providing customers with multiple options to choose from. Starting with a basic rule-based chatbot, Anand Rathi upgraded to WhatsApp's full suite of interactive features: buttons, list messages, and WhatsApp Flows, which provide a rich conversational experience to customers. ### A conversational chatbot that handles the full customer journey Anand Rathi used WhatsApp Flows to design interactive flows for its customers based on relevant use cases and FAQs. The following use cases were covered: Account opening Enables new prospects to seamlessly initiate and complete the registration process via a secure WebView link within WhatsApp. Lead details are automatically captured and synced with the CRM, allowing relationship managers to follow up promptly with personalized assistance. Know the app Helps customers understand and access the Anand Rathi mobile platform. By selecting the Know the App option, users receive a direct link to download the mobile application for equity and mutual fund investments. New products Keeps customers informed about newly launched financial products, investment opportunities, and wealth management offerings. Based on their selection, relevant information is shared instantly through PDFs or visual assets. Guest IPO Provides real-time information on ongoing, upcoming, and closed IPOs. When users tap the Guest IPO option, they are redirected to a WebView where they can explore detailed information related to the IPO. To remain easily accessible to customers and provide seamless access to its product portfolio, the company integrated WhatsApp across its website and broader digital communication ecosystem. Customers can engage with the chatbot through multiple digital entry points, including QR codes on physical materials. ### Broadcast communications, alerts, and real-time engagement Apart from using WhatsApp Flows to automate customer journeys, the company also used broadcast features to promote IPO launches, announce new products, and share market updates. Instead of generic bulk messaging, communications are structured, timely, and aligned with customer interests, which resulted in better engagement. For example, the company shared monthly market insights and research reports, product details, and updates through engaging video content. To support daily share trading, real-time alerts were sent to traders so they could act quickly on market opportunities. Additionally, timely reminders were shared for time-sensitive business updates and upcoming insurance renewals, helping customers stay informed and compliant without manual follow-ups. ### Adding RCS for Business to the omnichannel strategy As RCS adoption continues to accelerate in India, the company incorporated RCS for Business into its omnichannel engagement strategy. A conversational RCS chatbot was designed and deployed to provide customers with a more seamless and interactive support experience. Using RCS entry points, customers can start a conversation with the brand directly from Google Search. For example, when users search for the Anand Rathi brand or relevant investment-related keywords, a “Chat with Anand Rathi” option appears within the search results. With a single tap, customers are taken straight into a branded and trusted RCS conversation, allowing them to instantly resolve investment queries and engage with the brand in real-time. ### Leveraging data to drive personalization Personalization is important in the BFSI industry, as investment decisions vary significantly based on individual financial goals and risk preferences. To address this, Anand Rathi leveraged our conversational Customer Data Platform (CDP) to transform customer data into meaningful, personalized engagement. For example, when a customer engages with the WhatsApp chatbot and shows interest in IPOs, that preference is stored as a behavioral tag within the CDP. Thereafter, when new IPO opportunities become available, communications are sent only to customers who have explicitly expressed interest. This same data layer also enables Anand Rathi to identify dormant customers, such as users who registered but never transacted or became inactive over time. Using these behavioral insights, the company can re‑engage them with personalized outreach designed to bring them back into the active customer base. ### Omnichannel delivery To ensure reliable message delivery across varied devices and network conditions, Anand Rathi implemented a structured omnichannel failover strategy. WhatsApp serves as the primary engagement channel, with RCS acting as the secondary fallback and SMS as the final channel. For example, a notification is first sent on WhatsApp, and if that message is not delivered, RCS and SMS are used as alternative channels. As a result, critical communications such as account updates, IPO notifications, and renewal reminders are consistently delivered to customers, regardless of channel availability or connectivity constraints. ### Seamless voice support with WhatsApp Business Calling Before making financial or investment decisions, customers often prefer speaking directly with a financial expert. While chat works well for quick queries, voice conversations are often more effective for detailed discussions and personalized guidance, which is an important decision-making factor for many customers.   To make these interactions seamless, Anand Rathi enabled WhatsApp Business Calling, allowing customers to switch effortlessly between chat and voice within the same conversation thread, just a single click away. By adding voice capabilities to their communication stack, Anand Rathi increased customer engagement, built greater trust, and helped customers move faster toward confident investment decisions. RESULT ## 30% increase in conversions and 200% uplift in customer engagement By adopting the right omni-channel communication strategy, Anand Rathi transformed how customers discover, access, and act on investment information. What was once a fragmented, manual, and call-center-heavy experience became a seamless, self-serve digital journey available directly within WhatsApp. Customers now receive highly relevant, personalized communications based on their expressed interest rather than generic bulk messages. This not only improved engagement but also ensured that time-sensitive investment information reached the right customers at the right moment. The introduction of conversational automation significantly reduced dependency on inbound calls, enabling customers to instantly access reports, account information, and answers to routine queries without waiting. At the same time, dormant customers were successfully reactivated through proactive communication such as chatbot nudging and alerts, unlocking previously untapped value. The impact was immediate and measurable:  1. 200% increase in customer engagement on WhatsApp communications 1. 90% decrease in research report access time, from 10 minutes to <10 seconds 1. 8x increase in report delivery (equity research, IPO alerts, STT certificates, DP ledger reports) via WhatsApp 1. 35% reduction in inbound calls (+30 percentage point increase from previous 5%) as customers self-serve via WhatsApp chatbot 1. 30% increase in conversions (+20 percentage point increase from previous 10%) via CRM-integrated, personalized two-way WhatsApp journeys 1. 22% of dormant customers re-engaged (+17 percentage point increase from previous 5%) through chatbot nudges and alerts 1. 18% increase in CTR, building on the previous 40% growth (from 20% to 60%), demonstrating steady, compounding gains Using RCS entry points enabled new customers to connect with Anand Rathi instantly through chat and get their investment-related queries resolved seamlessly. This integration streamlined customer engagement and significantly enhanced the company’s lead generation process by converting search intent into meaningful conversations.  COMPANY PROFILE Anand Rathi Shares and Stock Brokers Ltd. is a part of the Indian financial conglomerate Anand Rathi Group, established in 1994. The company offers a wide range of investment and trading solutions across various asset classes, including Equity, Commodity, Currency, PMS, Structured Products, Corporate FDs, and Government Bonds. With a strong pan-India footprint, it operates through over 90 owned branches and more than 1,100 partner outlets, catering to investors with diverse financial needs.