Strengthen marketing operations and client experience of the financial sector

Abstract

This capstone project compares the marketing and client experience system of Snazzy Wealth Pvt. Ltd., an AMFI-registered financial advisory firm in Ahmedabad, to the context of the mutual fund industry in India, which has expanded six-fold in AUM since 2015 to ₹82 lakh crore by 2026. The research, based on a mixed-method design, including qualitative interviews with the founder and the head of digital marketing, a survey, via a google form, and secondary industry analysis, reveals a fundamental gap between the relationship-based advisory model that the firm has been strong in and its emerging digital marketing potential. Although 20 years of referral-based, goal-oriented service provision has resulted in an unprecedented client trust and retention, digital presence and lack of systematic marketing limit scalable growth. The paper suggests a five-pillar plan, including content-based financial education, CRM implementation, social media that targets the youth, and data-driven personalisation, to help the company to scale trust online without watering down its client-first ethos.