Re‑architecting how 10M+ investors discover wealth products
In December 2024, ET Money shifted to a subscription-first model — Genius.
It worked for 10% of users. For the other 90% — a gated, frustrating experience.
Dec 2024 releaseDAU/MAU started declining. User sentiment turned negative.
NPS score dropped to −10. Sentiment kept worsening across platforms.
One of the root causes was structural — the app's IA was organised around intent.
Discovery of FDs, Bonds, NPS — products users actually wanted — was buried behind tab selection and Genius-first flows.
75% of users who wanted them never knew FDs existed on our app — unless we showed them ads.
Final IA — solving discovery & tracking
The IA now answers two clear questions:“What’s happening with my money?”“What do I do with my money?”
The new Explore
FDs, Bonds, NPS, and Stocks: direct visibility inside a unified Explore.
Tried to preserve the intent-based approach & bring out the SKUs at the same time.
Mutual Funds kept as the primary anchor — ET Money’s core product.
SKU-based approach surfaced directly in scroll.
Review sentiment flipped from predominantly negative to overwhelmingly positive within weeks of launch.
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