The general investor’s interests in long-term wealth creation are often interrupted by the constraints of 9-6 working hours. Grip Invest, a high-yield, D2C investment platform, deep-dived within its customer data and discovered that users were logging in during early morning hours or after office hours, to invest in the bond market. However, they were unable to complete transactions as these were outside the market operating hours. This revealed a key insight: traditional corporate hours completely overlapped with market operating hours, hindering office workers’ ability to actively participate in the debt market. For busy professionals, bond market research often becomes hurried, squeezed into tight schedules, where conducive deals could disappear before one could act. Recognizing this critical need, Grip Invest launched an industry-first feature for the Indian Debt Markets – After Market Order (AMO) in February 2024.
Commenting on the launch of the AMO feature, Nikhil Aggarwal, Founder and CEO, of Grip Invest, said, “A leading trend on our platform sparked a critical realization – traditional market hours were hindering investor participation. Users were logging in outside these hours, often late evenings, or early mornings, but were not completing investments.
Addressing this unique problem, Grip Invest sought to build AMO (After Market Order). Asan extension to our goal of democratizing investments, AMO will bridge the gap between investors and their investing goals, eliminating the limitations of time. With this, we hope investors can access an interruption-free wealth creation journey, on their terms.”
Grip Invest’s AMO (After Market Order) is a customer-centric feature that allows users to invest 24X7 in the debt market, even on weekdays, weekends, and public holidays, and also after-market closure at 5 pm. This feature allows users to research, pre-book, and invest around the clock, allowing busy professionals and all investors to take control of their financial futures.
Since the launch of the AMO feature in February 2024, Grip Invest has witnessed a remarkable shift in customer behaviour post-AMO launch. This feature has already registered 1,000+ investments, with 50% of new investors and 33% of existing users embracing AMO. AMO users are not only investing more frequently (average investment of ₹1 lakh vs ₹1.68 lakh pre-AMO) but are also driving a 19% business uplift for Grip Invest. Notably, this impressive adoption is 100% organic with all users discovering AMO without any marketing push. Many users have called this feature “industry-first” and “customer-centric” for its intuitive interface and freedom to invest on their terms, making the experience akin to e-commerce.
According to Grip Invest’s website data, investors aged between 34-40 have demonstrated the strongest adoption rate for AMO. Saturdays have become the most popular day for placing AMO, even though the day is a traditional market holiday. The trend continues into evenings, with 7-9 PM seeing a surge, followed closely by weekends, particularly 11 AM – 1 PM. This data suggests busy professionals take advantage of AMO’s flexibility to invest freely.
This indicates a seismic shift in how busy professionals will manage their portfolios and make investment decisions concerning bond markets, henceforth. AMO is designed to help investors pre-book units in any deal around the clock and overcome missed opportunities that were driven by market operating hours constraints. By removing the constraint of market hours, AMO empowers investors to induce flexibility in their research for the correct investment option and take control of their investments.
The success of After-Market Order will be reaped by investors and businesses, where this feature will effectively extend market hours, leading to potentially higher trading volumes and increased market activity. Visit our website to explore how AMO can serve your investment needs.
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