For millions of young Indians, investing often begins the same way, a stock tip from a relative, advice from a friend, a Telegram group recommendation, or a finance creator’s reel. While the way young Indians discover investing has changed, the experience itself hasn’t evolved at the same pace.
Trackk, Young India’s Investment Platform, looked to address that gap with a new social-first brand film that reimagines investing for a generation raised on swipes, feeds and instant experiences.
Released across the company’s digital channels, the film features its co-founder, CEO Vedant Gupte as the “Finance Daddy”, walking viewers through the Trackk experience in a format that feels less like a finance advertisement and more like the kind of content Gen Z actually consumes every day. Through humour, creator-style storytelling and internet-native references, the campaign reflects how a new generation discovers information, makes decisions and increasingly engages with investing.
The campaign arrived at a time when Gen Z participation in financial markets continues to accelerate. Today, nearly 90 percent of Trackk’s user base belongs to the Gen Z demographic, with the average user aged between 20 and 24 years.
As more young Indians turn to creators, communities and digital platforms for financial discovery, Trackk believes the next phase of investing growth will be shaped as much by user experience as by market access.
The founder-led approach itself marks a departure from traditional financial advertising. Rather than relying on celebrity endorsements or institutional messaging, the film puts one of India’s youngest fintech founders front and centre, bringing a voice and personality that feels familiar to the audience the company is building for.
At its core, the campaign is rooted in a simple belief: if investing behaviour has changed, the investing experience needs to change too. Rather than asking users to navigate complexity, Trackk is building around discovery, personalisation and simplicity, using AI to help young investors find opportunities, build portfolios and participate in markets with greater confidence.
Medianews4u.com caught up with Vedant Gupte, Co-Founder, CEO Trackk
Q. What made Trackk look at young college students and early job-earners when most big financial companies chase older, richer clients?
Trackk was built specifically for young India because the founders themselves began investing at a very young age and experienced firsthand the challenges faced by first-time investors. Through their own journey and conversations with users, they realised that college students, interns, and early professionals often struggle with stock discovery, understanding risk, and knowing whom to trust.
Most traditional platforms are designed for experienced traders, whereas Trackk focuses on helping young investors start their wealth-creation journey through simplified discovery, personalisation, and execution.
Q. Why do you think traditional Indian families still prefer putting money in fixed deposits or gold rather than trusting apps like yours?
Traditional Indian households have long viewed fixed deposits and gold as safer and more familiar avenues for preserving wealth. Investing in equities often appears complex, volatile, and intimidating, particularly for first-time investors.
While access to markets has improved significantly, there is still a gap in financial understanding and confidence. Trackk aims to bridge that gap by simplifying investing and helping users make more informed decisions through personalised insights and easier stock discovery, making market participation more accessible for young investors. Today, nearly 90% of Trackk’s users belong to the Gen Z demographic, with an average age between 20 and 24 years.
Q. Why did the founder choose to place himself front and centre as “Finance Daddy” in your videos instead of hiring a Bollywood star or an IPL cricketer like most big financial brands do?
With the current SEBI guidelines around the use of well-known personalities in financial services advertising, that wasn’t a route we wanted to take. More importantly, we always wanted the founders to be the face of the brand.The launch film was our way of introducing not just the company, but also the people behind it.
We wanted audiences to know who built the brand, why they built it, and the thinking behind it. Since the founders have been closely involved in shaping the product from day one, it felt natural for them to tell the story themselves rather than have someone else represent the brand
Q. Is relying entirely on internet memes, short-form reels, and digital humor enough to build long-term trust when you are asking young Indians to hand over their actual savings?
Content may capture attention, but it cannot replace credibility. While digital content helps create awareness and engagement, long-term trust in financial services ultimately comes from product experience, transparency, and user outcomes.
Trackk believes that younger users discover financial products through creators, communities, and social platforms, but trust is built through a reliable product that empowers them to make informed decisions. The company’s focus remains on simplifying investing, improving stock discovery, and providing personalised insights rather than relying solely on content-led engagement.
Q. What guardrails do you use in your content to make sure your social media marketing doesn’t accidentally look like a direct stock tip or financial advice to an impressionable teenager?
Trackk positions AI and content as assistive tools that support informed decision-making rather than provide direct investment advice.
The company maintains compliance oversight across AI-led experiences and has onboarded experienced compliance leadership, including former senior compliance professionals from the industry. The broader objective is to help users understand investments better, improve discovery, and reduce confusion rather than encourage speculative or impulsive behavior.
Q. How do you translate viral social media views and likes into demat accounts without spending a lot on customer acquisition?
Social media engagement and demat account openings serve different purposes, so there isn’t a direct one-to-one relationship between the two. However, as our social media presence grows, it helps build brand familiarity and strengthens recall through consistent, valuable content.
Over time, that familiarity translates into greater trust, making users more likely to consider us when they’re ready to invest. While it’s not a direct conversion lever, it can certainly improve acquisition efficiency and contribute to lowering CAC over the long
Q. When you expand your marketing push into Tier-2 and Tier-3 cities, will this internet-native, meme-heavy style still work, or will you have to completely change your advertising, marketing tactics?
Trackk is already seeing strong adoption from Tier-1 and Tier-2 cities. While younger audiences across geographies consume digital-first content, the company believes user behaviour differs across markets. Tier-2 users have shown strong engagement and adoption, while Tier-3 users tend to rely more on recommendations and incentives.
As the platform expands, its marketing approach will continue to evolve based on local user behaviour while staying focused on simplifying investing for young users.
Q. How do you compete for attention when giant brokers are spending crores on prime-time IPL television spots, while your marketing relies mostly on organic social feeds and viral videos?
Trackk believes its advantage lies in understanding the behaviour of Gen Z investors. Rather than competing on advertising spend, the company focusses on building a product experience specifically designed for younger users.
The founders themselves belong to the target demographic and understand how younger investors discover information, interact with financial products, and make decisions. The company’s strategy is centered around product experience, personalization, and community-driven growth rather than large-scale advertising budgets.
Q. What is the reasoning behind your community strategy—does talking to young investors in Discord groups or Telegram channels bring in more active accounts than traditional paid Google and Meta ads?
We’d prefer not to comment on this at the moment. However, one area we can speak about is our focus on college partnerships.
They give us the opportunity to connect with young investors early in their financial journey, and we see them as an important long-term channel for building awareness and engagement
Q. Is there a risk that your focus on meme culture makes the platform look too casual, causing users to switch to a legacy broker once their portfolios grow larger?
Trackk’s long-term vision extends far beyond being just a brokerage platform. While meme-led content may help introduce young users to the platform, it is not what keeps them engaged. Long-term trust is built through a reliable product experience, meaningful personalization, and the ability to support users as their financial needs evolve.
Trackk aims to grow alongside its users, from their first stock investment to mutual funds, gold, credit, and other financial products—through a comprehensive multi-asset platform. As users’ portfolios and financial goals become more sophisticated, the platform is designed to evolve with them, ensuring they don’t outgrow Trackk but continue to find value at every stage of their wealth-creation journey.
Q. Why do you think finance creators and internet comedians like Tanmay Bhat and Gaurav Kapoor chose to invest their own money into your company instead of just taking a standard paid sponsorship deal from you?
We’d rather not comment on this specifically. However, their interest reflects their belief in the long-term potential of the business and their willingness to be part of that journey.
Q. When you eventually roll out mutual funds on the app, will your advertising change to a more serious tone, or can you sell long-term retirement planning through short-form reels and internet jokes?
Trackk believes that younger investors consume financial information through digital and social channels. While formats may evolve depending on the product category, the broader goal remains simplifying financial participation and making investing more accessible.
As the platform expands into mutual funds and other wealth products, the focus will continue to be on education, personalization, and helping users make informed long-term decisions.
Q. Is it safe or responsible to offer high-risk features like Futures & Options (F&O) trading to 20-year-olds, especially when SEBI data shows that over 90% of retail traders lose their hard-earned money in derivatives?
The founders acknowledge that F&O participation among young investors makes responsible investing more important than ever. Trackk believes platforms should move beyond simply enabling transactions and instead help users manage risk and make more informed decisions.
The company advocates for responsible participation, stronger investor awareness, and better risk education while ensuring that AI and product experiences are designed to assist decision-making rather than encourage speculative behavior.
Q. When did you decide to stop using Angel One’s backend system and spend your funding round of $3.7 million on building your own software from scratch?
The founders operated through a sub-broking model with Angel One for nearly three years, which provided valuable insights into investor behavior, broking infrastructure, and market participation patterns.
As their vision evolved from distribution to building a differentiated investing platform for young India, they decided to transition to a full-stack brokerage with their own technology infrastructure. Building their own platform provided the flexibility to create a more personalised, AI-driven, and mobile-native investing experience tailored to the needs of the next generation of investors.
Q. How does your app use AI to suggest stocks without accidentally crossing the line into giving illegal, unregistered financial advice?
Trackk uses AI as an assistive tool, not as a substitute for investor judgment or a source of investment advice. It powers features such as stock discovery, personalized portfolios, prompt-based screeners, and contextual insights to help users better understand investment opportunities.
The focus is on simplifying research and supporting informed decision-making, not recommending specific stocks. All AI-led product experiences operate within robust compliance frameworks to ensure alignment with regulatory requirements.
Q. What happens if the current stock market boom in India slows down and young investors start losing money—will your users stay, or will they delete the app?
Trackk’s vision is built around long-term investing, not short-term market cycles. The company believes the opportunity lies in helping users improve discovery, understand risk, and make informed decisions rather than encouraging speculative activity.
By focussing on personalized insights, simplified investing journeys, and broader financial products over time, Trackk aims to build relationships that extend beyond a single market cycle.
