Bengaluru: Techmagnate, India’s leading SEO-first digital marketing agency, has unveiled its FY ’25 Mutual Funds Search Trends Report, offering key insights into the evolving search patterns and customer behavior within India’s mutual funds market. Leveraging advanced analytics and nearly two decades of expertise, the report identifies opportunities for brands to establish a dominant digital presence.
The study analyzed over 17,000 keywords spanning branded and non-branded terms, query types, and search volumes using Google’s Keyword Planner. The findings provide a detailed overview of Pan-India search trends, including app-related queries and city-specific data, reflecting significant growth in digital interest around mutual funds.
Key Findings from the Report
- Market Growth: Total search volume for mutual funds grew by 31.80%, rising from 226.65L in FY’24 to 298.74L in FY’25, signaling increasing interest and demand.
- Brand Dominance: The top three players—HDFC Mutual Fund, SBI Mutual Fund, and ICICI Prudential Mutual Fund—command over 75% of the market share in search volume. SBI Mutual Fund led yearly growth with a 31.30% increase, while Axis Mutual Fund faced an 8.57% decline.
- Mobile-First Behavior: Groww emerged as the most downloaded app, recording a 52.40% growth, reflecting consumer preference for mobile-friendly platforms.
- Regional Trends: Mumbai led in search activity with a 17.95L market share, while Tier-1 cities like Pune and Tier-2 cities like Lucknow and Bhopal registered the highest growth rates at 36.23% and 38.46%, respectively.
Sarvesh Bagla, Founder & CEO of Techmagnate, commented, “In today’s fast-paced financial services industry, understanding the dynamics of evolving customer behaviour is crucial for stakeholders, be it asset management companies, banks or third party aggregators. Our report is like a digital tool for brands trying to make it in the world of mutual funds. I found it interesting that cities such as Lucknow, Jaipur and Indore are experiencing a considerable surge in search volumes. Brands should recognize these changing trends and adjust their strategies to engage effectively with growing markets in big cities and up-and-coming urban areas”.
Bagla added, “In today’s knowledge-driven world, Techmagnate’s report arms brands with the information needed to adapt and succeed. With each takeaway, a clear path forward emerges. Brands that apply these insights stand to thrive in the ever-changing landscape of mutual funds. By understanding what customers are looking for, they can make sure they’re on the right track in their digital marketing strategies. If they embrace these insights, brands can position themselves as leaders, earn the trust of investors and drive sustained growth”.
The report notes a shift toward branded searches, with a 46.2% increase in searches for specific mutual fund apps like Groww, Angel One, and mStock. The keyword bucket for “Mutual Fund SIP” captured 58.64% of the market share, reflecting growing consumer awareness. “SWP Calculator” emerged as the top individual keyword with 450k monthly searches.
Platforms like ET Money, Mutual Funds Sahi Hai, Bajaj Finserv, ICICI, and Angel One dominate Google searches with the highest share of voice, highlighting their influence in the digital ecosystem.
Techmagnate’s report underscores the importance of adapting to a mobile-first approach and tapping into emerging cities and regions to drive growth in India’s mutual funds sector. The insights offer a roadmap for brands to strengthen their digital presence and thrive in a competitive market.
