The Role of Mobile Investment Apps in Encouraging First-Time Investors: Evidence from Groww and Zerodha

Author(s)	Ms. Kirpa Khanna
Country	India
Abstract	India’s banking landscape has undergone a rapid digital transformation over the past decade, driven by large-scale public digital infrastructure (UPI), identity and onboarding innovations (Aadhaar-based e-KYC and paperless e-KYC), and the rise of technology-first challengers commonly called neobanks. This study examines the role of two prominent platforms, Groww and Zerodha, in encouraging new investors to enter equity and mutual fund markets. Using secondary research and analysis of platform features, user engagement strategies, and investor onboarding processes, the study highlights how simplified interfaces, educational content, low transaction costs, and real-time notifications reduce traditional barriers such as lack of knowledge, high capital requirements, and procedural complexity. Behavioral intention is the prime concern while opting and using a product or service.By analyzing the impact of mobile investment apps, this research demonstrates the potential of digital tools to democratize investing, enhance financial inclusion, and shape the evolving landscape of retail investment in India.
Keywords	UTAUT model, Behavioral intention, Digital investing platforms, gamification, financial technology, Behavioural finance, Behavioural Biases,Mobile Trading Apps, COVID-19.
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-23
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66995

About IJFMR Fees & Payment Current Issue Publication Archive	Submit Research Paper Track Submission Status Publication Guidelines Publication Ethics Peer Review & Plagiarism	Join as a Reviewer Editors & Reviewers Reviewer Referral Program Get Reviewer Membership Certi.	Website/Journal Policies Usage Policy Content Policies Privacy Policy

Contact Us		+91-9687-828-838	editor@ijfmr.com

International Journal For Multidisciplinary Research