Grip Invest, Corporate Bond Investment Onboarding
Who Converts, Who Doesn't
Per-segment completion rates, sorted by biggest opportunity first
Flow Funnel
Screen-by-screen conversion rates, 50 personas entered
Segment Divergence
The same screen, dramatically different outcomes, this is what aggregate metrics hide
Critical Divergence
At Kyc Pan Entry, First-Gen Woman Investor users drop off at 100% while IT Salaried MF Maximizer users drop off at just 0%. That's a 100pp gap on the same screen.
IT Salaried MF Maximizer
Small-Town CA
NRI Parking Idle Money
First-Gen Woman Investor
Retired Government Officer
Crypto-Burned Millennial
HNI Wealth Manager
Salaried Couple Saving for House
Freelancer with Lumpy Income
FIRE-Chasing Tech Worker
Kyc Pan Entry
100pp spread0%
0%
0%
100%
100%
0%
0%
0%
33.3%
0%
Kyc Pan Details
100pp spread0%
0%
100%
0%
0%
0%
0%
0%
Bond Listing
100pp spread100%
0%
0%
0%
0%
0%
Bond Detail
100pp spread100%
0%
0%
0%
0%
Phone Email
60pp spread0%
0%
60%
0%
0%
0%
0%
0%
0%
0%
Discover Dashboard
33pp spread0%
0%
0%
33.3%
33.3%
0%
0%
0%
20%
0%
Profile Setup
25pp spread0%
0%
0%
25%
25%
0%
0%
0%
0%
0%
Landing
20pp spread0%
0%
0%
20%
20%
0%
0%
0%
0%
0%
1 screen(s) with no drop-offs omitted
The Why, Persona Monologues
What users were thinking at the moment they decided to leave
Kyc Pan Entry
, 4 voices“My son showed me this app that gives 12%, better than my SBI FD. But now it's asking for my PAN card and something about 'KYC registration agencies will access my bank details.' I don't understand, I thought I was just looking at bonds, not giving access to my bank account. The last time I shared my Aadhaar at a telecom shop, someone opened a fake loan in my name. Let me ask Raju to do this for me next weekend.”
62yo Retired Block Development Officer, Varanasi
The Digital NovicefearfulTrust
2/10
Clarity
3/10
Value
6/10
“PAN card number? I know my PAN but I've never typed it into a phone app before. My wife's PPF and my pension, everything is at the post office and SBI branch. The manager there knows us by name. This app doesn't even have a phone number I can call if something goes wrong. What's a 'demat account'? I have a locker at SBI, not a demat account.”
58yo Retired Tehsildar, Lucknow
The Digital NoviceconfusedTrust
3/10
Clarity
2/10
Value
5/10
“I got a ₹2.5 lakh payment from a client last week and wanted to park it somewhere better than my savings account. The yields looked good on the dashboard. But PAN verification? I file my taxes through a CA, I'm not sure about entering my PAN into every fintech app. What if they report something to the IT department that my CA hasn't filed yet? I'll ask my CA first and come back.”
28yo Freelance Graphic Designer, Bhopal
The Flexibility SeekeranxiousTrust
4/10
Clarity
5/10
Value
7/10
“This is my first time trying to invest anywhere beyond my savings account. SEBI registered looks real. But now they want my PAN? I've heard PAN can be misused for loans. My salary is only ₹9 lakh and I don't want to get into any trouble. I'll ask Priya from accounts, she invests in mutual funds and she'll know if Grip is safe.”
27yo First-Time Investor, Pune
The Cautious ExplorernervousTrust
3/10
Clarity
5/10
Value
6/10
Phone Email
, 3 voices“I'm trying to park my NRE FD maturity amount, ₹35 lakh just sitting in HDFC earning 6.5%. But they only accept Indian numbers? I've been in Dubai for 8 years, my Indian SIM is disconnected. My wife has an Indian number but this is supposed to be my investment. I need it in my name for tax purposes. I'll check if Wint Wealth handles NRI accounts better.”
38yo Senior Manager, Dubai (Indian NRI)
The Blocked UserfrustratedTrust
6/10
Clarity
7/10
Value
8/10
“I was looking at Indian fixed-income options to diversify my US portfolio. 12.5% in INR bonds while USD earns 4.5% in T-bills, even after currency depreciation, the carry trade makes sense. But I can't even sign up with my US number? This is 2026, even RazorpayX lets me use my US number. Disappointing. I'll stick with IndiaBonds.”
34yo Tech Lead, San Jose (Indian NRI)
The Blocked UserdisappointedTrust
5/10
Clarity
8/10
Value
9/10
“My CA in Mumbai recommended Grip for parking NRO account funds. I have about ₹20 lakh in my NRO savings earning 3.5%. Corporate bonds at 11-12% would be significantly better. But the very first step requires an Indian phone number. I moved to Singapore 12 years ago. I'll ask my CA to check if I can use my brother's number, but that creates compliance issues with FEMA.”
42yo Business Owner, Singapore (Indian NRI)
The Blocked UserexasperatedTrust
6/10
Clarity
7/10
Value
9/10
Discover Dashboard
, 3 voices“SEBI registered, that's good. But 12.50% returns? My FD gives 7%. How can bonds give almost double? Is this like those YouTube ads for trading apps? My colleague lost ₹3 lakh in some P2P lending platform that also promised high returns. I'll ask my colleague Priya who does mutual funds, she'll know if Grip is legitimate.”
29yo Junior Analyst, Gurgaon
The Cautious ExplorersuspiciousTrust
4/10
Clarity
6/10
Value
5/10
“I made it to this dashboard somehow. There are all these bonds with percentages, 12.5%, 11.8%, 10.2%. I don't know what 'YTM' means. 'CRISIL AA+', is that good or bad? Back in my time we just went to the bank and the manager explained everything. This app assumes I already know what corporate bonds are. I need my nephew Amit to explain this to me.”
60yo Retired Headmaster, Jaipur
The Digital NoviceoverwhelmedTrust
5/10
Clarity
2/10
Value
4/10
“The dashboard looks nice but I just got my first big freelance payment, ₹1.8 lakh. I don't even know if I should put this in bonds or a liquid fund. My friend says liquid funds give 7% and I can withdraw anytime. These bonds say 'Sell Anytime' but is it really anytime? What if I need the money next month for rent? I should research more before committing.”
25yo Content Writer, Chandigarh
The Flexibility SeekeruncertainTrust
6/10
Clarity
4/10
Value
6/10
Landing
, 2 voices“My husband said to check out this app for investing my PPF maturity money. '12.5% fixed returns', this sounds exactly like that WhatsApp forward scam my mother-in-law fell for. She lost ₹50,000 in some chit fund that promised 15%. Even if Grip is SEBI registered, I've seen enough news about NBFCs shutting down. I'll tell my husband to ask his office colleagues first.”
31yo Homemaker, Noida
The Cautious ExplorerskepticalTrust
3/10
Clarity
7/10
Value
3/10
“Beta ne link bheja tha. Maine khola toh '12.5% returns' likh raha hai. Aaj kal sab fraud hai. Meri pension SBI mein safe hai, 7% milta hai FD pe, koi risk nahi. Ye bond-vond mujhe samajh nahi aata. Band karo ye app.”
65yo Retired PWD Engineer, Bareilly
The Digital NovicedismissiveTrust
2/10
Clarity
4/10
Value
2/10
Clustered Drop-Off Reasons
Root causes at each drop-off point, clustered from persona reasonings
Kyc Pan Entry
4 drop-offsPAN sharing trust deficit
50%
“I don't trust sharing my PAN card with an app I just downloaded. PAN is linked to my income tax, bank accounts, everything. What if there's a data breach? I've read about fintech companies leaking data. I'll stick to my SBI FD where I don't need to share anything online.”
KYC process too complex for non-digital users
50%
“It's asking for PAN card and saying something about KYC registration agencies accessing my details. I don't understand what this means. My son set up my PhonePe, he can help me with this, but he's in Hyderabad and won't visit until Diwali. I'll wait.”
Phone Email
3 drop-offsIndian number only blocks NRI
67%
“I've been in Dubai for 8 years and my Indian SIM is disconnected. They only accept +91 numbers. I have ₹35 lakh sitting in an NRE FD earning 6.5%, I was ready to move ₹15 lakh into bonds. But I can't even create an account. Wint Wealth or IndiaBonds might accept my UAE number.”
Privacy concern
33%
“I want to see the bonds and yields first before giving my phone number. Every fintech app in India starts calling you 5 times a day once you register. Just let me browse the bond catalog first.”
Discover Dashboard
3 drop-offs12.5% yield skepticism
67%
“12.5% return on a bond? My FD gives 7% and that's from SBI, a government bank. How can some company I've never heard of give me almost double? This smells like those YouTube trading scam ads. I'll ask my CA cousin about this before putting any money in.”
Not ready to commit
33%
“The dashboard is showing me bonds and yields but I don't even understand the difference between YTM and coupon rate. I need to learn about bonds first before I invest. Let me watch some videos on this and come back when I understand what I'm looking at.”
Fix Recommendations
Ranked by impact and feasibility, build these first
Root cause: NRI investors with foreign phone numbers and non-Indian citizenship are structurally excluded from the entire onboarding flow
Add NRI-compatible onboarding, international phone numbers + NRE/NRO account KYC path with FEMA-compliant documentation
Root cause: Retired and non-digital users find PAN sharing frightening on unknown fintech, no human-assisted alternative exists
Offer assisted KYC via video call for users 50+ or those who stall >60s on PAN entry screen
Root cause: ₹98,389 minimum for 10-unit bond purchase is prohibitive for first-time investors who want to test the platform
Add a ₹5,000 minimum starter bond to lower entry barrier for first-time investors
Root cause: 12.5% yield headline triggers fraud/scam association for users accustomed to 7% FD rates
Show SEBI registration proof + NSE settlement guarantee prominently at every step, with a 'Why bonds yield more than FDs' educational section
Root cause: New users land on discover_dashboard with no context on bond investing, financial terminology (YTM, CRISIL, coupon rate) is alienating
Add 'How Grip Works' 30-second explainer before dashboard for new users, explain bonds in FD-comparison terms