Reimagining the Digital Function to Create a Truly Customer-Focused Business

By Hina Qureshi, Digital Head – Mirae Asset Capital Markets

“People first, always. And in digital, consistency beats everything.”

In today’s financial services industry, where product parity is high and price wars are frequent, customer experience is the true differentiator. And this isn’t just theory—it’s measurable, actionable, and transformative.

Why Reimagine the Digital Function?

Let’s face it: legacy brokerage models often treat customer touchpoints as checkboxes—acquisition, service, and retention run in silos. The result? Gaps in engagement, loss of trust, and missed opportunities.

At mStock, we’ve restructured our digital function to do more than acquire customers—we aim to build relationships, drive sustained engagement, and unlock lifetime value. Our goal is to create not just users, but advocates. And that requires a shift from transactional to transformational thinking.

The mStock Digital Framework: Built Around the Customer

Our reimagined digital strategy is anchored around three strategic pillars:

1. Digital Acquisition

Every interaction is data-informed and conversion-optimised from the first click to successful onboarding. 

2. Digital Experience

A seamless app experience is not a luxury—it’s the battlefield. Our UI/UX is designed for intuitive navigation, optimised user journey, personalised recommendations & experiences and frictionless engagement. The result? Higher retention and product stickiness.

3. Omni-Channel Excellence

We go beyond app-only support. Whether it’s phone, email, WhatsApp, or offline centres, we ensure every channel is responsive, intelligent, and integrated because today’s investor expects seamless, unified, real-time support with a human touch—even in a digital world.

Listening, Iterating, Evolving

Digital isn't just about building features—it's about solving real problems. We prioritise continuous feedback loops. A simple tweak in our onboarding flow, based on customer behaviour analytics, reduced drop-offs by 5%. This ability to iterate and adapt fast is a competitive advantage in India’s fast-evolving fintech landscape.

Why Structure Matters

By organising digital under these core pillars, we’ve been able to:

• Eliminate silos between product, marketing, tech, and sales.
• Drive synergies that accelerate time-to-market for innovations.
• Scale impact by aligning every function to a single goal: customer success.

Most importantly, we’ve shifted the mindset from “How do we sell more?” to “How do we serve better?”

A Real-World Edge: Indian Context, Indian Solutions

In a country where only 5% of the population actively invests in equities, there’s immense potential. But tapping it requires digital solutions that are not only smart, but also inclusive and accessible.

Our innovation, from onboarding videos in Hindi to single-click KYC and investment journeys, are designed for Bharat as much as they are for India.

What the Industry Can Learn

Many traditional brokerages continue to separate digital acquisition from customer support, product from engagement. This fragmentation slows innovation and leads to inconsistent user experiences. At mStock, the unified structure creates a flywheel effect—where acquisition fuels engagement, and engagement drives retention and revenue.

It’s not just about tech. It’s about rethinking roles, breaking down walls, and re-aligning teams toward a common purpose: putting the customer at the centre of everything.

The Bottom Line: Digital is Revenue

Final Thoughts: Where Do We Go from Here?

The future of financial services is experiential, not just transactional. At Mirae Asset Capital Markets, we are not just building features—we’re building trust, journeys, and lasting impact.

About the Author

Hina Qureshi brings over two decades of dynamic experience in the financial services industry, with a strong track record of leveraging digital to drive business growth. As the Digital Head at Mirae Asset Capital Market, she leads the charge across Digital Acquisition, Digital Business, and Customer Excellence—redefining how digital functions contribute to revenue, retention, and customer advocacy.

Before Mirae Asset, Ms. Qureshi held leadership roles at Motilal Oswal Financial Services, Aditya Birla Group, and Bonanza Group, where she consistently scaled digital businesses while championing innovation and impact. She is widely regarded as a thought leader in building digital functions that are not only tech-savvy but deeply customer-centric.