By Dhiraj Relli, MD & CEO, HDFC securities
The digital revolution has dramatically changed how businesses operate and interact with customers. Those who do not adapt to the evolving digital landscape with agility face the risk of losing market share to competitors and becoming irrelevant. This is when strategic leadership can make a huge difference in steering organisations to navigate the challenges and opportunities presented by a rapidly transforming world.
The need to embrace the latest technological advancements and meet changing customer demands is especially felt in the brokerage industry. Brokerages with a traditional mindset can no longer fulfill today’s investor expectations. For instance, the largest customer population consists of millennial and Gen Zs, who expect to find solutions to all their needs via technology tools. They want instant gratification and self-service abilities to gain greater control over their financial goals. Brokerages that offer intuitive and powerful technology platforms are, therefore, better positioned to attract and retain customers in the digital era.
Leading Digital Transformation
I have always prided myself on being a forward-looking leader who constantly strives to keep HDFC Securities at the leading edge of change, setting benchmarks for the brokerage industry. I am honoured to be named as one of “India’s Influential Leaders” by Republic TV and Marksmen Daily. Here’s a look at what I believe helps me keep my organisation at the forefront of transformation in an increasingly digital world.
Firstly, in the financial services sector, stability evokes confidence. Therefore, the hallmark of a transformational leader in this industry is stability, balanced with a focus on innovation and the versatility to redefine business models, based on changing market needs and customer expectations. I have tried to embody exactly this and inspire my team to constantly innovate against the backdrop of the stability and operational resilience that the HDFC Securities brand represents.
However, the most important element is embracing digital transformation while maintaining the company’s core values and a customer-centric approach. Customer-centricity is the key to setting yourself apart from the competition. This requires you to understand your target customer – their needs, aspirations and expectations. Digitisation can be of huge help in this regard. AI-powered data analytics can offer valuable insights that can be translated into products and services.
The recent additions to our suite of offerings are a case in point. The Indian investment ethos has undergone a sea change. Today’s investors are moving away from traditional investments like fixed deposits to maximise gains. In this pursuit, equities have emerged as a popular choice. Whether through direct buying and selling of stocks or investing in ETFs and mutual funds,
Indian investors are looking for tech-enabled platforms that allow them to explore the markets, make informed choices and manage their investment portfolio.
In response to this need for greater control, we have launched different products to address the needs of different customer segments. HDFC Sky is a powerful investment app that offers all the tech tools and DIY mechanisms that young investors want. It gives them complete control and autonomy over their financial decisions and goals. For HNIs, UHNIs, Family Offices and Corporate Treasuries, we have launched HDFC Tru, our wealth advisory platform designed to deliver bespoke investment strategies and unwavering support, tailored to achieve the investor’s unique financial goals. The platform is all set to offer comprehensive support through product offerings in equity, debt, private markets, commodities, real estate, global investing and succession planning.
The important thing to note here is that customer interests always take precedence, such that benefits for our representatives are not linked to recommending any specific product or service.
Building a Transformational Mindset
Our success in adapting with agility to change has been fuelled by a focus on fostering a culture of adaptability, innovation and continuous learning within the organisation. Regular training and upskilling of the workforce empower our teams to meet the challenges presented by the rapid digitalisation of the finance sector, evolving regulatory landscape and changing customer needs. It also makes them more open to exploring the latest technological advancements to build innovative products that suit varied investment needs.
This has also helped us shift our mindset from viewing technology as an add-on to making digital transformation a key component of our business strategy. It has helped us make a strategic transition from a traditional brokerage to a digital-first one. Driven by data analytics-driven insights, we have redefined how we interact with our customers at every touchpoint while easing their investment journey, putting the power in their hands. The result has been increased operational efficiency, higher customer engagement and satisfaction, expanded market presence, an empowered workforce and a wide range of industry-leading offerings.
