Angel Broking introduces Angel One

Fintech platform Angel Broking has introduced its new identity Angel One, a digital first brand. It will meet all the financial needs of the clients including stockbroking service. In its new avatar, Angel One, the umbrella brand will encompass every existing and future business unit of the company.
Introducing Angel One, Prabhakar Tiwari, Chief Growth Officer, Angel Broking Limited said, “We aim to establish Angel One as a fintech unit. We aim to introduce ourselves as a contemporary, dynamic, tech avatar to build a strong relationship with the new age Generation Z and Millennial Indian investors.
Angel One is an innovative and robust platform that can easily connect with Gen-Z and Millennials, including people from Tier-2 and Tier-3 cities. This transformation is a fusion of the company’s brand heritage and ambitions, as the company seeks to transform from a broking house into a one-solution platform for every financial need, offering facilities ranging from mutual funds to insurance, loans and more.
The name of the corporate entity will remain Angel Broking Limited, but the masterbrand that will go to the consumer will now be called Angel One. These changes will be visible across all Angel Broking platforms and across both external and internal touchpoints. 7 is constantly updating its platform on web and app to fulfill the ambition of being a digital-first brand.
Founded in 1996 as a traditional broker, Angel Broking focused on using Artificial Intelligence and Machine Learning extensively and transitioned to a fully digital platform by 2019. It added state-of-the-art solutions like ARQ Prime, Angel Bee, Smart Store, Smart Money, etc. It has set a simple pricing structure of zero brokerage on delivery trades and Rs 20 per order for intraday, futures and options, currency and commodities under its iTrade Prime plan. Angel Broking on its part has evolved the digital experience for consumers and its open-architecture approach has led to several third-party tie-ups including Vested, Smallcase, Sensibull and Streak.
Narayan Gangadhar, Chief Executive Officer of the company said, “We have seen an increase in revenue following the digital transformation with our tech-based platforms. We are also in the process of building more products and services using our deal technology skills, which will widen the range of offerings for our customers. We are reinventing ourselves as Angel One to make this information accessible to our customers effectively.