Axis Securities, a wholly owned subsidiary of Axis Bank has introduced first of its kind trading through voice commands on the AxisDirect mobile app. AxisDirect is the flagship brand of Axis Securities that offers online investment platform for retail customers. This new trading through voice command facility is available on iOS and Android platforms.
AxisDirect endeavours to provide simplified investing experience to the clients. Through the voice command feature the trading experience is simplified further as it cuts down on time taken for transacting and navigating. AxisDirect is the first to offer voice commands feature to the mobile app users to place trades and access various features like ‘Get Quote’, ‘Portfolio’, ‘Order Book’, ‘Trade Book’ and ‘Limits’. With over 4 lakh mobile app downloads, the AxisDirect team says their mobile app adoption rate is one of the best in the industry with over 30 percent of customers transacting through the mobile app.
This ‘voice over trading’ facility is user friendly and can be accessed in simple steps. The user just needs to press the mic button on the app and give your voice command. Simply confirming the command will place the order successfully. While it is simple for end users, at the back-end it has complex integration with the highest standards of security that makes it completely safe.
Arun Thukral, MD and CEO, Axis Securities said, “Our aim was to develop a simple yet powerful user interface to make investing convenience-driven and easy for retail investors. We will continue to stay agile, innovate and channelize our efforts to provide best in class customer experience. The launch of trading through voice commands is a positive step in that direction. This feature delivers high usability trading experience to end clients and voice based trading is a market first initiative towards completely touch-free trading.”
Apart from innovations in the mobile app, AxisDirect has also made some interesting innovations in its website and emails. The layout on the website is designed to keep customers’ investment journey simple. The whole learning experience is gamified and fun-filled where the user can take quizzes, cross levels and win badges on finishing courses. Customers can also access latest news from the best sources through live tweets, video, live TV, RSS feeds without having to shuffle to various websites to seek information. AxisDirect has also introduced an industry first feature of real-time personalised emails that displays live content (live stock/index rates, live news, research, portfolio value) on the email. This innovation overcomes the challenges faced in traditional email communication where data is static.