Investock.ai, Stock Advisory Platform

Stock Advisory Platform Case Study

I turned a SEBI-registered research desk into something an investor could act on: advisory calls, model portfolios and theme baskets in one decision surface.

Scope of workWeb and Mobile Fintech

Timeline10 weeks

RoleLead Product Designer

Team1 PM, 3 Engineers, 1 Analyst

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About Investock.ai

Investock.ai is a SEBI-registered research analyst (INH000026150). It publishes equity and F&O advisory calls carrying entry, target and stop-loss levels alongside the research behind them, runs curated model portfolios such as India Growth, and offers diversified theme baskets, while execution stays with the investor's own broker. This case study covers the onboarding, advisory and portfolio-evaluation flows.

investock.ai

The problem

Investock.ai published advisory calls, model portfolios and theme baskets at once, and asked every new subscriber to understand all three before they could usefully act on any one of them.

User pain

Investors were acting on unattributed tips with no entry, target or stop-loss.
The research rationale existed but sat far from the moment of the decision.
Nothing told a subscriber when a live call had stopped being valid.

Business pain

High-intent subscribers dropped before reaching a first actionable call.
SEBI registration was the real differentiator and read as a badge, not proof.
Support absorbed questions about which plan and which basket suited whom.

Product gap

Advisory calls, model portfolios and theme baskets shared no decision frame.
Risk was collected at onboarding and then never used to filter what an investor saw.
Market signals, screeners and advisory calls each produced a recommendation with no shared shape.

What I owned

Owned

Onboarding: risk profile, plan payment, and the KYC gate ahead of advisory access
The advisory call card: levels, rationale, and its invalidation state
A portfolio view holding model portfolios and manually added holdings side by side
Basket listing, basket detail, and adding a basket into the portfolio's risk mix

Collaborated

Research desk on what a published call must carry to stay compliant
PM on plan tiering and which surface each subscription unlocks
Engineering on live NSE data refresh and state visibility

Out of scope

Order execution: investors place their own trades at their own broker, outside the product
Research methodology and the calls themselves
Pricing of the advisory plans

The results

32%

faster sign-up to first portfolio

-27%

drop-off in onboarding

+21 pp

higher portfolio clarity score

Subscribers could act on a call without leaving the reasoning behind it. Advisory, model portfolios and baskets read as one product, not three. A regulated research desk became legible enough to sell as a subscription.

The approach

I segmented onboarding by risk profile and instrument before touching a screen, so the product could reveal only the surface a given investor had actually come for.

Sat with the calls

Read three months of published advisory calls and the questions support kept getting about them.

Split the intents

Separated long-term basket investors from F&O traders before designing a single onboarding path.

Rebuilt the call

Made entry, target, stop-loss, and rationale one object instead of four separate places.

Held risk to the end

Carried the tier picked at onboarding through every basket, portfolio and holding view.

Before the pixels

The boxes-and-arrows stage. Each of these settled a question the finished screens no longer show you was ever open.

Anatomy of an advisory call

Three layouts for the same call. The one that shipped keeps entry, target, stop-loss and the reasoning on a single surface. A stop-loss one tap away is a stop-loss nobody uses.

Risk is asked once, and everything obeys it

Investock asks for a risk tier during onboarding and then has to honour it. Sketching that answer as a filter, rather than adding a second suitability screen later, is what keeps a subscriber out of baskets they have no business opening.

A basket lands, and the risk mix moves

Adding a basket is not a neutral act. It changes what the whole portfolio is running at. The sketch ends on that readout, measuring the tier the investor picked at the start against what they now actually hold.

The decisions

The calls that shaped the product, with what each one cost. Anything crossed out here was a real option at the time.

Decision 1: Risk-profiled onboarding

Every investor was routed the same way regardless of risk appetite or instrument.

Considered

Single flow
Risk-profiled branch
Skip onboarding

Chose

Risk-profiled onboarding tied to plan and basket eligibility

Gave up

Slightly longer onboarding architecture

On what evidence

Intent split between long-term basket investors and F&O traders

What happened

Drop-off reduced to 27%

Decision 2: Anatomy of an advisory call

Calls arrived as a symbol and a direction, the way SMS-blast services send them.

Considered

Symbol and direction only
Call card with levels and rationale
Research note as an attachment

Chose

Call card carrying entry, target, stop-loss and the reasoning inline

Gave up

A denser card, and more research content to keep current

On what evidence

Subscribers said they read the rationale before deciding

What happened

Sign-up to first portfolio 32% faster

Investock.ai: options considered for Decision 2: Anatomy of an advisory call

Decision 3: Reading a portfolio

Model portfolio and basket pages were analytics-rich and still opaque.

Considered

Raw analytics
Tiered insight cards
Report export

Chose

Tiered insight cards with plain-language summaries

Gave up

Increased content maintenance

On what evidence

Subscribers wanted an actionable summary before the deep charts

What happened

Clarity score improved by 21 points

The work

Risk-led onboarding routes each investor into a single workflow, every advisory call carries its levels and its rationale inline, and portfolio insight is expressed as a small set of interpreted signals rather than a full analytics surface handed over uninterpreted.