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Aditya Birla Capital Launches Omnichannel D2C platform ‘ABCD’

Aditya Birla Capital has rolled out their new omnichannel D2C platform, called ABCD. The aim is to make "Everything Finance as Simple as ABCD". The company stated that through this platform, Aditya Birla Capital targets to add 30 million new users over the next three years.

| Published on April 19, 2024

Aditya Birla Capital Launches Omnichannel D2C platform 'ABCD'

To make ‘Everything Finance as Simple as ABCD’ and scale up its digital transformation journey to become a full-stack financial services provider, Aditya Birla Capital (ABC) has launched its omnichannel D2C platform ‘ABCD’.

In a regulatory filing, Aditya Birla Capital said that through this platform, they target to add 30 million new users over the next three years.

Backed by scalable infrastructure, user-friendly and intuitive interface, and robust functionalities, the platform offers a simple and differentiated experience across all touch points including mobile app, website, branches, and virtual engagement channel, the company said. Guided by a Maximum Viable Product approach, the ABCD D2C platform offers a comprehensive portfolio of 22 products and services, including facilities of a payment platform – such as UPI, bill payment, and online recharges, with financial services like loans, insurance, and investments along with comprehensive personal finance tracking such as ‘My Track’ among others.

The platform also features ABCD’s own stack of products such as Portfolio Consolidator, Spend Analyser, Digital Health Assessment among others, and Payment solutions to address the diverse needs of customers through a single platform.

With features like multi-account payment, multi-mode receipt, and spend analysis tools, ABCD aims to redefine the digital financial experience. The platform has been built in a record time of 12 months. The app is available on Android and iOS platforms. This platform is housed under Aditya Birla Capital Digital (ABCDL), a wholly owned subsidiary of Aditya Birla Capital (ABCL).

Announcing the launch of the platform, Kumar Mangalam Birla, Chairman Aditya Birla Group said, “Our financial services business, Aditya Birla Capital, is now one of the fastest growing businesses within the group and has emerged as a key growth engine. I see this as a ‘coming of age’ moment for Aditya Birla Capital. In the arc of Aditya Birla Capital’s strong and steady progress, the ABCD D2C platform is a positive stride towards accelerated growth and taking a leadership position in the financial services space. I am confident that this platform will serve as a growth catalyst across the ABC and ABG ecosystem, and the interplay between financial services stack and the Group’s diverse businesses will foster a win-win synergy for superior product innovation and unique value creation for all stakeholders.”

Vishakha Mulye, CEO, Aditya Birla Capital said, “At Aditya Birla Capital, we are guided by the ‘One ABC One P&L,’ approach, anchored on the principles of ‘One Customer,’ ‘One Experience,’ and ‘One Team’. This has played a vital role in driving quality and profitable growth across our businesses and creating long-term value for all stakeholders. Our consistent commitment to digital reinvention and reimagining customer experiences is reflected in our omnichannel architecture which gives customers the complete flexibility to interact with us through their channels of choice.”

“In line with this vision, we formed ABCD to build the omnichannel layer that will help us acquire customers digitally at scale and meet all their financial needs through a unified digital-first platform,” she added.

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