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AssetPlus: The Silent Giant of Indian Mutual Funds
How a 290-person team built a $67M revenue powerhouse with 74% direct traffic
In India's crowded fintech landscape, where most startups scream for attention, AssetPlus whispers—and 300,000 people listen monthly. This isn't another flashy investment app; it's a calculated, data-driven machine that has quietly captured 98% of its traffic from India, building a $67M revenue business on pure execution.
"They're not competing for keywords—they're building a brand so strong that users type 'assetplus' directly into their browser."
The Direct Traffic Anomaly
AssetPlus defies every SEO playbook. With only 22% organic search traffic and a staggering 74% direct traffic, they've achieved what most fintechs dream of: brand recall that bypasses Google entirely. Their top keyword is simply 'assetplus' with 6,930 monthly searches—users aren't exploring options; they're returning to a known solution. This signals extreme user retention and trust, a metric most competitors would kill for.
The Partner-Led Growth Engine
AssetPlus isn't just a B2C app—it's a B2B2C platform with a sophisticated partner network. The data reveals this strategy: 'assetplus partner' and 'assetplus partner login' rank as their #2 and #3 keywords, with 1,440 and 1,340 monthly searches respectively. This isn't accidental. They've built a two-sided marketplace where financial advisors and partners drive the majority of their user acquisition, creating a defensible moat that pure-play consumer apps can't replicate.
The technology stack tells a story of pragmatic modernity. They use Tailwind CSS and Bootstrap for rapid UI development, PWA for cross-platform reach, and a sophisticated marketing stack (Google Analytics, Ads, DoubleClick Floodlight) that suggests they're optimizing every funnel stage. This isn't a startup throwing money at growth—it's a data-obsessed machine that understands unit economics.
- 290 employees generating $67M revenue = $231K revenue per employee (exceptional for fintech)
- 211,161 backlinks indicate strong content marketing and PR strategy
- 98.2% traffic from India shows disciplined geographic focus
- Partner-first approach creates defensible distribution moat
AssetPlus is the anti-startup fintech
While others chase unicorn valuations, they're building a profitable, partner-driven empire with 74% direct traffic. The question isn't whether they'll scale—it's whether they'll ever need external capital.
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AssetPlus - Mutual Funds & SIP
India's top rated Mutual Fund & SIP Investment app. Learn, Plan and Invest in Top Mutual Funds in India.
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About assetplus.in
India's top rated Mutual Fund & SIP Investment app. Learn, Plan and Invest in Top Mutual Funds in India.
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Technology Stack
assetplus.in uses 6 technologies across their website including DoubleClick Floodlight, Google Ads, Google Analytics, PWA, and more.
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DoubleClick Floodlight, Google Ads
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Google Analytics
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PWA
CSS Frameworks
Bootstrap, Tailwind CSS
Traffic & Audience
assetplus.in receives approximately 300.9K monthly visitors and ranks #101,119 globally. The website has a bounce rate of 29% with visitors viewing an average of 10.1 pages per visit. Users spend an average of 9:08 on the site.
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