MUMBAI: When mutual funds go full Mad Max on digital transformation, you know the old brochure-in-a-branch days are officially over. Nippon India Mutual Fund (NIMF) has just supercharged its long-running partnership with Adobe to build what it calls a “persona-driven, e-commerce-like experience” for investors—and they’re using Adobe’s AI-fuelled tech arsenal to make it happen.

The move marks NIMF’s latest play to dominate the digital game. The mutual fund major will now deploy Adobe Experience Manager (AEM) Sites and Assets across its web and mobile platforms to serve content not just faster—but smarter. Think fewer bounce rates, better conversions, and the kind of personalised user journeys that scream “we know your SIP inside-out.”

“At Nippon India Mutual Fund, we are dedicated to harnessing digital innovations to enhance investor experiences,” said NIMF chief digital officer Arpanarghya Saha. “With investors’ engagement accelerating on digital channels, our aim is to strengthen our digital ecosystem. Adobe has been our trusted partner for many years. As we grow our partnership, the digital applications will empower our teams to create and deliver more personalised experiences for our investors and enable seamless interactions.”

The technology behind the curtain is no slouch either. AEM Sites will handle dynamic content delivery with the finesse of a Netflix recommendation engine, while AEM Assets will manage media workflows to ensure your homepage banner doesn’t feature Diwali offers in January.

The plan? Cut clutter, boost consistency, and get from concept to click at warp speed.

And this isn’t NIMF’s first rodeo with Adobe. Over the last five years, the fund house has already been leveraging Adobe Analytics, Campaign and Target resulting in a 90 per cent spike in open rates and a 150 per cent surge in click-throughs for targeted investor campaigns. In marketing-speak, that’s the digital equivalent of hitting a six off every ball.

“As financial literacy rises in India and more investors enter the equity market, asset management companies are embracing digital-first strategies to stay ahead,” said Adobe India head of digital experience business Venu Juvvala. “NIMF’s adoption of Adobe’s enterprise applications marks a significant step toward Customer Experience Orchestration—our evolved approach to customer experience management that unifies real-time data, content, and generative AI.”

Jargon aside, what this really means is: NIMF doesn’t just want to talk to investors; it wants to talk to them, with them, and maybe even for them—with the help of Adobe’s generative AI. Because the future of finance isn't just about returns; it’s about relevance, resonance, and real-time responsiveness.