The investment landscape is witnessing a surge in participation, with a new generation entering the market. To differentiate themselves amongst the competition, investment platforms must go beyond offering a range of investment options. Today’s user demands a personalised experience and that is where Martech comes to play to revolutionise the space.

Martech is a collection of tools that help understand customer behaviour and preferences. Investment platforms can gain insights into user behaviour, risk tolerance and financial goals by implementing martech solutions. The data generated becomes the basis for crafting tailored and targeted recommendations for customers to make informed decisions, along with a seamless customer experience.

Martech has now become critical for businesses, the tools and solutions don’t just drive efficiency in marketing operations but have now become profit drivers. Some of the key Martech tools that investment platforms leverage are:

●    Advanced analytics: Tools like Google Analytics or Adobe Analytics provide comprehensive insights into user behaviour on the platform, enabling data-driven decision-making for optimising the user experience.

●    Customer segmentation: By segmenting users based on risk tolerance investment goals and experience level, platforms can deliver more relevant content and recommendations ensuring a truly personalised experience

●    AI-powered recommendation engines: These intelligent engines analyse user data to suggest suitable investment options. Tailored or personalised recommendations help build trust, bring the brand closer to customers, and keep them engaged. The key is to then maintain this engagement over extended periods

The martech market is currently witnessing remarkable growth, estimates suggest a notable expansion from its current value of $263.0 billion in 2024 to $933.2 billion by 2030, reflecting a robust CAGR of 23.5 per cent over the forecast period as per the MarketsandMarkets. With a growing focus on Artificial intelligence (AI), hyper-personalisation, and on-demand learning, here is a glimpse to the future of investment platforms after implementing martech:

●    AI-powered chatbots: Virtual assistant that provides read time personalized investment guidance. These AI-powered chatbots will change customer support offering immediate and tailored assistance to investors

●    Hyper-personalised learning: Platforms will leverage AI to created customized learning path for users, ensuring they gain the knowledge and skills needed to confidently navigate the investment journey

●    On-demand content: Investors will have access to a vast library of on-demand content tailored to their specific needs and learning systems, empowering them to make informed investment decisions

Martech is no longer an optional add-on for investment platforms. The emergence of martech represents a significant leap in the evolution of marketing. By actively leveraging analytics, segmentation and personalized recommendations, platforms can enhance the customer experience. As the Martech landscape continues to evolve, investment platforms that embrace these advancements will be best positioned to thrive in the ever-changing investment world.

The article has been by BlinkX by JM Financial’s associate director - martech, AI & digital marketing Soumya Pattanayak.