Alice Blue Financial Services

---

Alice Blue Financial Services

Type	Private
ISIN	🆔
Industry	Financial services Stockbrokerage Mutual funds Capital market
Founded 📆	December 13, 2006
Founder 👔
Headquarters 🏙️	, Bengaluru, Karnataka , India
Area served 🗺️	Worldwide
Key people	Rajesh Kankavel, Director Sidhavelayutham mohanamurthy Founder & CEO
Members
Number of employees
🌐 Website	aliceblueonline.com
📇 Address
📞 telephone

Alice Blue Financial Services

Alice Blue, a leading discount stockbroking firm based in India, has been awarded multiple times by various Stock and Commodity Exchanges, over the years. The firm is spearheaded by Sidhavelayutham Mohan., Founder & CEO and Rajesh Kanakavel,  Director of Alice Blue. Alice Blue made its mark in the Indian stock market in 2006 and since then has been a member of MCX, NSE, NCDEX, MCX-SX & NSE (EQ & FNO), CDSL, Single Margin facility and many more. Alice Blue operates a brokerage firm, provides apps and platforms for IPO, mutual funds, trade store, referral programs, digilink for clients, digilink for partner EKYC, and stock market Trade School. Their motto is “Growth Inevitable” and believes in providing only the smoothest online Investment & Trading platforms to their clients.

History

With an initial workforce of only five members, Alice Blue was formed in December 2006 at Erode, Tamil Nadu, with MCX membership and started functioning in 2007 as a discount broker for customers. They got NSE approval from exchange so that the clients could freedom watch from MCX to NSE. All the operations were handled from Chennai, and clients used the ODIN trading platform to execute the highest price intraday.

In 2010, Alice Blue got its NSE Sub brokership under CSE (Coimbatore Stock Exchange) and worked under CSE as a sub-broker for NSE Demat accounts which resulted in increasing their client base to almost four times in a year.

In the period of 2006-2009, they started branching out in the south region, starting with Erode & Chennai. In 2009, many partners began to join Alice Blue and their sales got 3-4 times more in just 3-5 months. By 2010, Alice Blue extended its presence to Karur, Trichy, Coimbatore, Madurai, Salem, Erode, Dindigul, and Nagercoil branches, and soon they were able to see 10X growth in their revenue.

In 2012, the office was set up in Bangalore, and the concept of the T20 ZERO Brokerage & Freedom 15 Plan was introduced. In 2013-2015 they got the NSE license & BSE license and got verified by NSEL by 2014-2015. By 2016 they started expanding and reached Mumbai, Pune, Bhubaneswar, Patna, and Kolkata. During 2012-15, Alice Blue conducted many events in the south region to create an awareness program for the partners & clients and between 2013-15, Alice Blue Securities Pvt Ltd was registered under Alice Blue Commodities Pvt ltd.

In 2015 they introduced a new plan, 1-year Zero brokerage plan for the clients. They used to purchase the data from the vendors to reach the clients or partners but later started using the software called Digilink for generating the leads from the sources. In the following years from 2016-19, many significant advancements occurred at Alice Blue. They began YouTube marketing in 2016 to gain visibility and brand knowledge among the general public. By 2017, Alice Blue had relocated all of its operations from Chennai to Bangalore. In terms of operations, Alice Blue was focused on generating revenue through the platform until 2017, but after that, the focus turned totally to clients and the services they need.

In that direction, Alice Blue introduced an ANT platform, both web & app, with multiple modes. They used the PKYC forms to generate the DP accounts for the clients until 2018. However, in 2018 (the year of the digital technology revolution), they introduced a Digitised EKYC procedure for clients on their platform. In 2018 they came up with their trading platform by the name ANT (Analyse & Trade) for clients' benefits, along with a trade store for Algo products, and started an e-learning platform called Trade schools. They are the pioneers of all the policies – Trade pro plan – 10 times Exposure. Till 2019 Alice Blue financial services was a partnership firm. Later, they converted into a Corporate List as ABFSPL.

Products and Services

Alice Blue offers discount brokerage services in both Commodity & Stock Markets and offers Demat and Trading Accounts in CDSL. Some of the major products and services provided by Alice Blue are as follows:

Single Margin Account

The benefit of opening an account with Alice Blue is that one can trade in both Commodity and Stock Market with a single Demat account. Clients are not required to open a different account for different markets.

Trade School

Trade School is an educational platform designed and delivered by India’s top stock market investors and educators to help their clients with courses and webinars on complex concepts of stock trading and investment.

Trade Store

It is India’s First Marketplace for trading and investment tools. These tools help their clients in:

1. Automating the Trades with Zero Coding Knowledge
2. Trading and Investment Tips
3. Investment in Mutual Funds at Zero Brokerage Fees

Ant IQ

It is a free Blogspot Educational Platform for both new and seasoned investors, where complex topics of the Stock Market are presented in layman-friendly language.

Ant Mobi

Ant Mobi is the Trading Platform designed and developed for mobile devices by Alice Blue. It is pretty straightforward to use and provides 1-year plus historical chart data, 80+ technical indicators, multiple watchlists, and many highly advanced features. Basically used for trading and investing on a Mobile device for Alice Blue clients. ANT Mobi Share Market App allows investors to set up baskets of equity/ETF investments and schedule orders at their convenience. Now, a Systematic Investment Plan (SIP) can be scheduled on a daily, weekly, or monthly basis using a basket of equities. It allows systematic scheduling of daily, weekly and monthly SIP plans. Additionally, the user's home screen, LIVE market price variation are displayed. Alice Blue has recently added more unique features like custom features and security to its app. Ant Mobi 2, its fresh update includes new features like fingerprint Login, marketwatch, charting, market depth, analytics, sectors, options chain, advance basket order, dashboard among others.

Freedom 15 Plan

Alice Blue's Freedom 15 plan is one of the most economical brokerage plans available in the industry. In the investor's best interest, Alice Blue has decreased its brokerage to Rs.15 for intraday and F&O Trading, which is 25% lower than the top stockbrokers.

Non-POA Pledging of Shares

It is now possible to pledge shares without a POA in India with Alice Blue at the industry's lowest fees. Unlike other brokers that require the POA and wait until EOD for the OTP. New offerings like pledging of shares without POA are one of the chief drivers of Alice Blue’s customer growth.

Two-Sided Referral Program

It is a referral program initiated by Alice Blue. Here, a client gets to earn a 10% commission on the brokerage their referred customer pays for a LIFETIME!

To point out the benefits the referred customer would get are:

1. 10% cashback on brokerage for 30 days.
2. FREE Learning Courses.
3. Free lifetime equity delivery trades.
4. Single platform for Stocks, MFs, IPOs & Algo trading!

Digi Promo

DIGI Promo is a dedicated 'Share & Earn' App for all the Alice Blue clients who would like to promote amazing readily available content and generate referral/affiliate leads and create a passive revenue stream for themselves by just promoting insightful images, videos, and articles about their products and stock market in general on social media.

Collateral Margin Benefits

Collateral margin refers to the additional funds obtained for trading by the pledging of securities in your Demat account. The facility is not limited to equity, it can also be obtained against mutual funds, bonds, gold ETFs, and fixed deposits.

Collateral margins are used for trading futures, sell options, and also for intraday equity trading.

Chatbot

The chatbot is Alice Blue’s virtual assistant for anyone who’s visiting their website. It helps the user to navigate through their various products, services and answer FAQs in a conversational manner.

Alice Blue Partners

Alice Blue partners are members who are not directly associated with Alice Blue but help us in client acquisition and various other services throughout the country with some transactions. Alice Blue currently has more than 12000 Partners in 20+ cities across the country.

Some more of its other notable tools include margin calculator, brokerage calculator, pivot points, RMS live and trade link.

A few more unique services are available at Alice Blue, such as:

1. They offer 5 Times Margin on Equity Cash
2. Free API - which helps in saving around ₹3000/month
3. Free Mutual Funds and IPO Investment

Network

Completing its 15 years of operations in the year 2022, today Alice Blue has a Pan-India presence in 20 Major Cities with over 12000 Partners serving around 4 Lakh Happy Clients. They also provide a multilingual customer support service that is available to help the clients’ investment journey.

Achievements

A few notable highlights from their recent operations:

1. Alice Blue has maintained its reputation as India's 'Top 10 Customer-Preferred Financial Enabler.
2. Alice blue was awarded with ET leadership excellence award- North in 2022 in the category of Business Excellence in Stock Brokering.
3. Alice Blue achieved 8.5% YoY steady growth in female traders in the year 2021 and aimed to double this target by 2022 end.
4. Derivatives registered major growth in the first quarter of 2022, accounting 50% of total trade value and witnessed growth rate of over 60% over the same corresponding period of the previous year.
5. Alice Blue has healthy demand from young and traditional investors opting for IPOs as preferred Investment options.
6. By achieving year over year growth of 17% in trade volumes from newer customers, post-covid, Alice Blue experienced significant growth in futures and options trading. It also experienced a 11% YoY rise in intraday trade.
7. Demat user accounts registered a growth of 300% between 2018-19, 240% between 2019-2020 and 70 % between 2020-2021
8. Alice Blue witnessed double digit growth in Gold Trade in 2021.
9. Alice Blue was awarded the ‘Best Stock Broker for New Investors’ from the prestigious Times Group and as one of the “Top 3 contributors in Equity Derivatives” by NSE in 2021.
10. Contributed Rs. 50 lakhs in 2021 and 15 lakhs in 2020 to the PM Cares Fund to  help the government fight the COVID-19 outbreak in India.
11. Demat accounts registered a 240% increase, rising from 37773 in 2019 to 122094 in 2020.
12. Alice Blue was awarded as the “Gem of India” in 2013, “Best brokerage house” in Energy by MCX in 2018, and “Best Broking House South” in 2019.
13. In 2019-20, their year-on-year growth was ~275% in terms of UCC accounts, and the number of trades grew by an impressive 245% year-on-year.
14. Alice Blue added over 50 specialised trading apps to their App Marketplace Trade Store.
15. Alice Blue launched Live Courses and Webinars for the ‘Aspiring Investors’ program targeted towards first-time investors/traders to enable them in their journey into the stock market.
16. Their trading platforms have improved significantly over time to offer clients a smooth trading experience.
17. Innovations have been done in the areas of KYC, and they have implemented V 2.0 in PRO account activation and pledging of shares in MCX CCL.
18. Their Risk Management System is now more actively updating market-related information and is taking necessary steps to avoid short margin penalties.
19. Alice Blue is expanding its operations and has applied for an NBFC licence from RBI under the name of Alice Blue Capital Services Pvt Ltd.
20. Alice Blue has also incorporated Alice Blue Insurance Broking Private Ltd and registered Integrity Financial Services Partnership Firm.

Internal Promotion

1. Understanding the situation during Covid times, they donated ₹50 Lakhs to PM Cares Fund towards Covid Relief.
2. Their Customer Support team has achieved a 95% attending rate in Email Reverts, Inbound Calls, Tech Inquiries, Language-based Support, FAQs, & ChatBot support.
3. Their workforce has increased by 10%, and as business expansion, five additional branches have been formed.
4. Alice Blue has implemented Employee Gratuity Policy and provided Covid Medical Reimbursement of 10K for employees affected by Covid.
5. To make the working atmosphere fun and lively, they have organised various Employee Engagement activities like Indoor and Outdoor sports tournaments.
6. They believe recognition is more important than money, and they keep rewarding their employees with exciting gifts and recognitions from time to time.

This article "Alice Blue" is from Wikipedia. The list of its authors can be seen in its historical and/or the page Edithistory:Alice Blue. Articles copied from Draft Namespace on Wikipedia could be seen on the Draft Namespace of Wikipedia and not main one.

---