AMFI partners with Mirum India and WebEngage to boost investor engagement

Association of Mutual Funds in India, Mirum India, WebEngage

The Association of Mutual Funds in India (AMFI) has partnered with Mirum India and WebEngage to improve its iconic ‘Mutual Funds Sahi Hai’ campaign using innovative MarTech technologies.

For the past seven years, AMFI has effectively spearheaded the ‘Mutual Funds Sahi Hai’ programme, a cornerstone of investor education, under the supervision of SEBI. Mirum India has been involved in the campaign since its inception. Building on the success of this campaign, AMFI plans to expand its investor education programmes by employing MarTech more extensively; WebEngage will collaborate with Mirum to encourage more effective customer engagement, further achieving the campaign’s goals.

AMFI sponsored an RFP process to prioritise MarTech for future efforts, which resulted in a collaboration between Mirum India and WebEngage. This collaboration, which leverages the strength of WebEngage’s powerful platform and Mirum’s specialised knowledge, is poised to greatly improve investor engagement and propel the effort to new heights.

Commenting on the collaboration, Venkat Chalasani, Chief Executive AMFI, said, “It is time to take the ‘Mutual funds Sahi Hai’ campaign to new heights and enable personalized communication with our current and potential investors. We are set to embark on this new chapter of our journey with Mirum and WebEngage. As we encompass CRM-driven initiatives in our campaign, their expertise in MarTech will be instrumental in deepening our engagement and fostering financial literacy.”

Emphasizing the strong partnership, Mihir Karkare, Managing Director, Mirum India, added, “We are excited to continue our growth journey with AMFI, a pioneering force in investor education. Together with WebEngage, we are committed to leveraging their robust platform with our expertise in delivering MarTech projects to amplify AMFI’s outreach and drive impactful engagement across digital touchpoints.”

Highlighting the synergy of the collaboration, Avlesh Singh, Co-Founder and CEO, WebEngage, said, “We are thrilled to embark on the journey alongside AMFI and Mirum India to increase financial awareness for India. By leveraging WebEngage‘s robust platform and Mirum India’s specialized expertise, we are poised to deliver a fresh, nuanced approach through innovative MarTech solutions.”

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