PhonePe Invest, the stock broking and wealth platform of Bengaluru-based PhonePe, added 50% more new customers in October 2026, the company said on 2 November 2026. Platform registrations rose 80% over its earlier baseline in the first month after PhonePe rebranded its broking app Share.Market as PhonePe Invest and launched a Portfolio Optimiser tool.
The numbers give an early read on whether PhonePe’s payments reach can pull everyday UPI users into equity investing. The company had rebranded Indus Appstore as PhonePe Appstore in the same month, part of a wider move to bring all its businesses under one brand.
What Changed When Share.Market Became PhonePe Invest
PhonePe renamed Share.Market on 20 October 2026 and placed it under the PhonePe brand alongside its payments, lending and insurance services. Existing users kept their demat holdings, balances, watchlists, order history and login details, and brokerage plans and annual maintenance charges were left unchanged, according to the company.
The platform, run by PhonePe Wealth Broking Private Limited and launched in August 2023, offers stocks, ETFs, IPOs, mutual funds and futures and options. Rahul Chari, Founder and Chief Product and Technology Officer, PhonePe, said at the time that the company wants to make investing as simple for Indians as it made payments.
How the Portfolio Optimiser Works
The new Portfolio Optimiser brings three functions into one screen:
- Build: guides first-time investors through putting a portfolio together.
- Review: lets users import holdings from all their demat accounts, including those with other brokers, and see asset allocation, sector exposure and concentration risk in one place at no cost.
- Optimise: offers one-click suggestions to swap lower-rated stocks for better-rated ones, based on research-backed Hold, Monitor or Sell ratings.
The tool sits in the dedicated PhonePe Invest app, with simpler entry points inside the main PhonePe app, which gives it access to the company’s very large UPI user base.
What PhonePe Invest’s Leadership Said
Vijay Ajmera, Head of Business, PhonePe Invest, said the company was encouraged by the early traction and that the growth in new customers showed room for an investing experience “that goes beyond enabling transactions”. He said the next phase of investing is about helping people understand, evaluate and manage their investments, and that PhonePe would keep adding features for retail investors.
Ajmera took charge of the broking business in May 2026 after the exit of its earlier head, Ujjwal Jain.
Why It Matters for India’s Wealthtech Race
Discount brokers are competing hard for India’s next wave of retail investors. Zerodha has been cutting its dependence on broking revenue, while Groww, Zerodha and Angel One have opened US stock investing through GIFT City. PhonePe’s bet is that free portfolio analytics across all demat accounts, offered to users who already pay with its app, can win share without a price war. The push also comes as the company moves closer to its own IPO.
Key Takeaways
- PhonePe Invest’s new customer additions rose 50% and registrations 80% in October 2026.
- The growth followed the 20 October rebrand of Share.Market as PhonePe Invest.
- Its free Portfolio Optimiser reviews holdings across every demat account a user has.
Frequently Asked Questions
What is PhonePe Invest?
PhonePe Invest is PhonePe’s stock broking and wealth platform, formerly called Share.Market, offering stocks, ETFs, IPOs, mutual funds and F&O.
Do Share.Market users need to open a new account?
No. PhonePe said existing users keep their demat holdings, balances, watchlists, order history and login credentials, and fees are unchanged.
Is the Portfolio Optimiser free?
Yes. PhonePe says users can import holdings from all demat accounts and view portfolio health, allocation and concentration risk at zero cost.
Source: PhonePe company statement, 2 November 2026 (PTI). Featured image: PhonePe app on a smartphone. Photo: Moneycontrol.
