For Trackk, attracting young investors begins with making finance a subject they want to engage with. The stockbroking platform is using humour, Internet culture and a Gen Z-focused content strategy to make investing more accessible for a generation it believes has been underserved by traditional financial platforms. “We feel that this behaviour needs to be balanced in the right fashion, not changed. Investing should be part of Gen Z lifestyle,” says Siddharth Thakkar, Co-founder and Chief Growth Officer, Trackk.
Thakkar believes younger consumers are more drawn to experiences and short-term gratification, leaving investing outside their immediate priorities. Having built a platform around a generation they identify with, Trackk aims to make financial participation a more natural part of their lives. The approach is reflected in campaigns such as ‘Not Your Daddy's Investment Platform’, which uses a distinctly Internet-native voice to stand out in a category often associated with complex terminology and conventional communication. According to Thakkar, the aim is to make the message more consumable without compromising on utility. “The core fundamental of actually giving value never changes in any of the communications we do,” he says, adding that Trackk's differentiation lies in its approach and format rather than the value it offers.
Building a Gen Z-first platform
Trackk is positioning itself around the needs of first-time investors, from understanding why investing early matters to discovering stocks and making their first investment. Thakkar says existing platforms have largely catered to users who already know how to transact, while Trackk wants to address the discovery and learning stages of the investing journey.
Instagram, being central to this strategy, has emerged as one of Trackk's major user acquisition channels, supported by a content strategy designed around relatability. The company also measures campaign effectiveness through regular customer conversations rather than relying solely on conventional engagement metrics. “At Trackk, every person talks to customers or listens to recordings of at least 50 to 60 hours of customer calls,” Thakkar says. Understanding whether the message has landed and whether it translates into activity on the platform matters more to the company than virality alone. “Virality at the cost of the brand is not something that we usually go for,” he adds.
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AI, awareness and the road ahead
AI is already embedded across Trackk's workflows, with Thakkar saying it has significantly expanded the company's operational capabilities. However, he remains cautious about using AI-generated films and videos for consumer-facing campaigns until the technology can deliver more realistic results. For now, the focus remains on building awareness through Instagram, long-form YouTube content and offline college activations. The company is also exploring ways to help users understand how real-world developments affect stocks and exchange-traded funds (ETFs) through its Opinion feature, which connects users' responses to questions with potentially affected financial instruments.
On financial education, Thakkar believes young people should gain exposure to investing early, while understanding the importance of a measured approach. He says Trackk does not promote aggressive futures and options trading, instead stresses on a better understanding of asset classes and long-term investing.
Trackk's immediate target is to acquire one million accounts from an estimated addressable market of five crore people without demat accounts across its focus segments. Thakkar says the platform had approximately 15,000 accounts at the time of the interview, with an ambition to close the year at 50,000. The long-term ambition is considerably large. “The vision is obviously to be the biggest stockbroking company,” he says, adding that Trackk hopes to challenge established players such as Groww within the next couple of years.
For the company, the challenge will be to turn a relatable brand voice into sustained participation, helping young consumers move from discovering finance online to making more informed investment decisions.
