Nippon India Mutual Fund (NIMF) has announced an expansion of its strategic partnership with Adobe to advance its digital transformation initiatives. The collaboration is set to further enhance NIMF’s investor engagement by building a more personalised and seamless digital experience across its website and mobile app.
As part of this initiative, NIMF will implement Adobe Experience Manager (AEM) Sites and Assets—industry-leading tools powered by generative AI. These applications will support the development of a persona-driven, e-commerce-style experience, delivering dynamic and targeted content across digital channels.
NIMF aims to reduce website bounce rates, significantly boost conversions, and offer a consistent omnichannel presence through these upgrades. AEM Sites will help design, manage, and deliver customised content, while AEM Assets will streamline digital asset workflows, improve brand consistency, and accelerate time to market.
"At Nippon India Mutual Fund, we are dedicated to harnessing digital innovations to enhance investor experiences," said Arpanarghya Saha, Chief Digital Officer, Nippon India Mutual Fund. "With investors’ engagement accelerating on digital channels, our aim is to strengthen our digital ecosystem. Adobe has been our trusted partner for many years. As we grow our partnership, the digital applications will empower our teams to create and deliver more personalised experiences for our investors and enable seamless interactions.”
NIMF has previously utilised Adobe Campaign, Adobe Analytics, and Adobe Target for over five years, reporting a 90% increase in email open rates and a 150% rise in click-through rates for targeted investor communications.
"As financial literacy rises in India and more investors enter the equity market, asset management companies are embracing digital-first strategies to stay ahead”, said Venu Juvvala, Head of Digital Experience Business at Adobe India. “NIMF’s adoption of Adobe’s enterprise applications marks a significant step toward Customer Experience Orchestration—our evolved approach to customer experience management that unifies real-time data, content, and generative AI. We are committed to support NIMF in delivering personalised experiences at scale and orchestrating seamless journeys across every touchpoint in India's growing mutual fund industry.”
This strengthened collaboration underscores the increasing importance of digital agility and personalisation in the rapidly evolving Indian investment landscape.
