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Having been operational for over two decades, Angel Broking, which now goes by Angel One, has been witness to a number of changes within the Indian stock markets. As the markets evolved, however, so too did those that interacted with it in the form of investors and traders. Angel One played a key role in empowering these players such that they were each adequately able to navigate the markets with ease and efficiency.

Evolving Clientele

Although the company began as a brokerage provider, its service offerings evolved with the times. Initially, the biggest gaps within the markets were access and education. Investors and traders that originally traversed Indian markets tended to be experienced and had a level of expertise acquired by formal education in the markets. More often than not, they tended to be affluent. Angel One, however, helped mend the gap that lay in the market by providing the masses with the knowledge needed to successfully navigate the markets. What made this information available via Angel Academy stand out was the fact that it was disseminated via a number of platforms ranging from blog posts and video guides to podcasts in different regional languages. Furthermore, this information catered to all regardless of the amount of experience they had – or lacked – in the markets.

The New Brand

Owing to the new clientele that Angel One has amassed, there is a need to stay relevant. This new breed of investors has a youthful vibe with a more experimental attitude towards their investments. The name Angel One evokes the dynamic and contemporary nature of the brand that seeks to empower its new audience. By incorporating a seamless brand architecture that encompasses the current offerings along with future business extensions, transitioning from Angel Broking to Angel One seemed the logical next step.

The new logo that has been incorporated retains some of the original aspects of its design while incorporating a fresh, young vibe. The modern typeface and vibrant orange color adds a playful flair to the design which is anticipated to appeal to the company’s main audience i.e., Gen Z and Millennial clientele.  

Bigger, Bolder and Broader Offerings

The name Angel One was selected owing to the fact that it fused well with the brand’s legacy while keeping in mind its ambitions for the future. It also helps fortify the company’s strength as it transitions from solely being understood to be a broking house to a company that has a broader set of offerings. The basic premise that follows is Angel One’s desire to be viewed as a one-stop solution provider to varied financial needs that Indian consumers might have. These may range from mutual funds and insurance to loans among others.

Innovative offerings in the realm of stock markets include but aren’t limited to ARQ Prime, SmartAPI, Smart Money and a Knowledge Center.

• ARQ prime operates by recommending clients stocks that make for viable investments i.e., those that are growth stocks, value stocks, high-momentum stocks and value stocks
• SmartAPI allows for rule based trading to be made available to the masses by offering clients the ability to use plug-n-play functionalities such that they can create their own trading platforms
• Smart Money provides users with comprehensive resources pertaining to the financial markets that are split into a number of modules that cater to a diverse demographic of users
• Angel One’s Knowledge Center allows for clients to be empowered with resources such that they can better navigate the markets with ease. Special areas of focus range from mutual funds and IPOs to taxes among others

Each step that Angel One takes is taken keeping in mind the requirements that clients might have with an aim to satisfy each of them. As a brand, Angel One seeks to go above and beyond for its clients such that they need not look elsewhere in order to address their financial needs.