Full-Service Brokers See Exodus of Clients to Discount Players

Rise of Discount Brokerages in India

Source and Citation: News article published by ET Bureau on January 12, 2024

Analysis of this news for a layman

The article covers major changes underway in India’s stock broking sector as new age financial technology players aggressively expand market share. It reports over 30 million new Demat accounts opened in 2023 amid a retail investment boom. However, the traditional big-name full-service brokers actually saw a decline in their client numbers.

Instead, low-cost discount brokerage startups like Zerodha, Groww, and Upstox maintaining zero minimum balance or annual account charges became the biggest beneficiaries – on-boarding millions of new young investors. Their fully digital, app-based platforms focusing on ease of trading saw mass adoption.

As per National Stock Exchange data, Groww has become numero uno in terms of the active client base – at 7.6 million users. The shift signals Indian investors’ embrace of cheaper, convenient solutions over traditional brokerages charging higher fees and providing relationship manager access. However, the average revenue per client still remains higher for traditional players.

Full-Service Brokers See Exodus of Clients to Discount Players

Analysis for Retail Investors

For retail stock investors themselves, the proliferation of discount brokers expands service access by reducing entry barriers that prevailed historically like high account opening charges, brokerage rates, etc.

Cut-throat competition in broking also allows negotiating better pricing from service providers. Focus has shifted from blindly choosing reputed traditional names to comparing fee structures across brokers before opening a Demat account.

But investors must balance cost against service quality on research reports, trade execution, grievance redressal, etc while selecting. Ultra-cheap brokers may compromise on core offerings.

Regulatory specifics like insurance cover on deposits also require checking. For sophisticated traders, full-service broker relationships still carry value. But mobile-first discount platforms seem poised to continue dominating basic executions for the mass market.

Impact on Industries

The brokerage industry trends highlighted profoundly impact two interconnected industries:

Banking & Financial services – Incumbent banks and large NBFCs face risks of losing proprietary channel access to emerging retail and HNI investor categories. Stockbroking arms of leading banks like ICICI Securities, HDFC Securities losing market share signals possible customer erosion ahead in other segments like savings accounts, credit cards, etc also to digital challengers.

Fintech sector – The surge of new-age investing platforms like Groww, INDWealth underline the asset-light operating models of digital disruptors enjoying higher tech scalability. Their likely expansion into adjacent offerings like digital banking, personal finance makes them competitive threats for traditional financial services beyond just the broking vertical initially.

Additionally, the broking landscape shift also benefits:

  • Digital marketing – Record surge in Demat accounts, trading turnover drives higher ad spend from brokerage services firms targeting conversions.

Overall, the news signifies rapidly evolving consumer preferences towards nimble fintech solutions – posing risks of disintermediation for old economy financial players. Proactively participating in the digital ecosystem is vital to stay relevant.

Long Term Benefits & Negatives

Positives from the rise of discount broking platforms:

  • Financial inclusion catalyzed as more Indians access capital markets by reducing entry barriers historically.
  • Enhanced retail participation aids market stability long term via a balanced investor base beyond institutions.
  • Fosters risk-taking appetite and financial literacy improvement.


  • Loss of personalized advisory services from full-service brokers leaves retail investors prone to speculation.
  • Less human interface amplifies risks from tech glitches causing trade execution issues.
  • Ultra-low-cost focus by some discount players affects regulatory oversight efficacy.

Overall increased democratization is seen positively but balanced evolution is needed. As investors mature, a return to paying for value-added research/advice services can emerge while enjoying the cost efficiency of today’s discount channels. Responsible advice is vital.

Short Term Benefits & Negatives

The broker market share shifts immediately produce some opportunities and concerns:


  • Discount broking space witnesses continued strong investor acquisition growth, benefiting frontrunners.
  • Creates an incentive for full-service brokers to upgrade digital presence to retain customers.


  • Risk of unsustainable fee/promotional wars harming industry viability.
  • Sudden exit by early-stage brokers due to cash burn may affect clients and systemic stability.
  • Mis-selling risks mount in the rush to capitalize on the ongoing market frenzy amid limited regulation.

While increased options for consumers seem unequivocally positive, avoiding reckless competition is pivotal to prevent issues seen historically in India’s banking space with loan waivers or free credit cards misused by some players. Measured innovations that do not compromise stability are needed.

Companies Impacted by Client Shift to Discount Brokers

Indian Companies Likely to Gain:

  • Discount Brokerage Firms (Groww, Zerodha, Angel One): With a combined market share of 56%, these companies are the key beneficiaries of the client exodus from traditional brokers. Continued client acquisition and market share growth can boost their valuations and financial performance.
  • Fintech Firms Offering Investment Solutions: Companies like Paytm Money, Upstox, 5paisa, and Axiory India could capture some of the market share vacated by traditional brokers by offering innovative and user-friendly investment platforms.
  • Banks with Strong Digital Platforms: Banks like HDFC Bank and ICICI Bank with robust online banking and investment platforms stand to gain as some clients might shift their accounts to access bundled banking and investment services.

Indian Companies Likely to Lose:

  • Traditional Full-Service Brokerage Firms (ICICI Securities, HDFC Securities, Axis Securities, Sharekhan, IIFL Securities, Nuvama, Geojit): Declining client bases and market share might lead to lower trading volumes and revenue. Continued struggles to compete effectively with discount brokers could further erode investor confidence and impact their stock prices.
  • Financial Advisors Reliant on High-Touch Services: With the rise of self-directed investors using low-cost platforms, advisors focusing on traditional, commission-based models might need to adapt their services and fee structures to stay competitive.

Global Companies with Potential Upsides:

  • Global Technology Providers for Financial Services: Increased demand for digital investment platforms and online trading tools could benefit companies like TradingView, Interactive Brokers, and Broadridge Financial Solutions.
  • Global Asset Management Firms with Retail Focus: Companies like BlackRock and Vanguard offering index funds and ETFs through discount platforms might reach a broader retail investor base in India.

Global Companies with Potential Downsides:

  • Global Investment Banks Focused on Traditional Brokerage Services: The trend towards discount brokerage and self-directed investing could potentially reduce revenue from traditional brokerage services offered by global investment banks in India.

Market Sentiment:

Overall, the news is likely to be positive for discount brokerage firms and fintech companies offering innovative investment solutions. Traditional full-service brokers, however, face headwinds and need to adapt their strategies to remain competitive. Global companies operating in the Indian financial services market will need to assess the long-term impact of this trend and adjust their offerings accordingly.

Remember, this is an analysis based on the provided information. The actual impact on individual companies and the market may vary depending on future developments and investor reactions.

error: Content is protected !!
Scroll to Top

Subscribe to Profitnama to access all articles, explanations, stock analysis
Already a member? Sign In Here