Please Provide monthly/yearly Brokerage Subscriptions for users
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this would be game changer for many users! however they’re not planning to introduce such thing atleast for now.
The most awaited thing on Dhan. Earlier they were really close to launch such thing as noticed in few webinars & channel partners but now i don’t know why they are not active for such innovative & game changer thing. They will also get benefited in the long run by introducing such plans.
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Hi @Varsha777 @Surendra_Singh1 @magicpoison, our focus has always been on delivering value through product and experience, rather than competing purely on pricing. Subscription-only or free models form a very small part of the industry today, and our approach aligns with broader industry benchmarks.
We believe it’s more important to build a strong, reliable product and a sustainable business that can continue investing in technology and customer experience over the long term.
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So you mean to say that a subscription-based model wouldn’t be able to do the things you mentioned in your reply. You are underestimating the scale and potential of subscription-based models. They can sustain themselves long-term, even more effectively than brokerage-only models that may last just a few months or years. A subscription model can scale on a regular basis and generate consistent, long-term income.
If brokerage fees were the primary factor driving user loyalty, then Finvasia (now Shoonya) would have been at the top of the leaderboard. They offered zero brokerage for over a decade, only recently introducing a nominal fee.
The fact that they were never anywhere near the top leaders in terms of user base suggests there’s another factor influencing user loyalty—one that isn’t always visible from the user’s side and perhaps only CEOs or leadership teams have the perspective to fully recognize and anticipate.
Yes, @Varsha777 I am a fan of subscription models. However, it does n’t work for business models like ours.
I suppose majority of revenue comes from < 10% of traders, the ones who trade actively, those who will also form the subset of users that might consider subsidized subscriptions. I dont think it makes business sense for Dhan to do a subscription model, especially when that is not the industry standard.
Its bit distributed in our case @VijayNair since most of our users on Dhan are power traders.
Yes, you are right but, on most platforms there is a trader to investor ratio anywhere from 10% to 20% to its active clients, so revenues are very concentrated. So they choose to diversify via AMC charges, Delivery for Equity, % brokerage on MTF, etc. For Dhan, even if we decide to charge these additional fees, it doesn’t meaningfully add up, so we keep it mostly for free or covering costs while on brokerage we match industry standard of INR 20.
Noted @PravinJ I was thinking there would still only be a small subset of users on Dhan that trade high enough (20-30+ trades every day) - who would be the ones to take brokerage subscriptions. Perhaps the revenue from this subset of users would be 80%+