Axis Direct

Axis Direct

Type	Private
Industry	Stock Broker Financial Services
Founded	2011
Headquarters	Mumbai, Maharashtra, India
Key people	Arun Thukral, Managing Director & CEO Anand Shaha, Executive Director Amit Golia, General Manager
Products	Equity, Derivatives, Mutual Fund, SIP, ETFs, Tax Savings, Fixed Income, IPO
Revenue	₹5.62 billion (US$88 million)
Number of employees	2,100+
Parent	Axis Bank
Website	https://simplehai.axisdirect.in

Axis Direct is the flagship brand under Axis Securities Limited, a 100% subsidiary of Axis Bank that offers Retail Broking services and is involved in distribution of Bank’s financial products.^[1]

It has its registered office in Mumbai, India and employs over 2,100 people and operates across a network of 80+ branches in India. Axis Direct offers a range of investment products through various platforms like mobile app, web portal, installable exe and over call through advisors. Customers can open a single 3-in-1 account to invest in various investment products such as Equities, Derivatives, Mutual Funds, SIPs, IPOs, Bonds, NCDs, ETFs, Company Fixed Deposits etc.^[2]

History

In 2010, Axis Sales Limited acquired necessary approvals/registrations from the regulatory authorities including Securities and Exchange Board of India, National Stock Exchange of India Limited and Bombay Stock Exchange Limited for undertaking broking business on Stock Exchanges. With the inclusion of retail broking, the company was renamed as Axis Securities and Sales Limited w.e.f. April 5, 2010 and the company started its broking business under the brand name Axis Direct in Jan 2011.

Products and Services

Axis Direct provides a 3-in-1 Online Investment Account^[3] which is a combination of Axis Bank Savings and Demat Accounts along with Axis Direct's Trading Account. Resident Indian and NRI customers can open a single account to invest in any of the products and services mentioned below.

• Equities – Invest online in stocks of listed companies in leading bourses like BSE and NSE
• Mutual Funds – Offers online facility to invest in various Mutual Funds schemes including equity, hybrid, tax saving or debt schemes from leading Asset Management Companies
• SIPs – AxisDirect Offers online Systematic Investment Plan that allows automated investments periodically
• IPOs - AxisDirect allows customers to apply in the first sale of stocks by a company via Initial Public Offering (IPO)
• Derivatives – AxisDirect let's you hedge or speculate on the price movement of stocks or index through its derivative products viz. Futures and Options
• Bonds, NCDs & Corporate FDs – Axis Direct offers fixed income instruments online like Bonds, NCDs and Corporate FDs that typically provide superior returns as opposed to traditional fixed income products such as bank fixed deposits
• ETFs - Axis Direct offers its customer to invest in Exchange traded funds on stock exchange on a real time basis
• Various Value Added Services - Axis Direct offers Value Added Services that provides investing & trading ideas, along with financial tools & calculators, tax-solutions, will planning, robo advisor for mutual fund investment plan etc.

Trading Platforms

• Mobile App - The Mobile App from Axis Direct gives customers the access to quickly buy & sell, watch portfolio, track live markets & trade on the go. Axis Direct launched voice based trading though it’s Mobile App in December 2016 making it the first broking house in India to provide a touch free stock trading experience

^[4]* Web Portal - Axis Direct offers a Web Portal that is compatible on all devices like smartphone, tablet and desktop

• Direct Trade – Direct Trade is an exe based trading platform that’s designed for frequent traders
• Call & Trade - Axis Direct provides the customers with a call and trade service, which is a telephonic service to place their trades using their T-codes
• Relationship Manager Services – Axis Direct offers relationship managers for handling customers with big investment portfolios or active traders

Product Launches & Timelines

2011
Equity & Derivative products were introduced in the year 2011 for the retail broking business for Axis Direct.

2012
Expanding the offering from Equity & Derivative products, Mutual Fund & Systematic Investment Plan (SIP) in Equity & Mutual Fund were introduced in 2012.

2013
Introduced Mobile App. The mobile app allowed customers to track markets, monitor portfolio, view research ideas and invest on the go. Axis Direct also launched its Lite Trading Website in 2013.

2014
Axis Direct launched its advanced trading platform in 2014.

2015
Axis Direct introduced the ‘Cover Order’ in 2015 that provides customers with cover for their trades. In the same year Axis Direct also launched a new mobile application.

2016
Axis Direct revamped its web portal and mobile application in 2016. They also launched ‘ExpressInvest’, a service which allows non-Axis Direct customers to open an account and invest in Mutual Fund schemes.

2017
AxisDirect introduced Wise Advisor (ROBO), an automated tool where the customer can provide personal details and accordingly the system will suggest a comprehensive Mutual Fund investment plan.

Awards & Recognition

2013
D&B Equity Broking Awards 2013 - Fastest Growing Equity Broking House (Mid - size firms)

2014
D&B Equity Broking Awards 2014 - Best Growing Equity Broking House (Retail)

2015

• D&B Equity Broking Awards 2015 - Best Growing Equity Broking House (Retail)^[5]
• DMA Asia ECHO Awards (Bronze) 2015- Effectiveness in Financial Products and Services

2016

• Zee Business Market Excellence Award 2016 - Best Equity Research - Technical
• DMA India Awards (Gold) 2016– Marketing Innovation Award^[6]
• DMA International ECHO Awards (Gold) 2016 - Best Use of Email Marketing^[7]
• DMA Asia ECHO Awards (Gold) 2016 - Effectiveness in Financial Products and Services^[8]

2017

• BSE Commodity Equity Outlook Award 2017 - Top Equity Broker of the Year^[9]

References and notes

External links

• Official Website