Making CX Sahi and Asaan: How ZFunds Is Redefining Customer Experience in Wealthtech
In a world driven by digital solutions, customer experience (CX) is no longer just a buzzword. It is a core business driver—especially in financial services. As the fintech industry continues to evolve rapidly, the role of CX becomes even more central. Today, customers expect more than just smooth transactions. They want meaningful communication, instant support, and user-centric design.
ZFunds, founded in 2019 by Manish Kothari and Vidhi Tuteja, is one such company that understands this deeply. On a mission to make mutual funds Sahi (Right) and Asaan (Easy) for India, ZFunds has reimagined how financial services can be delivered in underserved markets. The company is rooted in the belief that technology must empower human-to-human interaction, not replace it.
The fintech firm currently boasts 10,000+ micro-entrepreneurs, who help more than 60,000 customers across 600 towns and cities manage and grow their money. With a total Assets Under Management (AUM) of ₹1,000 crore, ZFunds has grown into a trustworthy platform for customers who are often hesitant or unfamiliar with traditional digital tools.
CX as the Foundation of Fintech Success
Vidhi Tuteja, Co-Founder and Chief Product Officer, brings unmatched insight into how CX drives loyalty and trust in fintech. Her journey spans eight years across major startups such as Zomato, Policybazaar, and Healthkart. She also played a critical role in taking Paisabazaar’s investment platform to second position in India at the time.
With this experience, Vidhi understands what makes or breaks customer engagement. Her approach to CX is pragmatic, insightful, and rooted in empathy. According to her:
*“While building ZFunds, we observed a gap in how most apps optimise for visual appeal and animations. However, the visual appeal often came at the cost of ease of navigation and usability.
This insight shaped our design philosophy: function over flash.
One of the biggest CX priorities in the wealthtech domain is real-time communication. When someone is investing their hard-earned money, they need instant clarity and reassurance, whether it is about transactions, portfolio status, or compliance updates. We have ensured they get instant responses and updates when they need them most.
We also believe that when it comes to investments, investors want advice on top of great tech. Our CX ensures a seamless experience via app and their distributor.”
— Vidhi Tuteja, Chief Product Officer & Co-Founder, ZFunds
Why Real-Time Communication Matters
When it comes to wealthtech, trust is non-negotiable. Customers don’t just interact with an app—they trust it with their financial goals. Therefore, timely communication plays a pivotal role.
Unlike e-commerce or social media apps, wealthtech platforms deal with personal investments. Any lag in communication can create anxiety or confusion. ZFunds recognised this early on and prioritised real-time updates and human support over flashy animations or overly complex interfaces.
This choice reflects a clear understanding of its target users, many of whom are first-time investors or digital refusers. These users often need guidance rather than automation. Hence, ZFunds delivers value by blending technology with human expertise at scale.
CX Strategies That Deliver
Several strategies have made ZFunds’ CX stand out in the competitive fintech landscape:
- Simplicity in Design
Every element in the ZFunds app prioritises ease of use. Users can find what they need without navigating confusing menus. - Real-Time Help
Whether it’s about a transaction or a query, ZFunds offers instant answers and resolution. This builds trust and reduces drop-offs. - Human Support Backed by Tech
The app is just one part of the customer journey. Local micro-entrepreneurs offer advice and guidance, backed by a strong tech infrastructure. - Localised Distribution
With presence in 600+ cities, ZFunds goes beyond Tier-I markets. This ensures access to financial literacy and investment tools across demographics. - Personalised Advice
Unlike platforms that offer one-size-fits-all solutions, ZFunds ensures advice is tailored to each customer’s needs, thanks to their on-ground advisors.
Backed by Strategic Investment
In December 2024, ZFunds secured ₹25 crore in seed funding from Elevation Capital and PB Fintech’s Co-Founder and Chairman Yashish Dahiya. This funding has allowed the firm to improve its technological infrastructure and expand its distribution even further.
The investment underlines the confidence that seasoned industry leaders have in ZFunds’ unique business model and CX-led growth strategy.
Looking Ahead: The Future of CX in Wealthtech
The road ahead for ZFunds is promising. With a growing customer base and strong backing, it plans to deepen its technological capabilities while staying true to its human-first approach.
As Vidhi Tuteja rightly pointed out, CX isn’t about fancy animations. It’s about ensuring that customers feel understood, supported, and confident at every step of their financial journey.
In the coming years, more fintech firms will likely adopt this balanced CX model—one that combines digital efficiency with empathetic human interaction. ZFunds is not just leading that shift. It’s setting new benchmarks.
About ZFunds
Founded in 2019, ZFunds is a fintech platform committed to making mutual funds and other financial products Sahi (Right) and Asaan (Easy) for India’s underpenetrated markets. With a dual-platform model, the company supports thousands of local entrepreneurs who, in turn, serve tens of thousands of customers. ZFunds operates on the belief that CX-led innovation, powered by tech-enabled human touch, is the future of financial services in India.
Key CX Takeaway:
In financial services, customers need clarity and confidence more than visual appeal. ZFunds wins trust by putting function, empathy, and accessibility at the heart of its CX.
