IIFL Securities Ltd, one of India’s largest broking and advisory firms today said its investing app IIFL Markets’, used by 7 million investors has become India’s highest rated investing app with 4.4 rating on Google Playstore.

IIFL Securities, known for its technological disruptions in the broking industry with multiple innovations like Web trading platform and Advisor Anytime Anywhere (AAA) tablet office platform for partners, was also one of the earliest to introduce mobile app for its customers in 2015. IIFL Markets is also one of the most used investing apps.

The app’s ratings have recently been boosted, helped by performance enhancements, improved login and transactions facilities over the last 4 months. Also, during a time when most broking apps have reported outages and crashes, IIFL Markets has minimised such instances with improved user Interface and 24*7 management of the system through a dedicated team of over 100 technology professionals.

NK Purohit, Chief Digital Officer at IIFL Securities said, “While we didn’t compromise on adding new features, we have and are working continuously on simplifying customer journeys, quick login – logout not just with fingerprint, but pattern (support for older devices), pin, and face recognition.”

“System stability is also a major contributor to improved ratings.”

IIFL Markets said, in a sea of super simple and stripped-down apps, our feature rich app launched in 2015 is shaping up for the new generation of users while staying true to the feature rich roots.

IIFL Securities said the improved performance of the app has not only resulted in increased rating but also activation rates.

IIFL Securities, which is on an accelerated digital transformation journey, has made some key hirings including CEO, CDO and over 200 digital transformation specialists and aims to add over 10 million customers over the next three years primarily through digital mode.

IIFL Securities has over 2.3 million retail customers, over 500 institutional clients and is the No. 1 banker for Equity IPO over 2018-2020 period. It is also one of the pioneers in bringing technology-led innovations in the broking industry in India.