Full account opening in 4 minutes. Religare Broking's onboarding, rebuilt.
32 min read
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Posted on Jun 26, 2026
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Website
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High CPL with low onboarding conversion means every acquisition compounds in cost. Religare's funnel needed the onboarding to convert leads without agent intervention to make the economics work.
“ Most completions were agent-assisted. Drop-offs at KYC and verification meant a significant share of acquired leads never activated, compounding CAC. ”
The redesign was built to shift that equation: higher DIY completion, reduced CAC, lower agent dependency, and a measurement framework to track conversion at every step.
What this delivered
Full account opening in 4 minutes on average. Ahead of the 4:40 category benchmark.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
Token-based design system across four breakpoints. Light and dark themes from launch.
Feature flag support: onboarding experiments without new engineering cycles.
Full account opening in 4 minutes on average. Ahead of the 4:40 category benchmark.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
The acquisition spend reaches a flow built to convert it.
Token-based design system across four breakpoints. Light and dark themes from launch.
Feature flag support: onboarding experiments without new engineering cycles.
Redesigning onboarding for a market that wouldn't slow down.
The Indian broking market had moved fast. The category's fastest onboarding now completes in 4 minutes 40 seconds.
Religare's new onboarding had to match that bar, carry the full weight of India's broking compliance, and work for everyone from a first-time investor to an experienced trader, across Android and iOS.
BROKING APPS STUDIED
26
REAL USERS TESTED
16+
FULL ACCOUNT OPENING NOW IS IN UNDER
4 min
TOTAL SCREENS DESIGNED
874+
Understanding where investors stopped and why.
We mapped 26 broking apps and studied nine in full. Every onboarding journey recorded on iOS and Android. Every step timed.
The research produced a comparison file Religare's own product, sales, and engineering teams began using independently, in meetings we weren't in.
We tested 16 real users on the existing flow. They came in ready to open an account and stalled. Not from hesitation. From friction.
Complete research
The emotional arc
From the user research testing, we have gathered:
Sign-in
Confident, ready
Verification
Uncertain, cautious
Information
Wary, questioning
Bank details
Frustrated or stalled
Defining success before designing solutions.
Every function that touches the onboarding was in the same room: CTO, SVPs across digital and product strategy, product and engineering leads, sales, and the CEO's office.
One success metric wasn't enough. The team agreed on five: Transactions, Advocacy and Referrals, LTV, Trust, and Customer Experience.
Every design decision in the project ties back to them.
Workshop exercises
North star framework
Five metrics agreed by the leadership team before design began. Every design decision ties back to these.
01
Transactions
Every friction removed is a transaction gained.
02
Advocacy and Referrals
A better start builds customers who refer.
03
Life Time Value (LTV)
Better first experience, longer relationship.
04
Trust
Users stalled at verification, not the intent.
How we built this.
CX research, workshop facilitation, UX design, design systems, and developer handoff. End to end.
Working on something like this?
This is what a full CX engagement looks like. Research, strategy, design, and build. Working on something similar? Let's talk.
Exploring what the next version of the brand could become.
Religare gave us room to explore beyond their existing brand.
Four concepts went up in parallel: Flat Modern Clean, Vibrant Material You, Bento Grid with Muted Pastels, and Liquid Glass with Morphing UI. Each shown on non-onboarding surfaces so the team evaluated the design language as a whole, not a single flow.
Seven colours in the first round. Two in the second: Violet and Teal.
User flow & wireframes
Exploring what the next version of the brand could become.
Four sprints. Every state of the onboarding, designed.Four sprints. Every state of the onboarding, designed.
Four sprints. Every state of the onboarding, designed.Four sprints. Every state of the onboarding, designed.Four sprints. Every state of the onboarding, designed.Four sprints. Every state of the onboarding, designed.
Four sprints. Every state of the onboarding, designed.Four sprints. Every state of the onboarding, designed.
Designing every path, state, and edge case.
Four sprints. Every state of the onboarding, designed. Four sprints. Every state of the onboarding, designed. Four sprints. Every state of the onboarding, designed.
Four sprints. Every state of the onboarding, designed.
“ 874 screens. Every edge case, every error state, every
decision point. ”
Previous vs New design
Building a system designed to outlive the project.
Every screen was given a structured unique name. No ambiguity when the development team picked up the work.
Developer grooming walked through every decision, token, usage rule, and how to work within the design system.
Developer grooming walked through every decision, token, usage rule, and how to work within the design system.
Complete design system
Making every decision clear enough to build with confidence.
Every screen was given a structured unique name. No ambiguity when the development team picked up the work.
Every screen was given a structured unique name. No ambiguity when the development team picked up the work.
Every screen was given a structured unique name. No ambiguity when the development team picked up the work.
Religare Broking onboarding redesign
The onboarding redesign is the first phase of a complete Religare Leap rebuild. Research, alignment, flows, wireframes, design direction, 874 screens, and a handoff that travels. The system is in place. The measure is set. What comes next builds on this foundation.
Outcome statements
For marketing stakeholders
Full account opening in 4 minutes on average, ahead of the 4:40 category benchmark.
For CTO/CPO
Context-based targeting, different variants by user, device, or segment.
Key numbers
874
Screens across four sprints, final UI output.
4 min
Full account opening, target average, redesigned flow.
Project
Website
Category
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