Digital platforms bring transparency and standardisation: Puneet Gupta, Nuvama Wealth

Globally, there is a strong rhetoric that the next decade belongs to India. With a surge in the affluent population expected, the wealth management industry is poised for massive growth. For financial institutions, this moment is both a challenge and an opportunity to meet the growing aspirations of India’s new-age investors while navigating a highly regulated industry.

In an exclusive conversation with Pitch Brand Talk, Puneet Gupta, Senior Executive Vice President and Business Head for Digital Business and Marketing at Nuvama Wealth, spoke about how technology, AI, and customer-centric innovation are reshaping financial services in India.

AI at the Core of Wealth Management

Wealth management is inherently complex; no two individuals have the same risk appetite or financial goals. “Even if two people work at the same place and earn the same income, their investment needs are completely different. Our promise at Nuvama is to give deep customisation, and AI helps us achieve that at scale,” said Gupta.

With over 1,500 relationship managers (RMs) across the country, ensuring standardisation of advice is a massive challenge. AI bridges this gap by powering tools like Noai, an internal platform where RMs can practice their investment pitches with AI, receive a performance score, and refine their approach before meeting clients. This not only improves consistency but also enhances customer confidence and experience.

At the same time, AI enables sharper campaigns through data-driven cohorting. By analysing behaviour, portfolios, and preferences, AI creates millions of potential customer clusters, allowing Nuvama to design highly targeted campaigns. What was once handled through Excel sheets and human effort with inevitable errors is now being executed at scale with precision.

Campaigns with Purpose: Empowering Women Through Finance

While AI powers personalisation, purpose-led campaigns strengthen the brand’s narrative. One such initiative is Blue Bindi, a long-term programme by Nuvama focused on women’s financial literacy.

As part of this, Nuvama launched vBazaar, an initiative to celebrate women entrepreneurs. Over 100 women shared their stories, of which 11 were showcased in an exhibition on Women’s Day. From there, three winners were chosen and are now being mentored by Nuvama’s senior leadership to scale their businesses.

“Globally, wealth decisions are still dominated by men. We wanted to break that stereotype and empower independent women to take charge of their finances. vBazaar was not just about an exhibition it was about creating role models in financial independence,” Gupta shared with pride.

Influencers and the Compliance Challenge

In an era where influencer marketing is booming across sectors, BFSI faces unique restrictions. Regulations from SEBI make it tricky for wealth management firms to leverage celebrity endorsements or financial influencers promoting products.

Gupta explained Nuvama’s careful approach: “We collaborate only with influencers who spread financial literacy and simplify concepts for people. Our goal is to demystify wealth management, not chase returns or push products. Compliance always comes first.”

This literacy-first strategy has helped position Nuvama as a thought leader in an industry where trust is paramount.

Winning Over Millennials and Gen Z

Millennials and Gen Z are fast becoming the dominant investor demographic. Unlike earlier generations, they prefer DIY (do-it-yourself) solutions and minimal human interference. To address this, Nuvama has built a flexible digital platform that caters to both ends of the spectrum.

A Gen Z investor can explore, test, and transact entirely online using AI-powered tools. Meanwhile, a baby boomer or a more traditional client can use the same platform with assistance from an RM or partner. “We designed it to allow every customer from a digital-first millennial to a phone call preferring boomer to experience wealth management their way,” Gupta explained.

Communication too is tailored by cohort. While younger customers are engaged via social media, WhatsApp, and chat-based support, older customers continue to receive personalised calls and in-person support. Balancing these cohorts is challenging, but essential in today’s India

Building Trust in a Digital Age

In financial services, trust is the cornerstone of brand value. Gupta, who has seen both traditional and digital eras of banking, believes digitalisation accelerates trust when used correctly.

“Digital platforms bring transparency and standardisation. Earlier, when 50,000 people were on the frontlines, you could never be fully sure what was being promised. Today, digital systems ensure consistency. If you are authentic, transparent, and keep customer interest first, technology helps you build trust faster,” he said.

Navigating Regulation and Innovation

While BFSI marketing remains tightly regulated, Gupta sees the framework as an enabler rather than a limitation. “Regulations are there to protect customer interest. That aligns with our own philosophy. When the rules are strict, you are forced to think creatively within the framework. It brings the best out of marketers.”

This mindset has helped Nuvama launch campaigns that are impactful, compliant, and purpose-driven, rather than relying on competitive brand wars or celebrity promotions.

The Road Ahead: Tier-2 and Tier-3 India

As India’s economic boom spreads beyond metros, tier-2 and tier-3 cities are becoming vital markets. Digital adoption is high, aspirations are strong, but communication needs are different.

“Whether it’s localised language, cultural nuances, or aspirations, we are adapting campaigns to resonate with these audiences,” said Gupta. “The fundamentals of wealth management don’t change awareness, literacy, and personalisation are universal. What changes is how you communicate with them.”

A Sunshine Sector on the Rise

With India entering what many call its “sunshine decade,” wealth management is set to be one of the fastest growing sectors. AI-led personalisation, purpose-driven campaigns, DIY-friendly platforms, and literacy-focused storytelling are shaping how brands like Nuvama engage with India’s new investors.

In Gupta’s words, “It’s not just about managing wealth anymore. It’s about empowering people, simplifying finance, and building trust. If we can do that, the growth story of the next decade is truly India’s.”