Product Manager- Digital Demat & Trading Account

About the Role:

Axis Direct is seeking a highly motivated and strategic Product Manager for the Digital Demat

& Trading Account Opening Journey. This role focuses on enhancing and optimizing both

DIY (Do-It-Yourself) journeys and Bank-Initiated Journeys for seamless onboarding. The

Product Manager will be responsible for defining, building, and scaling the digital account

opening experience while ensuring regulatory compliance, frictionless customer experience,

and high conversion rates.

Role & responsibilities:

1. Product Strategy & Execution

• Define and execute the roadmap for Digital Demat & Trading Account Opening Journeys.
• Enhance the DIY onboarding flow while improving conversion for bank-initiated journeys (via Axis Bank).
• Drive automation and workflow optimization to improve TAT (Turnaround Time).
• Collaborate with UX/UI teams to create a seamless, user-friendly digital journey.
• Conduct A/B testing and iterate features based on customer feedback and analytics.

2. eKYC & Compliance Management

• Own the eKYC flow ensuring adherence to SEBI & Exchange guidelines.
• Manage integrations with KRA, DigiLocker, CKYC, UIDAI, and other regulatory entities.
• Ensure smooth implementation of Video In-Person Verification (VIPV) as per SEBI norms.
• Define and implement fraud prevention measures and real-time risk assessment models.

3. Business Requirement Documentation (BRD) & Process Optimization

• Translate business objectives into well-defined Business Requirement Documents (BRD).
• Work closely with engineering teams to ensure technical feasibility and smooth execution.
• Define workflows for automated verifications, document parsing (OCR-based)
• Optimize backend processes with integrations for UCC (Unique Client Code) generation, TCS Backoffice, and exchanges (NSE, BSE, MF Star, etc.).

4. Stakeholder & Cross-Functional Collaboration

• Work closely with Technology, Compliance, Risk, Legal, Operations, and Marketing teams.
• Align with Axis Bank stakeholders to ensure synergy between bank-initiated journeys.
• Collaborate with broking partners, fintech players, and third-party vendors for technology enhancements.
• Coordinate with Customer Support & Sales teams to enhance customer education and

reduce drop-offs.

5. Data-Driven Decision Making & Performance Tracking

• Define and track KPIs like conversion rates, drop-off points, account activation

rates, and TAT.

• Leverage customer insights, funnel analytics, and heatmaps to identify bottlenecks

and improve journey efficiency.

• Implement real-time dashboard tracking for account opening SLAs.

Preferred candidate profile:

• 3+ years of experience in Digital Product Management, preferably in Stock Broking, BFSI, FinTech, or Digital Banking.
• Strong experience in digital onboarding, eKYC, and regulatory-driven financial product workflows.
• Hands-on experience in API integrations (DigiLocker, KRA, Aadhaar, Penny Drop, UPI, Bank Verification, etc.).
• Expertise in writing BRDs, PRDs (Product Requirement Documents), and managing agile product development.
• Proficiency in using data analytics tools.
• Strong stakeholder management skills with experience in cross-functional collaboration.
• Understanding of SEBI, and Exchange regulations related to demat and trading accounts.
• Familiarity with SaaS-based KYC solutions, AI/ML in fraud detection, and automated workflows.

Preferred qualification:

• MBA/PGDM in Finance, Business, or Technology from a reputed institution.
• Prior experience in broking, wealth management, or fintech platforms.
• Exposure to customer experience enhancement, funnel optimization, and A/B testing frameworks.