DAILY VOICE | Women are actively looking at stock market, both via direct investments and MFs: Hena Mehta



a woman smiling for the camera: DAILY VOICE | Women are actively looking at stock market, both via direct investments and MFs: Hena Mehta


© Kshitij Anand
DAILY VOICE | Women are actively looking at stock market, both via direct investments and MFs: Hena Mehta

Hena Mehta, who has an MBA from The Wharton School, and a Computer Science Engineering degree from the University of Pennsylvania has over a decade of experience in the FinTech industry which was instrumental in starting ‘Basis’ to empowering women in taking financial decisions.

Mehta is co-founder and CEO of Basis.

With Basis, financial services is finally speaking to millions of Indian women, who are changing their financial behaviour and, in turn, changing their lives for the better, all at their fingertips on the phone, she said in an interview with Moneycontrol’s Kshitij Anand.

Edited excerpts:

Q) This is a unique concept and a relevant one in this time and age as well? What is the kind of change you have seen over a period of time with respect to how women are now approaching their finances?

A) Yes, this is a unique concept, and highly relevant now with relevancy only set to increase in the years to come. General social trends indicate that women are looking for options to be independent: financially and otherwise.

Women are choosing to live independently, prioritising income generation, choosing to delay marriage, and starting more enterprises.

As part of our journey researching the space, we’ve seen that incumbents are failing to cater to the unique financial needs of women.

Even though there is a strong intent to save and invest money, and make financial decisions independently – women tend to get left out of financial services.

With Basis, we are turning these latent users into active, informed customers – thereby growing the pie for financial services overall.

Q) How are you enabling financial independence for women through engaged communities?

A) Our engaged communities are core to the Basis offering. By being part of cohesive communities that are supportive spaces to voice queries and share learnings, women are able to overcome the trust gap that is often a barrier to acting on money-related decisions.

We’ve seen women be actively engaged in our communities and community activities. From “how do I negotiate for better pay at work?”, to “what’s a good maternity insurance plan?” – we see money discussions across a spectrum of topics.

Our communities also have experts: financial advisors, CAs, HR leaders, lawyers, seasoned entrepreneurs, etc. that assist with queries and drive discussions – so we ensure quality and accuracy of the advice that women are receiving.

With Basis, financial services is finally speaking to millions of Indian women, who are changing their financial behaviours and, in turn, changing their lives for the better, all at their fingertips on the phone.

Other than communities, the viral mobile app of Basis features:

(1) The Knowledge Boosters came out of the need for jargon-free information that was relevant to women, so a woman doesn’t have to sift through scores of dense and overwhelming information to arrive at what she wanted.

(2) The Advisory Section offers

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70% of U.S. Consumers Will Actively Seek Promotions and Coupons When Holiday Shopping This Year

According to the new survey from Revionics, an Aptos Company, consumers are shopping smarter this holiday season and retailers must price accordingly to maximize sales

Revionics LLC, an Aptos Company, a provider of retail pricing, promotions, markdowns and advanced analytics solutions, today announced findings of its “Holiday Report: 2020 Pricing and Shopping Trends” based on a survey of 1,041 U.S. consumers. The survey illuminates holiday consumer behaviors and pricing trends to help retailers prepare their pricing, promotion and markdown strategies for a successful season.

According to the survey, 70% of respondents will actively seek promotions and coupons when holiday shopping, and 45% said that discounts will be one of the most important factors in deciding where to shop. To meet these consumer expectations and drive sales, retailers must offer the right promo mix and strengthen their pricing strategy this holiday season.

Make the holidays as usual as possible

After an unprecedented year of pandemic and economic uncertainty, consumers are largely anticipating and desiring a sense of normalcy this holiday season. The survey found that 56% of respondents plan to spend the same amount of money holiday shopping this year as last, despite 29% of respondents saying their personal finances have decreased since the beginning of COVID-19.

Over half of consumers said that compared to last year, they would spend the same amount of time looking for better deals, the same amount of money on their Thanksgiving meals, and the same amount of money holiday shopping online versus in person.

“We’re glad to find that despite the many setbacks and unpredictable sales trends for retailers this year, the holidays are looking hopeful as consumers strive for festivities not all that different from the past,” said Steve Leven, COO, Revionics, an Aptos Company. “Consumers aren’t going to let the pandemic affect their typical holiday experience, and retailers have a big opportunity to make this possible by meeting their expectations.”

Price smarter and start promos earlier

With more time and less money, consumers are shopping smarter and earlier for the holidays by looking for the best prices, expecting more promotions and extending the shopping season.

  • 77% of survey respondents said pricing was a top consideration when choosing where to do their holiday shopping.

  • 74% of respondents say they plan to compare prices while shopping online, and 69% plan to compare prices while shopping in person.

  • 45% of consumers have more free time to shop this year, and 35% say they will use that extra time look for better deals and discounts.

  • 46% of shoppers plan to start their holiday shopping before the weekend of Black Friday and Cyber Monday.

“Pricing will be key this holiday season as consumers search for the best prices during this extended holiday season,” said Leven. “To stay ahead of competitors and drive sales, retailers will need to determine the most effective promotional strategy across every channel, both online and in store. They must also start promotions and markdowns now while demand is up, keeping up with

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