Aditya Birla to launch a super app preparing for the fintech power

With the launch of its massive direct-to-customer fintech app, ABCD, Aditya Birla Capital Ltd. will provide a range of financial products on a single digital platform, including credit cards, payments stack, international UPI, financial goal analyzers, chatbots driven by generative AI, tax planners, and health tracking. The app, which is being tested by a select set of users and is managed by the recently established subsidiary Aditya Birla Capital Digital (ABCD), is scheduled to become live for users today.

From payments to insurance, the fintech app will amalgamate all the group's financial offerings, along with everything else a fintech app could offer such as credit cards, payments stack, including international UPI, financial goal analysers, generative AI-powered chatbots, tax planners, and health tracking.

“It’s a full-fledged app (rather than an app-in-app). It has many industry firsts and has been meticulously built and enriched with customer insights to offer products across lending, investments, insurance, and payments. Plus, value-added services such as Credit Score, Financial Portfolio, Spend Analyzer and more. This can empower the workforce of ABCL as multi-product specialists,” analysts at Motilal Oswal noted.

ABCD follows what conglomerate-backed Jio Financial Services and Tata Digital have attempted—a single super financial app with captive businesses, capital and tech muscle.

ABCD, bundled with the services of its financial subsidiaries, including NBFC arm Aditya Birla Finance, is targeting middle-class and tech-savvy ‘young aspirers.’

With 762 branches and over 200,000 agents/channel partners nationwide, holding firm ABCL boasts of Rs 4.1 lakh crore of assets under management with a consolidated lending book of about Rs 1.15 lakh crore through its subsidiaries and joint ventures.