Vertical Wins in D2C Personal Finance—Here's Why
Horizontal D2C personal finance platforms struggle in India because trust and behaviour vary drastically by income segment and use case. Vertical players—targeting specific income cohorts or financial problems—capture 60% higher engagement and 3x better retention because they solve one problem obsessively.
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Amit Tyagi
Founder, AletheiaAI & GP, Fitoor Capital
Veteran of India's startup ecosystem. Writing about fundraising, investor psychology, and what it takes to build fundable startups in India.
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