How discovery-led design gave a fintech startup a distributor-first product in 3 months
Kumbh Technologies
FinTech
Research & Discovery
UX Strategy
Product Design
Mobile app
About
Designed a distributor-first fintech ecosystem that combines human relationships, intelligent automation, and actionable insights to drive growth for financial distributors and AMCs.Kumbh set out to build a fintech platform for financial distributors and Asset Management Companies (AMCs).
The opportunity was clear, but before investing heavily in product development, the team needed to understand the real challenges distributors faced and identify where Kumbh could create meaningful differentiation.
Upsimpl partnered with Kumbh to uncover user needs, align stakeholders, define the product strategy, and design workflow solutions grounded in real-world distributor workflows.
Impact
6+
tools, portals and spreadsheets replaced by one app
Services
Mobile Application Design
Branding
Design system
Industry
Fintech
Website
[kumbh.io]
Great team, the whole collaboration felt so dynamic and responsive
Aanisha Ghatak, Co-founder
Kumbh Technologies
Challenge
Financial distributors operate at the centre of the investment ecosystem, yet their workflows are highly fragmented. They rely on multiple platforms, spreadsheets, portals, emails, and messaging tools to manage clients, portfolios, commissions, compliance, and reporting. Without a deep understanding of these workflows, there was a risk of building features based on assumptions rather than solving meaningful problems.
Research and Insights
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
10
Stakeholder interviews
7 distributors and AMC RMs, plus 3 sessions with the Kumbh team.
5
Personas defined
From established advisors to retired servicemen and homemakers.
18
Platforms benchmarked
Retail apps and distributor tools — Groww, Coin, NJ, Wylth, IRIS and more.
Problems we identified
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
40–50
Clients A Single Distributor Manages Across Excel Sheets with No Unified View Of AUM, SIPs Or Commissions.
From User Interviews
18
Platforms Studied Retail Apps Nail Onboarding But Offer No Distributor Tooling, While Distributor Tools Are Powerful But Hard To Use.
From Competitor Study
2–4 Wks
To Onboard A New Client When KYC Isn’t Done And Still 3 To 4 Days Even When It Is.
From User Interviews
Fragmented
Portfolio Data
No Hierarchy
Visibility
Late Compliance
Surprises
Manual Commission
Reconciliation
Solution
We turned scattered portals, spreadsheets and paperwork into one distributor-first app — from onboarding a client to tracking every client efficiently.
Built for the people who grow India’s
wealth, one client
at a time.
RS
Rajesh Sharma
KBH-2024-1234
Action Required
2 SIP instalments due this week
View clients
Your wealth, at a glance
₹45.2 Cr · XIRR 12.5%
1-day change
+₹2,450 ↗
FEATURE 01
Quick Distributor Onboarding
From PAN to an active distributor account in one guided, in-app flow.
BEFORE
Paper KYC & Forms
KYC details collected on paper, email or Excel before anything could start.
Separate PAN & ARN Checks
PAN and ARN verified on different portals, outside any single flow.
2–4 Weeks to Go Live
Onboarding dragged on, with no clear view of what was still pending.
WITH KUMBH
Guided In-App Flow
One step-by-step flow with progress, from mobile OTP to account activation.
Instant PAN & ARN Verification
Verified inside the flow, with clear success and error states.
Clear Status, Faster Go-Live
Distributors see exactly what’s pending and go live with a Distributor ID.
FEATURE 02
Distributor Dashboard
Every number a distributor needs, the moment they open the app.
BEFORE
Data Spread Across Portals
AUM, SIPs and commissions pulled from multiple AMC portals and NJ reports.
Manual Reconciliation
Hours every week spent matching statements in spreadsheets.
No Clear Next Action
Raw numbers with no signal on which clients or SIPs need attention.
WITH KUMBH
Wealth at a Glance
Total AUM, invested value, 1-day change and XIRR on one home screen.
Action Required, Upfront
Upcoming SIP instalments and issues surfaced as tasks, not buried in reports.
Investments in One Place
SIPs and one-time investments tracked together with quick filters.
FEATURE 03
Client Listing & Portfolio
Know every client’s health, and open any portfolio in a single tap.
Swati Dogra’s Portfolio Value
₹45.2 Cr
+₹97,350 • 25.29%
Invested
₹3.00 Cr
1 Day Change
₹4.50 Cr
XIRR
14.2%
3M
6M
1Y
3Y
5Y
10Y
SD
Money Flow
1.5L
+2.5L Inflow
-1.0L Outflow
Search by name, PAN...
All
New
SIP Issues
Top Gainers
Clients
Needs Attention
These clients needs attention as they have issues with their investments.
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
KYC Pending for user
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
SIP instalment missed follow up with client
On Track
Total 127 Clients
Total AUM: ₹42.3 Cr
Clients
BEFORE
Clients in Excel Sheets
40–50 clients per distributor tracked across spreadsheets and the NJ portal.
Issues Found Too Late
Missed SIPs and pending KYC discovered only when a client called.
Hours to Prep a Review
Building a portfolio summary for each client meeting took hours.
WITH KUMBH
Every Client, One List
Search by name or PAN, and filter by SIP issues, gainers or AUM.
Needs Attention, Flagged
Clients with KYC or SIP issues surface at the top with the exact reason.
Ready-to-Share Portfolio
Value, returns, XIRR and money flow for any client in one tap.
Style Guide
A compact system built for trust and clarity Inter, a blue-to-green palette and reusable components.
Colours
D0E2FF
0961F5
011544
E0F7DD
56D146
256533
Warning
Error
Info
Neutral
Typeface
Aa
Inter
Type Hierarchy
H1
Inter / Semi Bold / 48
H3
Inter / Semi Bold / 32
B1
Inter / Regular / 16
C1
Inter / Regular / 12
Buttons
Default
Start SIP
View All
Invest
Pressed
Start SIP
View All
Invest
Disabled
Start SIP
View All
Invest
Elements
Default
Success
Warning
Error
Search by name, PAN...
All
New
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+9.82%
⚠ KYC pending for user
Onboarding progress · Step 5 of 8
Success
Metrics
What changed for distributors
Onboarding moved into one guided flow. PAN, ARN and KYC checks now happen inside the app, so a distributor goes from sign-up to a live Distributor ID without switching portals.
Client data, SIPs and alerts now live on one dashboard — replacing the spreadsheets and portal-hopping distributors described in every interview.
6+
Excel, WhatsApp, NJ, MFU & more
Tools replaced by one app
5→1
One guided, in-app flow
Steps to onboard a client
40–50
Moved out of Excel sheets
Clients in one dashboard
Get started
Ready to scale with a product that holds up?
Book a free consulting call — no pitch deck, just a straight read on where the gap is and what it's costing you.
Book Free Consulting Call
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.
How discovery-led design gave a fintech startup a distributor-first product in 3 months
Kumbh Technologies
FinTech
Research & Discovery
UX Strategy
Product Design
Mobile app
About
Designed a distributor-first fintech ecosystem that combines human relationships, intelligent automation, and actionable insights to drive growth for financial distributors and AMCs.Kumbh set out to build a fintech platform for financial distributors and Asset Management Companies (AMCs).
The opportunity was clear, but before investing heavily in product development, the team needed to understand the real challenges distributors faced and identify where Kumbh could create meaningful differentiation.
Upsimpl partnered with Kumbh to uncover user needs, align stakeholders, define the product strategy, and design workflow solutions grounded in real-world distributor workflows.
Impact
6+
tools, portals and spreadsheets replaced by one app
Services
Mobile Application Design
Branding
Design system
Industry
Fintech
Website
[kumbh.io]
Great team, the whole collaboration felt so dynamic and responsive
Aanisha Ghatak, Co-founder
Kumbh Technologies
Challenge
Financial distributors operate at the centre of the investment ecosystem, yet their workflows are highly fragmented. They rely on multiple platforms, spreadsheets, portals, emails, and messaging tools to manage clients, portfolios, commissions, compliance, and reporting. Without a deep understanding of these workflows, there was a risk of building features based on assumptions rather than solving meaningful problems.
Research and Insights
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
10
Stakeholder interviews
7 distributors and AMC RMs, plus 3 sessions with the Kumbh team.
5
Personas defined
From established advisors to retired servicemen and homemakers.
18
Platforms benchmarked
Retail apps and distributor tools — Groww, Coin, NJ, Wylth, IRIS and more.
Problems we identified
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
40–50
Clients A Single Distributor Manages Across Excel Sheets with No Unified View Of AUM, SIPs Or Commissions.
From User Interviews
18
Platforms Studied Retail Apps Nail Onboarding But Offer No Distributor Tooling, While Distributor Tools Are Powerful But Hard To Use.
From Competitor Study
2–4 Wks
To Onboard A New Client When KYC Isn’t Done And Still 3 To 4 Days Even When It Is.
From User Interviews
Fragmented
Portfolio Data
No Hierarchy
Visibility
Late Compliance
Surprises
Manual Commission
Reconciliation
Solution
We turned scattered portals, spreadsheets and paperwork into one distributor-first app — from onboarding a client to tracking every client efficiently.
Built for the people who grow India’s
wealth, one client
at a time.
RS
Rajesh Sharma
KBH-2024-1234
Action Required
2 SIP instalments due this week
View clients
Your wealth, at a glance
₹45.2 Cr · XIRR 12.5%
1-day change
+₹2,450 ↗
FEATURE 01
Quick Distributor Onboarding
From PAN to an active distributor account in one guided, in-app flow.
BEFORE
Paper KYC & Forms
KYC details collected on paper, email or Excel before anything could start.
Separate PAN & ARN Checks
PAN and ARN verified on different portals, outside any single flow.
2–4 Weeks to Go Live
Onboarding dragged on, with no clear view of what was still pending.
WITH KUMBH
Guided In-App Flow
One step-by-step flow with progress, from mobile OTP to account activation.
Instant PAN & ARN Verification
Verified inside the flow, with clear success and error states.
Clear Status, Faster Go-Live
Distributors see exactly what’s pending and go live with a Distributor ID.
FEATURE 02
Distributor Dashboard
Every number a distributor needs, the moment they open the app.
BEFORE
Data Spread Across Portals
AUM, SIPs and commissions pulled from multiple AMC portals and NJ reports.
Manual Reconciliation
Hours every week spent matching statements in spreadsheets.
No Clear Next Action
Raw numbers with no signal on which clients or SIPs need attention.
WITH KUMBH
Wealth at a Glance
Total AUM, invested value, 1-day change and XIRR on one home screen.
Action Required, Upfront
Upcoming SIP instalments and issues surfaced as tasks, not buried in reports.
Investments in One Place
SIPs and one-time investments tracked together with quick filters.
FEATURE 03
Client Listing & Portfolio
Know every client’s health, and open any portfolio in a single tap.
Swati Dogra’s Portfolio Value
₹45.2 Cr
+₹97,350 • 25.29%
Invested
₹3.00 Cr
1 Day Change
₹4.50 Cr
XIRR
14.2%
3M
6M
1Y
3Y
5Y
10Y
SD
Money Flow
1.5L
+2.5L Inflow
-1.0L Outflow
Search by name, PAN...
All
New
SIP Issues
Top Gainers
Clients
Needs Attention
These clients needs attention as they have issues with their investments.
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
KYC Pending for user
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
SIP instalment missed follow up with client
On Track
Total 127 Clients
Total AUM: ₹42.3 Cr
Clients
BEFORE
Clients in Excel Sheets
40–50 clients per distributor tracked across spreadsheets and the NJ portal.
Issues Found Too Late
Missed SIPs and pending KYC discovered only when a client called.
Hours to Prep a Review
Building a portfolio summary for each client meeting took hours.
WITH KUMBH
Every Client, One List
Search by name or PAN, and filter by SIP issues, gainers or AUM.
Needs Attention, Flagged
Clients with KYC or SIP issues surface at the top with the exact reason.
Ready-to-Share Portfolio
Value, returns, XIRR and money flow for any client in one tap.
Style Guide
A compact system built for trust and clarity Inter, a blue-to-green palette and reusable components.
Colours
D0E2FF
0961F5
011544
E0F7DD
56D146
256533
Warning
Error
Info
Neutral
Typeface
Aa
Inter
Type Hierarchy
H1
Inter / Semi Bold / 48
H3
Inter / Semi Bold / 32
B1
Inter / Regular / 16
C1
Inter / Regular / 12
Buttons
Default
Start SIP
View All
Invest
Pressed
Start SIP
View All
Invest
Disabled
Start SIP
View All
Invest
Elements
Default
Success
Warning
Error
Search by name, PAN...
All
New
SIP Issues
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+9.82%
⚠ KYC pending for user
Onboarding progress · Step 5 of 8
Success
Metrics
What changed for distributors
Onboarding moved into one guided flow. PAN, ARN and KYC checks now happen inside the app, so a distributor goes from sign-up to a live Distributor ID without switching portals.
Client data, SIPs and alerts now live on one dashboard — replacing the spreadsheets and portal-hopping distributors described in every interview.
6+
Excel, WhatsApp, NJ, MFU & more
Tools replaced by one app
5→1
One guided, in-app flow
Steps to onboard a client
40–50
Moved out of Excel sheets
Clients in one dashboard
Get started
Ready to scale with a product that holds up?
Book a free consulting call — no pitch deck, just a straight read on where the gap is and what it's costing you.
Book Free Consulting Call
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.
How discovery-led design gave a fintech startup a distributor-first product in 3 months
Kumbh Technologies
FinTech
Research & Discovery
UX Strategy
Product Design
Mobile app
About
Designed a distributor-first fintech ecosystem that combines human relationships, intelligent automation, and actionable insights to drive growth for financial distributors and AMCs.Kumbh set out to build a fintech platform for financial distributors and Asset Management Companies (AMCs).
The opportunity was clear, but before investing heavily in product development, the team needed to understand the real challenges distributors faced and identify where Kumbh could create meaningful differentiation.
Upsimpl partnered with Kumbh to uncover user needs, align stakeholders, define the product strategy, and design workflow solutions grounded in real-world distributor workflows.
Impact
6+
tools, portals and spreadsheets replaced by one app
Services
Mobile Application Design
Branding
Design system
Industry
Fintech
Website
[kumbh.io]
Great team, the whole collaboration felt so dynamic and responsive
Aanisha Ghatak, Co-founder
Kumbh Technologies
Challenge
Financial distributors operate at the centre of the investment ecosystem, yet their workflows are highly fragmented. They rely on multiple platforms, spreadsheets, portals, emails, and messaging tools to manage clients, portfolios, commissions, compliance, and reporting. Without a deep understanding of these workflows, there was a risk of building features based on assumptions rather than solving meaningful problems.
Research and Insights
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
10
Stakeholder interviews
7 distributors and AMC RMs, plus 3 sessions with the Kumbh team.
5
Personas defined
From established advisors to retired servicemen and homemakers.
18
Platforms benchmarked
Retail apps and distributor tools — Groww, Coin, NJ, Wylth, IRIS and more.
Problems we identified
We sat with distributors, branch managers and AMC partners to understand how mutual fund distribution really runs day to day and exactly where it breaks.
No Hierarchy
Visibility
Late Compliance
Surprises
Manual Commission
Reconciliation
Fragmented
Portfolio Data
40–50
Clients A Single Distributor Manages Across Excel Sheets with No Unified View Of AUM, SIPs Or Commissions.
From User Interviews
18
Platforms Studied Retail Apps Nail Onboarding But Offer No Distributor Tooling, While Distributor Tools Are Powerful But Hard To Use.
From Competitor Study
2–4 Wks
To Onboard A New Client When KYC Isn’t Done And Still 3 To 4 Days Even When It Is.
From User Interviews
Solution
We turned scattered portals, spreadsheets and paperwork into one distributor-first app — from onboarding a client to tracking every client efficiently.
Built for the people who grow India’s
wealth, one client
at a time.
RS
Rajesh Sharma
KBH-2024-1234
Action Required
2 SIP instalments due this week
View clients
Your wealth, at a glance
₹45.2 Cr · XIRR 12.5%
1-day change
+₹2,450 ↗
FEATURE 01
Quick Distributor Onboarding
From PAN to an active distributor account in one guided, in-app flow.
Paper KYC & Forms
KYC details collected on paper, email or Excel before anything could start.
Separate PAN & ARN Checks
PAN and ARN verified on different portals, outside any single flow.
2–4 Weeks to Go Live
Onboarding dragged on, with no clear view of what was still pending.
Guided In-App Flow
One step-by-step flow with progress, from mobile OTP to account activation.
Instant PAN & ARN Verification
Verified inside the flow, with clear success and error states.
Clear Status, Faster Go-Live
Distributors see exactly what’s pending and go live with a Distributor ID.
FEATURE 02
Distributor Dashboard
Every number a distributor needs, the moment they open the app.
Data Spread Across Portals
AUM, SIPs and commissions pulled from multiple AMC portals and NJ reports.
Manual Reconciliation
Hours every week spent matching statements in spreadsheets.
No Clear Next Action
Raw numbers with no signal on which clients or SIPs need attention.
Wealth at a Glance
Total AUM, invested value, 1-day change and XIRR on one home screen.
Action Required, Upfront
Upcoming SIP instalments and issues surfaced as tasks, not buried in reports.
Investments in One Place
SIPs and one-time investments tracked together with quick filters.
FEATURE 03
Client Listing & Portfolio
Know every client’s health, and open any portfolio in a single tap.
Swati Dogra’s Portfolio Value
₹45.2 Cr
+₹97,350 • 25.29%
Invested
₹3.00 Cr
1 Day Change
₹4.50 Cr
XIRR
14.2%
3M
6M
1Y
3Y
5Y
10Y
SD
Money Flow
1.5L
+2.5L Inflow
-1.0L Outflow
Search by name, PAN...
All
New
SIP Issues
Top Gainers
Clients
Needs Attention
These clients needs attention as they have issues with their investments.
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
KYC Pending for user
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+12.34 (9.82%)
SIP instalment missed follow up with client
On Track
Total 127 Clients
Total AUM: ₹42.3 Cr
Clients
Clients in Excel Sheets
40–50 clients per distributor tracked across spreadsheets and the NJ portal.
Issues Found Too Late
Missed SIPs and pending KYC discovered only when a client called.
Hours to Prep a Review
Building a portfolio summary for each client meeting took hours.
Every Client, One List
Search by name or PAN, and filter by SIP issues, gainers or AUM.
Needs Attention, Flagged
Clients with KYC or SIP issues surface at the top with the exact reason.
Ready-to-Share Portfolio
Value, returns, XIRR and money flow for any client in one tap.
Style Guide
A compact system built for trust and clarity Inter, a blue-to-green palette and reusable components.
Colours
D0E2FF
0961F5
011544
E0F7DD
56D146
256533
Warning
Error
Info
Neutral
Typeface
Aa
Inter
Type Hierarchy
H1
Inter / Semi Bold / 48
H3
Inter / Semi Bold / 32
B1
Inter / Regular / 16
C1
Inter / Regular / 12
Buttons
Default
Start SIP
View All
Invest
Pressed
Start SIP
View All
Invest
Disabled
Start SIP
View All
Invest
Elements
Default
Success
Warning
Error
Search by name, PAN...
All
New
SIP Issues
CW
Cameron Williamson
4 schemes • SIP: ₹8K/mo
₹45.2L
+9.82%
⚠ KYC pending for user
Onboarding progress · Step 5 of 8
Success
Metrics
What changed for distributors
Onboarding moved into one guided flow. PAN, ARN and KYC checks now happen inside the app, so a distributor goes from sign-up to a live Distributor ID without switching portals.
Client data, SIPs and alerts now live on one dashboard — replacing the spreadsheets and portal-hopping distributors described in every interview.
6+
Excel, WhatsApp, NJ, MFU & more
Tools replaced by one app
5→1
One guided, in-ccapp flow
Steps to onboard a client
40–50
Moved out of Excel sheets
Clients in one dashboard
Get started
Ready to scale with a product that holds up?
Book a free consulting call — no pitch deck, just a straight read on where the gap is and what it's costing you.
Book Free Consulting Call
We diagnose user experience friction and design simple, high-converting digital products.
Contact Us
© Upsimpl 2026. All rights reserved.