Business APAC
April 14, 2025
In Pune, a fintech startup called Deciml, creator of the popular Deciml investment app, is tackling a puzzle: getting India’s tech-savvy youth actually to start investing. While awareness about mutual funds is growing, actual participation, especially among Gen Z and millennials, remains stubbornly low – hovering around just 3% nationally, according to a recent Motilal Oswal report. The deciml investment app, launched in 2020 by local entrepreneur Satyajeet Kunjeer, believes the key lies in making investing effortless, almost invisible, by using the digital spare change from everyday spending.
The core idea flips the script on traditional investing. Instead of demanding large sums upfront, the Deciml investment app targets the small amounts – the rupees and paisa – left over from digital transactions. “Young Indians want to invest, but they often feel locked out, thinking it needs big money, lots of time, and complex research,” explains Kunjeer. “We wanted to dismantle that barrier.” The startup aims to shift the focus from distant goals like retirement to more immediate aspirations relatable to young adults – saving for new sneakers, a down payment on a bike, or a weekend getaway.
So, How Does Deciml Work?
The process is designed to be seamless. Once a user signs up and completes the basic, mandated KYC process, they link the Deciml investment app to their UPI. From then on, Deciml securely monitors the transaction confirmation SMS messages sent by the user’s bank (permission for this is explicitly requested). When a user spends money digitally – say, ₹182 on lunch via a UPI app or card – Deciml automatically rounds that figure up to the nearest ten, in this case, ₹190. The app then triggers an auto-investment of the ₹8 difference directly into the user’s chosen mutual fund via a pre-approved UPI AutoPay mandate. It happens in the background, turning daily spending into a low-friction savings habit.
Beyond this core “Round-Up” feature, users aren’t locked into just passive saving. They can actively contribute more through “Daily Deposits” – setting a fixed amount, even just ₹10, to be invested automatically each day – or by making “Lump-Sum” investments of ₹100 or more whenever they have extra cash. Flexibility is key, with no lock-in periods and withdrawals usually processed within two to three days.
Navi Partnership & Risk Categories
Partnering with Navi Mutual Fund, the Deciml investment app offers a curated selection rather than a bewildering catalogue. Users pick from schemes categorized simply as low, medium, or high risk, aligning with their comfort level decided during setup.
This approach seems to be resonating. Deciml now counts 3.5 lakh users, primarily young professionals aged 23-27 in major Indian cities. Kunjeer notes that users are, on average, putting aside about ₹1,860 monthly via the Deciml investment app, translating to nearly ₹20,000 a year – a significant first step into investing for many in that age bracket. The platform has reportedly facilitated around ₹77 crore in total investments.
Investor confidence is also growing. Following an initial pre-seed round of just under $1 million in 2022, Deciml secured a $3 million seed investment this past March, led by Jainam Broking Limited. This fresh capital injection is earmarked for attracting more users, refining the app’s features, and expanding the 14-member Pune-based team. The startup also boasts backing from well-known entrepreneurs and popular content creators like Bhuvan Bam and Ranveer Allahbadia, who’ve even been featured in the app’s marketing, blurring the lines between investors and influencers.
By embedding investing into daily digital life, Deciml isn’t just offering a financial tool; it’s trying to cultivate a long-term habit, hoping that by the time its users reach their late twenties or early thirties, investing will already feel like second nature.
Habit vs. Impact: The Long-Term Question
Getting started with investing via the Deciml investment app is simple, no doubt. But does saving pocket change automatically really build enough wealth for big future goals, like buying a house? Relying only on these tiny top-ups might feel good now but could distract from making the larger, planned investments often crucial for serious long-term growth. Easy start? Yes. Enough on its own? That’s the real debate.
Also Read: ₹11.5 Cr for Bower School: Enough to Change Learning methods or Just Startup Hype?
