The Edelweiss' Global Investment Advisory's part Edelweiss Wealth Management, which is into serving HNIs and salaried professionals has announced a drastic increase of about 65 percent Y-o-Y in its user base in India for the mobile trading application- Edelweiss Mobile Trader (EMT). The company has witnessed more than 58 percent of the active user base from non-metro cities which indicates that the tech-savvy investors in Tier II and Tier III cities have increased.

Rahul Jain, Head - Edelweiss Wealth Management says, "We are poised on the verge of tremendous and unprecedented change and the BFSI industry has kept pace with developments, staying relevant to emerging investor needs. The fact that the highest user base for EMT, stems from non-metros, validates our commitment to innovation and client-centric DNA. I am especially proud to share that around 12 percent of the user base is from Gujarati-speaking non-metro cities while more than 20 percent of the user base, comes from Hindi-speaking non-metros. Bharat is growing and with this customization of having EMT UI available in Hindi, Gujarati, and Tamil, we have now ensured that they have the necessary tools and advisory, to further compound their wealth."

Edelweiss Wealth Management has also witnessed an inflate of 67 percent in account openings through EMT, in Quater 1 FY21 as compared to Q1 FY20. The company's growth is been attributed primarily to the customized and unbiased advisory that is provided to the investors through the user-friendly and advanced technology platform, that was specifically developed in-house.

This platform provides easy investment and trading in financial markets. As a result of its tremendous growth and demographics, Edelweiss Mobile Trader is intending to expand its reach. Thus, the company has introduced three key regional languages- Hindi, Gujarati, and Tamil.