Trader praises Zerodha for 'no notifications, no emails', Nithin Kamath explains why

Nithin Kamath is the billionaire founder of Zerodha.

Zerodha founder CEO Nithin Kamath recently expressed concern over the overwhelming volume of digital notifications, describing them as increasingly "annoying and unusable." In a tweet, Kamath revealed that he keeps his phone on silent to avoid constant interruptions from calls, notifications, and emails, a sentiment many modern users likely share.

His tweet came in response to a user’s praise for Zerodha, a major stockbroking firm that catapulted him and his brother Nikhil to billionaires.

The user, who goes by the username 'thewysetrader', had noted Zerodha as "the only broker that never pushes you to trade in any form whatsoever"—a model that stands in contrast to the industry's engagement-focused tactics.

"The only broker that never pushes you to trade in any form whatsoever is Zerodha. No notifications, no emails nothing. It’s remarkable how they have grown so much," they had wrote praising the firm.

With everybody chasing "engagement," we seem to have made many things on the internet annoying and unusable. My own phone is constantly on silent because of annoying calls, notifications, emails, etc.From day one of @zerodhaonline, "don't do unto others what you don't want done pic.twitter.com/KEqbvQvFXW Nithin Kamath (@Nithin0dha) October 25, 2024

Kamath attributed Zerodha’s unique growth trajectory to this policy, suggesting that this approach has fostered customer trust despite the potential business trade-offs involved.

“Not triggering users to trade hurts the business, but in the long run, it's good for the customers,” Kamath added, saying that prioritising customer well-being over engagement metrics is a deliberate choice.

X users joined in and agreed with Kamath.

“Fully agree. There are never any calls or messages encouraging to trade or invest from Zerodha. Even my 2 decades old account from IIFL; they keep messaging, emailing or even calls from "RM" encouraging to continuing doing something, trading, investing,” one user tweeted.

“Phone on silent has worked miracles for me,” another wrote.

A third said: “Honestly, most apps seem to shout for our attention, but when you keep it calm and purposeful, you build trust. Zerodha’s approach is a reminder: sometimes, 'less is more' is a strategy for the long run.”

“Not just in broking, every other industry also has this plague and governments have to take stern action on this,” a fourth wrote urging regulations.