IPO-bound Groww to launch trader-focused '915' terminal to drive revenue diversification

Groww to launch trading platform 915

Groww, the country's largest broker by active investors, will launch a new trading terminal exclusively aimed at high-volume traders, according to a source close to the development.

The platform is expected to be launched by the end of this month and will be available on the web. This will be hosted outside the Groww app, the first such initiative by the company.

The trading terminal is codenamed '915', a custom-built trading platform, where customers will be able to customise their unique dashboards based on their trading styles and data resources.

Groww did not respond to Moneycontrol's queries on 915.

The Bengaluru-based broking firm, which has filed for an initial public offering (IPO) with the markets regulator Sebi in May, is looking to diversify its revenue even as the active investors decline across the top brokers in the first half of 2025.

Earlier in May, Groww had agreed to acquire wealth management startup Fisdom in a $150 million all-cash deal, expanding Groww’s wealth product offerings such as mutual funds, stocks, bonds, portfolio management services (PMS), and tax filing solutions.

This strategic move underscores the company’s efforts to cater to a broader spectrum of customer cohorts. Groww also launched Algo trading recently through "Groww APIs".

While Groww remains the market leader in active investors, the 915 will cater to professional and full-time traders who look for sophisticated tools, which will help them address trade volatility.

According to the source, the company is likely to provide data to help traders analyse their behaviour throughout the day. The platform will provide low-latency execution, ensuring traders can react instantly to market movements.

Unlike the other large brokerage houses, Groww has a strong distribution of mutual fund (including its own) and systematic investment plans (SIP) portfolio with its large customer base, effectively diversifying its revenue to shield itself from any downturn in stock trading.

However, with the 915 platform, the company is doubling down on trading, a segment where Zerodha has an advantage over other broking firms.

Groww's IPO process is starting at a difficult time for most brokers, as a few regulations have hurt the industry. The negative investor sentiment has also resulted in all four top brokers seeing a decline of 20 lakh active investors during the first half of 2025.

Investors attribute the sharp decline in their active client base for the second consecutive quarter, driven by waning interest in futures and options (F&O) trading amid stricter regulatory norms introduced by the markets regulator last year.

The stricter regulatory measures include tighter margin requirements, reduced weekly expiries, higher capital thresholds, and increased taxation, making derivatives trading significantly less attractive to retail investors.