Axis Bank, India’s third largest private Bank, announced the launch of AxisDirect, an online trading platform, marking their foray into retail broking business. AxisDirect is a product of Axis Securities and Sales Limited, a 100% subsidiary of Axis Bank.
AxisDirect will offer multiple options to the customers for trading in cash, derivatives, IPO segments through NSE and BSE. The customers will also have the benefit of well-researched information about various corporate, access to independent third party research, stock research and analysis tools, and a host of innovative features and functionalities.
Mrs. Shikha Sharma, MD & CEO, Axis Bank, speaking on the occasion said, “We are very excited about this new initiative. A considerable amount of time has been invested in talking to customers, understanding the need gaps and what we can do to bridge those gaps. We have tried to design and develop unique functionalities and make it easier for the customers to invest in markets using AxisDirect. We have partnered with Tata Consultancy Services (TCS) to develop this uniquely different platform. We will continue investing in the platform to ensure delivery of superior services and provide customers a one-stop-shop solution for trading or investing.”
N Chandrasekaran, CEO and MD, Tata Consultancy Services said, “TCS is extremely happy to partner with Axis Group in launching this latest online broking initiative. What we have been able to do is to bring together the collective knowledge of TCS and Axis Bank in the capital market space as well as latest technologies to give a very unique experience to customers.”
Modan Saha, Joint Managing Director, Axis Securities and Sales Limited, reiterated that, “AxisDirect online trading platform, with its intelligent and intuitive features, aims to simplify a customer’s trading experience. The platform is designed to appeal to experienced traders and beginners / new traders alike by empowering them through a wide range of tools, products, and investment strategies in an integrated environment.”
Some of the unique features that AxisDIRECT provides to its customers are:
One Click Trade: With AxisDirect, customers can research, analyse and trade from anywhere through the website, all from single integrated window. Trading is just one click away.
TradePassport: It is a simple detachable order entry panel that allows customers to execute orders from wherever they are online. It can be detached simply from the website or parent window and can be taken anywhere on the desktop with secure connection to AxisDirect trading account.
Intelligent Order Entry Panel: AxisDirect intelligent order entry panel allows customers to know their potential capital gains before trade order confirmation. Its simplified design ensures that all the key information required while trading is available at the click of a button. There is no need to search around for the relevant information about a company before placing orders.
Independent Research & Powerful Tools: Customers can benefit¬ with investment ideas and access to in-house as well as best-in-class third party research and information from leading names in the industry including Recognia, The Screener, Reuters and more. With intuitive and powerful trading tools, customers can research stocks based on either pre-defi¬ned or customised parameters simultaneously.
Enhanced Equity and Derivatives Products: Customers can avail enhanced equity and derivatives products like Encash, Cover, E-Margin, Intraday Margin, limits against collateral securities.
Trade on Phone: With Trade on Phone service, customers can take advantage of market opportunities when they are on the move or if they cannot access internet. AxisDirect will execute the trade based on the customer instructions through Trade On Phone service.
Comprehensive Company Snapshot - Customers can now access and analyse in-depth information and research about a company from one integrated window. He can also trade from the same window in just one click. The advanced Company snapshot page in AxisDirect allows customer to focus on his investment strategy more effectively.
Intuitive portfolio analysis tools: Portfolio Analysis tools with AxisDirect analyzes key parameters in the customer’s portfolio that are important to a customer in an intuitive manner. Moreover this information is represented in simple graphical manner which is very easy to understand and is actionable. The analysis tools include stocks in profit, stocks in loss, tax implication on equity portfolio, estimated income on portfolio, sector distribution of portfolio, sub-portfolio wise division and performance, corporate action on portfolio, etc.