Trackk launches Gen Z-focused campaign to reinvent investing discovery

MUMBAI: From stock tips to swipe tips, investing is getting a social media makeover. For a generation that discovers everything from fashion trends to life advice through reels and recommendations, investing is increasingly following the same path. Yet while the way young Indians find investment ideas has changed dramatically, the platforms serving them often still speak the language of traditional finance.

Bengaluru-based fintech startup Trackk is looking to bridge that gap with a new social-first brand campaign that swaps corporate jargon for internet culture and puts Gen Z firmly at the centre of the conversation.

The campaign film, released across the company’s digital channels, features co-founder and chief executive officer Vedant Gupte in the tongue-in-cheek role of “Finance Daddy” guiding viewers through the investing platform in a style that feels closer to creator content than a conventional financial advertisement.

Packed with humour, online references and a distinctly social-media-native tone, the campaign reflects a broader shift in how younger investors discover information, make financial decisions and engage with markets.

The timing is significant. Participation by Gen Z investors in India’s financial markets continues to rise, and Trackk says nearly 90 per cent of its user base falls within that demographic. The average user on the platform is between 20 and 24 years old, highlighting the growing influence of first-time investors who have grown up in the era of feeds, algorithms and instant recommendations.

Rather than relying on celebrity endorsements or institutional messaging, the startup has chosen a founder-led approach. By placing one of India’s youngest fintech founders at the heart of the campaign, Trackk is attempting to create a more relatable voice for an audience that values authenticity and personality over polished corporate communication.

The campaign also signals a wider shift in the investing industry, where user experience is becoming as important as access to markets. As young investors increasingly turn to creators, online communities and social platforms for financial discovery, fintech firms are racing to simplify investing journeys and make them feel less intimidating.

Founded by Vedant Gupte, Siddharth Thakkar and Aryan Jain, Trackk combines AI-powered stock discovery, personalised investment journeys and simplified execution tools designed to help young users navigate markets with greater confidence. The company became India’s youngest registered broker in 2025 and recently raised $3.7 million from investors including Lightspeed, Info Edge Ventures and several angel backers.

At its core, the campaign carries a simple message, if investing habits have evolved for the TikTok and Instagram generation, the investing experience needs to evolve too. And in a world where financial advice increasingly arrives between memes and music videos, Trackk is betting that the future of investing may begin with a scroll rather than a stockbroker.