FinTech platform Angel Broking has unveiled its new identity Angel One, a ‘Digital First’ brand that will serve all financial needs of its clients, including stockbroking services. In its new avatar, the umbrella brand will encompass every existing and future business unit of the entity.Speaking on the unveiling of Angel One, Prabhakar Tiwari, Chief Growth Officer, Angel Broking Ltd said, “Our goal is to position Angel One as a leading FinTech entity and present ourselves in a contemporary, dynamic, tech avatar to build a strong connect with the new-age GenZ and Millennial Indian investors.”

Angel One is an innovative, and empowering platform that easily resonates with the Gen-Z and millennials, including those from tier 2 and 3 cities. The transformation is a fusion of the company’s brand legacy and ambitions, as the company transcends from a broking house to a ‘one-solution’ platform for every financial need – ranging from mutual funds to insurance, loans and others.

Even though the corporate entity name will remain Angel Broking Limited, the consumer-facing masterbrand will now be called ‘Angel One’.

The changes will be seen across all Angel Broking platforms and touchpoints, both external and internal. To fully live up to the ambition of being a digital-firstbrand, its platforms across the web and app are constantly being updated.

Incorporated in 1996 as a traditional broker, Angel Broking shifted focus to extensively using Artificial Intelligence and Machine Learning as it transitioned into a fully digital platform by 2019.