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Summary: This blog post delves into the key findings of Techmagnate’s Mutual Funds Search Trends Report, offering a comprehensive analysis of the evolving digital landscape in the mutual funds industry.
India’s investment landscape is witnessing a surge, with 298.74 lakh monthly searches for Mutual Funds in FY 2024-25, marking a 31.8% year-on-year growth. This rise is driven by a tech-savvy generation, expanding interest in SIPs, and growing awareness around wealth creation.
Yet, in this competitive market, the real challenge for Asset Management Companies (AMCs) is standing out. Success now depends on decoding the digital journey of investors — the platforms they use, the non-brand queries they search, and the preferences shaping their investment decisions.
This is where our latest report, Mutual Fund Search Trends FY 2024-25, becomes a valuable tool.
We’ve analyzed over 17,000 keywords, revealing the search behaviors and aspirations of Indian investors, and we’re ready to share these insights with you.
Note: L represents numbers in Lakhs
More and more Indians are looking for mutual funds online, with searches jumping 31.80% year-on-year in FY 2025. In FY 2024-25, the industry saw a major digital shift, with non-brand keyword searches growing 59.26% — showing rising curiosity around SIPs, calculators, and investment options beyond top AMCs.
This reflects how investors are becoming more research-driven, exploring tools like SIP and SWP calculators before committing their money.
Due to this surge in demand, it becomes imperative to understand which platforms, AMCs, and fund types people are searching for. AMCs and fintech platforms can capture this growing interest by leveraging search insights in their digital marketing efforts. It’s a win-win situation for both investors and brands.
Get insights on evolving customer behaviour, high volume keywords, search trends, and more.
Note: L represents numbers in Lakhs
Here we see the performance of the top 10 Asset Management Companies (AMCs) based on search volume, growth percentage, and market share for FY 2024 and FY 2025.
HDFC Mutual Fund continues to lead in both search volume and market share, recording a growth of 20.68%. SBI Mutual Fund follows closely, with a strong growth of 34.85%, strengthening its position in the market.
On the other hand, Axis Mutual Fund once again witnessed a decline in search volume, signalling a dip in investor interest.
Overall, the industry recorded a 21.32% growth in branded searches, with HDFC Mutual Fund maintaining the highest share of visibility.
This list above highlights the top 5 brands with the most visibility on Google, known as Share of Voice (SOV). SOV is the percentage of a brand’s presence compared to the total in a specific category.
ET Money with 73.11%, followed by Mutual Funds Sahi Hai (70.29%), Bajaj Finserv (68.63%), ICICI In (65.53%), and Angel One (54.19%).
These brands consistently rank high due to their strong online visibility, thanks to the smart SEO strategies they’ve implemented.
There are notable trends shaping the landscape of mutual funds searches. Let’s uncover these in detail.
Note: L represents numbers in Lakhs
Investors are becoming more specific in their online searches. The interest in “SIP Calculator” has shot up by 70.77%, indicating a keen desire to understand and optimize Systematic Investment Plans. Additionally, searches for the “SWP calculator” have increased by 423%, highlighting a growing focus on systematic withdrawal planning for financial goals.
Note: L represents numbers in Lakhs
In the mutual funds space, there is a clear preference for SIPs, which saw the highest growth at 58.64%, capturing over 31% market share. This reflects strong investor interest in disciplined, long-term investment strategies.
Other categories like Systematic Withdrawal Plans (SIP) and Index Mutual Funds also gained traction, with impressive growth rates of 413.18% and 46.49%, respectively. Mid Cap Mutual Funds recorded a solid 29.92% growth, suggesting continued demand for high-growth potential and diversified portfolios.
Overall, the keyword landscape shows that investors are actively exploring both stable wealth-building options and growth-oriented funds.
When it comes to what people like and how they behave online, a few things stand out.
A lot of people are searching for mutual funds on platforms, and Groww leads with the highest Share of Voice at 85.48%, followed by Mutual Funds Sahi Hai (73.54%) and myCAMS (70.28%). This shows that platforms with strong visibility and investor trust are becoming the preferred entry points for mutual fund investments.
Interest in mutual fund apps continues to grow, with myCAMS and Kuvera gaining significant traction. This highlights the importance for businesses to prioritize mobile-first experiences and ensure their apps provide seamless features for investors.
Vernacular and non-brand searches are on the rise, as investors increasingly use everyday language and native terms to seek information. Financial institutions can tap into this by creating localized content and marketing strategies, ensuring they remain relevant and accessible across diverse audiences.
In focusing on local trends, some important numbers stand out.
57.64% market share for non-brand vernacular keywords show dominance. There is a major shift in user behavior, where relying solely on brand terms is becoming less effective.
Examples like “mutual fund kya hota hai” (Hindi) and “ம ్యూచుவல் ఫండ్” (Telugu) showcase how users are searching for complex topics using their native languages and everyday phrases.
The takeaway from these search trends is clear – businesses should embrace a localized approach by adapting to these statistics. This not only enables more meaningful connections with investors but also positions businesses strategically in alignment with the preferences and behaviors of different demographics and regions.
Lenders and marketers can harness the power of these search insights to refine and optimize their strategies for greater effectiveness.
By incorporating these insights into their approach, lenders and marketers can maximize their impact, resonating more effectively with specific demographics and regions, ultimately driving growth and customer satisfaction.
Now, let’s discuss strategies:
The future of mutual funds growth lies in understanding the customer’s digital journey. The numbers and consumer insights in this report tell a compelling story about investors’ search. It’s a guide to understanding and unlocking the strategies behind investor requirements and needs.
Whether you want to know more about top brands people trust, find the top funds investors are searching for, or explore city-wise data, this report provides hidden insights that should be leveraged for a competitive advantage.
This report highlights clear growth opportunities in the mutual fund Industry. Techmagnate has delivered transformational growth for BFSI businesses, and our specialized Digital Marketing Services for the BFSI industry can help you reach your target audience effectively.
Techmagnate has established a fortress in BFSI SEO, driving transformational growth for banks, insurers, NBFCs, and mutual funds. Our expertise was recognized with 5 awards at the Pitch BFSI Marketing Summit 2024, including 2 golds and 3 silvers for Bajaj Finserv campaigns, cementing our leadership in financial services digital marketing.
Contact us if you want to know how to leverage these search insights for your industry.
They reflect changing investor behavior. If searches for SIP calculators or withdrawal plans are growing, it shows rising awareness and demand in those areas. Marketers and fund houses can use this data to align products and content strategies.
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