In view of boosting financial awareness in India, fintech brokerage firm Angel One announced the launch of a digital-first initiative, Fin-One, on Thursday, May 16.

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According to the company, Fin One integrates engagement and entertainment to enable young Indians to make informed financial decisions and create dependable investing practices.

Young Indians, particularly Gen-Z and Millennials, are now entering the market and need to be informed about the benefits of investing early, the necessity to stay in the market for the long run, the dangers associated with it, and how to maximise their returns.

According to market research firm Mintel, 91 per cent of India's Gen Z are already making plans for the future, with a focus on wise savings for aspirational goals like houses, cars, or travel. Fin One is poised to become their go-to expert, translating complex financial terminology into simple, everyday language.

Additionally, Fin One intends to provide infotainment material in the form of interactive tests and a combination of both wisdom and wit that will make financial studying as addictive as scrolling through social media.

"Imagine if your finance class was as engaging as your favourite meme page. That’s Fin One. We’re here to spice up the way young India interacts with money—making it less about numbers and more about fun," says Paarth Dhar, Vice President, Angel One.

The Fin One initiative is based on the three E's of strategy—engage, entertain, and empower—which form the core of the mission of forging a financially astute generation.

Fin One is a movement aimed at making finance hip, interesting, and incredibly entertaining, not just a social identity. Fin One has also designed content in Hindi, targeting users in Tier III, IV, and beyond cities across India, to provide financial literacy.