Revealing how Moxtra became a WealthTech powerhouse fuelling digital innovation.
The future of business is digital. Services are available through a swipe on a smartphone or a click of a keyboard. Today, people around the world have become accustomed to getting everything done through their computers and phones – whether that might be ordering groceries, boosting their romantic life, or doing their banking.
For financial services firms, the global digitisation of markets has presented both a challenge and an opportunity – to use the technology to connect even further with their customers. This is where Moxtra comes in.
The venture may have been named on the coveted WealthTech100 list in 2020 as one of the most innovative WealthTech companies in the world, but it is hardly the first time that the business has impressed people in the industry.
Moxtra’s CEO and co-founder, Subrah Iyar is the former co-founder and CEO of Webex Communications and spearheaded its launch, growth, and acquisition. Moxtra’s co-founder and CTO, Stanley Huang, was a senior director of engineering at both WebEx and Cisco Systems.
“Moxtra began its journey with a fundamental quest: reimagining business collaboration in
the age of mobility,” says Leena Iyar (pictured), head of marketing at Moxtra. “Observing people using consumer services for business conversations, our founders were inspired to provide a solution built for business from the ground up. This led to providing organisations with solutions to build and manage nonstop, high touch channels to their customers, under their own brand, to address the needs of today’s digital age.”
Today, businesses around the world leverage Moxtra-powered OneStop Apps to deliver seamless client experiences. OneStop Apps are designed to drive the ‘uberization’ of financial services. Moxtra’s platform was built over several years in partnership with some
of the world’s leading financial institutions. These organizations use the platform to power their digital business and deliver a nonstop, continuous experience – with the rigorous compliance, security, and auditability required for banking.
“We enable businesses to maintain a continuous conversation with customers, from anywhere,” says Leena Iyar. “Your OneStop App provides a private communication hub, under your brand, delivering an all-in-one suite of collaborative services – including secure messaging, document collaboration, video meetings, digital signature, and more. It’s a virtual office where you manage your external relationships and your internal business teams to deliver the timeliness and quality of response required for today’s environment. You can manage identities, responsibilities and interaction workflows within your app to mirror your organisation structure. Your OneStop App delivers the nonstop experience demanded by the digital customers of today.”
One of the benefits of a Moxtra-powered OneStop App is that it enables organisations
to deploy a digital business destination under their own brand. It gives them the power and visibility to manage their customer relationships and internal teams in one digital place, under the protection of bank-grade security. “These management capabilities empower you to track and measure how your organisation is performing to the needs of your customers,” Leena Iyar explains. “Businesses can manage their internal teams to deliver the highest level of service to their clients, keeping an auditable, persistent record through any transition.”
The first financial powerhouse to benefit from their Moxtra-powered OneStop App was Citibank India, as part of the consumer division of financial services multinational Citigroup.
Moxtra powers the Citi Hello app for Citigold clients. The app was launched in 2017.
“India has one of the world’s fastest growing populations of high net-worth individuals, both in terms of the number of individuals and their wealth,” says Leena Iyar. “Wealth management services in India were traditionally oriented toward face-to-face relationships with a limited number of HNWIs in metropolitan areas. As a result, the unprecedented growth of the mass affluent population segment resulted in a lack of sophisticated, high-touch delivery channels for wealth management services.”
At the same time, the country is undergoing a massive digitisation boost. For instance, digital lending to micro-businesses is expected to grow up to 15-fold and between $80bn and $100bn in annual disbursements by 2023.
It was against this backdrop that Citibank India partnered with Moxtra for a reimagining of their client engagement journey for the digital era. “The solution is a secure, cross-platform service that mirrors the in-person interactions between wealth managers and clients and aligns with regulatory requirements,” says Leena Iyar.
With Citi Hello, Moxtra helped Citibank India deliver persistent, continuous conversational experiences to its customers with secure messaging, collaboration on documents, virtual meetings with relationship managers, and other experts. The app also enabled digital investment transaction approvals. “Citi Hello is a secure environment, storing all customer interaction history with a full audit trail,” says Leena Iyar.
After the introduction of the app, Citibank India enjoyed a 250% increase in productivity and over $220m USD worth of transactions through the app in the first year. Citi Hello was initially launched for Citigold customers and was expanded to Citi Priority customers due to the overwhelming success of the initial rollout.
In 2018, the bank was named the number one bank in India. In the same year, it helped raise $21.5bn of capital from bonds and loans and $5.6bn of equity capital for clients in India and advised on $9.5bn worth of announced M&A deals.
Since then, Moxtra has expanded its footprint and is trusted by several leading organisations, including enterprises like Standard Chartered, Van Lanschot Kempen, FIS, Verizon, and others. “We enable organisations to transform into a nonstop digital business with their OneStop App,” says Leena Iyar.
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