A Brief Overview – Understanding the Fintech Background

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Financial technology, or FinTech as it has been popularized today, is made up of financial solutions empowered by technology. Although FinTech operations have been in existence for almost a century and a half, the operations themselves have witnessed an evolution. Where the earlier focus might have been on establishing financial globalization, which was then followed by a move from analog to digital platforms, the current focus is on start-ups. These changes in focus have altered the players that operate within the FinTech market which is no longer composed of the traditional banking system alone. Instead, it is made up of a wide variety of technology-driven instruments of which smart wallets and cryptocurrency are just two small examples.


Angel Broking was founded in 1987 which was when FinTech was focused on a transition towards entirely digital means of operation. This transition was carried forth by financial institutions of which Angel Broking could be understood to be one. As their name might indicate, their focus primarily lay on stockbroking and wealth management. They primarily dealt with clients who were fluent with all that their services entailed and had a background that qualified them to understand and respect expert opinions pertaining to their investments. They held a serious and aggressive air to these investments which were conventionally managed.

This clientele evolved over time and by the 2010s, Angel Broking began catering to millennials with an understanding that gen-Z’s would follow soon after. This gamut of customers differed quite starkly from their predecessors. This was in part owed to the fact that they grew up being exposed to more thoroughly integrated technological innovations including smart devices. These smart devices have altered the way financial services are imparted to customers. Cryptocurrency too is just over a decade old, and gen-Z and millennials are the ones most aware of its workings and invest in it despite the inherent volatility it operates within.

This has meant that the attitudes with which these young investors make investments and handle wealth can be categorized as follows.

  • Investment decisions are based upon instant gratification. The ability to identify trends prior to them gaining popularity on social media and within society is now paramount.
  • As opposed to prudent decisions which were made after ample deliberation, young investors are quicker to make investment decisions that aren’t always entirely based on a thorough understanding of what the said investment is.
  • Gen-Z and millennials take advantage of investment strategies that are a mix of those that are old and those that are new. They are more inclined to invest in stocks in comparison to other investment tools.
  • Impact investing as well as investments focused on technology occupy their interests.

The evolution of Angel One’s client base is also owed in part to Angel One themselves who guided them and made sure they grew with the company. This meant that Angel One educated them on the market and continues to provide them with ample material aimed at helping them make wise investments.


In order to relay to their clients that they were aware of the evolutionary changes occurring within the fintech world, Angel Broking decided to now call itself Angel One. This name highlights the broad reach that extends far beyond the world of broking alone. Its newly conceptualized image highlights Angel One as a digital-first fintech company.

When examining its new logo, the word ‘one’ is written in orange in order to convey the vibrant nature of the company. By employing both narrow as well as broad fonts to this logo, gen-Z and millennial audiences are expected to be drawn in, owing to the dynamic new design.

The Angel team has established the brand as a stalwart in the realm of finance and this new name highlights the broader services they offer.


The Angel team sought to make clear to the patrons of the brand, partners, and all prospective clients that Angel Broking offered a host of services that extended beyond brokering and included mutual funds, insurance, and stock trading among others.

Angel One seeks to empower, innovate and bolster contemporary ideas that are popular among the gen-z and millennial audiences. Seamless brand architecture which made use of an umbrella brand strategy has been taken advantage of to showcase the varied business extensions on offer at Angel One.

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