Committed to Customer Convenience

SIP, the traditional growth engine, was impacted with the onset of COVID with cancellations and expiry exceeding new registrations with few months recording negative net monthly accretion.

We implemented SIP Pause as an intervention to arrest SIP cancellations across AMC and CAMS digital portals, offering the investor the option to temporarily pause the SIP instead of cancelling it. This was also provided as a link to distributors who welcomed the facility. About 2,00,000 SIPs were paused using this facility. Call centre campaigns to direct investors to renew cancelled/expired SIPs and one-click SIP renewal using digiInvest were both promoted actively during the year – both of these have evidenced strong results.

APIs power the complete SIP life-cycle from new SIPs to retaining, regaining SIPs.

With customer service culture deeply ingrained in our DNA, we are always looking to add that extra convenience to investors and distributors. Our website is the go-to destination for 7- 8 lakh visitors every month for statements and a range of digital services, new regulations and industry updates. Our website and digital portals serve as single gateway for aggregated service across CAMS serviced 16 Mutual Funds for portfolio management, account profile management, on-demand statement since inception, transaction status enquiry etc. which has helped MF industry set benchmarks for customer service.

camsonline.com provides a range of statements to serve every need of the Investor including enhanced Capital Gain/Loss statement to facilitate tax computation and ITR filing.

FY20 was all about digitally enabling distributors to manage their operations without disruption during the lockdown period and thereafter. New, improved services were introduced for large distributors, Registered Investment Advisors (RIA), RIAs and Exchanges. These services have led to improved straight-through processing of transactions especially for digital platforms. Distributor-assistance chatbot has been designed and made available to the AMCs (as a white labelled solution). A full-fledged central contact centre has been made operational for delivering distributor services and assistance on distributor applications. Distributor services section of CAMS website is designed for ease of executing transactions & accessing business services. NFT forms, full-stack of AMFI related services, support information & FAQs are the other key sections which see significant traffic.

We had embarked, in FY20, to significantly enhance our value proposition across all areas of client services and operations, and engage as an end-to-end, full stack service partner. In line with this focus, we launched two industry impacting technology solutions - Digital On-boarding platform for PMS Advisors (and RMs) and Web portal for AIF/ PMS Investors. During FY21, besides full automation of reconciliation of pay-in, we made progress in adopting a more user-friendly and faster processing module for brokerage across all AMCs. We have also automated the posting process, and enhanced the monitoring and surveillance environment. We inducted senior leadership talent to strengthen our tech prowess during the year.

Industry-first ML-based instant bank mandate change service leveraging IMPS and built-in validations. Investors can make the change within minutes instead of 3 days and with no paperwork.

7-8 lakhs

Website visitors / month

5 lakhs

Non-Financial Transaction (NFT) Service requests / month

95 %

of NFT requests processed within T+2 business days

128 million

Distributor Reports & Investor Statements

520 million

SMS

As service partner to AMFI, we have launched a suite of digital intiatives on AMFI website for paper-less registration of new intermediaries and licence renewal and self-declaration submission for existing distributors. Services which were hitherto taking 4 – 7 days are now done in few minutes.

With electronic transformation and advancement becoming more and more integral to the Mutual Fund industry, we are continuously developing and investing in technology to steer our market leadership. We are deploying and embedding an array of emerging technologies for transforming products and processes to boost client commitment and loyalty, economies of scale, effective risk management, scalability, diversification, etc. Our technological sweep encompasses the areas of: reconciliation, brokerage computation, digitisation of paper transactions, quality control, among others. Breaking new barriers in technology-enabled services we continue to deliver a host of pioneering offerings to our clients, also their investors, their distributors, channel providers and regulators. Our investments in sustainable and scalable technology platforms, through the account lifecycle of our clients, enable incremental value creation for them. They are instrumental in powering customer loyalty and long-term client relationships.

The anytime, anywhere convenience of myCAMS, coupled with several unique features, helped add 7.9 lakh new users during FY 2020-21 to take the overall registered base to over 40 lakh investors. myCAMS contributed 38 lakh transactions in FY 2020-21, December clocking an all-time high of 4.5 lakh transactions. The App was acknowledged as one among the Top 5 finance apps in India by Yahoo finance.

Our Proprietary Technology Platforms and Mobile Applications are aimed not only at enhancing the investor and distributor ease of operation, but also seek to automate the flow of transactions, thereby reducing manual efforts and the attendant risks.

• Our Transfer Agency platform is the largest platform serving the Mutual Fund segment in India, and has enabled rapid scaling of the industry while managing the complexities of business operations
• We run our own Data Centres on completely virtualised Hyper Converge Infrastructure (HCI) and build and host hundreds of Applications & APIs
• Our Business Intelligence (“BI”) platforms power Mutual Fund Industry Analytics
• Robotic Process Automation (RPA) Bots have been deployed to improve productivity and efficiency
• We have adopted digital and AI & ML (Artificial Intelligence & Machine Language) technologies to solve business problems

• Our Tech-Powered Solutions
• Sales & Business Intelligence Applications
• Front office enablers

myCAMS

Is an award-winning mobile application for retail and HNI investors to manage their Mutual Fund portfolio and transact across CAMS serviced Mutual Funds. The app which has been continuously enriched with best-in-class features, has won resounding endorsement from investors in the annual investor feedback and Playstore rating of 4.4

GoCORP

Is an investment portal designed for corporates, and provides a single gateway to transact across multiple participating Mutual Funds, thus doing away with the need to complete multiple forms and transaction slips. It allows corporates to schedule redemption transactions, and enables same-day purchase and redemption transaction.

digiInvest

Is a single-click, easy-to-use campaign management platform launched for Mutual Funds and distributors to target their investor base with customised transaction links to make lumpsum purchases, new SIP registrations, SIP Renewal (for single or multiple schemes) and for pausing an SIP.

digiNFO

Has been created as a single-click investment feature for NFO investment – executed either directly by investor or facilitated by the distributor.

digiLoan against MF units

HDFC Bank and ICICI Bank are live with our digital loan against mutual funds (LAMF) facility, which enables the bank’s customers to get a loan upto up to Rs. 1 crore by pledging their debt and/or equity mutual funds in a completely paperless, digital process via myCAMS application. We are also in the process of integrating select large NBFCs onto the LAMF platform with specific customisations.

Insta eNACH

Setting up payment for SIP leveraging NPCI eMandate has been made extremely convenient with the Insta eNACH facility covering 21 banks. It is implemented in select AMC websites, myCAMS and edge360.

CAMSserv

Is a self-service chatbot to help investors navigate through MF services and investing options. It is available on CAMS digital properties, social media channels and as white label solution in Mutual Fund websites and social handles.

MFDEx

Mutual Fund Data Explorer is our data bureau service for sales and business intelligence. CAMS serviced mutual funds and other Mutual Funds serviced by competitor subscribe to this application to get industry data across multiple dimension & parameters. It also allows sales and marketing teams to facilitate better alignment of resources through reviewing market performance, sales and distribution effectiveness.

mfCRM

Is a mobility solution for Mutual Fund relationship and sales managers to better manage investor relationships and distributor performance. It provides real-time access to funds data directly from the transfer agent’s database and industry data from our data aggregation service MFDEx.

CAMSsmart

Is a business intelligence service, developed to service Mutual Funds. It assists with reporting, predictive and prescriptive analytics, data mining, measuring business performance and benchmarking.

mf360

Is a proprietary front office investor service application, which allows Mutual Funds to track transactions, investor enquiries and account statement requests. It provides efficient document management using bar codes.

mfCompass

Assists in linking the transfer agent’s back offices with the Mutual Funds front office in real time, while offering a holistic and real-time view of inflows and outflows to the fund managers. It allows quick reporting of physical applications received through Mutual Fund branches with limited data encoding requirements.

Recon DynamiX

The latest addition to our product stable helps drive operational efficiency for payouts and reconciliation of general ledgers, payments and transactions. The tested solution in our Mutual Fund operations in processing over 320 million transactions and Rs. 128 trillion in the last financial year has been productised as a standalone recon platform or as integrated offering with existing ERP systems for medium and large enterprises which handle large volume transactions and payments.

Automation as a significant focus area began in FY19 and got accelerated in the year 2021, beginning with challenging and reimagining several high impact processes. The transformations were designed to bring in higher efficiency and reduced risk in process execution while driving down human touch to near zero levels. With design workshops to bring foundational changes in place, the advanced phase of automation (and transformation) of large, complex processes – Reconciliation, Data-entry (revamp), Brokerage computation and Redemptions were transformed end-to-end during the year.

CAMS has been among the first in the securities market to re-introduce OTP-based Aadhaar KYC after securing the AUA Approval from UIDAI. The new eKYC brings a paradigm change to onboarding of new investors into Mutual Funds. The plugin solution is available across CAMS digital portals and several Mutual Funds websites and mobile apps.

We have set up a world-class Enterprise Monitoring Framework that detects any transaction failure across digital properties and proactively alerts the AMCs. The capabilities have been built covering all MF applications including Hardware (CPU, Memory & Diskspace), Availability (services, schedule jobs, applications), Failures (business/technical and repeat rapid failures), Spikes/Troughs (unusual activities – threshold based) and Latency. Business Monitoring dashboards have been created to monitor the spectrum of technology activity with ease – all of these have helped create a next-gen uptime and delivery posture.

We have adopted the best Business Continuity Management practices.

BCP drill is being carried out at periodical intervals to service all the core B2B & B2C at production volumes without any performance issues.

Our continuing investment in our proprietary IT platforms continues to strengthen our competitive advantage by further increasing operating leverage, driving ongoing innovation, anticipating industry developments and delivering increased efficiencies, while continuing to provide our clients and other stakeholders with integrated services from best-in-class technology platform and infrastructure.

The Company has achieved the advanced BitSight rating of 800, highest in BFSI segment. We have progressively scaled from 540 in 2017, 790 in 2019 to touch 800 in 2020.