Business model of Upstox ~ Business Plan, Revenue Model, SWOT Analysis


The firm promises a zero brokerage model that is meant to use smart design and technology, which would dramatically reduce expenses for the company while also benefiting end-users. Upstox, based in Mumbai, is driven by the goal of disrupting the brokerage sector by lowering the expenses incurred by online trading platforms, hence making stock trading more efficient and cost-effective. The Business model of Upstox involves its business plan, revenue model, its competitors, SWOT Analysis and many more.

Upstox roped in as IPL's official partner: Report - Exchange4media

Upstox believes in charging no commission, whether it is a flat charge per transaction or a monthly fee. Upstox is backed by a group of investors including Kalaari Capital, Ratan Tata and GVK Davix.

Business plan

Upstox trading platform offers trading, analysis, charting and many more rich trading features. Upstox has been profitable for over two years now, currently processes over USD 120 billion of India’s monthly exchange turnover, all of it coming from retail investors across the country.

Upstox devised a novel business plan to implement its zero brokerage charge concept: an online-only company model.

The Upstox services are primarily based on:

  • Stocks
  • IPOs
  • Mutual Funds
  • Futures and Options

Revenue model

It charges flat rates, resulting in considerable cost savings. This is why Upstox is a brokerage industry disruptor. Upstox believes in charging zero commission, whether it’s a flat price per transaction or a flat fee per month.


The internet trading upsurge is on its high tide. The main competition of Upstox is:

  1. Zerodha
  2. IIFL
  3. Finvasia
  4. Angel Broking
  5. SAS Online
  6. Beeline Broking
  7. Greetika Broking
  8. TradingBells
  9. Sharekhan
  10. Edelweiss
  11. Karvy Stock Broking

SWOT Analysis


  • Low-cost Trading: Financial services are supplied remotely via the internet. The organization offers low-cost brokerage programs while keeping operational costs low by using an online business model. It offers free lifetime delivery trades, modest rates of 20% on each trade, and a one-month free brokerage facility.
  • Funding: Big companies like Ratan Tata, Kalaari Capital, and GVK Davix have invested in Upstox (RKSV), making it a safe and reputable brokerage for your money.
  • Marketing Strategies: Upstox has gained customer awareness through its collaboration as the official partner at the Indian premier league.
  • Costs: Upstox likewise feels that word-of-mouth referrals are the most effective approach to expand its business. As a result, unwanted marketing costs are avoided. Instead, it assumes that happy consumers will naturally refer to their friends. That is why Upstox places a higher value on technology and customer service.
  • Technology: Investors with web/desktop, Android, and iOS software systems can use Upstox’s HTML-based trading solutions. The corporation has made major technological investments. It offers its consumers an outstanding trading platform and tools.


  • Limited Services: Upstox has fallen short of delivering several services or features that its competitors provide. Some of these include making IPO and FPO investments; moreover, it does not provide API access for automated trading.
  • Lack of Knowledge: There are still people who are unaware of trading in various sections of the country. It does not provide stock recommendations or ideas, which could make a beginner trader’s experience more difficult.
  • Research & Development: Because the company did not spend wisely on research and development, demand forecasting gaps and opportunities were overlooked.
  • Competition: Stock trading is a competitive market. Firms are up against fierce rivalry, which is inherent in every business. Upstox must focus on overcoming the strain of competition and standing out from the crowd.
  • Customer Service: Because the platform is entirely online, there is no personal relationship manager and no research advisory service. It also does not provide a 24/7 customer support service.


  • Increased Customer Base: Upstox has attracted 10 lakh investors, and with increased exposure, there are impending opportunities for client base expansion.
  • Market Research: By thoroughly researching market circumstances, the company may take advantage of the opportunity to provide customized brokerage services while also improving the existing investor experience.
  • Bullish Markets: Because every investor is drawn to bullish markets, they provide a good opportunity for firms.
  • Awareness: With shifting educational reforms and government regulations aimed at educating investors and raising trading awareness among the general public, there is a growing opportunity for stock brokerage firms.


  • Government Policies: Government policies change regularly in different countries. Furthermore, political upheaval in the country might disrupt trading cycles and negatively affect stock markets.
  • Foreign Firms: Foreign companies tend to attract local investors, putting pressure on Indian companies to lose market share.
  • Bearish Market: The inherent nature of stock markets poses the greatest danger to stockbroker companies like Upstox. Bearish market conditions pose a significant risk because no investor wants to trade in such circumstances.
  • Substitutes: Because firms can enter and quit an industry with few limitations, the number of substitutes in the same product line at different prices poses a risk of losing the investor base.
  • Frauds: With the advancement of the digital era, there has been an increase in the number of occurrences of cybercrime. Because the firm’s operations are conducted entirely online, there is a greater risk of fraud and the loss of the personal information of investors.


Upstox is a financial technology firm that provides consumers with unique investing choices. It also offers stock trading and securities brokerage services. The program also allows ordinary investors to trade on the stock market.