Brand Discovery

BRAND DISCOVERY
1. What is your brand name? tell us briefly about it.

Our brand name is – LXME. It is India’s woman-first personal finance management
ecosystem loaded with tools, resources and best expert-led financial services
2. What is the brand’s USP? Describe all the products/ services offerings
Through our platform, women can learn, plan, invest, earn, save, insure and money, thus
making them confident about gaining more control of their finances
Invest: expert-backed mutual fund plans are specially curated to meet your goals and needs.
Earn: We're offering women a chance to build multiple income streams through various
earning opportunities like product partnerships, referral schemes, business pop-ups, and
much more.
Save: Keeping your savings and investment account separate from your expenses account is
step 1 to investing. Recognizing this need, LXME has an exclusive Savings account for
women
Insure: An emergency can occur anytime, what's important is that we're prepared for any
eventualities. LXME Insurance plans are tailored to meet your unique requirements.
Save
Learn: Personal finance Knowledge boosters and simplified modules! Learn the basics of
investing through interactive modules, expert-led LIVE sessions, games and challenges and
so much more.
Plan: With our easy-to-use calculators, you can plan for your financial goals like retirement,
tax saving, child education planning and more
Discuss: Free membership to the 50k+ community, BeingLXME - Your Money Tribe. A safe
space for women to talk about all things money. You can ask questions, learn, share your
experience and grow with a women-only community of financially fearless women!
3. What are brand’s values and vision?

4. What are the benefits for the seeker when they associate with your brand?
a. ECONOMIC BENEFITS
Investment Opportunities: Users can access expert-backed mutual fund plans curated to
meet their specific financial goals and needs. This empowers them to invest wisely and
potentially grow their wealth over time.
Earning through Multiple Income Streams: LXME provides various earning opportunities
through product partnerships, referral schemes, and business pop-ups. Women can
diversify their income sources and enhance their financial stability.
Insurance Coverage: LXME offers insurance plans tailored to women's unique requirements,
providing them with financial protection during emergencies and unexpected events.
b. EMOTIONAL BENEFITS
Feeling supported and empowered: learning about personal finance, planning for their
financial goals and investing with ease can make individuals feel more in control of their
financial future. Women, by being part of money tribe community in this platform, can
know that they are not alone in their financial journey and are supported by their peers and
have a safe space to discuss money matters
Increase of confidence: By offering a women-first personal finance management ecosystem,
LXME fosters financial confidence and empowerment. Women will feel more equipped to
make informed financial decisions
Feeling of assurance and security: Utilizing the platform’s insurance plans and savings
account can provide women with a sense of financial security and preparedness for
unforeseen circumstances. The "BeingLXME - Your Money Tribe" community provides a safe
space for women to discuss financial matters openly. This sense of community support can
reduce stress and anxiety related to money management.
Learning and growth through play: The interactive nature of the platform, with games,
challenges, knowledge boosters and live sessions keeps users engaged and expands their
financial literacy
c. FUNCTIONAL BENEFITS
Easy Financial Management: The platform offers tools and resources that simplify financial
management. Users can track their expenses, savings, and investments seamlessly, leading
to better financial organization.
Customized Financial Solutions: LXME provides tailored investment plans and insurance
options to meet the unique needs of women. Customization ensures that users receive
solutions aligned with their financial goals.
User-Friendly Interface: The platform's user-friendly interface makes it accessible and
inclusive for all users, regardless of their level of financial knowledge or tech proficiency.
5. Brand Architecture- do you have any plans to come up with sub-brands under the
main brand in the future or will it be a standalone brand? Why?
There will be sub-brands in the future. Our fintech startup also aims to turn into a neobank
specialising in products and services for women.
6. If your brand has a voice, how would it be? Friendly/ casual/ formal/ funny/ serious/
any other tone? Why?
Trustworthy, realistic, bold, confident, sophisticated, Friendly, inspiring
7. Do you have a color on your mind when you think of your brand? What’s the reason
behind it? Kindly share images with the mentioned colors.
8. What is your primary marketing message? Your product/ services might have their
own marketing message. Please list down the same
9. What are some insider facts about the industry of your brand? Let us know some
secrets and we will keep that in mind. How do your seekers feel about the industry?
10. Any specific challenges that you foresee as a brand?
COMPETEITORS
1. Who are your competitors? Kindly share your competitor analysis report
LXME’s biggest competitors in India include
Basis app: https://getbasis.co/
Salt app: https://www.salt.one/
Femwealth app: https://www.femwealth.com
2. What is the key difference in value proposition of your brand over your competitors?
AUDIENCE/ USERS
1. Who uses the LXME app?
Every woman looking to manage their financial matters better.
Age: 20-40
Profile: salaried women, entrepreneurs, freelancers, college graduates from Tier-I and Tier-II
cities
At present, around 15,000 women are signed up on the platform and online community,
with daily average users at 2,000. The platform and the app are both free, as are the
resources offered.
LXME makes most of its revenue from the distribution of financial products, but says it will
soon launch premium membership with more features.
2. What are their problems?
Lack of education and awareness on financial instruments
Fear of taking risks with their money
Systemic dependence on male members of households for financial planning leads to loss of
confidence to make simple money decisions in a major percentage of women.

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1. What is your brand name? tell us briefly about it.

3. What are brand’s values and vision?

10. Any specific challenges that you foresee as a brand?

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