Rainmatter, a fund that incubates innovative fintech ideas created by online stock trading startup Zerodha, has invested Rs 4 crore in early-stage startup Finception, which creates content around stock market investments.

The company, started 18 months ago by Indian Institute of Management - Ahmedabad graduates, is trying to democratise stock market investments through educational content on companies and how their stocks are performing in the equity markets.

“We started by writing long-form essays on companies, their financials, their market strategy, with the aim of explaining to our readers how to invest in these entities. We had our own website, circulated it through a few WhatsApp groups and got very good traction,” said Bhanu Harish Gurram, chief executive officer, Finception.

Starting out with a long-form newsletter each week, Finception has added a daily newsletter, Finshort, mainly aimed at a wider audience.

The company created a WhatsApp subscription for their three-minute-read newsletters as well, and soon gathered around 10,000 subscribers.

“We have done all this free-of-cost, mainly aimed at helping expand the scope of understanding around how stock markets perform,” said Gurram. “Currently, we have around 13,000 subscribers and have partnered with finance clubs at around 20 business schools for wider circulation among millennials.”

Nithin Kamath, who heads the Rainmatter initiative, said he liked the fact that the founders could explain complicated stock market movements in simple language, which is much needed to get more investors and traders on the bourses.

Going forward, Finception plans to hire more developers and engineers, and is in the process of building a personal finance management application.

Through this initiative, they not only enlighten subscribers about stock movements, but also open new opportunities to invest intelligently and prevent traders from losing money.