super.money, a fintech startup founded by former Flipkart executive Prakash Sikaria, is entering India’s fast-growing brokerage industry with a sharp focus on first-time and retail investors.
In a LinkedIn post on Wednesday, Sikaria said the company is “reimagining stock trading for the next wave of investors,” building what he called a “radically simplified trading interface” that sits at the intersection of UPI, AI, and broking.
“We believe investing shouldn’t feel intimidating, cluttered, or built only for the ‘experts,’” Sikaria said in the post. “That’s why we’re building… one that makes it effortless for millions of new investors to get started.”
The company is currently hiring senior engineers and architects with experience in capital markets, a sign that product development is underway.
While details remain sparse, super.money’s pitch suggests it is targeting the mass retail segment that has powered much of India’s equity participation surge in recent years. As of April 2025, there are approximately 11.3 crore unique registered investors in Indian equity markets, according to the National Stock Exchange.
super.money’s entry comes as a new wave of discount brokerages, including the likes of Zerodha, Groww, and Upstox, have captured the market with low-fee platforms and digital-first onboarding.
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Sikaria, who previously led growth at Flipkart as CXO, launched super.money UPI app in July 2024. The startup is backed by prominent investors, including Flipkart Ventures and Axis Bank.
super.money had recently launched a new co-branded credit card with Axis Bank. The card, which integrates seamlessly with UPI infrastructure, offers 3% cashback on QR code-based “Scan & Pay” transactions through the super.money app, and 1% cashback across all other spends, without any annual fees.
Customers can earn up to Rs 500 per statement cycle, and a 1% fuel surcharge waiver is applicable on eligible transactions.
The company is also offering a fixed deposit-backed secured card for users who do not meet the underwriting criteria for the unsecured version, expanding its reach without compromising credit quality.
Edited by Kanishk Singh
