Axis Securities
Axis Securities is a SEBI-registered retail stockbroker and investment services platform, operating as a wholly owned subsidiary of Axis Bank under the Axis Direct brand. It serves Indian retail investors, HNIs, and NRIs with brokerage, mutual fund distribution, insurance, and digital wealth tools across 20+ products.
- Company typePrivate
- Founded2006
- HeadquartersMumbai, India
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Axis Securities does
Axis Securities Limited (CIN U74992MH2006PLC163204) is a SEBI-registered retail stockbroker and investment services platform operating under the Axis Direct brand. It is a wholly owned subsidiary of Axis Bank, India's third-largest private-sector bank, and provides Indian retail investors with a multi-asset brokerage and distribution platform covering equities, derivatives (NSE/BSE/MCX/NCDEX), mutual funds (35+ AMCs, AMFI ARN 64610), ETFs, fixed income, currency, IPOs, SGBs, NPS, insurance (IRDA corporate agent), tax filing (DIGITAX), and curated baskets (SmallCase, Global Investing/US markets).
The technology stack is a multi-channel digital platform: a web portal (simplehai.axisdirect.in), a desktop terminal (Trader Pro with Spider Axis and NxtOption analytics), and mobile applications (Trader App, Investor App, and the award-winning RING app). The company is a Depository Participant with both NSDL and CDSL, enabling the integrated 3-in-1 banking-demat-trading account that links Axis Bank deposits with Axis Securities trading and custody. AI features include the Axis Intellect advisory platform and SmartEdge Plus technical-analysis tools, alongside systematic investment (SIP) automation and algorithmic order types.
The business model is primarily transaction-fee brokerage on equity, derivatives, commodity, and currency trades, supplemented by recurring distribution commissions from mutual fund AUM (ARN-64610), insurance commissions (IRDA corporate agent), IPO distribution fees, and fixed income placement income. Advisory and PMS revenue was historically a component but is being divested to Axis Asset Management Company following CCI approval in February 2026. The go-to-market is digital-first direct-to-consumer for self-directed retail investors, with assisted cross-sell through Axis Bank branches and a network of business associates/Refer & Earn partners; the customer base is 9 lakh+ active investors and a 5 million+ broader community, segmented across retail individuals, HNIs via a Private Client Group, and NRIs. FY26 standalone sales were Rs 1,416.24 crore (down 9.53% YoY) with net profit of Rs 366.17 crore, though Q4 FY26 showed sharp recovery (sales +15.09% YoY, profit +80.14% YoY).
Axis Securities firmographics
Firmographics- Name
- Axis Securities
- Legal name
- Axis Securities Limited
- Website
- https://simplehai.axisdirect.in
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Axis Securities is a SEBI-registered retail stockbroker and investment services platform, operating as a wholly owned subsidiary of Axis Bank under the Axis Direct brand. It serves Indian retail investors, HNIs, and NRIs with brokerage, mutual fund distribution, insurance, and digital wealth tools across 20+ products.
- Ownership category
- akta.pro rank
Axis Securities industry classification
Industry- Product category
- Retail Brokerage & Investment Services
- NAICS
- Securities and Commodity Contracts Intermediation and Brokerage (5231), Portfolio Management and Investment Advice (523940), Investment Banking and Securities Intermediation (52315)
- SIC
- Security Brokers, Dealers & Flotation Companies (6211), Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- Retail FX/CFD Broker Trading Venues (FSAFADAD)
- akta.pro secondary industry
- Fixed Income Brokerage (Bonds) (FSAEACAJ)
Keywords
Where Axis Securities is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Axis Securities business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Equity and Derivatives Brokerage: Commission-based brokerage revenue from equity trading, futures, and options trading on NSE, BSE, MCX, and NCDEX exchanges
- Mutual Fund Distribution: Revenue from distributing mutual fund schemes across multiple AMCs including UTI, Tata, WhiteOak Capital, and others. Axis Direct is an AMFI-registered mutual fund distributor (ARN - 64610)
- IPO Distribution: Revenue from facilitating initial public offerings to retail investors
- Fixed Income Products: Distribution of NCDs, bonds, and fixed deposits including tax-saving instruments
- Insurance Distribution: Life and general insurance products offered through the platform (IRDA Corporate Agent registration)
- PMS and Advisory Services: Portfolio Management Services and investment advisory offerings including SIP ideas, trading ideas, and research reports
- Currency and Commodity Trading: Brokerage from currency and commodity derivatives trading
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard brokerage rates for retail investors |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Axis Securities product offering
Product offeringCore offering
Axis Securities (operating as Axis Direct) is a SEBI-registered retail stockbroker and investment services provider offering equity and derivatives trading, mutual fund distribution across 35+ AMCs, currency and commodity derivatives, IPO subscriptions, ETFs, fixed income instruments (NCDs, bonds, SGBs, FDs), insurance distribution, and PMS/advisory services. The firm delivers these through integrated web, desktop (Trader Pro), and mobile platforms backed by the Axis Bank parent brand, with onboarding via a 3-in-1 banking-demat-trading account.
Product overview
Axis Securities (operating under Axis Direct brand) offers a comprehensive multi-product investment platform serving retail investors and traders. The core offering consists of equity and derivatives trading, mutual fund investments, and fixed income products, distributed across multiple platforms including mobile apps (Trader App, Investor App), web-based Investor Web, and desktop Trader Pro terminal. Additional products include demat accounts, 3-in-1 integrated banking accounts, SmallCase themed portfolios, IPO investment facilities, Sovereign Gold Bonds, insurance products, and DIGITAX tax filing services. The platform provides research capabilities including investment ideas and trading recommendations, along with educational resources through a learning platform. The architecture follows a unified platform with modular product offerings where the 3-in-1 account connects Axis Bank banking services with Axis Securities trading and demat accounts.
Differentiator
Problem solved
Functional benefit
Brands
- Axis Direct: Retail broking and investment brand under which Axis Securities Limited offers equity, derivatives, mutual fund distribution, and other investment services to retail investors.
- Axis Intellect
- SmartEdge Plus
- Swift Trade
- DIGITAX
- RING
- Trader Pro
- Axis Direct App
- YOUnique
Products and services
- Equity Stock trading and investment in listed equities on NSE and BSE exchanges, for retail investors and traders.
- Derivatives Futures and options trading including index options, stock options, and commodity derivatives on NSE, BSE, MCX, and NCDEX.
- Mutual Funds Distribution of equity, debt, hybrid, and liquid mutual fund schemes from 35+ AMCs including UTI, Tata, WhiteOak Capital, and Axis Mutual Fund.
- ETF Exchange-traded funds enabling passive investment in indices, sectors, and commodity themes.
- Fixed Income Debt instruments including bonds, non-convertible debentures, and fixed deposits for stable income generation.
- Currency Currency futures and options trading for exchange rate risk management and speculation.
- SIP Systematic Investment Plan for recurring mutual fund investments with rupee cost averaging.
- Tax Saving ELSS funds and other tax-saving investment instruments under Section 80C.
- NCD and Bonds Non-convertible debentures and government/corporate bonds for fixed income allocation.
- Demat Account Dematerialized account for holding securities in electronic format with CDSL depository, enabling electronic settlement of trades.
- 3-in-1 Account Integrated banking, demat, and trading account combining Axis Bank account with Axis Securities trading for seamless fund movement.
- SmallCase Themed stock baskets and curated portfolio strategies for sector or theme-based investing, integrated into the Axis Direct platform.
- Trader App Mobile trading application for active traders with real-time market data and fast order execution, available on Android and iOS.
- Trader Pro (Terminal) Desktop trading terminal for professional traders with advanced charting and algorithmic trading capabilities.
- Investor App Mobile application for long-term investors to manage portfolios and execute investments on Android and iOS.
- Investor Web Web-based platform for comprehensive portfolio management and investment execution.
- IPO Investment Application platform for investing in Initial Public Offerings directly through Axis Direct.
- SGB (Sovereign Gold Bonds) Sovereign Gold Bonds for investment in gold with additional interest yield, distributed via Axis Direct.
- Insurance Life and general insurance products distributed through IRDA-registered agents on the Axis Direct platform.
- DIGITAX Tax filing and compliance services integrated with the Axis Direct trading platform for retail investors.
Quantifiable outcome
- Serving 9 lakh+ happy investors with 5 million+ strong community
- +1 more outcomes
Companies that use Axis Securities
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Axis Securities technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Axis Securities partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Axis CapitalminorPart of the Axis Group ecosystem. Axis Capital provides investment banking and institutional equities services, separate from Axis Securities' retail broking operations.
- Axis FinanceminorPart of the Axis Group ecosystem providing loan and financing services, distinct from Axis Securities' investment services.
- Axis Mutual FundminorPart of the Axis Group ecosystem. Axis Direct distributes Axis Mutual Fund schemes along with 30+ other AMCs. Separate entity from Axis Securities.
- NSE (National Stock Exchange of India)coreAxis Securities is a trading member of NSE (INZ000161633), enabling customers to trade equities, derivatives, and other products listed on the exchange.
- BSE (Bombay Stock Exchange)coreAxis Securities is a trading member of BSE (INZ000161633), providing access to trade equities, derivatives, and other products on the BSE platform.
- MCX (Multi Commodity Exchange)coreAxis Securities is a trading member of MCX (INZ000161633), enabling commodity derivatives trading including gold, silver, crude oil, and other commodities.
- NCDEX (National Commodity and Derivatives Exchange)coreAxis Securities is a trading member of NCDEX (INZ000161633), providing access to agricultural commodities and other derivatives.
- NSDL (National Securities Depository Limited)coreAxis Securities is a Depository Participant of NSDL (IN-DP-403-2019), enabling demat account services and securities custody for customers.
- CDSL (Central Depository Services Limited)coreAxis Securities is a Depository Participant of CDSL, providing demat account services and electronic securities holding for customers.
- Multiple Asset Management Companies (UTI, Tata, WhiteOak, etc.)coreAxis Direct distributes mutual funds from 35+ AMCs including UTI Mutual Fund, Tata Mutual Fund, WhiteOak Capital Mutual Fund, Axis Mutual Fund, and others. Axis Direct is an AMFI-registered Mutual Fund Distributor (ARN - 64610).
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Axis Securities competitors and assessment
Company assessmentDirect peers
- Zerodha: India's largest discount broker offering equity, derivatives, commodity and currency trading through Kite, Coin and Varsity; competes directly with Axis Securities for retail brokerage customers and is the primary pricing benchmark pressuring full-service brokers.
- Groww: Fast-growing digital-first Indian retail broker and mutual fund distributor with a mobile-first platform; directly comparable to Axis Securities in offering equities, derivatives, IPOs and MFs to retail investors with a low-fee model.
- Angel One: Listed Indian retail broker (formerly Angel Broking) providing equity, derivatives, commodity, currency, mutual fund distribution and advisory across mobile and web; pivoted from full-service to discount pricing model, competing head-on with Axis Securities for retail traders.
- Upstox: India's second-largest discount broker offering equities, derivatives, commodities and mutual funds via mobile and web platforms; competes with Axis Securities on retail trading pricing and platform UX.
- ICICI Securities: Bank-backed (ICICI Bank) full-service retail broker and investment services firm offering equities, derivatives, MFs, IPOs, insurance and advisory via ICICIDirect; the closest bank-affiliated peer comparable to Axis Securities in both product breadth and parent-bank distribution.
- HDFC Securities: Bank-affiliated (HDFC Bank) full-service retail broker offering equity, derivatives, IPO, MF distribution and advisory services; near-direct comparable to Axis Securities in target segment, product mix and bank-led distribution model.
- Kotak Securities: Subsidiary of Kotak Mahindra Bank offering retail and institutional broking, derivatives, MFs and research; comparable to Axis Securities as a bank-affiliated full-service broker leveraging parent bank distribution.
- Motilal Oswal Financial Services: Indian full-service broker and wealth manager offering equities, derivatives, MFs, PMS and research across retail and HNI segments; comparable to Axis Securities in research-led positioning and product breadth.
- Sharekhan (BNP Paribas subsidiary): Indian full-service retail broker offering equities, derivatives, commodities, MFs and advisory with both digital and assisted channels; competes with Axis Securities in the same retail-investor segment with overlapping product suite.
Emerging players
- 5paisa Capital: Discount-focused Indian broker offering equities, derivatives, MFs and smallcase-style products through a digital platform; competes with Axis Securities on price-sensitive retail traders though smaller in scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Axis Securities social profiles
Digital presenceAxis Securities financial estimates
Financial estimateRevenue estimate
Valuation estimate
Axis Securities leadership team
Management profileNumber of profiles
Profiles3 records
Axis Securities funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Axis Securities M&A and investment
M&A and investmentM&A
Investments3 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Axis Securities
What does Axis Securities do?
Axis Securities (operating as Axis Direct) is a SEBI-registered retail stockbroker and investment services provider offering equity and derivatives trading, mutual fund distribution across 35+ AMCs, currency and commodity derivatives, IPO subscriptions, ETFs, fixed income instruments (NCDs, bonds, SGBs, FDs), insurance distribution, and PMS/advisory services. The firm delivers these through integrated web, desktop (Trader Pro), and mobile platforms backed by the Axis Bank parent brand, with onboarding via a 3-in-1 banking-demat-trading account.
Is Axis Securities a public or private company?
Axis Securities is a private company. It is classified as corporate owned and is currently operating.
When was Axis Securities founded?
Axis Securities was founded in 2006. It employs 5,001 to 10,000 people.
Where is Axis Securities based?
Axis Securities is headquartered in Mumbai, India, in the Asia region.
How does Axis Securities make money?
Seven revenue lines are on record. Equity and Derivatives Brokerage is the primary driver. The others are mutual Fund Distribution, IPO Distribution, fixed Income Products, insurance Distribution, PMS and Advisory Services and currency and Commodity Trading.
Who are Axis Securities's main competitors?
Direct peers on record are Zerodha, Groww, Angel One, Upstox, ICICI Securities, HDFC Securities, Kotak Securities, Motilal Oswal Financial Services and Sharekhan (BNP Paribas subsidiary). 5paisa Capital is listed as an emerging player.
Does Axis Securities have an API?
No public API is recorded for Axis Securities.
What industry is Axis Securities in?
Axis Securities's product category is Retail Brokerage & Investment Services. Its primary akta.pro industry code is FSAFADAD, Retail FX/CFD Broker Trading Venues, with a secondary code of FSAEACAJ, Fixed Income Brokerage (Bonds). Its NAICS code is 5231 and its SIC code is 6211.