How Groww Turns Market Intelligence into Strategic Growth with Sensor Tower

Groww is one of India’s leading investment platforms, with a mission to make investing simple and accessible for millions of Indians. Having surpassed 100 million downloads and earned recognition as India’s Best Investment App at Sensor Tower's APAC Awards 2024, Groww operates in one of the country’s most competitive fintech categories.

As the market continues to evolve, understanding performance requires more than internal metrics alone. Growth teams need visibility into market trends, competitive movements and broader category shifts to make informed decisions and stay ahead of the competition.

We spoke with Groww to learn how Sensor Tower helps the team turn market insights into strategic growth decisions. Hear directly from Sankalp Rohatgi, Head of Growth at Groww, in the video above.

1) What Challenges Came with Scaling Groww?

As Groww continued to scale, one of our biggest challenges was understanding where we stood within the broader fintech ecosystem in India. While we had access to our own internal data such as installs, engagement metrics and advertising performance, it was often difficult to understand how those metrics compared against the wider market.

Some of the key questions we were trying to answer were: Are we growing faster than the category or simply growing with it? Which competitors are gaining momentum, and across which metrics? Are performance shifts specific to Groww, or are they driven by broader market dynamics?

Without external benchmarks, interpreting growth accurately became a significant challenge. To bridge this gap, we adopted Sensor Tower to gain market intelligence and competitive insights that would provide context beyond our own data.

2) How Did Sensor Tower Help Solve Groww’s Challenges?

For Groww, Sensor Tower serves as more than a reporting platform. Through their App Performance Insights and App Advertising Insights, the platform provides an external perspective that helps us better understand market conditions and competitive movements.

This additional layer of intelligence allows Groww to distinguish between company-specific performance changes and broader category trends, helping the team respond more effectively to market developments. For instance, if installs are declining, Sensor Tower helps us determine whether it’s a Groww-specific issue or part of a broader market slowdown.

By incorporating external market signals into our decision-making process, we are able to make more informed strategic decisions and react with greater confidence in a rapidly changing fintech landscape.

3) How Is Sensor Tower Embedded Into Your Team’s Workflow?

Today, Groww uses Sensor Tower as a decision-making layer across our growth and strategy functions. The team primarily relies on the platform across 3 key areas:

• Market Sizing: Understanding category growth, market momentum and evolving demand trends.

• Competitive Intelligence: Monitoring competitors’ performance, product launches and shifts in advertising activity.

• Hypothesis Validation: Evaluating market data and signals before making strategic decisions or responding to performance changes.

Rather than treating market intelligence as a retrospective reporting exercise, Groww uses Sensor Tower to sharpen our growth strategy and stay ahead of market developments.

4) What Has Been the Most Significant Business Impact of Using Sensor Tower?

Over the past year, leveraging Sensor Tower has been one of the key contributors to Groww’s increase in market share across India's top 12 trading and investing apps.

More importantly, Sensor Tower gives us the context behind the numbers. The platform helps us understand our position within the broader market and identify shifts in category trends, competitive activity and consumer demand. This external perspective allows us to validate assumptions faster, respond more effectively to market changes and make growth decisions with greater conviction.

As we continue to scale and make investing more accessible to millions of Indians, Sensor Tower remains a trusted partner in helping us stay ahead in an increasingly competitive fintech landscape.