'Users go from being passive readers into active thinkers': Why Zerodha, Groww, Jupiter, CRED are betting big on gamification

Gamification is steadily transforming the way Indians engage with personal finance. Several apps have stood out by making money management not just easy but fun.

Zerodha, India’s largest stockbroker, has pioneered gamified learning through its Varsity platform. It uses modules, quizzes, and badges to teach users about the stock market, making financial education interactive and rewarding. Their Rainmatter initiative also supports platforms like Streak, which allows users to test trading strategies in a simulated environment, much like a strategy game.

Groww, a popular investment app, integrates gamified elements like progress bars for SIPs, milestone notifications, and friendly UI cues that nudge users toward completing their financial goals, especially for mutual fund and stock investments.

Jupiter Money, a neobank designed for the modern Indian, makes budgeting and saving more engaging through Pots, where users can save for specific goals in visually themed buckets. The app encourages financial discipline by tracking streaks and offering insights in a playful, non-intimidating way. CRED, known for its sleek design and premium branding, gamifies credit card bill payments by rewarding users with CRED Coins.

Finance doesn’t have to be intimidating—it just needs the right setting to feel accessible and engaging. Dhanvesttor uses the CLCB (Co-Learning Community Building) approach to bring financial literacy to life through shared learning, storytelling, and interactive design. One of their key initiatives is the Kaun Banega A1 Investor workshop—a game show-inspired experience that simplifies finance through quizzes and real-life scenarios, making learning fun, practical, and memorable.

Gamification has emerged as a compelling strategy in financial education, particularly in helping newer or hesitant investors engage with complex topics. By incorporating elements like decision-based scenarios, progress tracking, and immediate feedback, learning about finance becomes less abstract and more human.

Anooshka Soham Bathwal, founder and CEO of Dhanvesttor, says, “At its best, gamification turns users from passive readers into active thinkers. Instead of memorising definitions of risk or diversification, participants are asked to navigate them through roleplay, simulations, or interactive formats that mirror real-life financial decision-making. This hands-on style of learning increases retention, boosts confidence, and often sparks genuine curiosity.

“But gamification isn't a catch-all solution. While it helps simplify, it can also oversimplify. Financial outcomes are rarely binary, and gamified formats can unintentionally downplay the nuance and emotional complexity of money. There’s also the risk of reward-driven behaviour, where users chase points or badges instead of deep understanding,” said Bathwal.

That’s why effective programs pair gamified elements with more reflective, discussion-based formats, acknowledging both the analytical and emotional sides of financial behaviour. When done thoughtfully, this blend respects the seriousness of money while keeping the learning experience engaging.

"Ultimately, gamification is a tool, not a teacher. Its power lies in how it’s used: with intention, with ethical design, and always in service of long-term understanding," said Bathwal. "If we get that right, we move closer to a future where financial literacy feels not just accessible but even enjoyable."

As financial technology continues to evolve, gamification will stand out as a powerful bridge between complexity and comprehension. By blending interactive design with real-world money management, apps like Zerodha, Groww, Dhanvesttor, Jupiter, and CRED will reshape how young users learn about, interact with, and take control of their finances.

But as experts say, the true value of gamification lies not in flashy features or quick rewards, but in its potential to give meaningful, lasting financial literacy. When combined with thoughtful design and a deeper understanding of one's behaviour, gamification can be more than just a trend, it can be a transformative force in building a financially savvy India.