A Study on Digital Transformation in Investment Management: A Comparative Analysis of Traditional SIPs and Fingertip SIPs with Reference to Zerodha and Groww

The increasing prevalence of financial technology has reshaped the investment landscape, particularly in India’s Systematic Investment Plan (SIP) market. Traditional SIPs, once confined to mutual fund distributors and banks, have now been challenged by digital platforms like Zerodha and Groww, which provide “Fingertip SIPs”—an entirely mobile-based, low-cost investment vehicle. This paper presents a comparative analysis of traditional SIPs and Fingertip SIPs by focusing on two leading digital platforms, Zerodha and Groww, assessing their impact on investor behavior, cost-effectiveness, and market performance. Additionally, financial analysis is conducted to evaluate the viability, revenue models, and future growth potential of these platforms. The paper concludes by discussing the implications of this digital shift for traditional investment models. Keywords :- Digital Transformation, Investment Management, Systematic Investment Plans (SIPs), Traditional SIPs, Fingertip SIPs, Fintech, Investment Platforms,Online Investment Tools, Wealth Management Apps, Technology in Investment, Robo-Advisory, Digital Brokerage.