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Axis Bank enters retail broking via AxisDirect

AXIS Bank, India's third largest private Bank, on Wednesday announced the launch of AxisDirect, its online trading platform, marking their foray into retail broking business. AxisDirect is a product of Axis Securities and Sales, a 100 per cent subsidiary of Axis Bank. Axis Bank has partnered with Tata Consultancy Services to develop this platform.

Financial Chronicle reported Axis Bank's plan to launch AxisDirect on November 18 last year.

AxisDirect will offer multiple options to the customers for trading in cash, derivatives, IPO segments through NSE and BSE. The customers can also access well-researched information about various corporate, access to independent third party research, stock research and analysis tools, and a host of innovative features and functionalities, a press release here said.

Shikha Sharma, MD & CEO, Axis Bank, said, "A considerable amount of time has been invested in talking to customers, understanding the need gaps and what we can do to bridge those gaps. We have tried to design and develop unique functionalities and make it easier for the customers to invest in markets using AxisDirect." N Chandrasekaran, CEO and MD, TCS said, "What we have been able to do is to bring together the collective knowledge of TCS and Axis Bank in the capital market space as well as latest technologies to give a very unique experience to customers." Modan Saha, joint MD, Axis Securities and Sales, said: "AxisDirect online trading platform, with its intelligent and intuitive features, aims to simplify a customer's trading experience. The platform is designed to appeal to experienced traders and beginners/ new traders alike by empowering them through a wide range of tools, products, and investment strategies in an integrated environment." Some of the features that AxisDIRECT provides to its customers include one click trade, through which customers can research, analyse and trade from anywhere through the website, all from single integrated window. Trading is just one click away.

Another feature is trade passport. This is a detachable order entry panel that allows customers to execute orders from wherever they are online. It can be detached simply from the website or parent window and can be taken anywhere on the desktop with secure connection to AxisDirect trading account.

 

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