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First, Let’s Understand the Product

Cleartax is India’s leading full-stack financial technology platform having an annual revenue of upto INR 120 Cr & valuation to the north of $750-850 million. Its products & services are offered to both individuals & businesses in the categories of tax preparation, tax filing, business compliance & finance.

• Products:
  • For Individuals: Tax Preparation/Planning Content (and Tools), Online ITR filing & Mutual Fund Investments.
  • For Businesses (Enterprises & SMEs): GST filing, Income Tax Claims (ITC), e-Invoicing & e-Waybill, TDS Return filing, Vendor Payments, Invoice Discounting, Working Capital Financing & Cimplyfive (Automated Secreterial Complaince).
  • For Tax Experts: GST filing, TDS Return filing & ITR filing.
• Services:
  • For both Individuals & Businesses: Tax Consultant Services for personal ITR filing & business compliance.

Scope of Study

Core Value Proposition of Cleartax: “Save money, Save time”

Cleartax’s Core Product, Sub-Products & Features

Engagement Framework of Cleartax

Consistent User Experience of Core Value Prop

Next, It’s time to Segment the Active Users

Cleartax’s active users can be segmented as follows using use-case vs frequency framework:

• Use-case:
  • Tax-filing:
    • Last ITR filed: ITR 1, ITR 2, ITR 3, ITR 4, ITR 5, ITR 6 or ITR 7
      • Number of income streams (like salary, capital gains, house rent, etc) → Only Salary, 1, 2 & 2+
  • Tax-saving:
    • Monthly invested amount → 1-1000, 1000-5000 & 5000+
• Natural frequency:
  • Natural frequency for cleartax can vary from once a month (for MF Investment) to once a year (for ITR filing)

Casual, Core & Power Segmentation

ICP Personas

Engagement Strategies/Campaigns for Cleartax

Product Hook

• Goal
  • Move users from Engaged to Paid segments.
  • Target signed-up users who are in top 10-20 percentile of the average time spent on content
• Success Metric (Lagging Metric): Convert target users into paid users with minimum 10-15% conversion rate