How Angel One is banking on AI to build a unified investing ecosystem

Mumbai-headquartered fintech company Angel One is sharpening its artificial intelligence strategy as it looks to transform its platform from a transactional brokerage into a full-stack, intelligent investing ecosystem, according to Ambarish Kenghe, Group CEO, Angel One.

The company that provides stockbroking and investment services recently launched a conversational interface, Ask Angel, marking an early yet significant step in that direction. Designed as a single entry point for research, education and customer support, the tool aims to simplify how retail investors interact with the platform—an area long characterised by fragmented user journeys and multiple touchpoints.

“Customer-centricity has always been at the heart of Angel One. With Ask Angel, our goal is to simplify how investors navigate and access insights,” Kenghe told TechCircle in an exclusive conversation. Early indicators suggest strong engagement and faster query resolution, indicating improved user experience and reduced reliance on traditional support channels.

Building intelligence around the model

While Ask Angel is powered by global foundation models, Angel One’s differentiation lies in the architecture built around them. The system integrates a retrieval layer connected to verified internal datasets, including market data and proprietary research, alongside a domain-specific reasoning layer tailored for financial queries.

Overlaying this is a governance framework that applies compliance and accuracy checks before any response is delivered to users. This layered approach reflects a broader shift in the industry, where competitive advantage is increasingly defined not by the base model, but by how effectively it is contextualised and controlled.

Kenghe emphasised that regulatory compliance is foundational to the design. In a market governed by the Securities and Exchange Board of India, the system is programmed with strict guardrails to prevent unauthorised advisory or direct investment recommendations. Instead, it focuses on delivering factual information, educational content and account-related support.

AI drives efficiency across operations

Beyond the front-end interface, Angel One is deploying AI across its operations to improve efficiency and scalability. Customer support is one of the clearest areas of impact. The company said AI systems now handle inbound emails and ticket queries end-to-end, reducing response times from over 12 hours to under a minute. Nearly 40% of these queries are resolved automatically, allowing human agents to focus on more complex issues.

AI is also being used in engineering and product development, including for source code generation and enhancements in user experience design. The broader push indicates a shift towards embedding AI across the organisation, rather than limiting it to customer-facing features.

The company follows a hybrid strategy when it comes to technology development. While it relies on leading global AI providers for foundational capabilities, it builds critical layers such as domain logic, workflows and data integrations in-house. This allows it to tailor generic models to its specific use cases while retaining control over proprietary intelligence.

Balancing innovation with risk and trust

As AI begins to play a larger role in financial services, managing risks such as hallucinations and bias becomes critical. Angel One’s approach is to anchor responses in verified internal data and restrict the system’s scope when it comes to decision-making. If the model is uncertain, it is designed to defer rather than generate potentially inaccurate answers.

Transparency is another key focus area. Users are informed when responses are AI-generated, and external sources are attributed where applicable. All interactions are logged for ongoing monitoring and improvement, ensuring that the system evolves within defined safety and compliance boundaries.

Looking ahead, Angel One is positioning AI as central to its next phase of growth. While specific product developments remain under wraps, Kenghe said the company’s focus will be on advancing a technology and product ecosystem that makes investing “simpler, smarter and more personalised”.

In essence, the strategy points to a larger ambition: to move beyond being a brokerage platform and become an always-on, intelligent layer across the investor journey.