Jar

Jar: Acorns for India, but the only asset is gold

An Indian fintech (Jar / changejar.in) lets users start investing in 45 seconds by offering a single asset - gold - which every Indian family already trusts. Below a certain weight of gold, regulations don't require the usual ID/compliance friction, so users can save immediately.

“And so they're like, we only offer one asset. It's gold. Everybody already believes in it and they want it. The second thing is your first, uh, up to a certain weight of gold, you don't have to do all the financial compliance that you have to do for like stocks or real estate or other like larger investments”

Steal thisCut onboarding friction by offering the one asset users already trust and that dodges heavy compliance.

Get users 'pot committed' before asking for the hard info

Jar's go-to-market: let users invest in 45 seconds, then only ask for full KYC info once they've crossed a threshold and accumulated some wealth. By then they're invested and won't bounce, unlike normal apps that ask everything before the first dollar.

“And then once I reached this threshold where I've bought a certain weight of gold, then it asks you to put your, put your, put way more information in. But by then I'm kind of pot committed because I already have my, I already have wealth here, even a small amount. I'll like protect that versus a normal app. You just bounce before you even put the first dollar in.”

Steal thisDefer your high-friction signup steps until after the user has value at stake and is pot-committed.

Jar's average user saves $300 in 2-3 months at a $12M valuation

Shaan put $150K into Jar at a $12M valuation with a 20% discount; they were raising ~$1M. The average user had saved $300 (USD) within about two to three months via micro-deposits.

“So I put in $150K and it's got a $12 million valuation and a 20% discount. And so, so, so I put in $150K. They're raising about a million bucks.”