Upstox, the Indian wealth management platform, has launched its “Financial Gym” campaign, borrowing the fitness industry’s favourite metaphors to make wealth-building more relatable in 2025.
The campaign ties the discipline of gym routines to financial habits, encouraging users to set financial goals with the same enthusiasm as they do for fitness resolutions. Upstox positions itself as the “gym trainer” for financial health, offering tools and advice to build a “balanced portfolio diet” featuring equity, debt, and gold.
The first video humorously critiques New Year resolutions by highlighting how many fail to follow through—whether it’s fitness or finance. The protagonist, Ujwal, delivers gym-style metaphors to simplify wealth management concepts. In the second video, Upstox takes the cooking-show route, comparing a well-diversified portfolio to a salad bowl.
The campaign comes at a time when personal finance platforms are jostling for attention. While the fitness analogy is clever, it remains to be seen whether users will stick to financial workouts with the same tenacity as physical ones. With competitors offering similar tools, Upstox may have to flex more than metaphors to achieve results in a crowded market.
The campaign aims to tap into the “new year, new me” sentiment, but whether this fitness-flavoured pitch builds investor confidence or just sounds catchy remains an open question.
“Understanding the transformative power of compounding in long-term wealth creation, this New Year, we aim to empower young Indians to take charge of their financial fitness with discipline and dedication toward their wealth goals. Through our all-in-one Wealth App, we strive to make financial fitness a cornerstone of their resolutions and an integral part of their everyday lives,” Kavitha Subramanian, co-founder, Upstox, said.
With features such as Goal-Based Investing, Ready-made Mutual Fund Baskets, Wealth Score, Stock SIP, and Wealth Tracker, Upstox aims to make wealth management simpler and accessible to everyone.