Fikaa (Financial Independence through Knowledge And Action), an artificial intelligence (AI)-powered investment app exclusively created for women, appointed Naina, India's first virtual superstar, as its brand ambassador at an event in Mumbai. This event saw the participation of over 50 women key opinion leaders from the finance, lifestyle, fashion and entertainment fields.  

At the launch, Harsh Choksey, co-founder and CEO of Fikaa, said that the company's research revealed that while contemporary women excel in various fields, they often take a back seat regarding investments and financial planning, leaving these critical decisions to men. This needs to change. 

"With its advanced financial tools, Fikaa wants to be at the forefront of this change, thereby bringing a behavioural shift when it comes to women managing their investments. It took us more than a year to develop a cutting-edge AI algorithm because no one in the industry is using AI as a tool to select and recommend mutual funds baskets specifically curated as per investor preferences. This is also why we chose Naina, India's first virtual superstar, as our brand ambassador." 

Rinku Suchanti, co-founder of Fikaa, added that it is essential that women become aware of their financial standing and have the understanding to track their investments and make financial decisions. These are particularly important in today's environment because financial independence is at the core of freedom to live life on your own terms. 

Naina added, "I've been blurring the lines between the real and the virtual world and I stand for women's empowerment. What better way to empower women than to empower them financially? And that describes my association with Fikaa, an AI-powered investment app specially curated for women. It's not only easy to use but also helps you fulfill both your short-term and long-term financial goals." 

Fikaa is available as a mobile app for Android and iOS devices, enabling women the flexibility of learning how to invest and selecting mutual funds hassle-free. The entire process is powered by AI and is designed to make investments easy for the women of India. 

Through the app, women can learn about personal finance and generic financial terms, which can help them build confidence before investing. Proprietary AI-enabled algorithms minimise risk and advise them on the best mutual funds to help them achieve their financial goals.

Women can also network with other like-minded women registered with Fikaa to expand their network and knowledge in investments and share tips on achieving financial freedom. Since its core customer base comprises women, Fikaa recently introduced Digital Gold as an investment product. 

Jhansi-based Naina has positioned herself as India's first virtual superstar, garnering over 70 million views on her spotting videos alone. She currently has more than 158,000 followers on Instagram.