The Home Advantage is a Belong series that explores what NRIs really go through when they try to invest in India. In Episode 2, Savitri Bobde, COO and Co Founder of Belong, shares her journey from Pratham to Goalwise to Niyo and explains why she helped build a platform designed specifically for NRIs who face complicated KYC rules, confusing bank processes and a lack of clear support.

Savitri talks about how most NRIs still rely on banks even when the products are not suitable for them, why trust matters so much in NRI finance and why a human first approach to customer support makes a difference. She explains how Belong avoids bots, how she personally replies to onboarding emails and how WhatsApp support and community discussions help NRIs get honest answers about investing, taxes and Gift City rules.

This conversation covers:

• What NRIs struggle with during onboarding and KYC
• How Belong’s founders handle support and why that builds trust
• Why many NRIs receive poor advice from banks
• How the upcoming video KYC is going to change the game for NRI investments
• How Belong reduced drop offs with fast verification and simple steps
• Why NRIs are choosing USD mutual funds and USD FDs via GIFT City
• Common misconceptions NRIs have about taxes and NRE accounts
• How GIFT City solved major hurdles for global Indians

Chapters:

(00:00) Teaser

(01:23) Introduction

(02:16) How was Belong founded?

(05:57) The financial landscape for companies like Belong

(07:46) A day in Savitri's life as Belong's C

(08:55) Belong and why we believe in a human-centric approach to customer service

(10:38) How can NRIs invest via Belong?

(13:27) Belong's customer service channels

(15:26) Belong's anti-bots approach to customer communication

(18:34) The most common NRI queries we see at Belong

(20:44) How long does it take an NRI to invest via Belong

(23:11) Customer service and navigating time zones

(24:05) How financially educated are NRIs?

(26:46) The NRI response to GIFT City

(28:22) Benefits of NRI investments via GIFT City

(30:04) Do RIs prefer FDs or MFs?

(32:31) How are funds transferred in Belong?

(33:41) AI and fintech

(34:50) Financial education resources at Belong

(37:04) Belong's mission

(39:54) Belong's presence worldwide

(41:21) NRI presence state-wide in India and their interest in Belong

(42:27) Running a second startup

(44:06) Conclusion

Featuring:

Savitri Bobde, Chief Operating Officer, BelongLinkedIn: https://www.linkedin.com/in/savitribobde/

Aswin, @AswinOnFinanceLinkedIn: https://www.linkedin.com/in/aswinps/

About BelongBelong is a fintech platform built for NRIs who want to invest in India with clarity and confidence. From USD Fixed Deposits to GIFT City Mutual Funds, Belong connects global income with Indian opportunities without the NRO, NRE or PIS maze.

Explore Belong:

Website: https://getbelong.com

App: https://app.getbelong.com/LywZ/vqhplj7t

Instagram: https://www.instagram.com/getbelong

LinkedIn: https://www.linkedin.com/company/getbelong

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