UTI Mutual Fund

UTI Mutual Fund, a publicly traded leader in asset management, ranks as the seventh-largest Mutual Fund house in Asia by QAAUM, with over 11 million active folios and a network spanning 160+ offices. Despite its scale and market strength, UTI faced mounting operational inefficiencies—primarily due to its reliance on paper-based processes and fragmented regional workflows. But UTI wasn’t just looking for modernization—it was looking for transformation.

In partnership with Datamatics, Pave Agency was entrusted to lead a dual-pronged initiative: the digitization of UTI’s internal infrastructure and the activation of an external strategy that could amplify its modern capabilities to stakeholders, investors, and the broader financial ecosystem.

The Challenge: Operational Bottlenecks + Static Brand Perception

Internally, UTI’s decision-making and payment workflows were decentralized and paper-driven. Cross-state approvals required physical routing of documents, resulting in:

• Prolonged process timelines and inconsistent policy adherence
• Escalating storage, courier, and compliance costs
• Limited visibility across branches and zero remote access capability

Externally, the brand’s technological evolution remained under-communicated. Stakeholders—both internal and market-facing—lacked insight into UTI’s shift toward digital maturity.

Our Solution: Building a Digital Backbone + Engineering Narrative Momentum

Pave led a comprehensive digital workplace transformation, leveraging OpenText ECM to digitize UTI’s end-to-end workflow architecture. Simultaneously, we engineered a content distribution strategy that amplified the transformation across key channels—turning operational upgrades into narrative milestones.

Core Infrastructure Deliverables:

• Digitized the Decision & Approval Process across all 160+ offices
• Integrated Payment Processes with UTI’s ERP for real-time validation and automation
• Rolled out a centralized, searchable document repository with strict access controls and audit trails
• Enabled remote access workflows, unlocking executive agility and location independence

Strategic Marketing Activations:

• Deployed a Mass Content Distribution campaign, creating explainer content, data visualizations, executive interviews, and case highlights across LinkedIn, Twitter, and YouTube to showcase UTI’s transformation journey
• Launched Platform & Community Farming initiatives within B2B forums, financial leadership groups, and investor networks to cultivate thought leadership and build trust among analysts, fintech innovators, and institutional stakeholders
• Positioned UTI as a digital-first financial brand, with consistent content drip campaigns aligned to the company’s quarterly performance reporting, leadership insights, and ESG narratives

The Results: Operational Efficiency Meets Strategic Visibility

The engagement yielded measurable outcomes across both back-end systems and front-end perception:

Internal Transformation Metrics:

• Over 20,000 transactions digitized within the first rollout phase
• 85% reduction in physical documentation, freeing up office real estate and cutting fulfillment overhead
• Multi-level approval time reduced by 60%, transforming days-long delays into real-time sign-offs
• Elevated data compliance and transparency across all regional operations

External Marketing Impact:

• 4.7x increase in UTI’s social engagement during campaign peak periods
• 2.5x rise in inbound investor and partner queries, driven by content visibility and executive narratives
• Increased traction in Tier 1 finance and technology communities, leading to strategic collaborations and analyst coverage
• Boosted brand sentiment and digital authority, positioning UTI as a progressive, technology-driven financial institution

Infrastructure + Influence, Engineered Together

UTI Mutual Fund’s transformation is a model of how enterprise digitization paired with strategic narrative engineering can redefine both operational effectiveness and market perception. Through automation, content distribution, and targeted community infiltration, Pave helped UTI not only optimize its systems—but amplify its evolution at scale.

At Pave, we believe transformation should be visible. We don’t just modernize how businesses work—we ensure the world sees them differently when they do.

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