This Article was fact checked and last updated for accuracy on July 19, 2025 by Mani Karthik
Time for the Upstox story.
Been getting lots of questions after my Zerodha, Groww, and Scripbox reviews.
Started testing Upstox in 2020. Right during the pandemic when everyone was trading from home.
My HappyFox colleague said: “Try Upstox. They have the best tech stack outside of Zerodha.”
My Personal Upstox Discovery Journey 🚀
Picture this. April 2020. Lockdown in full swing. I’m working from our Bengaluru home.
My wife was bored. Kids doing online school. Perfect time to explore new platforms.
Downloaded Upstox Pro that weekend. Within 30 minutes, I was impressed. Clean interface. Fast execution. Solid tech architecture.
But here’s the thing. I never made it my primary platform. Let me tell you why.
Quick Upstox Snapshot 📊
Founded: 2009 as RKSV Securities, rebranded to Upstox
Headquarters: Mumbai, India
Active Users: 2.87 million (December 2024)
Market Position: 4th largest broker in India
Valuation: $3.5 billion (last fundraise)
Key Investors: Tiger Global, Ratan Tata, Kalaari Capital, GVK Davix
The Good, The Bad, and My Tech Analysis ⚖️
What I Genuinely Appreciate 💚
Solid Technology Foundation Built on Omnesys NEST OMS and RMS. My SuperMoney backend experience helps me appreciate good architecture. Upstox has it.
Flat ₹20 Across All Segments Delivery, intraday, F&O. Same fee. Simple pricing model. No confusion like some competitors.
Advanced Trading Tools AmiBroker integration. Python API support. Developer console access. Perfect for techies like us.
Tiger Global Backing Deep pockets. Good tech investments. Platform stability comes from proper funding.
What Concerns Me 🟡
Declining User Base From 4.9 million to 2.87 million active users. That’s a 40%+ drop. Red flag for any platform.
Limited Product Range No US stocks. International diversification missing. NRIs need global exposure.
Delivery Charges Most competitors offer free delivery. Upstox charges ₹20. Small but adds up.
Market Share Decline Losing ground to Groww rapidly. Fourth position not comfortable in this race.
Detailed Feature Analysis 🔍
Technology Stack Comparison
| Feature | Upstox Pro | Zerodha Kite | Groww |
|---|---|---|---|
| Mobile App Rating | 4.2+ stars | 4.0+ stars | 4.5+ stars |
| API Access | Available | ₹2,000/month | Not available |
| AmiBroker Integration | ✅ Native | ❌ | ❌ |
| Real Time Data | Excellent | Excellent | Good |
Cost Structure Analysis 💰
| Charges | Upstox | Zerodha | Groww |
|---|---|---|---|
| Account Opening | ₹0 | ₹0 | ₹0 |
| Demat AMC | ₹150/year | ₹300/year | ₹0 |
| Equity Delivery | ₹20 flat | ₹0 | ₹20 or 0.05% |
| Intraday Trading | ₹20 flat | ₹20 or 0.03% | ₹20 flat |
| F&O Trading | ₹20 flat | ₹20 flat | ₹20 flat |
Data updated as of December 2024
Market Position Analysis 📈
| Broker | Active Users (Dec 2024) | Market Share | YoY Growth |
|---|---|---|---|
| Groww | 1.32 crore | 26.3% | +18.5% |
| Zerodha | 8.12 million | 16.2% | -2.1% |
| Angel One | 7.75 million | 15.4% | +1.6% |
| Upstox | 2.87 million | 5.7% | -41% |
Source: NSE data
Real Family Testing: 4 Years Later 👨👩👦👦
My Personal Experience: Opened account in April 2020. Used primarily for testing new features. Made 67 trades over 4 years. Platform never disappointed technically.
Wife’s Experience: Tried it for 2 weeks in 2021. “Too many features,” she said. Switched back to Groww. Upstox intimidated her.
Elder Son (Now 19): Used it for college project on algorithmic trading. Loved the Python API. Built automated scanner for momentum stocks.
My Mother (67 years old): Never tried Upstox. After her Zerodha experience, she stuck with familiar platforms. Too many options confuse her.
Performance Analysis: The Hard Numbers 📊
My Personal Usage Stats (2020-2024)
Total Transactions: 67 trades
Average Cost per Trade: ₹20.00 (flat across all segments)
API Usage: 6 months for testing backtesting strategies
Overall Technical Satisfaction: 8.8/10
Best Trade via Upstox: TCS options during Q4 results (42% return)
Most Learning: Python API integration for portfolio tracking
Business Performance Assessment
| Metric | FY22 | FY23 | Growth |
|---|---|---|---|
| Revenue | ₹766 crore | ₹1,000 crore | +44% |
| Profit/Loss | ₹445 crore loss | ₹25 crore profit | Turnaround |
| User Base | 4.9 million | 2.87 million | -41% |
Source: Company filings and NSE data
Competitor Deep Dive: The Reality Check 🏆
Best Platform For Different Users
| User Type | Recommended Platform | Reason |
|---|---|---|
| Tech Developers | Upstox | Best API access, AmiBroker integration |
| Absolute Beginners | Groww | Simplest interface |
| Active Traders | Zerodha | Most comprehensive tools |
| Cost Conscious | Angel One | Free delivery, ₹0 AMC options |
Technology Innovation Scorecard
| Innovation | Upstox | Market Leadership | Impact Score |
|---|---|---|---|
| Python API | Excellent | Strong | 8.5/10 |
| Mobile Tech | Good | Moderate | 7.0/10 |
| User Acquisition | Poor | Declining | 4.0/10 |
| Product Innovation | Moderate | Following others | 6.0/10 |
Recent Updates and Red Flags 🆕
3-in-1 Account: Partnership with IndusInd Bank. Combines trading, demat, and savings. Convenient but not unique.
Margin Trading Facility: Launched recently. Can buy more stocks with borrowed money. Interest at ₹20 per day for ₹40,000 slabs.
US Stocks Promise: Announced plans for international trading. Still waiting. Competitors moved faster.
User Base Decline: Lost 40%+ active users. Most concerning trend. Platform excellent but adoption struggling.
Red Flags and Honest Concerns 🚩
Market Share Erosion: From growth leader to fourth position. Groww and others captured mindshare faster.
Limited Marketing: Unlike Groww’s aggressive user acquisition, Upstox seems passive. Tiger Global funding not translating to growth.
Feature Parity: Most discount brokers now offer similar pricing. Upstox’s differentiation unclear.
No Clear USP: Technology excellence doesn’t guarantee mass adoption. Need simpler value proposition.
Who Should Use Upstox? 🎯
Perfect For:
- Python developers needing robust API access
- AmiBroker users wanting native integration
- Traders valuing stable technology over marketing hype
- Users comfortable with feature rich platforms
Not Ideal For:
- Complete beginners wanting hand holding
- International diversification seekers
- Users preferring free delivery trading
- Those wanting explosive feature additions
My Tech Expert Assessment 💻
API Quality: Excellent RESTful architecture. Used it for building custom portfolio trackers. Rate limits reasonable for retail use.
Platform Stability: 99.1% uptime in my 4 years. Better than most competitors. Solid infrastructure investment shows.
Security Implementation: Bank grade encryption. Two factor mandatory. No security issues experienced personally.
Developer Tools: Python SDK well documented. AmiBroker bridge works flawlessly. Good for algo trading experiments.
The Tiger Global Factor: Funding vs Growth 💰
Tiger Global invested heavily expecting explosive growth like other portfolio companies. But brokerage is different from SaaS or commerce.
User acquisition needs trust building. Not just performance marketing. Upstox focused on product. Competitors focused on growth.
Result? Better product but smaller user base.
My prediction? Upstox will remain strong in tech savvy segments. But mass market belongs to simpler platforms.
Getting Started: My Recommendation🎯
Phase 1: Assessment (Week 1)
- Define your needs clearly (beginner vs advanced trader)
- Compare with primary platform you’re currently using
- Test with small amounts before major commitment
- Evaluate API needs if you’re technically inclined
Phase 2: Gradual Testing (Month 1)
- Open account using online process (15 minutes)
- Fund with ₹10,000 for initial testing
- Make 5-10 trades across different segments
- Test mobile app and web platform equally
Phase 3: Integration Decision (Month 2)
- Compare costs with actual usage data
- Assess feature gaps vs your primary platform
- Decide positioning (primary vs secondary vs specialized use)
- Plan portfolio allocation across platforms
Pro Tip from 4 Years Experience: Use Upstox as specialized platform for algo trading or API access. Not as primary family investment platform.
Verdict: Should You Choose Upstox? ✅
Yes, if:
- You’re technically sophisticated trader
- You need robust API for automated strategies
- You use AmiBroker for technical analysis
- You value product quality over user acquisition marketing
No, if:
- You’re starting your investment journey
- You want simplest possible interface
- You need hand holding and educational content
- You prefer platforms with growing user communities
My Personal Strategy with Upstox 💭
Current Usage (2024):
- 5% of total trades through Upstox (specialized F&O strategies)
- 70% primary investing through Zerodha
- 20% family SIPs through Groww
- 5% experimental trades through others
This allocation works for my tech background and specific needs.
For most NRI families returning to India? Start with Groww or Zerodha. Add Upstox later if you need advanced features.
Upstox vs The World: My Final Analysis 🌍
After 4 years of testing Upstox across different scenarios, here’s my honest conclusion:
Upstox built an excellent product. Their technology is top notch. API access is genuine value addition for developers.
But they lost the marketing and user experience battle. While they focused on features, competitors focused on simplicity and growth.
My wife’s reaction summarizes the challenge: “Why so many buttons? Groww just works.”
She’s representing 90% of retail investors. Upstox built for the 10%.
Nothing wrong with that positioning. But explains the declining user base.
Bottom Line: 8.5/10 for developers and advanced traders. 5.5/10 for NRI families wanting simple investing.
Choose wisely based on your actual needs. Not fancy features you’ll never use.
Sources and References 📚
User Base and Market Data:
Financial Performance:
Platform and Pricing Information:
Comparative Analysis:
Market Trends:
Questions about Upstox or need help choosing the right combination of platforms for your India investment journey? Drop me a line. Always happy to help fellow NRIs navigate these decisions!