Overview

Digi Rakshak is a digital security app designed to protect individuals from financial fraud by not just leveraging user-consented data collection but also Data Sutram’s proprietary Trust Score, making fraud detection more reliable and accurate. The Trust Score is built on alternate identity data, going beyond user-reported spam scores like those from TrueCaller.

Product Vision and Strategy

Vision: To create a secure digital environment by empowering individuals with tools to detect and prevent financial fraud in real-time.

• Business Objective: Establish user-consented data collection as a new revenue stream for data product offerings while addressing the growing concern of financial fraud.

• User Objective: Offer actionable, real-time fraud detection and prevention features that enhance user safety and trust.

Positioning Strategy - An Elderly Fraud Protection App:

User 1: Child(25-35):

Problem statement: My parents are prone to digital fraud and are unaware of the risks of answering unauthorised phone calls and vishing scams. I want to be alerted when my parents get a call from an untrusted source and if they have answered the call.

Benefit statements:

1. Helps me know whenever my parents get a suspicious call (low trust score) and If my parents have answered the call.

2. Helps me know if my parents have spoken to an unknown number for a long time.

3. Helps me identify spam calls for myself.

4. Enables me to intervene between an unknown call by alerting my parents directly from the app.

User 2: Parents(55-75):

Problem statement: At this age of technological advances, I cannot keep up with all the scams and frauds in my surrounding and I feel unsafe while answering calls. If my kids could help me it would be great.

Benefit statements:

1. Helps me identify spam calls for myself.

2. Keeps me connected with my child more, giving me a safety net when I receive calls.

Market Research and Insights

Impact of Financial Fraud in India

The most attacked victims are the vulnerable elderly and their children want to keep them safe.

• Key Insight: 40% of financial frauds are initiated via phone calls.

• Reported Cases: 1.13 million cases in 2023.

• Monetary Losses: ₹7,488.6 crore.

• Key Fraud Types:

  1. Investment or Task-Based Scams.

  2. Digital Arrest Frauds.

  3. FedEx Scams.

  4. Refund-Based Scams.

  5. KYC Expiry Scams.

Need Validation Survey ↗️

Product Requirements

Feature Prioritisation

Overall a Simple UX to help fight financial fraud.

How Does DS Trust Score Work

Trust Score Architecture:

Rule Engine and Logic

Each signal adds or subtracts from the base score based on specific conditions:

• Phone Tenure: Longer network association increases trust, while newer numbers are flagged.

• Banking Information: Verified bank details and primary account linkage improve the score.

• Digital Footprint: Signals from platforms like Amazon, WhatsApp, and Paytm indicate trust.

• UPI and Criminal Records: Active UPI usage increases scores, while criminal records decrease them.

Caller ID & Categorisation

Scores are bucketed into three categories to guide user actions:

1. Fraud Caller (0-500): High risk, immediate blocking recommended.

2. Suspicious Caller (500-700): Requires caution; further review suggested.

3. Trusted Caller(700-1000): Low risk, safe to engage.

Competitor Analysis

Action Plan

Step 1: Hypothesis Testing with Target Users

Step 2: Validating needs through marketing MVP

Step 3: Launch MVP based on research insights

Future Steps:

Success Metrics

• Metrics Tracked:

  • Daily Active Users (DAU).

  • Fraud Detection Accuracy Rate.

  • User Retention Rate.

• Adjustments:

  • Improved latency of the Trust Score API from 6 seconds to 3 seconds.

  • Enhanced onboarding process to better educate users on app features.