In India’s fast-evolving fintech ecosystem, the convergence of AI, data, and behavioural insights is quietly reshaping how people invest and manage their wealth. For Himanshu Sahu, Head of Engineering at Share.Market, this transformation is not about replacing human judgment but about enhancing it — using artificial intelligence as a “co-pilot” to make smarter, safer, and more informed financial decisions.
“AI should be a co-pilot, not an autopilot,” says Sahu. “It can signal, assist, and help us understand complex data — but the final decision should always rest with the human. Especially when it comes to money, people need that sense of control and assurance.”
The vision behind Share.Market
When Share.Market — a PhonePe group company — set out to build its Share.Market platform, the goal was clear: to democratise access to wealth management tools for “real Bharat.”
“The idea was to build an investment platform for the masses, backed by intelligence,” says Sahu. “We wanted to create something that not only simplifies investing but also helps users make better, data-driven financial choices. Every tech decision we made was shaped by that vision.”
To achieve this, the engineering team designed the platform around three key pillars — scalability, reliability, and security. “When you’re building for millions, your systems must be fast, trustworthy, and always available,” he explains. “For us, technology wasn’t just a backbone; it was a promise of consistency and safety for our users.”
Engineering trust: The tech behind the platform
At the core of Share.Market is a microservices-based architecture, enabling high availability, modular development, and geographic redundancy. “We host across multiple data centres so that even in case of a disruption, users’ data and access remain protected,” Sahu explains.
Data security, he adds, is fundamental to the platform’s design. “We use end-to-end encryption, multi-factor authentication, and role-based access controls (RBAC) to ensure that data is visible only to authorised users. These aren’t optional add-ons — they are foundational to how our systems are built.”
This commitment extends to the company’s approach to AI as well. “AI must be bias-aware,” says Sahu. “We’re still in early stages of deep integration, but we’ve already started building guardrails around model reliability. Our POCs ensure that every AI model we deploy understands its limitations. For instance, a model trained on qualitative data shouldn’t be used for quantitative decisions — that’s a critical distinction.”
How GenAI is powering the next leap
Sahu and his team are exploring multiple Generative AI (GenAI) use cases within the wealth management journey — from personalised experiences to intelligent customer support.
“We’re experimenting with AI across three broad areas,” he shares. “First is customer experience and support, where AI can enable faster, context-aware query resolution. Second is hyperlocal personalisation — understanding each user’s unique financial behaviour and tailoring insights accordingly. And third is intelligent alerts, where AI nudges users toward better financial decisions at the right time.”
He emphasizes that AI’s role is still that of an enabler, not a decision-maker. “We’re integrating intelligence across the ecosystem, but our approach is cautious and deliberate. For us, AI is an assistant — it complements human expertise rather than replacing it.”
The challenge of scaling AI in fintech
Deploying AI models at scale comes with its own engineering challenges. “Latency is a big one,” Sahu says. “If a system takes too long to respond, it kills user experience. Imagine waiting 30 seconds for a stock quote or investment insight — it just doesn’t work.”
Another challenge is data accuracy and security. “When you’re working with financial data, correctness is non-negotiable. The models must deliver consistent and reliable outputs, and the data pipelines must be completely secure,” he explains. “There’s also a layer of industry-wide paranoia around how large language models handle user data — and rightly so. Every fintech player must ensure that private data never becomes part of public model training.”
Reimagining wealth management in the GenAI era
According to Sahu, the future of wealth management will be defined by AI-driven interfaces and contextual intelligence.
“There’s going to be a paradigm shift in how people interact with investment platforms,” he predicts. “Today, we use screens, charts, and buttons. Tomorrow, it will be conversational — your interface will be intelligent enough to understand intent.”
He paints a picture of how AI could evolve in the next few years: “If I’m searching for a stock, the system will understand my query and risk appetite and suggest better alternatives — maybe even stop me from making an irrational trade. AI will act as a real-time advisor, helping users navigate risk, personalise their portfolios, and make smarter decisions.”
This shift, Sahu believes, will make investing not just easier, but safer and more inclusive.
Advice for fintechs embedding AI
For other NBFCs and fintech players exploring AI, Sahu has a few grounded pieces of advice. “Start with a specific use case,” he says. “Go deep, solve it well, and only then expand the scope. Second, build strong guardrails around security — you’re dealing with people’s money and sensitive data, so compliance and privacy come first.”
He also stresses the importance of measuring impact: “Don’t just roll out AI for the sake of it. Track what it’s improving — whether it’s reducing query resolution time, improving conversions, or enhancing user satisfaction. Measure value addition, not just buzzwords.”
A fun wish for the future
On a lighter note, when asked what everyday chore he’d happily let AI take over, Sahu laughs:
“I get so many spam calls every day — I’d love for AI to handle that for me! An assistant that filters out everything irrelevant and only lets the important calls through — that’s one innovation the world truly needs.”
He adds with a grin, “And maybe the telecom industry should pitch in on that one!”
The bottom line
As wealth management platforms evolve, leaders like Himanshu Sahu are proving that the real power of AI lies not in automation alone, but in augmentation — in helping people make better, more confident financial decisions.
“AI will not replace human judgment,” Sahu concludes. “It will amplify it. The future of investing will be intelligent, conversational, and deeply personal — where technology doesn’t just manage money, it empowers people to grow it wisely.”