Abstract: This study examines the behavioral patterns and financial performance of retail investors using the Groww application in Coimbatore City during the period 2023–2025. As digital transformation reshapes the Indian brokerage industry, discount brokers like Groww have gained significant traction among millennials and Gen Z. The research analyzes how psychological factors, app usability, and financial literacy influence investment frequency and portfolio outcomes. Based on primary data collected from 100 active users through structured questionnaires, the study applies statistical tools including Normality tests, Pearson Correlation, and Chi-Square analysis. The findings indicate a significant relationship between app interface simplicity and investment frequency, while financial literacy levels were found to be the primary driver of perceived portfolio performance. The study reveals that while the app democratizes market access, behavioral biases like over-trading remain a challenge. The research concludes with suggestions for enhancing investor education within fintech platforms to ensure long-term wealth creation.

Keywords: Investor Behaviour, Groww App, Fintech, Discount Brokerage, Financial Performance, Coimbatore, Retail Investors.

Downloads: | DOI: 10.17148/IARJSET.2026.13346