I really never felt comfortable with any service with which I can have complete control and freedom to transact. I had tried IIFL back in the day and after 3 months putting decent amount of money I wanted to sell some SUZLON shares one day when the price was at 5x of what I had bought at. Transactions failed, kept failing throughout the day. 7 days later I got a one line response saying it was a glitch. Exited after few days and closed the account. Never went back to trading again.
I mean I see the numbers and % of returns I will get but how can I trust the industry where interfaces, that I want to be in that industry, are so unreliable.
Infact this has been our prime focus at Piggy. We have been optimising and automating our operations as much as possible to ensure that the users never face any trouble. And we completely support our customers with any issues and sort them out as we work closely with the exchanges and other intermediaries.
My two cents: AFAIK, Indians still believe in traditional investment methods like bank deposits and gold. Along with providing the facility to diversify their investments, you will also need to educate your users about investing basics (which I see you already do in your FAQs), why they should diversify, is it safe to invest in mutual funds, and how the traditional mutual funds system operates (demat accounts, fees, etc). In short, why they should diversify and why should they choose you. Because people are normally driven away by the confusing and overwhelming fine print materials, you have an opportunity to not only provide an easier investing method, but also an easier self-educating method for your users. Make the most of it :)