Dezerv’s Incredible Journey of Achieving 30x Organic Growth in a Niche, High-Stakes Market

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The brief

Objective

Dezerv, a SEBI-registered wealth management company, founded in 2021 is dedicated to making professional wealth management accessible to affluent Indians. From offering Portfolio Management Services (PMS) to Alternative Investment Funds (AIF), Dezerv digitises the entire experience traditionally delivered offline through personal networks.

To build a significant digital presence, and position itself as the go-to- destination for financial content and investment solutions for affluent Indians, the company focuses on key objectives :

• Driving top-of-funnel awareness and user acquisition at scale through organic search and content. It involves educating potential investors on wealth creation and investment solutions rather than just selling
• Building brand equity and trust in a market dominated by established players.
• Setting up SEO as a cost-efficient growth channel while reducing over-dependence on paid marketing.
• Staying ahead of competitors by adopting Answer Engine Optimization and Large Language Model (LLM) visibility.

The problem

Challenge

Being one of the emerging players and a growth-stage startup in a niche sector, Dezerv had to resolve its pain points:

• Catering to Narrow Addressable Market (TAM): The company’s eligible audience is restricted to 1% or even at times 0.1% of the total population of India. To qualify for their PMS products, investors must commit to a minimum of Rs 50 lakhs ( USD 52,916). Low search volumes across wealth management keywords made organic growth exceptionally challenging and cost-per-acquisition very high.
• Managing Digital Marketing Campaigns With Limited Resources: Being a startup, Dezerv had a limited budget for marketing when beginning its journey. It was competing directly with large, well-funded incumbents with decades of brand equity. For them every marketing spend has to be justified.
• Finding the Right Digital Marketing Agency: Before collaborating with 6S, Dezerv evaluated multiple agencies. Many cited low search volumes and walked away. Others offered partial solutions, such as backlink building alone or just keyword research, without a holistic strategy. Those that offered complete packages were out of budget. Dezerv’s aim was to find a true growth partner.
• Getting Access to the Right Tool for Optimizing Content for AEO: To get a meaningful head start in the rapidly emerging AI search landscape, the company lacked access to tools that could help in building targeted content clusters based on queries used by LLMs. Besides, the tools available in the market were priced at high monthly or yearly subscriptions.

The approach

Solution

In 2023, 6S partnered with Dezerv not as an agency but as a growth partner that functioned as an internal team to resolve early digital marketing bottlenecks. This includes:

• Product-led and Content-led Growth: Rather than leading with sales messaging, the startup prioritized educating users, helping them understand their investment options, assess their financial health and plan their wealth journeys. Content was developed around high intent questions and the needs of affluent investors.
• Strategic Backlink Building: To signal search engines like Google that Dezerv is a credible, go-to source for financial content, the team executed a backlink acquisition programme. By earning links from authoritative financial sources, the company accelerated its domain authority.
• Leveraging 6s’s Butterswipe tool for LLM Visibility: Dezerv became one of the early movers in Answer Engine Optimization (AEO), optimizing content for AI-generated responses across platforms like ChatGPT and Gemini. They studied which content assets were being cited by LLMs, built strategic backlinks and citations on those authoritative sources and used the Butterswipe tool to track and optimize LLM citation rankings.

The tool identified queries and sub-queries used by LLMs, enabling the team to build precisely targeted content clusters. What would have required hundreds of hours of manual research could be done with a single prompt generating 40-50 fan-out queries and keywords for each of them.

The outcome

Results

• 30x growth in organic traffic over three years, from a few hundred visits to almost six lakh visits, meeting the target set at the outset.
• SEO now contributes 10-15% of total web acquisitions.
• Significant budget savings from organic acquisition which led to reinvestment into new marketing experiments and performance campaigns.