Demat Account Manager

Demat Account Manager

Department

Demat Sales & Client Activation

Reporting To

Business Head / Sales Head / Management

Team Managed

Demat Sales Executives

Demat Service Executives

Primary Objective

To manage and drive the complete Demat account lifecycle — from customer acquisition and account opening to successful activation — by leading the Sales and Service teams and achieving defined account-opening and activation targets.

🎯 KEY ROLES & RESPONSIBILITIES

1. Team Management

The Demat Account Manager will manage the complete team of Demat Sales Executives and Demat Service Executives.

Responsibilities:

Recruit, train and onboard team members where required.

Allocate daily/weekly/monthly targets to Sales and Service Executives.

Allocate leads and customer data systematically.

Monitor individual employee performance.

Conduct daily team meetings/huddles.

Track employee productivity and follow-up activity.

Identify underperforming employees and provide coaching.

Motivate the team to achieve targets.

Maintain discipline, attendance and work quality.

Develop an accountable and target-oriented team culture.

2. Demat Sales Team Management

The Manager will be responsible for the account acquisition side.

Monitor:

Leads → Contacted → Interested → Application Started → Account Opened

Responsibilities include:

Set account-opening targets for Sales Executives.

Monitor daily lead calling and conversion.

Track applications initiated by each executive.

Monitor successfully opened accounts.

Identify reasons for application drop-offs.

Help executives improve conversion ratios.

Review daily sales performance.

Ensure proper customer communication and onboarding practices.

3. Demat Service & Activation Team Management

The Manager will be responsible for ensuring that newly opened accounts are successfully activated.

Monitor:

Account Opened → Customer Contacted → Pending Requirement → Follow-Up → Activated

Responsibilities:

Ensure every newly opened account is assigned to a Service Executive.

Establish a defined follow-up process for newly opened accounts.

Monitor pending activation cases.

Track activation TAT.

Review daily activation reports.

Ensure systematic follow-up with customers.

Coordinate with the relevant operations/brokerage team for pending cases.

Escalate technical/KYC/operational issues when required.

Ensure maximum possible activation within the prescribed process.

4. End-to-End Account Management

The Manager should own the complete funnel:

LEAD

↓

ACCOUNT OPENING

↓

ACCOUNT VERIFICATION

↓

CUSTOMER ONBOARDING

↓

ACTIVATION

↓

ACTIVE CUSTOMER

The Manager should ensure there is no gap between the Sales and Service teams.

For example:

Sales Executive opens the account → Service Executive receives the account → Customer is contacted → Pending requirements are completed → Account is activated → Status is updated.

5. Daily Performance Monitoring

The Manager should maintain a daily MIS/dashboard covering:

KPI Daily Monitoring

New Leads ✓

Leads Contacted ✓

Applications Started ✓

Accounts Opened ✓

Accounts Pending ✓

Customers Contacted ✓

Activation Pending ✓

Accounts Activated ✓

Activation % ✓

TAT ✓

Executive-wise Performance ✓

6. Target & KPI Management

The Manager will be accountable for both sales and activation performance.

Primary KPIs

Sales Team

Leads generated/contacted

Applications initiated

Accounts opened

Conversion ratio

Executive productivity

Service Team

Customers contacted

Pending accounts followed up

Accounts activated

Activation percentage

Activation TAT

Pending ageing

Manager-Level KPI

Total Accounts Opened + Total Accounts Activated + Activation % + Team Productivity

Importantly, the Manager shouldn't be judged only on the number of accounts opened. Activation percentage should be a major KPI, otherwise Sales may open accounts that remain inactive.

7. Daily Team Meeting

Conduct a short daily meeting covering:

Morning Meeting

Yesterday's performance

Today's target

Pending applications

Pending activations

Priority customers

Individual executive targets

Evening Review

Accounts opened today

Accounts activated today

Pending cases

Reasons for pending cases

Follow-up plan for tomorrow

8. Escalation Management

The Manager will act as the first-level escalation point for the team.

Handle/escalate issues related to:

KYC/documentation

Account-opening errors

Activation problems

Technical issues

Customer complaints

Application rejection

Pending verification

Login/onboarding issues

Where an issue requires broker/operations intervention, the Manager should coordinate with the appropriate authorized team rather than asking executives to make unauthorized changes.

9. Training & Coaching

The Manager should regularly train the team on:

Demat account basics

Account-opening process

KYC requirements

Activation procedure

Customer communication

Calling scripts

Objection handling

Follow-up techniques

CRM/MIS usage

Compliance requirements

Data privacy and customer confidentiality

10. MIS & Reporting

The Manager should prepare and submit:

Daily MIS

Executive-wise accounts opened

Executive-wise activations

Pending accounts

Activation %

Lead conversion

Follow-up status

Weekly MIS

Team performance

Target vs achievement

Activation trend

Executive ranking

Pending ageing

Key operational issues

Monthly MIS

Total accounts opened

Total accounts activated

Activation %

Team productivity

Target achievement

Incentive calculation

Performance analysis

🧠 REQUIRED SKILLS

Strong team-management skills

Excellent communication

Sales & customer-service management

Strong follow-up and execution ability

Basic knowledge of Demat & Trading accounts

Understanding of KYC/onboarding processes

MIS/Excel/CRM knowledge

Target and KPI management

Problem-solving ability

Leadership and motivation skills

Ability to coordinate with operations/brokerage teams

🎓 ELIGIBILITY

Qualification: Graduate preferred

Experience:

2–5 years in any combination of:

Stock broking

Demat account opening

Banking

Financial services

Sales team management

Customer service

Telecalling/inside sales

Experience managing a sales + activation team will be an added advantage.

👥 PROPOSED TEAM STRUCTURE

A simple structure could be:

BUSINESS / SALES HEAD

↓

DEMAT ACCOUNT MANAGER

↓ ↓

DEMAT SALES TEAM | DEMAT SERVICE TEAM

↓ | ↓

Account Acquisition | Account Activation

↓ | ↓

ACCOUNT OPENED → CUSTOMER ACTIVATED

This gives the Manager one-point ownership of the complete process.

🔥 ONE-LINE ACCOUNTABILITY

“The Demat Account Manager is responsible for managing the Sales & Service team and ensuring that every newly acquired customer moves efficiently from account opening to successful activation.”

Recommended designation

I would use:

DEMAT ACCOUNT MANAGER

Sales • Service • Activation • Team Management

And internally define the most important responsibility as:

“Own the complete Account Opening-to-Activation funnel and ensure achievement of team-level acquisition and activation targets.”

This structure will also make your incentive system much easier to manage, because Sales Executives can be measured on accounts opened, Service Executives on accounts activated, and the Manager on overall team performance + activation percentage.