The rapid growth of digital investment platforms has transformed the investment landscape in India, providing investors with greater accessibility, transparency, and convenience. However, regional variations in investor preferences and technology adoption patterns remain underexplored, particularly in semi-urban districts such as Tirunelveli. This study examines the factors influencing investor preferences for digital investment platforms among 200 respondents in Tirunelveli District. Using a descriptive and analytical research design, primary data were collected through a structured questionnaire covering demographics, platform features, perceived usefulness, trust, risk perception, and ease of use. The data were analyzed using descriptive statistics, factor analysis, chi-square tests, and multiple regression models. The findings indicate that platform usability, security, and perceived financial returns significantly influence investor preferences, while demographic variables such as age and education moderate these relationships. The study further highlights that trust and perceived risk remain major barriers to adoption among older and less tech-savvy investors. Based on these results, the paper recommends improving user interface design, enhancing platform security communication, increasing financial literacy initiatives, and developing localized customer support to strengthen digital investment participation in Tirunelveli. The research contributes to the understanding of FinTech adoption behavior in emerging regional markets and provides practical implications for policymakers, financial institutions, and app developers.

Digital investment platforms, Investor preferences