We make more money when you buy the wrong fund.
But we’ll never make you do that.

In our five years, we have never recommended an NFO simply because it was new or paid a high commission. We prefer established funds with a visible portfolio and an identifiable track record.

Walk into any bank or large distribution house and say: “I need to park ₹10 lakhs for eight months.”

Watch what happens. The conversation drifts towards an equity fund. Or an ELSS — with a three-year lock-in, for money you said you needed in eight months. Why? Because an equity fund pays the distributor many times more than the liquid fund you actually needed, and the ELSS lock-in guarantees three full years of commission on money that can’t leave.

We know, because we spent years inside that system. We sat in the meetings where fund houses offered extra payouts for pushing their schemes. So we left, and built the firm we wished existed: one that starts from your need, and recommends the right product even when it pays us almost nothing.

Fair question, and most distributors dodge it. Here’s our honest answer: direct plans are cheaper, by roughly 0.5–1% a year. If you know what to buy, when to rebalance, how to plan exits around goals and taxes, and you’ll hold your nerve through every crash — buy direct. Genuinely.

What our 400 families pay that 1% for is everything around the fund: someone who knows their full picture, stops the panicked redemption in a crash, plans the withdrawals when retirement comes, and says “no, don’t” before a costly mistake. One prevented mistake usually pays for decades of our commission.

We take on a limited number of new families every year.

Because everything we do is personal, we grow slowly, on purpose. We’re a mutual fund distributor based in Chennai, working with families across India’s major cities and NRIs around the world. If the way we work makes sense to you, let’s talk. No pitch, no pressure, no brochure.