AMFI-Registered Mutual Fund Distributor · ARN-184811
We make more money when you buy the wrong fund. But we’ll never make you do that.
Every mutual fund distributor in India earns up to 20x more when you buy the funds
they want you to buy vs the funds you need to buy. Most hope you never find out.
We publish it on this website.
400 families · ₹150 crores · Zero clients lost in 5 years
The dirty secret of “free” investment advice
Walk into any bank or large distribution house and say: “I need to park ₹10 lakhs for eight months.”
Watch what happens. The conversation will somehow drift toward an equity fund. Or an ELSS — a fund with a three-year lock-in, for money you said you needed in eight months. Why? Because an equity fund pays the distributor up to 30 times more than the liquid fund you actually needed. And the ELSS lock-in guarantees them 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. We watched “advice” get written by commission tables instead of client needs.
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.
My Money. My Needs. My Plans.
Four words you’ll never hear us say first: “We recommend this fund.” Every conversation starts with your need. The product comes last. Here’s what that looks like in practice:
Short-term money
“I’m buying a flat next year. Where do I park the down payment?” We’ll say liquid or arbitrage fund — and earn roughly 0.05% for it. A bank RM would have shown you an equity NFO. We’d rather earn ₹500 doing right by you than ₹10,000 doing wrong.
Retirement money
“I’ve retired with my corpus. Now what?” Most distributors only plan your entry — that’s when they get paid. We plan your exit: a withdrawal strategy, tax-efficient SWPs, and a corpus that outlives you, not the other way around.
Money already invested elsewhere
“I have funds scattered across three banks and two apps.” Upload one statement into our free Portfolio Analyser and see — instantly — what you were sold, what it’s costing you, and what actually fits your goals.
We can’t prove intentions. So here are outcomes.
400 Families
Not accounts. Families — because we typically manage money across generations: the entrepreneur, the spouse, the retired parents, the NRI son.
150 Crores+
An average relationship of ₹37+ lakhs. That’s not the kind of money people hand to an app. It’s the kind they hand to people they trust.
Zero Clients Lost
In five years of operation, not one family has left us. Our very first client from day one is still our client today.
Deliberately small
We don’t want to be India’s biggest distributor. We turned down that race on purpose — because the moment AUM becomes the goal, your needs become the casualty.
Tools that keep us honest
Every tool on this platform exists for one reason: so you can verify, not just trust.
Portfolio Analyser
Find out what your current distributor has actually sold you. Upload a consolidated statement; get an instant, unsparing X-ray of your holdings.
F.A.M.E. Approach
Your financial life stage, mapped — so recommendations follow your life, not our payout sheet.
The Hundred
Our researched portfolio framework, built to end the misery of choosing from 1,500+ schemes.
Redemption Simulation
A what-if report for exits. Ask your bank RM to help you plan a redemption. Watch their face. Then come here.
Smart Yearbook
A first-of-its-kind calendar of the financial actions your year will actually demand.
Five years. Zero goodbyes. Here’s why.
He maintains my confidence by responding to every query with utmost gentleness and respect in this volatile market… I have no doubt my investments are in safe hands.
Investing for 20 years — and only now have I found the right guidance. He will not be reluctant to say no, at the right time, to safeguard the investment.
Before getting into any product, he understands family cash flow, risk appetite, goals and complete family dynamics… a reliable friend on my trip to wealth creation.
Why not just buy direct plans and skip you entirely?
Fair question — and most distributors will 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 against 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 meltdown, plans the SWP when retirement arrives, 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. If the way we work makes sense to you, let’s have a conversation. No pitch, no pressure, no product brochure.