Home / How it works
The processFive steps. No forty-page report you'll never open, no jargon, and nothing sold on the first call.
Twelve questions covering your horizon, your commitments, your experience and — most heavily weighted — how you'd actually behave in a market fall.
You get a scored profile and an indicative asset allocation immediately, before you've spoken to anyone or given us anything beyond contact details.
Your profile lands with us the moment you submit it. We read it properly, run the goal arithmetic, and note the questions we need to ask.
This is the step most distributors skip, and it's why most first calls are wasted collecting information. When we speak, we already know your horizon, your temperament and roughly what the numbers look like.
Video, phone, or in person in your city. You talk for most of it. We ask about income stability, existing holdings, insurance, loans, and what's actually keeping you up at night.
Nothing is sold on this call. Sometimes the honest conclusion is "clear that personal loan first" or "build three months of expenses before we start". We'd rather say that than take your SIP.
A goal-wise plan: what each rupee is for, which category it sits in, and what the monthly commitment is. Then scheme selection, KYC, folio creation, SIP mandates and nominee registration.
We handle the paperwork. Your part is about ten minutes of signing, and it can be entirely digital if you'd rather not meet.
A review every quarter whether or not you ask. A consolidated statement you can read. A step-up reminder when your income rises. And a phone call when markets fall.
This is the actual product. Everything before it is setup.
Nothing directly. You never write us a cheque.
We're remunerated through trail commission paid by the asset management company out of the scheme's total expense ratio. That expense ratio exists in a regular plan whether or not a distributor is involved — it isn't an extra deduction from your investment amount.
Two commitments about this. First, we'll tell you the commission structure applicable to anything we recommend, before you invest. Second, the full comparative table across scheme categories is published on our commission disclosure page, as SEBI requires — and we'd publish it anyway.
Direct plans have a lower expense ratio. If you enjoy research, rebalance without being reminded, don't panic in a drawdown and will handle your own paperwork for the next twenty-five years — go direct. It's cheaper, and we'll say so.
Most people don't do those things. They end up holding six overlapping funds, stopping the SIP in the first bad quarter, and never rebalancing. The cost of that behaviour is usually much larger than the expense ratio difference. That's the real trade-off, and you should make it with clear eyes rather than be sold on it.
