How we work
Four steps, one person, and no bill from us.
You talk to us about what the money is for. We write a plan, help you invest it, and sit down with you once a year to check it. This page also explains, line by line, how we get paid, because you should know that before you give us a single rupee.
The process
Talk, plan, invest, review
Each step has something you bring and something you walk away with. Nothing moves to the next step until you say so.
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01
Talk
A phone or video call, or a WhatsApp chat if you prefer typing. We ask about your income, monthly spends, what you already hold (FDs, PF, insurance, funds), and the goals you have in mind with rough dates. We also ask how you felt the last time markets fell. That answer matters more than any questionnaire.
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02
Plan
Within a week you get a written plan, usually 3 to 5 pages. Each goal gets a target amount, a date, a monthly SIP figure and a fund category mix. It also covers term and health cover, and an emergency fund before anything else. Every return figure in it is an assumed rate for illustration, and we show what happens if returns come in lower.
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03
Invest
We complete your KYC if it is not done, then set up the SIPs and any lump sum. Money goes straight from your bank account to the fund house through a bank mandate. It never passes through us. You get unit confirmations from the registrar by email and SMS, in your own name.
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04
Review
Once a year, and also when life changes (a new job, a child, a house), we sit down again. We check each goal against its date, raise the SIP if your income has gone up, and move money from equity to debt as a goal gets close. If a fund has been weak for a long stretch against its category, we say so. Most years the honest answer is "change nothing".
What it costs
You do not pay us a fee. Here is who does.
We are a mutual fund distributor. When you invest through us, you invest in the regular plan of a fund. The fund house pays us a small yearly commission, called trail, out of the fund's expense ratio.
Trail is paid only while your money stays invested. Upfront commission on mutual funds is not allowed, so we earn nothing extra by moving you from fund to fund. Insurance works the same way: the insurer pays us out of the premium you would pay anyway, and there is no add-on from our side.
Rules as of 2026, check current rules.
An honest note
What the trail actually pays for
The hard part of investing is rarely picking a fund. It is staying with a SIP through a bad year, stepping it up when salary rises, and shifting to safer funds as a goal gets near.
That is the work we do for you. If it is not what you need, we will say so in the first call and part on good terms.
What we will never do
- Promise a return. Every figure we show is an assumed rate for illustration.
- Pick a fund before we know the goal and the date.
- Take cash, or a cheque in our name. Money goes from your bank to the fund house.
- Ask for your net banking password or an OTP.
- Switch your funds just to earn more. Trail does not reward switching anyway.
- Sell you an insurance plan dressed up as an investment when a term plan does the job.
In writing
What you hold in your hands after step two
A plan you cannot read in ten minutes is not a plan. Ours fits on a few pages and uses rupees, not jargon.
Questions
Asked in almost every first call
Something else on your mind? Ask it on WhatsApp. We answer the same working day.
Is the first talk really free, with no catch?
Yes. We do the first talk and the written plan without charge. If you decide to invest elsewhere, the plan is still yours. We only earn if you invest through us, and only for as long as you stay invested.
How much commission do you earn on my SIP?
It depends on the fund and category, and fund houses publish it. Ask us and we will tell you the trail rate for each fund we suggest.
Do you charge anything for the yearly review?
No. The review is part of what the trail pays for. Extra calls during the year, for a job change or a market fall, are also free.
Can I move my existing funds to you?
Yes, through a change of distributor request, if the funds are in regular plans. This does not count as selling, so there is no tax and no exit load.
What if I want to stop or withdraw?
Your money is in your name at the fund house. You can stop a SIP or redeem units any business day, with or without us, except ELSS funds, which have a three-year lock-in. Exit loads and tax may apply depending on the fund and how long you held it.
Do you only sell mutual funds and insurance?
Mostly. We also help with NPS and fixed-income options such as corporate FDs and bonds where they fit a goal. Where a product is outside what we offer, we tell you where to look instead.
Step one
Book a first talk
Pick a time that suits you. We confirm on WhatsApp and call at that time. Bring rough numbers; we will do the maths.
- No fee for the talk, the plan or the yearly review
- Phone, video or WhatsApp chat, your choice
- Your number stays with us and is not shared
Read next
Where most people go from here
ARN: [to be added]. Mutual fund distribution and insurance through partner insurers.