How it works
What actually happens, start to finish.
Most people's hesitation about investing is not the investing. It is not knowing what the process involves, how long it takes, or what it costs. Here is all of it.
A conversation
We talk about what the money is for, roughly when you expect to need it back, and how you would feel if its value fell in the meantime — because it can, and it will at some point.
This costs nothing and carries no obligation to invest. If mutual funds are not right for what you are trying to do, that is a perfectly good outcome of the call.
KYC
Know Your Customer verification is required by regulation before anyone can invest in mutual funds in India. It is one-time — once you are KYC compliant, it applies across every fund house.
You will need PAN, Aadhaar, a bank account in your own name, and a photograph. If you have invested in mutual funds before, you are probably already done. We check first rather than making you repeat it.
Choosing schemes
We set out the options that fit what you described — what each one invests in, what it costs, how accessible your money is, and what could go wrong. We answer questions for as long as you have them.
Then you decide. We do not choose for you, and we are not permitted to. Every scheme comes with a Scheme Information Document and a Key Information Memorandum, and we would rather you read them than take our word for anything.
Investing
Either a one-time investment or an SIP — a fixed amount debited automatically on a date you choose. Setting up the bank mandate for an SIP takes a few working days the first time.
Your money goes directly to the asset management company, never to us. Units are held in your name, and you can see them on the consolidated account statement you receive independently of us.
Everything after
This is the part that lasts, and the part people underestimate. Pausing or increasing an SIP, changing your bank details, adding or changing a nominee, switching between schemes, and redeeming when you need the money.
You can do all of it yourself. Most people would rather ask someone who has done it a hundred times. That is what we are for.
What it costs you
Nothing, directly. We are paid a commission by the asset management company whose scheme you invest in, out of the scheme's expense ratio. There is no fee from us, no charge for the conversation, and no charge for the servicing afterwards.
The schemes themselves carry an expense ratio, and some carry an exit load if you redeem early. Both are disclosed in the scheme documents, and we will point them out before you invest rather than after.