In today's complex investment market, where information and advice are just a click away, picking the right investment product is indeed a daunting task. There are over 5000 mutual fund schemes across equity, debt and money market categories. Within these categories, there are different themes / investment strategies, which are either in tune with the contemporary or market trend, or for a specific set of clients.

At, we believe that excessive choices always lead to indecision. Some researchers find that too many options can actually lead people to take less positive risks in making their selections. Many people say that when they have to make a decision, they wish there were fewer choices - they want the decision to be easier to make. As a result, more often than not, when there are too many choices, people avoid making the decision altogether. And, in the long run, they feel worse about their inaction rather than action.

Hence the simple approach to investing would be to reduce the number of investment choices based on your specific goal. is a cutting edge research and algorithm based online financial platform, which simplifies the planning process by giving you upto 3 investment choices per asset class in the mutual fund space.

Too many options delay the decision

At, we believe that as the number of options increases, it becomes more and more difficult for you to decide. Currently there are more than 5000 mutual fund schemes available to invest, which may confuse and delay your buying decision. And this is where, an online investment platform based on extensive research, steps in, empowering you with up to 3 choices (asset class wise) within mutual funds, to help achieve your financial goals

Beat inflation

In developing economies like India, high growth rates are accompanied by the perils of a high inflation rate. The average 3-year (2012-2015) inflation rate has been 8.33. (This is upto Jul 2015). While many prefer to keep their money in the safety of banks, in either savings accounts or term deposits, when you adjust your returns (earnings) for inflation and tax, they end up negligible. This is why at, we suggest looking at investment products such as mutual funds, which endeavour to give you higher post-tax returns.

Relief from wrong buying and mis-selling

Due to inadequate financial knowledge, and at times mis-selling of products, investors sometimes end up with portfolios which might not be aligned to their financial goals. Steer clear of these worries with, which is powered by an algorithm based decision engine, and hence, empowers you with an unbiased and scientifically driven choice set of mutual fund schemes, in alignment with your financial goals.


Diversification is the practice of reducing risk and increasing returns. It is the most important component in reaching long term financial goals while attempting to minimise risk.

The magic of compounding

Time is the most valuable asset. If you have to learn one thing about investing, it is the power of compounding.Compounding means that returns on investment become part of the investment itself, and start generating returns, which make long term investing for your financial goals highly rewarding. We at recommend that you start investing early and regularly, and stay invested.