AssetPlus

Established in 2016, AssetPlus operates as a fintech platform providing end-to-end digital solutions for India's mutual fund distributors (MFDs) and financial advisors. The company was founded by IIT-Madras alumni Vishranth Suresh and Awanish Raj. The founders' journey began with a shared passion for blending finance and technology to simplify complex investment processes. Vishranth, who now heads Business Development and Compliance, has a background in finance, having completed his CFA examinations, while Awanish, the head of Product and Engineering, brought his experience in developing scalable applications. Initially considering a direct-to-consumer model, the founders pivoted to empower MFDs, recognizing them as the growth drivers of the mutual fund industry.

AssetPlus targets MFDs and independent financial advisors (IFAs), offering them a comprehensive platform to digitize their operations and expand their client base. The business model is centered around providing these services free of charge to both distributors and their clients. Revenue is generated from transaction fees paid by the Asset Management Companies (AMCs) when investments are processed through the platform, a portion of which is then shared with the MFDs. This approach allows advisors to scale their businesses without incurring overhead costs. The company has secured significant funding from investors including Eight Roads Ventures, InCred Capital, Rainmatter (backed by Zerodha), and Venture Catalysts.

The platform offers a suite of tools designed to streamline the entire advisory workflow. This includes paperless client onboarding and KYC processing, transaction management, and portfolio analysis with over 30 different report types. MFDs gain access to a wide array of financial products beyond mutual funds, such as Corporate Fixed Deposits, the National Pension Scheme (NPS), insurance, and Portfolio Management Services (PMS). A key feature is the single dashboard that allows advisors to manage their entire client base and business operations from anywhere. AssetPlus also provides professionally designed marketing materials, co-branding options for the client-facing app, and regular training sessions to keep advisors informed. The platform has introduced functionalities like UPI AutoPay for SIPs to simplify recurring payments.

Keywords: wealthtech, mutual fund distribution, financial advisor platform, B2B2C fintech, investment platform, digital onboarding, SIP management, portfolio management services, National Pension Scheme, Awanish Raj, Vishranth Suresh, fintech India, MFD tools, advisor technology, asset management, investment distribution, Rainmatter, Eight Roads Ventures, InCred Capital, Chennai startup