Centricity
Centricity is an India-based wealthtech platform operating a dual model: One Digital serves 20,000+ Independent Financial Advisors across 66+ cities, while Invictus delivers private wealth management to UHNIs and family offices. It distributes mutual funds, PMS, AIF, bonds, pre-IPO, and offshore investments, with ₹14,000+ crore AUM and $24M raised to date.
- Company typePrivate
- Founded2022
- HeadquartersNew Delhi, India
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingSoftware
What Centricity does
Centricity is an India-domiciled wealthtech platform that distributes financial products and delivers private wealth management services through a dual-architecture model. One Digital is a B2B2C platform that equips 20,000+ Independent Financial Advisors (IFAs) and Financial Distribution Partners (FPDs) with paperless onboarding, portfolio tracking, and a catalog spanning mutual funds, PMS, AIF, SIF, bonds, fixed deposits, pre-IPO/unlisted shares, and international/offshore investments routed through GIFT City. Invictus is a parallel UHNI and family-office unit offering discretionary and non-discretionary PMS (Rs. 50 lakh minimum), AIF distribution (Rs. 1 crore minimum), estate planning, residency/immigration advisory, and dedicated portfolio coaches; 30 senior private bankers from Tata Digital, ICICI Securities, Standard Chartered, Axis Securities, Edelweiss, and DBS were onboarded in a single hiring tranche. A unified mobile app provides consolidated portfolio monitoring across RTA and depository feeds.
Revenue is generated through multiple streams: transaction-based distribution commissions on mutual funds, AIFs, bonds, pre-IPO/unlisted shares, and insurance (via the Onesure POSP brand); recurring management and performance fees on PMS mandates (0.25%–2.5% plus hurdle-linked performance); and SEBI-registered investment advisory fees billed by Centricity Advisory Services Private Limited. The company operates 75+ branches across 66+ cities including Delhi (registered office), Gurugram (head office), Mumbai (Invictus), Pune, and Hyderabad, and reports ₹14,000+ crore (~$1.7B) in platform AUM serving 1,00,000+ investors.
Operationally, Centricity is backed by Lightspeed India Partners, Burman Family Holdings, and a syndicate of family offices and angels (including MS Dhoni Family Office, MMG Group, Panthera Peak, NB Ventures, Paramark, and OYO founder Ritesh Agarwal). The company has raised $24M in cumulative funding across a 2022 pre-seed and a 2024 $20M seed at a $125M post-money valuation. Technology stack includes email-based RTA/depository statement aggregation, a recommendation engine, generative AI components, and the Centrishala partner training and certification platform.
Centricity firmographics
Firmographics- Name
- Centricity
- Legal name
- Centricity Financial Distribution Private Limited
- Website
- https://www.centricity.co.in
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Centricity is an India-based wealthtech platform operating a dual model: One Digital serves 20,000+ Independent Financial Advisors across 66+ cities, while Invictus delivers private wealth management to UHNIs and family offices. It distributes mutual funds, PMS, AIF, bonds, pre-IPO, and offshore investments, with ₹14,000+ crore AUM and $24M raised to date.
- Ownership category
- akta.pro rank
Centricity industry classification
Industry- Product category
- Digital Wealth Management Platform
- NAICS
- Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Finance Services (6199)
- akta.pro primary industry
- Digital Wealth Platforms for Advisors (TAMP/Advisor Tech) (FSAGAEAH)
- akta.pro secondary industries
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE), Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where Centricity is headquartered
LocationHeadquarters
- HQ city
- New Delhi
- HQ country
- India
- HQ region
- Asia
Offices5 records
Markets served
Centricity business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Mutual Fund Distribution: Revenue from distribution of mutual fund products to retail and HNI investors through IFAs and direct channels, earning trail commissions and transaction fees
- Portfolio Management Services (PMS) Fees: Annual management fees (0.25%-2.5%) plus performance-based fees over hurdle rate for customized portfolio management to HNI clients with minimum investment of Rs. 50 lakhs
- Pre-IPO and Unlisted Shares: Facilitation fees and margins on private equity transactions for pre-IPO and unlisted company shares
- International/Offshore Platforms: Revenue from facilitating international investments through GIFT City and other offshore structures for Indian investors
- AIF Distribution: Distribution fees and management fees from Alternate Investment Funds including Category I, II, and III AIFs with minimum investment of Rs. 1 crore
- Investment Advisory Fees: Fee-based advisory services through SEBI-registered investment adviser subsidiary Centricity Advisory Services Private Limited
- Insurance Distribution: Revenue from sale of insurance products through POSP (Point of Sales Person) program under Onesure brand
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Portfolio Management Services (PMS) with minimum investment of Rs. 50 lakhs |
| Other | Multi-year contract | Alternate Investment Funds (AIF) with minimum investment of Rs. 1 crore |
| Other | Multi-year contract | Specialized Investment Funds (SIF) with minimum investment of Rs. 10 lakhs |
| Usage-based | Monthly | Loan Against Mutual Funds (LAMF) - minimum Rs. 25,000 loan amount |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels9 records
Centricity product offering
Product offeringCore offering
Centricity is a tech-enabled wealth management platform that operates through two arms: One Digital, a B2B2C digital platform supporting 20,000+ Independent Financial Advisors (IFAs) and Financial Distribution Partners (FPDs) in distributing financial products across India, and Invictus, a private wealth management unit serving Ultra High Net Worth Individuals (UHNWIs) and family offices with bespoke portfolio management, estate planning, offshore investments, and dedicated portfolio coaching.
Product overview
Centricity is a tech-enabled wealth management platform operating through a dual-model architecture: One Digital serves Independent Financial Advisors (IFAs) as a B2B2C distribution channel, while Invictus targets Ultra High Net Worth Individuals (UHNWIs) and family offices with bespoke private banking services. The platform distributes a comprehensive suite of financial products including mutual funds (equity, debt, hybrid), PMS, AIF, bonds, fixed deposits, SIF, and pre-IPO opportunities, augmented by value-added services such as estate planning and residency advisory. The ecosystem includes Centrishala for partner training and certification, and the OneDigital App for client portfolio management. The company is SEBI-registered as both an investment adviser (Centricity Advisory Services) and stockbroker (Centricity Securities), with $20M seed funding from Lightspeed in September 2024 valuing it at $125 million.
Differentiator
Problem solved
Functional benefit
Brands
- One Digital: Platform supporting Independent Financial Advisors (IFAs) across India
- Invictus
- Centrishala
- OneSure
Products and services
- One Digital A B2B2C digital platform supporting Independent Financial Advisors (IFAs) across India, providing tools for managing clients, portfolios, and distributing multiple financial products including mutual funds, PMS, AIF, and bonds.
- Invictus Private Wealth A private wealth management unit serving Ultra High Net Worth Individuals (UHNWIs) and family offices, offering bespoke portfolio management, estate planning, offshore investments, and dedicated portfolio coaching.
- Centrishala Training Program An exclusive learning and development initiative providing NISM certification training, product-specific courses (MF, PMS, AIF, Bonds, SIF), and mock tests for financial distribution partners to grow their advisory businesses.
- Portfolio Management Services (PMS) Discretionary, non-discretionary, and advisory PMS for equity (large/multi-cap, mid/small-cap) and debt portfolios with minimum investment of Rs. 50 lakhs, offered through SEBI-registered Centricity Portfolio Managers Private Limited.
- Alternate Investment Funds (AIF) Category I, II, and III AIF products including equity AIF (listed and unlisted), and debt AIF, with minimum investment of Rs. 1 crore for HNI investors.
- Specialized Investment Funds (SIF) SEBI-introduced fund category with minimum Rs. 10 lakh investment, offering hybrid-oriented, debt-oriented, and equity-oriented strategies with long-short exposure up to 25%.
- Mutual Fund Distribution Comprehensive mutual fund distribution across equity (large-cap, mid-cap, small-cap, ELSS, sectoral, thematic), debt (money market, corporate bonds, gilt funds), and hybrid categories (balanced advantage, multi-asset allocation).
- Bonds and NCDs Corporate bonds, government securities, perpetual bonds, high-yield bonds, and tax-free bonds across short-term (12-30 months), medium-term (31-60 months), and long-term (60+ months) tenures.
- International and Offshore Investment Platforms GIFT City inbound (foreign investors in Indian markets) and outbound (Indian investors in global markets) investment solutions, including mutual funds route, digital investment platforms, and LRS-compliant international investing.
- Pre-IPO Unlisted Opportunities Access to private equity shares and pre-IPO investment opportunities in companies before public listing, allowing investors to participate in early-stage growth with low liquidity.
- Loan Against Mutual Funds (LAMF) Pledge mutual fund units as collateral for loans without liquidating investments, offering 50-90% LTV with flexible repayment and minimum loan of Rs. 25,000.
- Estate Planning Services Value-added service helping clients structure assets for smooth wealth transfer and protection across generations, including will preparation, trust structures, and beneficiary designation.
- Residency and Immigration Advisory Services assisting clients in obtaining residency or citizenship through investment pathways, part of the value-added services for high-net-worth clients.
- OneSure Insurance Distribution Insurance product distribution through Point of Sales Person (POSP) program under the Onesure brand, enabling partner-led insurance sales.
Quantifiable outcome
- 1400% growth in business after NISM certification for partners
- +1 more outcomes
Companies that use Centricity
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Centricity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability5 records
Feature4 records
Centricity partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- IIM Bombay (Neo Wealth partnership)coreWealthtech firms including Centricity are investing in training pipelines through partnerships with premier institutions for talent development.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Centricity competitors and assessment
Company assessmentDirect peers
- Kuvera: India-focused digital wealth management platform offering direct mutual funds, financial planning, and advisory tools to retail investors. Closely comparable to Centricity's mass-affluent One Digital offering in product breadth and target customer.
- INDmoney: Indian wealth management super-app aggregating mutual funds, stocks, FDs, US investments, and tax planning. Directly competes with Centricity's One Digital self-serve platform for retail and mass-affluent investors.
- Zerodha (Coin/Zerodha Wealth): India's largest stockbroker with Coin (direct MF platform) and a private wealth vertical. Overlaps with Centricity on mutual fund distribution, advisory, and UHNI wealth management segments.
- Groww: Leading Indian wealthtech offering mutual funds, stocks, and digital investing to retail and affluent investors. Comparable customer base and self-serve digital distribution model to One Digital.
- Waterfield Advisors: Multi-family office in India providing bespoke advisory, estate planning, and portfolio management to UHNIs. Directly comparable to Centricity's Invictus unit, including senior talent overlap (Kartik Kini was previously COO).
Emerging players
- PhonePe Wealth: Digital payments giant's wealth management offering with mutual funds and investment products. Competes with Centricity's mass-affluent segment via large distribution and brand reach, though less specialized in advisory depth.
- Jupiter Money: Indian consumer fintech with digital wealth management capabilities including mutual funds and advisory tools. Comparable to Centricity's younger, tech-first retail wealth proposition.
Broad incumbents
- IIFL Securities / IIFL Wealth: Large Indian financial services group offering broking, distribution, and a private wealth/wealth management practice. Overlaps with Centricity across multiple product categories and UHNI/family office segments.
- Avendus Wealth: Indian investment bank with a wealth management practice serving HNI/UHNI clients, including portfolio management and advisory. Comparable to Centricity's Invictus offering for UHNI/family office clients.
- NJ Wealth (NJ IndiaInvest): Large Indian mutual fund distribution and wealth advisory network serving mass-affluent and HNI clients through partner distributors. Comparable to Centricity's IFA/FPD partner-led distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Centricity social profiles
Digital presenceCentricity compliance and trust
Trust signalCompliance7 records
Centricity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Centricity leadership team
Management profileNumber of profiles
Profiles7 records
Centricity subsidiaries and ownership
Company hierarchySubsidiaries3 records
Centricity funding detail
Funding detailFunding overview
Funding rounds4 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Centricity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Centricity
What does Centricity do?
Centricity is a tech-enabled wealth management platform that operates through two arms: One Digital, a B2B2C digital platform supporting 20,000+ Independent Financial Advisors (IFAs) and Financial Distribution Partners (FPDs) in distributing financial products across India, and Invictus, a private wealth management unit serving Ultra High Net Worth Individuals (UHNWIs) and family offices with bespoke portfolio management, estate planning, offshore investments, and dedicated portfolio coaching.
Is Centricity a public or private company?
Centricity is a private company. It is classified as venture growth investor backed and is currently operating.
When was Centricity founded?
Centricity was founded in 2022. It employs 501 to 1,000 people.
Where is Centricity based?
Centricity is headquartered in New Delhi, India, in the Asia region.
How does Centricity make money?
Seven revenue lines are on record. Mutual Fund Distribution is the primary driver. The others are portfolio Management Services (PMS) Fees, pre-IPO and Unlisted Shares, international/Offshore Platforms, AIF Distribution, investment Advisory Fees and insurance Distribution.
Who are Centricity's main competitors?
Direct peers on record are Kuvera, INDmoney, Zerodha (Coin/Zerodha Wealth), Groww and Waterfield Advisors. Emerging players are PhonePe Wealth and Jupiter Money. Broad incumbents are IIFL Securities / IIFL Wealth, Avendus Wealth and NJ Wealth (NJ IndiaInvest).
Does Centricity have an API?
No public API is recorded for Centricity.
What industry is Centricity in?
Centricity's product category is Digital Wealth Management Platform. Its primary akta.pro industry code is FSAGAEAH, Digital Wealth Platforms for Advisors (TAMP/Advisor Tech), with a secondary code of FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms. Its NAICS code is 523940 and its SIC code is 6282.