Fello
Fello is an Indian mobile-first gamified savings and investment platform that enables retail consumers to invest in digital gold, silver, and fixed deposits via low-ticket SIPs starting at ₹20, serving 1M+ users across Tier I and Tier II cities.
- Company typePrivate
- Founded2021
- HeadquartersBengaluru, India
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Fello does
Fello is an Indian fintech operating a mobile-first gamified savings and investment platform that enables retail consumers to invest in digital gold, silver, and fixed deposits through small-ticket SIPs starting at ₹20. The platform is operated by Expertree Technologies Pvt Ltd (incorporated in Delhi under registration U62099DL2025PTC440679) and was founded in 2021 in Bengaluru by Manish Maryada. Core products comprise 24K Digital Gold (13.3% p.a., 99.9% purity, secured via Augmont), 99.9% Silver (10.7% p.a.), a Smart Saving feature with dynamic Gold/Silver allocation (~12% p.a. projected returns), and Fixed Deposits at 8.25% p.a. — all faceted through a gamified interface awarding free game entries for every investment and operating a two-sided referral reward loop.
The technology stack is a native mobile application on iOS and Android with UPI Autopay integration compliant with NPCI and RBI guidelines, OTP-based onboarding, KYC verification, and real-time asset price feeds. Distribution is entirely digital via Google Play and Apple App Store with self-serve onboarding and no physical retail presence. Fello is registered as a mutual fund distributor under AMFI/SEBI, which permits it to list third-party AMC products. Revenue is generated through transaction facilitation fees (spreads on gold and silver) and marketplace commissions from partner AMCs; the platform reports 1M+ registered users and has publicly targeted 5 million users by December 2023, with geographic focus on India's Tier I and Tier II cities. Total disclosed funding is approximately $5 million across a $1M seed round (Entrepreneur First, November 2021) and a $4M round led by Courtside Ventures with participation from Y Combinator and Kunal Shah (January 2023).
Fello firmographics
Firmographics- Name
- Fello
- Legal name
- Expertree Technologies Pvt Ltd
- Website
- https://fello.in
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fello is an Indian mobile-first gamified savings and investment platform that enables retail consumers to invest in digital gold, silver, and fixed deposits via low-ticket SIPs starting at ₹20, serving 1M+ users across Tier I and Tier II cities.
- Ownership category
- akta.pro rank
Where Fello is headquartered
LocationHeadquarters
- HQ city
- Bengaluru
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Fello business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Transaction Facilitation Fees: Fello facilitates investments in third-party financial products (gold, silver, mutual funds, FDs) and earns revenue from the spread or fees charged on transactions. The platform lists financial products from partner AMCs and Gold Suppliers.
- Marketplace Commission: As a registered mutual fund distributor under AMFI/SEBI, Fello earns commissions from partner asset management companies (AMCs) for distributing their products.
- GST on Precious Metal Purchases: A 3% GST is applied on gold and silver purchases as per government regulations, which is passed through to the government.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Digital Gold - 24K with 99.9% purity, secured by Augmont |
| Unit Pricing | Pay-as-you-go | 99.9% Pure Silver investment |
| Unit Pricing | Monthly | Smart Saving with dynamic Gold & Silver allocation |
| Unit Pricing | Pay-as-you-go | Fixed Deposits with guaranteed returns |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Fello product offering
Product offeringCore offering
Fello is a gamified savings and investment mobile application that lets Indian consumers invest in 24K digital gold, 99.9% pure silver, fixed deposits, and mutual funds via automated SIPs starting at ₹20, using UPI-based payments. The platform differentiates through a gamification layer (Fello Games) that awards free game entries, coins, and rewards for every saving or investment made, while partnering with Augmont to vault and insure precious metals.
Product overview
Fello is a gamified savings and investment platform (mobile app and website) operated by Expertree Technologies Pvt Ltd. The core offering consists of a unified investment app that enables users to invest in four financial products: 24K Digital Gold (99.9% purity, 13.3% p.a.), 99.9% Silver (10.7% p.a.), Smart Saving (dynamic Gold/Silver allocation, ~12% p.a.), and Fixed Deposits (8.25% p.a.). These products are facilitated through partnerships with Augmont (gold/silver supplier) and various Asset Management Companies (AMCs). The platform differentiates itself through gamification, offering Fello Games where users earn free entries for investing, plus a Financial Consultation Service for personalized advice. A referral program provides additional rewards for user acquisition.
Differentiator
Problem solved
Functional benefit
Products and services
- 24K Digital Gold Digital gold investment product offering 24K gold with 99.9% purity, secured and vaulted by partner Augmont, with advertised returns of 13.3% p.a. Users can invest via SIP starting at ₹20, with a 3% GST applied per government regulations and withdrawal processed within 48 hours.
- 99.9% Pure Silver SIP Pure silver investment option with 99.9% purity, supplied and vaulted by Augmont, offering advertised returns of 10.7% p.a. Available as an SIP starting at ₹20, with a 3% GST applied per government regulations and withdrawal processed within 48 hours.
- Smart Saving Automated portfolio product that dynamically allocates investments between Gold and Silver, targeting approximately 12% p.a. returns through optimized rebalancing. Users can configure allocation percentages and run it as a recurring SIP.
- Fixed Deposits Guaranteed-returns investment product offering 8.25% p.a. interest rate for long-term savings, facilitated by Fello as a registered mutual fund distributor (AMFI/SEBI) through partnered Asset Management Companies.
- Financial Consultation Service
Quantifiable outcome
- 134% surge in Gold value over the last 5 years
- +1 more outcomes
Companies that use Fello
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Fello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fello partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- AugmontcoreGold supplier and storage partner. Augmont is described as 'India's No.1 Gold Platform'. They provide 99.9% pure digital gold stored in world-class secure vaults, insured for maximum safety. Fello integrates Augmont's gold services into their platform.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Fello competitors and assessment
Company assessmentDirect peers
- ETMONEY: Indian wealth management app offering mutual funds, FDs, and tax-saving products. Closely comparable on savings/mutual fund distribution target segment and mobile-first delivery.
- Jar: Indian daily-savings app that rounds up UPI spends into digital gold, targeting the same first-time saver cohort with a gamified mobile experience directly comparable to Fello's proposition.
- Kuvera: Direct mutual fund platform in India with goal-based investing and financial planning tools. Comparable as a fee-only Indian MF distributor serving retail investors via mobile.
- INDmoney: Indian super-app aggregating mutual funds, stocks, FDs, and digital gold. Directly comparable on product breadth and target segment (mass affluent retail investors) but with a more utilitarian, less gamified UX.
- Dezerv: Indian wealth management platform offering curated portfolios and goal-based investing. Comparable on retail wealth-tech positioning with a managed-portfolio variant of mutual fund distribution.
Broad incumbents
- Paytm Money: Investment vertical of Paytm offering mutual funds, digital gold, and stocks. Comparable on digital gold and AMFI distribution, with distribution advantage from Paytm's super-app scale.
- Groww: Largest Indian retail investment platform spanning mutual funds, stocks, and digital gold. Comparable on digital gold and mutual fund distribution but broader in product scope and significantly larger scale.
- Zerodha (Coin): Mutual fund platform of India's largest stockbroker. Comparable as a low-cost AMC distributor serving retail Indian investors, with much larger scale.
- PhonePe: Indian fintech super-app offering digital gold, mutual funds, and insurance alongside payments. Comparable on digital gold and consumer investment products with vastly larger distribution.
Emerging players
- Siply: Indian micro-savings app aimed at gig and informal-sector workers. Comparable on gamified daily-saving mechanics targeting underserved Indian consumers, though lower financial-product depth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fello social profiles
Digital presenceFello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fello leadership team
Management profileNumber of profiles
Profiles1 record
Fello funding detail
Funding detailFunding overview
Funding rounds4 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fello 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 Fello
What does Fello do?
Fello is a gamified savings and investment mobile application that lets Indian consumers invest in 24K digital gold, 99.9% pure silver, fixed deposits, and mutual funds via automated SIPs starting at ₹20, using UPI-based payments. The platform differentiates through a gamification layer (Fello Games) that awards free game entries, coins, and rewards for every saving or investment made, while partnering with Augmont to vault and insure precious metals.
Is Fello a public or private company?
Fello is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fello founded?
Fello was founded in 2021. It employs 11 to 50 people.
Where is Fello based?
Fello is headquartered in Bengaluru, India, in the Asia region.
How does Fello make money?
Three revenue lines are on record. Transaction Facilitation Fees are the primary driver. The others are marketplace Commission and GST on Precious Metal Purchases.
Who are Fello's main competitors?
Direct peers on record are ETMONEY, Jar, Kuvera, INDmoney and Dezerv. Broad incumbents are Paytm Money, Groww, Zerodha (Coin) and PhonePe. Siply is listed as an emerging player.
Does Fello have an API?
No public API is recorded for Fello.