Cube
Cube Wealth is a Mumbai-based Indian mobile wealth platform that curates and distributes mutual funds, equities, P2P loans, digital gold, US stocks, and asset leasing for busy professionals, HNIs, and NRIs through partner-led advisory and human Wealth Coaches.
- Company typePrivate
- Founded2016
- HeadquartersMumbai, India
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Cube does
Cube Wealth, operated by Cube Consumer Services Pvt. Ltd. (CIN U72900MH2016PTC272326, founded 2016, headquartered in Mumbai), is an Indian wealth management platform built around a 'curation-first' thesis that selects handpicked investment options rather than offering the full 50,000+ instrument universe typical of discount brokerages. The mobile-first Cube Wealth App aggregates distributed financial products - curated mutual funds via WealthFirst RIA, concentrated equity advice via Purnartha, model portfolio PMS via Ambit Capital, US equities via Stockal and DriveWealth, P2P lending via Faircent and LiquiLoans, digital gold via SafeGold (custodied by IDBI and Brink's), and asset leasing via Grip - behind proprietary interface features including SuperSIP (flexible SIP with pause/increase/decrease/skip), QuickSIP, Portfolio Health Check (CAS upload from CAMS analyzed by humans), and the CUBIE AI assistant for basic financial Q&A.
The company operates a hybrid go-to-market combining self-serve in-app investing with dedicated human Wealth Coaches reachable over WhatsApp, and is segmented primarily at busy Indian professionals and HNIs with secondary coverage of NRIs and retirement-planning savers. Revenue is sourced through AMFI-registered mutual fund distribution commissions (ARN-114580), equity advisory subscription and performance fees via Purnartha, and assorted transaction- or spread-linked economics from partner-led products; specific pricing tiers are not publicly disclosed. Cube states 'hundreds of crores' in AUM and claims a decade of consistent delivery as a positioning differentiator versus newer fintech entrants.
Cube firmographics
Firmographics- Name
- Cube
- Legal name
- Cube Consumer Services Pvt. Ltd.
- Website
- https://bankoncube.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cube Wealth is a Mumbai-based Indian mobile wealth platform that curates and distributes mutual funds, equities, P2P loans, digital gold, US stocks, and asset leasing for busy professionals, HNIs, and NRIs through partner-led advisory and human Wealth Coaches.
- Ownership category
- akta.pro rank
Cube industry classification
Industry- Product category
- Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Hybrid Advice (Advisor + Digital) Platforms (FSAAAAAE)
- akta.pro secondary industries
- Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA), Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF), Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)
Keywords
Where Cube is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Cube business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Mutual Fund Distribution Commission: Cube Consumer Services Pvt. Ltd. holds AMFI Registration No: ARN-114580 and operates as a mutual fund distributor. Revenue is earned through commissions from mutual fund distribution.
- Equity Advisory Fees: Management and performance fees charged for equity advisory services through partner Purnartha. Management fee is paid upfront via cheque or NEFT transfer for 1 or 3 year SIP plans.
- P2P Lending Platform Fees: No transaction fees to invest in P2P lending through Cube via Faircent partnership.
- Gold Investment: Revenue from gold investments through SafeGold partnership. Initial investment ₹15,000, subsequent investments from ₹50.
- US Equities Investment: Fees include LRS remittance fees (charged by bank), processing fees (convenience + annual brokerage fees + tax certificate), and withdrawal fees charged by US bank.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | SIP investments starting from ₹500 |
| Unit Pricing | Pay-as-you-go | Lumpsum investments starting from ₹10,000 |
| Unit Pricing | Pay-as-you-go | P2P Lending minimum investment ₹1,00,000 |
| Unit Pricing | Pay-as-you-go | Gold investment minimum ₹15,000 initial, ₹50 subsequent |
| Unit Pricing | Pay-as-you-go | US Equities starting from $1 |
| Unit Pricing | Pay-as-you-go | Consumer Loans via Merchants minimum ₹5,000 reinvestment |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
Cube product offering
Product offeringCore offering
Cube Wealth is a curated investment advisory and wealth management platform that operates on a Curation-First model, offering busy Indian professionals access to handpicked mutual funds, elite equity portfolios, and exclusive alternative investments (P2P lending, digital gold, asset leasing, US equities) through its mobile app. The platform combines self-directed investing with dedicated human Wealth Coach support accessible via WhatsApp, supported by advisory partnerships with regulated RIAs including WealthFirst (₹10,000 Crores HNI capital) and Purnartha. It earns revenue primarily through mutual fund distribution commissions under AMFI registration ARN-114580, equity advisory management and performance fees, and transaction fees across alternative investment products.
Product overview
Cube Wealth is a curated investment advisory platform designed for busy Indian professionals, operating on Curation-First principles that provide access to elite advisors and handpicked investment options rather than overwhelming users with 50,000+ choices. The core offering is the Cube Wealth App, which integrates mutual fund advisory via WealthFirst, equity stock advisory via Purnartha, and portfolio management services via Ambit Capital. The platform offers exclusive alternative investments including P2P lending (Faircent), digital gold (SafeGold), asset leasing (GRIP), and consumer loans (LiquiLoans), alongside U.S. equities access via Stockal/DriveWealth. Key product features include SuperSIP and QuickSIP for flexible systematic investing, comprehensive financial calculators (SIP, Lumpsum, Retirement, Mutual Funds), and dedicated Wealth Coach support. The platform serves as a unified interface where users can monitor and manage all their curated investments in one place, with the added value of human advisors providing personalized portfolio health checks.
Differentiator
Problem solved
Functional benefit
Brands
- WealthFirst Partnership: RIA (Registered Investment Advisor) partnership for mutual fund advisory, trusted with over ₹10,000 Crores of HNI capital
- SuperSIP
- CUBIE
- Cube Prime
Products and services
- Cube Wealth App A mobile-first curated investment advisory and wealth management application that offers handpicked investment options in mutual funds, equities, alternatives, and US stocks for busy Indian professionals, combining self-service investing with human Wealth Coach support via WhatsApp.
- Mutual Fund Advisory
Quantifiable outcome
- 37.3% annualized returns over 10 years for equity advisory partner Purnartha
- +3 more outcomes
Companies that use Cube
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Cube technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature5 records
Cube partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- WealthFirstcoreWealthFirst is a SEBI-registered RIA (Registered Investment Advisor) trusted with over ₹10,000 Crores of HNI capital. Their expertise is available exclusively through Cube. WealthFirst performs research and shortlists top-performing mutual funds based on 1, 3, and 5-year performance, fund manager track records, risk assessment, and portfolio composition analysis.
- GripcoreGrip is the partner for institutional-grade alternative investment opportunities like Asset Leasing and SDIs (Structure Debt Instruments). These opportunities were previously only available to ultra-wealthy investors. GRIP lists investment options after thorough due diligence including financials, corporate profile, and business performance assessment.
- PurnarthacorePurnartha is Cube's equity advisory partner, issuing stock recommendations that users act upon using their existing brokerage. Purnartha has over INR 7000+ crore under advisory for over 7500 Indian investors globally. Their annualized returns over 10 years have been over 37.3%. They also serve as wealth advisors for Cube's own senior management.
- FaircentcoreFaircent is an RBI-licensed P2P NBFC (Non-Banking Financial Company), the first P2P entity to receive this license from RBI. It is a marketplace bringing together investors and pre-vetted borrowers. Faircent has a strict listing criteria evaluating borrowers on 120+ criteria across 400 data points including financial, professional, social, and educational background.
- StockalcoreStockal is the partner platform for US equities investment. It offers nearly 3,400 securities listed on NASDAQ and NYSE including stocks and ETFs from marquee companies with USD Billion+ market caps.
- DriveWealthcoreDriveWealth is a US clearing services firm regulated by FINRA and SEC. It is a licensed carrying and self-clearing broker backed by Softbank Group and other leading venture capital firms. The brokerage account is held with DriveWealth for US market investments.
- IDBI Trusteeship Services Limited (ITSL)coreIDBI Trusteeship Services Limited acts as an independent Security Trustee for Faircent's escrow accounts and SafeGold's gold holdings. In the event of partner shutdowns, ITSL manages and operates the escrow accounts ensuring customer funds remain protected.
- Brink'sminorBrink's is the secure storage provider for SafeGold's physical gold holdings. The vault storage is covered under a comprehensive global insurance policy.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Cube competitors and assessment
Company assessmentBroad incumbents
- Upstox: Major Indian retail brokerage expanding into mutual funds and wealth products, providing competition on execution and increasingly on advisory.
- Groww: One of India's largest retail investment platforms for mutual funds, stocks, and US equities; broad incumbent rapidly expanding into advisory and curated investing.
- Zerodha (Coin): India's largest discount broker; its Coin platform is a direct competitor in mutual fund distribution, with growing advisory offerings that pressure Cube's positioning.
- Paytm Money: Investment platform from the Paytm ecosystem offering mutual funds, stocks, and wealth management at scale, competing for the same mass-affluent Indian investor base.
Direct peers
- INDmoney: Indian super-app for personal finance and wealth management, offering mutual funds, stocks, US equities, and advisory under one interface, targeting the same mass-affluent professional segment as Cube.
- Kuvera: Direct mutual fund distribution and goal-based investing platform for Indian retail investors, with comparable curated-investing positioning and a similar self-directed-plus-advice model.
- ETMONEY: Times Internet-owned wealth management and investment advisory app for Indian consumers, offering curated mutual funds, stocks, and financial planning tools in direct competition with Cube.
- Smallcase: India-based curated equity portfolio platform offering model portfolios and thematic stock baskets, directly comparable to Cube's curated stock advisory via Purnartha.
Emerging players
- Glide Invest: Earlier-stage Indian goal-based, curated investing platform with comparable philosophy of curated portfolios and advice, now under Sharekhan ownership.
- Arthavedika: India-based SEBI-registered investment advisor offering curated, research-driven equity and MF advisory to retail and HNI investors, directly comparable to Cube's partner-driven curated model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Cube social profiles
Digital presenceCube compliance and trust
Trust signalCompliance1 record
Cube financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cube leadership team
Management profileNumber of profiles
Profiles1 record
Cube funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cube 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 Cube
What does Cube do?
Cube Wealth is a curated investment advisory and wealth management platform that operates on a Curation-First model, offering busy Indian professionals access to handpicked mutual funds, elite equity portfolios, and exclusive alternative investments (P2P lending, digital gold, asset leasing, US equities) through its mobile app. The platform combines self-directed investing with dedicated human Wealth Coach support accessible via WhatsApp, supported by advisory partnerships with regulated RIAs including WealthFirst (₹10,000 Crores HNI capital) and Purnartha. It earns revenue primarily through mutual fund distribution commissions under AMFI registration ARN-114580, equity advisory management and performance fees, and transaction fees across alternative investment products.
Is Cube a public or private company?
Cube is a private company. It is classified as venture growth investor backed and is currently operating.
When was Cube founded?
Cube was founded in 2016. It employs 1 to 10 people.
Where is Cube based?
Cube is headquartered in Mumbai, India, in the Asia region.
How does Cube make money?
Five revenue lines are on record. Mutual Fund Distribution Commission is the primary driver. The others are equity Advisory Fees, P2P Lending Platform Fees, gold Investment and US Equities Investment.
Who are Cube's main competitors?
Broad incumbents on record are Upstox, Groww, Zerodha (Coin) and Paytm Money. Direct peers are INDmoney, Kuvera, ETMONEY and Smallcase. Emerging players are Glide Invest and Arthavedika.
Does Cube have an API?
No public API is recorded for Cube.
What industry is Cube in?
Cube's product category is Wealth Management. Its primary akta.pro industry code is FSAAAAAE, Hybrid Advice (Advisor + Digital) Platforms, with a secondary code of FSAAAAAA, Full-Service Retail Brokerage & Wealth Platforms. Its NAICS code is 523940 and its SIC code is 6282.