Cube

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.

Name

Cube

Legal name

Cube Consumer Services Pvt. Ltd.

Website

https://bankoncube.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 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

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

• Wealth management platform
• Investment advisory services
• Mutual fund distribution
• Curated investment portfolios
• Financial planning tools

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. 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.
3. P2P Lending Platform Fees: No transaction fees to invest in P2P lending through Cube via Faircent partnership.
4. Gold Investment: Revenue from gold investments through SafeGold partnership. Initial investment ₹15,000, subsequent investments from ₹50.
5. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• WealthFirstcoreStrategic or Co-development PartnerWealthFirst 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.
• GripcoreStrategic or Co-development PartnerGrip 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.
• PurnarthacoreStrategic or Co-development PartnerPurnartha 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.
• FaircentcoreTechnology or IntegrationFaircent 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.
• StockalcoreTechnology or IntegrationStockal 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.
• DriveWealthcoreTechnology or IntegrationDriveWealth 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)coreOthersIDBI 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'sminorOthersBrink'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

Broad 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

• Xx.com/bankoncube
• YouTubeyoutube.com/channel/UCvMFQEWgSYsOe7ytLQ0Q3uA
• Facebookfacebook.com/bankoncube
• LinkedInlinkedin.com/company/13184286
• Instagraminstagram.com/bankoncube

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cube