1 Finance

What 1 Finance does

1 Finance Private Limited is a SEBI-registered Investment Advisor (INA000017523) incorporated in Gujarat, India in 2021, with a corporate office in Mumbai and eight Financial Planning Centres across major Indian metros. The firm delivers holistic, fee-only personal financial planning covering income and expenses, investments, insurance, tax, loans, retirement, and estate planning, with no commissions and no product sales. Its core product surface is a digital platform fronted by the patented MoneySign® financial personality assessment (eight profiles, patented in the US and India) and the patented Financial Behaviour Score (FBS), which together feed personalized plans delivered by NISM-certified Qualified Financial Advisors (QFAs) holding additional CFP, CWM, CFA, or CA credentials.

The firm operates a hybrid go-to-market: a free first financial plan as customer acquisition, an annual Priority Membership at ₹10,000 + GST (~$115–$140) for unlimited QFA access, ITR filing, Will creation, and credit-card optimization, supplemented by 15+ free financial calculators and a Product Scoring & Ranking module spanning NPS, home loans, credit cards, mutual funds, health, term, and crypto. Distribution combines direct advisor consultations, eight physical Financial Planning Centres with safe-deposit lockers, content/SEO-led acquisition, an MF Central integration for live portfolio data, and a Planmytax.ai partnership for free ITR filing. In April 2026, 1 Finance extended into lending with 1 Finance P2P, an RBI-licensed NBFC-P2P platform using a proprietary BQS (Borrower Quality Score) risk algorithm, opening a second regulated revenue line beyond advisory subscriptions. Headcount is reported at 251–500 and the firm is privately held with no disclosed institutional funding rounds.

Name

1 Finance

Legal name

1 Finance Private Limited - Investment Advisory Unit (Separately Identifiable Unit)

Website

https://1finance.co.in

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

1 Finance is a SEBI-registered, fee-only Indian financial advisory firm offering holistic personal financial planning via its patented MoneySign® assessment, 15+ financial calculators, and certified advisors across eight physical Financial Planning Centres, with a recently launched RBI-licensed P2P lending platform.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory

NAICS

Funds, Trusts, and Other Financial Vehicles (525), Credit Intermediation and Related Activities (522)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industries

Expense Tracking & Financial Dashboards (FSAGADAB), Budgeting & Cash-Flow Management (FSAGADAA), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD), Credit Score Monitoring & Credit Building (FSAGADAE)

Keywords

• Personal financial advisory
• Financial planning services
• Investment advisory
• Retirement planning
• Wealth management advisory

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Priority Membership Subscription: The company charges ₹10,000 per year (+GST) for priority membership, which includes dedicated Qualified Financial Advisor access, unlimited consultations, regular check-ins, ITR filing, Will creation, and credit card optimization. The first consultation and financial plan are provided free as customer acquisition.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

1 Finance provides fee-only, commission-free personal financial advisory services through dedicated Qualified Financial Advisors (QFAs), covering income and expense planning, investments, insurance, taxes, loans, retirement, and will/estate planning. The offering is differentiated by the patented MoneySign® financial personality assessment and is delivered via a hybrid model combining virtual advisor consultations, in-person Financial Planning Centres, and digital self-serve tools. The company also operates 1 Finance P2P, an RBI-licensed peer-to-peer lending platform with proprietary borrower risk assessment.

Product overview

1 Finance is a SEBI-registered Investment Advisor offering a comprehensive financial planning platform centered around its patented MoneySign® financial personality assessment and dedicated Qualified Financial Advisor (QFA) services. The core offering includes personalized financial planning covering income and expenses, investments, insurance, taxes, loans, retirement, and estate planning. The product portfolio includes multiple digital tools including Retirement Corpus Calculator, Old vs New Tax Regime Calculator, Tax Harvesting Calculator, Insurance Surrender Value Calculator, Mutual Fund Overlap Calculator, and Product Scoring & Ranking for various financial products. The company also operates 1 Finance P2P, an RBI-licensed peer-to-peer lending platform, and maintains physical Financial Planning Centres across major Indian cities. Pricing follows a subscription model at ₹10,000/year after a free initial plan.

Differentiator

Problem solved

Functional benefit

Brands

• MoneySign®: World's first patented financial personality assessment registered in India and the USA, identifying eight distinct financial personality profiles to guide personalized financial planning.
• 1 Finance P2P
• MoneySign® Guide

Products and services

• Financial Planning (Priority Membership) Annual subscription advisory service providing comprehensive personal financial planning for individuals and families, with unlimited consultations, ITR filing, Will creation, credit card optimization, and personalized plans built around the MoneySign® assessment. For Indian salaried professionals, pre-retirees, couples, and business owners.
• MoneySign® Financial Personality Assessment Patented financial personality assessment tool that classifies individuals into one of eight profiles (Vigilant Turtle, Persistent Horse, Far-Sighted Eagle, Opportunistic Lion, Virtuous Elephant, Enlightened Whale, Tactical Tiger, Stealthy Shark) to customize financial advice based on risk tolerance and financial behavior.
• Financial Planning Centre (In-person Advisory) Physical Financial Planning Centres offering one-on-one consultations with Qualified Financial Advisors, financial planning workshops, Personal Finance Club meetups, and safe deposit locker services using Godrej Secunex lockers. For Indian consumers preferring in-person advisory over digital channels.
• 1 Finance P2P RBI-licensed peer-to-peer lending platform enabling transparent and responsible lending between individual lenders and borrowers, using a proprietary BQS risk assessment algorithm to evaluate borrower creditworthiness. For individual retail lenders seeking yield and individual borrowers seeking credit access.

Quantifiable outcome

• Client saved ₹11.7 lakh in interest payments through loan restructuring strategy
• +5 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature3 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Planmytax.aiminorGTM or Marketing Partner1 Finance powers Planmytax.ai's free ITR filing service, enabling users to file income tax returns at no cost through the platform. This partnership allows 1 Finance to reach potential customers interested in tax services while providing Planmytax.ai users access to professional tax filing powered by CAs.
• MF CentralcoreTechnology or IntegrationMF Central is used as the data source for 1 Finance's Tax Harvesting Calculator and Mutual Fund Overlap Calculator, enabling automatic fetching of mutual fund portfolio data using investor PAN for tax optimization analysis.
• GodrejminorOthers1 Finance Financial Planning Centres offer safe deposit lockers using Godrej Secunex lockers and Godrej safety solutions including Two-Key Access systems, Strong Room Vault with Six-Sided Protection, and anti-burglary/fire systems for secure storage of valuables.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Kuvera: India-based SEBI-registered fee-only investment advisory platform offering direct mutual funds, goal-based planning and tax tools. Closest direct competitor to 1 Finance's fee-only, advice-led model targeting salaried Indian investors.
• INDMoney: Indian personal finance super-app combining financial dashboard, advisory, credit score tracking and free wealth tools. Direct competitor on personal financial management, expense/portfolio dashboards and SEBI RIA offerings.
• Scripbox: SEBI-registered investment adviser offering goal-based, fee-based mutual fund and financial planning solutions. Closely comparable on advisory-driven, commission-free model for salaried Indian investors.
• FundsIndia (RoundGlass Wealth): India-registered investment platform providing curated mutual funds, advisory and wealth management to retail/HNI Indians. Overlaps with 1 Finance on fee-based advisory and the salaried/mid-market segment.

Broad incumbents

• Zerodha (Coin/Zerodha Wealth): Largest Indian discount broker with the Coin MF platform and a wealth-advisory arm. Comparable as a dominant distribution incumbent competing for the same retail Indian investor with broader product scope.
• Groww: India's largest direct-mutual-fund and equity platform with growing advisory and lending products. Competes for the same middle-class Indian investor using a digital-first model that 1 Finance's calculator funnel also targets.
• ETMONEY (Times Internet): Times Group-backed personal finance and mutual fund platform with free tools, paid advisory and loan products. Comparable to 1 Finance on financial dashboard + calculator-led acquisition and mass-market advisory.

Emerging players

• WealthDesk: SEBI-registered investment adviser offering model portfolios and curated wealth strategies for Indian investors. Comparable as an emerging fee-only advisory player with a portfolio-management emphasis.
• Goalwise: SEBI-registered, goal-based investment advisory for Indian retail investors. Niche overlap with 1 Finance's goal-based financial planning and direct-mutual-fund execution layer.

Others

• Marwadi Financial Services / Marwadi Shares: Rajkot-based Indian broking and financial services group. Not a direct competitor but adjacent through the Marwadi Group association visible on 1 Finance's registered-office branding, making it thematically comparable.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/1financehq
• YouTubeyoutube.com/channel/UCIfANh2BltdF-XixRwKFRqQ
• Facebookfacebook.com/1FinanceHQ
• LinkedInlinkedin.com/company/1financehq
• Instagraminstagram.com/1financehq/?igshid=YmMyMTA2M2Y=

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 1 Finance