5nance.com
5nance.com is an AI-branded Indian retail wealth management and financial planning platform operated by Innovage Fintech Private Limited, serving individual investors with mutual funds, equity trading, loans, insurance, tax filing, and AI-powered advisory products via SEBI, AMFI, and IRDAI registrations.
- Company typePrivate
- Founded2015
- HeadquartersMumbai, India
- Headcount11–50
- GTM typeB2C
- OfferingServices
What 5nance.com does
5nance.com is an AI-branded Indian retail financial planning and wealth management platform operated by Innovage Fintech Private Limited, headquartered in Mumbai. The company serves individual retail investors and loan/insurance seekers across India through a self-serve mobile app and website, offering a broad product surface spanning mutual fund distribution (across 26+ AMCs), direct equity execution (via 30+ broker integrations), home and personal loan facilitation (with 6+ bank partners), insurance advisory (IRDAI Corporate Agent CA0339), tax filing (via Tax Block and MyIT Return partnerships), and SEBI-registered investment advisory services (INA000003809). Core proprietary products include All Rounder (AI asset allocation at ₹250/month), Algrow (automatic equity/debt switching), FIT-SIP (value-averaging SIP targeting up to 20% returns), FinScore (financial health assessment), Finplan (₹3,000 financial roadmap), Loan Genie, and Tax-Max.
Underlying technology comprises algorithm-driven portfolio management, Big Data analytics, and Robotic Process Automation layered on cloud infrastructure with 256-bit SSL encryption, connected to AMCs, RTAs, brokers, insurance providers, loan providers, and payment gateways through API integrations. The company claims 100+ years of cumulative proprietary intelligence supporting its advisory algorithms.
Revenue is generated through a hybrid model: subscription fees for advisory services (₹250/month for All Rounder, ₹3,000+ GST for Finplan), mutual fund distribution commissions (AMFI ARN 87155), insurance distribution commissions (IRDAI CA0339), and loan/credit card referral fees. Registration with the platform is free; the company monetizes through advisory fees, third-party commissions, and partner referrals. Go-to-market combines product-led growth (self-serve app/web with Aadhaar e-sign KYC), sales-led advisory (SEBI-registered investment advisers offering personalized guidance), and channel partnerships (30+ brokers, 26+ AMCs, 6+ home loan partners). Founded circa 2010–2015, the company remains privately held and bootstrapped with no disclosed institutional funding rounds.
5nance.com firmographics
Firmographics- Name
- 5nance.com
- Legal name
- Innovage Fintech Private Limited
- Website
- https://5nance.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 5nance.com is an AI-branded Indian retail wealth management and financial planning platform operated by Innovage Fintech Private Limited, serving individual investors with mutual funds, equity trading, loans, insurance, tax filing, and AI-powered advisory products via SEBI, AMFI, and IRDAI registrations.
- Ownership category
- akta.pro rank
5nance.com industry classification
Industry- Product category
- Investment Advisory and Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282), Loan Brokers (6163), Personal Credit Institutions (6141), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industries
- Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD), Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
Keywords
Where 5nance.com is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
5nance.com business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Advisory Fees - All Rounder: Monthly flat fee of ₹250 for AI-powered portfolio management services. Users register, pay advisory fee, and set up mandate for automated execution.
- Advisory Fees - Finplan: Financial planning report service priced at ₹3,000 + GST (18%). Provides personalized financial roadmap.
- Mutual Fund Distribution Commission: Commission earned from mutual fund houses (AMCs) for distributing their products. Registered as mutual fund distributor with AMFI (ARN 87155). Commission structure published for 26+ fund houses.
- Insurance Distribution: Corporate Agent (CA) registration with IRDAI (CA0339) enabling insurance product distribution and earning commissions on policies sold.
- Loan Referrals: Referral fees from loan providers (personal loans, home loans, balance transfers) and credit card issuers. Free advisory for loan products with revenue from partner commissions.
- Tax Filing Services: Partnership with Tax Block and MyIT Return for tax filing services, earning referral or commission fees on completed filings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | All Rounder - Managed Portfolio: ₹250/month with automated execution and rebalancing |
| Subscription | One time | Finplan - Financial Planning Report: ₹3,000 + GST |
| Usage-based | Monthly | Personal Loans: Starting at 10.99% interest rate |
| Freemium | One time | Tax Filing via Tax Block: Starting at ₹249 |
| Subscription | Monthly | FIT-SIP: Minimum ₹1,500/month investment |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels6 records
5nance.com product offering
Product offeringCore offering
5nance.com operates an AI-powered integrated financial platform for Indian retail consumers that offers mutual fund and equity investments, algorithm-driven wealth management (All Rounder, Algrow, FIT-SIP), loan advisory and matching (personal loans, home loans, balance transfers), insurance advisory and distribution, tax planning, and goal-based financial planning. The platform combines a self-serve mobile and web app, SEBI-registered investment advisory, and a partner ecosystem of 30+ brokers, 26+ AMCs, multiple home/personal loan lenders, and insurance providers to execute and distribute products on behalf of users.
Product overview
5nance.com is an AI-powered integrated financial platform operated by Innovage Fintech Private Limited, offering a comprehensive suite of investment, lending, insurance, and financial planning products. The core platform is anchored by AI-powered wealth management products: All Rounder (India's first Performance Driven Wealth Management Platform with AI-based asset allocation at ₹250/month), Algrow (automated equity/debt switching based on market conditions), and FinScore (financial health scoring). Additional AI-driven tools include Finplan (intelligent financial planner), Goal Planning, Retirement Planning, FIT-SIP (algorithm-driven value averaging investments targeting 20% returns), and Loan Genie (automated loan optimization). The platform also offers traditional financial products including mutual funds, SIPs, tax-saving funds, equity, fixed deposits, debentures, personal loans, home loans (with balance transfer), credit cards, insurance, and tax filing services. All products integrate with multiple brokerages, AMCs, RTAs, insurance providers, loan providers, and payment gateways through API connections.
Differentiator
Problem solved
Functional benefit
Brands
- Algrow: AI-based product that switches between equity and debt funds based on market conditions to multiply money
- All Rounder
- FinScore
- Tax-max
- FIT-SIP
- Loan Genie
- Finplan
Products and services
- All Rounder AI-powered managed portfolio service that combines AI-based asset allocation, basket order execution, and automated rebalancing across stocks and mutual funds. Targeted at Indian retail investors seeking PMS-like outcomes without lock-in, delivered at a flat ₹250/month fee, with users transacting through their own demat accounts for full transparency.
- Algrow AI product that automatically switches the user's investments between equity and debt funds based on prevailing market conditions. Designed for retail investors who want automated asset-allocation responses to market highs and lows without tracking markets themselves.
- FinScore AI-powered financial health assessment tool that evaluates the user's financial situation and produces a FinScore along with personalized recommendations for improvement. Used by individual investors to gauge readiness for goal planning, investments, and loans.
- Finplan AI-driven intelligent financial planner that produces a personalized financial roadmap report based on a 10-minute user questionnaire. Delivered for ₹3,000 + GST as a one-time fee; includes goal planning, investment recommendations, and portfolio analysis.
- Tax-max AI-powered tax-saving solution that helps users identify optimal tax-saving investments under Section 80C and other applicable provisions, claim deductions, and integrate with tax filing services. Targeted at Indian taxpayers.
- FIT-SIP Flexible Intelligent Systematic Investment Plan that uses 5nance's value-averaging algorithm to vary monthly SIP amounts, investing more in market lows and less in market highs. Minimum investment ₹1,500/month, no lock-in, with short-term capital gains tax applicable on withdrawals under 1 year.
- Loan Genie Automated loan advisory and optimization tool that matches users to paperless loan products across partner banks/NBFCs and helps reduce existing loan interest rates. Uses the FIT-SIP algorithm to advise investing surplus monthly cash so users can pay off loans faster.
- Goal Planning AI-powered goal-based financial planning service that calculates required investment amounts and recommends strategies for user-defined life goals, including Dream Home, Child's Education, Child's Marriage, Car, Holiday, and Business.
- Retirement Planning Retirement planning service that develops systematic wealth-creation strategies and an investment roadmap for post-retirement financial security.
- Personal Loan Personal loan comparison, recommendation, and facilitated application service across partner banks/NBFCs (Axis Bank, Bajaj Finance, Muthoot Finance, SBFC). Interest rates start at 10.99% with quick disbursal, minimal documentation, and no collateral required. Advisory provided free to the customer with revenue from partner referrals.
- Home Loan Home loan comparison, balance transfer, and facilitated application service across partner banks including Bajaj Finserv, IndusInd Bank, PNB, Kotak Mahindra, Tata Capital, and IDFC First Bank. Free expert advisory with revenue from partner referral commissions.
- Insurance Insurance advisory and distribution of Health, Term, Critical Illness, Car, and Bike insurance products through multiple insurers under IRDAI Corporate Agent license (CA0339). Free advisory to customers with revenue from commissions on policies sold; 5,000+ policies sold to date.
- Tax Filing Income tax return e-filing service delivered through strategic alliances with Tax Block and MyIT Return platforms. Services start at ₹249, with revenue earned from referral/commission fees on completed filings.
- Mutual Fund Distribution Distribution of mutual fund schemes across 26+ AMCs (HDFC, ICICI Prudential, SBI, Axis, Kotak, Tata, Mirae Asset, and others) via AMFI-registered distributor ARN 87155. Includes SIP, Lumpsum, Tax Saving (ELSS), and Gold fund categories with no additional platform fees; revenue from AMC commissions.
Quantifiable outcome
- 4,450+ financials planned for customers
- +5 more outcomes
Companies that use 5nance.com
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
5nance.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration40 records
AI capability6 records
Feature8 records
5nance.com partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- UpstoxcoreBrokerage partner enabling equity trading and Demat account services. Users can execute All Rounder portfolio trades through Upstox integration.
- ZerodhacoreBrokerage partner for equity trading integration. One of India's largest discount brokers with significant market presence.
- 5paisacoreIntegrated broker for trading and investment services. Also available for new account opening directly through 5nance platform.
- FyerscoreTechnology integration for equity trading execution within 5nance platform ecosystem.
- Motilal OswalcoreFull-service broker partner for trading and investment services with research-backed recommendations.
- Tax BlockcoreStrategic alliance for income tax filing services. Users are redirected to Tax Block platform for e-filing with expert assistance starting at Rs. 249.
- MyIT ReturnminorAlternative tax filing partner platform offering one-click tax return filing services integrated with 5nance ecosystem.
- Bajaj FinservcoreHome loan provider partner offering competitive interest rates through 5nance platform with expert advisory support.
- IndusInd BankcoreHome loan partner providing loan products with personalized advisory from 5nance experts.
- Kotak Mahindra BankcoreHome loan provider partner with competitive offerings for balance transfers and new loans.
- Tata CapitalcoreHome loan products available through 5nance platform with free expert advisory.
- IDFC First BankcoreHome loan partner for new loans and balance transfer offerings.
- Punjab National Bank (PNB)corePublic sector bank home loan partner with government-backed reliability.
- HDFC Asset Management CompanycoreMutual fund distribution partner offering HDFC mutual fund schemes through 5nance platform.
- ICICI Prudential Asset ManagementcoreMutual fund distribution partner for ICICI Prudential schemes with commission-based revenue sharing.
- SBI Mutual FundcoreIndia's largest mutual fund house partner for scheme distribution.
- Axis Asset ManagementcoreMutual fund distribution partner for Axis schemes.
- Kotak Mahindra Asset ManagementcoreMutual fund distribution partner for Kotak schemes.
- Mirae Asset Global InvestmentscoreMutual fund distribution partner for Mirae Asset schemes.
Scale indicators9 records
Recent moves6 records
Expansion highlights4 records
5nance.com competitors and assessment
Company assessmentDirect peers
- INDmoney: Super-app consolidating mutual funds, stocks, US equities, fixed deposits, credit cards, and loans under AI-driven recommendations. Competes head-on with 5nance's horizontal multi-product approach and reliance on commissions/partnerships.
- Groww: India's largest retail investment platform for mutual funds, stocks, ETFs, and digital gold with a rapidly expanding wealth/advice offering. Most directly comparable to 5nance in target customer (Indian retail investors), product breadth (MF + equity + loans/credit cards), and digital-first delivery.
- Kuvera: Direct mutual-fund distribution and goal-based financial planning platform with SEBI-registered investment adviser operations. Closest functional analogue to 5nance's All Rounder/Finplan combo—direct, fee-only advisory for Indian retail investors.
- Scripbox: SEBI-registered investment adviser offering AI/algorithm-driven mutual fund portfolio recommendations. Comparable to 5nance's All Rounder and FIT-SIP for advised, fee-based mutual fund investing targeting Indian retail.
- ETMONEY: Times Group-backed financial planning app for mutual funds, stocks, loans, and insurance, with goal-based planning tools. Direct competitor across 5nance's investment + loan + insurance + tax product set in the same Indian retail segment.
Emerging players
- WealthDesk: Wealth management platform offering model portfolios and curated investment baskets to RIAs and distributors. Comparable technology target (AI-led asset allocation) to All Rounder, though focused upstream on advisor enablement.
- Smallcase: Thematic, model-portfolio investing platform integrated with broker partners (Zerodha, Upstox, etc.). Overlaps with 5nance's All Rounder in offering managed portfolio baskets through broker APIs, though narrower product scope.
- Goalwise (Wake Up Money): SEBI-registered goal-based investment advisor for Indian retail investors. Functionally similar to 5nance's Goal Planning and All Rounder journey—recommends mutual fund portfolios aligned to user-defined goals.
Others
- Tickertape: Indian stock-investing analytics and screeners platform integrated with broker partners. Adjacent ecosystem player that overlaps with 5nance's equity-investing audience and partner ecosystem.
Broad incumbents
- Zerodha Coin: Direct mutual-fund platform from India's largest discount broker. Overlaps with 5nance's MF distribution through the same broker integrations and exerts competitive pressure on user acquisition.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
5nance.com social profiles
Digital presence5nance.com compliance and trust
Trust signalCompliance4 records
5nance.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
5nance.com leadership team
Management profileNumber of profiles
Profiles7 records
5nance.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
5nance.com 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 5nance.com
What does 5nance.com do?
5nance.com operates an AI-powered integrated financial platform for Indian retail consumers that offers mutual fund and equity investments, algorithm-driven wealth management (All Rounder, Algrow, FIT-SIP), loan advisory and matching (personal loans, home loans, balance transfers), insurance advisory and distribution, tax planning, and goal-based financial planning. The platform combines a self-serve mobile and web app, SEBI-registered investment advisory, and a partner ecosystem of 30+ brokers, 26+ AMCs, multiple home/personal loan lenders, and insurance providers to execute and distribute products on behalf of users.
Is 5nance.com a public or private company?
5nance.com is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was 5nance.com founded?
5nance.com was founded in 2015. It employs 11 to 50 people.
Where is 5nance.com based?
5nance.com is headquartered in Mumbai, India, in the Asia region.
How does 5nance.com make money?
Six revenue lines are on record. Advisory Fees - All Rounder is the primary driver. The others are advisory Fees - Finplan, mutual Fund Distribution Commission, insurance Distribution, loan Referrals and tax Filing Services.
Who are 5nance.com's main competitors?
Direct peers on record are INDmoney, Groww, Kuvera, Scripbox and ETMONEY. Emerging players are WealthDesk, Smallcase and Goalwise (Wake Up Money). Tickertape is listed as an others. Zerodha Coin is listed as a broad incumbent.
Does 5nance.com have an API?
No public API is recorded for 5nance.com.
What industry is 5nance.com in?
5nance.com's product category is Investment Advisory and Wealth Management. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAGADAD, Debt Management & Paydown (Student Loans, Credit Cards). Its NAICS code is 523940 and its SIC code is 6282.