AssetPlus

What AssetPlus does

AssetPlus, operating as Valueplus Technologies Private Limited, is a Chennai-headquartered fintech incorporated in 2016 that builds a technology platform for India's network of Mutual Fund Distributors (MFDs). The platform provides digital client onboarding, portfolio management, compliance tooling, and a white-labeled mobile app, supplemented by a suite of financial calculators (SIP, Lumpsum, PPF, EPF, Income Tax, Retirement Fund). AssetPlus itself is an AMFI-registered mutual fund distributor (ARN-114376, valid through 11-Sep-2028) and IRDAI Corporate Agent (CA0857), and routes transactions through BSE with CAMS/KARVY data integrations.

The product surface has expanded beyond core mutual funds into Fixed Deposits, NPS, PMS, Insurance (Term and Health), and Loans, with AssetPlus Academy (assetplusacademy.in) training new entrants via NISM V-A certification. Technology architecture relies on a partner web portal, Android and iOS apps, WhatsApp community/communication channels, and email-based data pipelines rather than any disclosed proprietary AI/ML — competitive differentiation is presented as workflow speed (180-second client onboarding) and aggregation breadth across all major AMCs.

The business is structured as a B2B2C intermediary: AssetPlus is free to MFDs (both new entrants and existing ARN holders) and earns revenue through trail commissions charged to Asset Management Companies on platform-routed AUM, plus upfront commissions on Insurance and Corporate Fixed Deposit products. The platform reports 17,000-19,000+ MFD partners, 255,000+ registered end-investor clients, 500,000+ monthly transactions, and a 4.9/5 app store rating. The company is privately held, bootstrapped (no funding rounds disclosed), and operates exclusively in India with 251-500 employees.

Name

AssetPlus

Legal name

Valueplus Technologies Private Limited

Website

https://partners.assetplus.in

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

AssetPlus is an Indian fintech (Chennai, founded 2016) that operates a free, AMFI-registered technology platform enabling 17,000+ Mutual Fund Distributors to digitally onboard clients, manage portfolios, and distribute mutual funds plus adjacent products like FDs, NPS, PMS, and insurance, earning trail commissions from AMCs.

Ownership category

akta.pro rank

Product category

Mutual Fund Distribution Platform

NAICS

Portfolio Management and Investment Advice (523940), Other Investment Pools and Funds (5259)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

Registered Investment Advisor (RIA) Wealth Management (FSAEABAA)

akta.pro secondary industries

Distribution Support & Dealer Services (Commissions/Trails, Agreements, Data Feeds) (FSAAAMAJ), AML/KYC, Investor Onboarding & Compliance Services (FSAAAMAE)

Keywords

• Mutual fund distribution
• Wealth management platform
• Digital onboarding
• Portfolio analytics
• Financial product distribution

Headquarters

HQ city

Chennai

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Trail Commission from AMCs: AssetPlus charges brokerages to Asset Management Companies (AMCs) for investments made using the platform. Trail commission is earned based on Assets Under Management (AUM) managed by MFDs on the platform.
2. Upfront Commission - Insurance: Upfront commission earned on insurance products (Term & Health) sold through the platform by MFD partners.
3. Upfront Commission - Corporate Fixed Deposits: Upfront commission on Corporate Fixed Deposits offered through the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

AssetPlus provides a digital Mutual Fund Distribution Platform that enables Mutual Fund Distributors (MFDs) in India to onboard clients in 180 seconds, manage portfolios, execute transactions, ensure SEBI/AMFI compliance, and grow their Assets Under Management. The platform is offered free of charge to MFDs and is supplemented by additional distribution modules for Fixed Deposits, NPS, Insurance (Term & Health), and Portfolio Management Services (PMS).

Product overview

AssetPlus is a unified mutual fund distribution technology platform designed for Mutual Fund Distributors (MFDs) in India. The core product is the AssetPlus Mutual Fund Distribution Platform — a cloud-based portal and mobile app that enables MFDs to digitally onboard clients, manage portfolios, execute transactions, ensure compliance, and grow their AUM. The platform is supplemented by a suite of financial calculators (SIP, Lumpsum, Mutual Fund Returns, PPF, EPF, Income Tax, and Retirement Fund calculators) available through the Partner Dashboard. AssetPlus also offers expanded product modules including Fixed Deposits, National Pension Scheme (NPS), Insurance (Health & Term), and Portfolio Management Services (PMS), allowing MFDs to diversify their offering. Additional platform features include digital KYC with 180-second client onboarding, sub-broker management, and marketing collateral. The platform provides access to all fund houses and AMCs, research materials, and training through AssetPlus Academy for partner enablement.

Differentiator

Problem solved

Functional benefit

Products and services

• AssetPlus Mutual Fund Distribution Platform A cloud-based digital distribution platform enabling Mutual Fund Distributors (MFDs) in India to digitally onboard clients, manage portfolios, execute transactions through BSE-integrated systems, ensure AMFI/SEBI compliance, track AUM growth in real time, and access all major AMCs from a single dashboard.
• AssetPlus Partner Mobile App

Quantifiable outcome

• Onboard clients in 180 seconds (vs traditional process taking days)
• +3 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

One partnership is on record.

• BSE (Bombay Stock Exchange)coreTechnology or IntegrationAssetPlus integrates with BSE for mutual fund transactions. User transaction data and requests are forwarded to BSE for processing. MFDs need BSE registration and the platform facilitates BSE account opening as part of KYC compliance.

Scale indicators9 records

Recent moves6 records

Expansion highlights2 records

Direct peers

• Kuvera: Kuvera is an Indian direct-to-investor mutual fund distribution and financial planning platform with comparable MF research, portfolio tracking and direct commission-free offerings. It is the most direct retail comparator to AssetPlus's platform, although AssetPlus's primary customer is the MFD rather than the end investor.
• FundsIndia: FundsIndia is a long-standing Indian mutual fund and investment distribution platform offering MF, equity, fixed income and insurance products with a B2C and B2B2C model. Like AssetPlus it has built technology rails for distributors and combines trail commissions with multi-product cross-sell.
• Groww: Groww is one of India's largest retail investment platforms spanning mutual funds, equities and other instruments with strong mobile-first onboarding. It overlaps with AssetPlus on MF distribution and consumer-direct onboarding, although Groww is venture-backed and end-investor focused.
• Zerodha (Coin): Zerodha's Coin product offers direct mutual fund investments to its large stock-broking customer base, competing with AssetPlus on MFD-adjacent distribution. Both platforms leverage technology to disintermediate traditional channel costs for Indian investors.
• Scripbox: Scripbox is an Indian robo-advisor and mutual fund investment platform offering curated MF portfolios and goal-based planning. It is comparable to AssetPlus in product scope (MF distribution + financial planning tools) but takes a more end-investor, B2C approach.
• INDmoney: INDmoney is an Indian wealth management super-app offering mutual funds, stocks, fixed deposits, NPS and insurance with a unified dashboard. It overlaps directly with AssetPlus's multi-product offering and mobile-first advisor/distributor tooling.
• Upstox (mutual funds): Upstox, primarily a discount broker, offers a mutual fund distribution module to its existing investor base. It competes with AssetPlus for the same Indian retail pool and increasingly for distributor-side functionality.
• NJ Wealth (NJ E-Wealth): NJ Wealth is a large Indian mutual fund distribution franchise that has built its own digital platforms to empower its partner advisors. It is a comparable distributor-led model to AssetPlus, serving thousands of MFDs across India.

Others

• MF Central (MF Utilities): MFU and MFCentral are industry utilities providing transactional and aggregation infrastructure for Indian mutual fund distributors. They are ecosystem participants that AssetPlus integrates with (alongside CAMS/Karvy and BSE) rather than direct competitors, but represent a partial alternative stack.
• Value Research: Value Research is a leading Indian mutual fund research, data and analytics provider widely used by distributors and end investors. It is not a transactional competitor to AssetPlus but is a thematically adjacent platform for MF research that distributors rely on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AssetPlusApp
• YouTubeyoutube.com/@AssetPlusMF
• Facebookfacebook.com/AssetPlus-100275699068675
• LinkedInlinkedin.com/company/assetplus
• Instagraminstagram.com/assetplusindia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 AssetPlus