MySIPonline

What MySIPonline does

MySIPonline, operated by Cognus Technology, is a Udaipur-based digital mutual fund distribution platform registered with the Association of Mutual Funds in India (AMFI) under ARN-106881. Founded in 2015, the company positions itself as India's first online Systematic Investment Plan (SIP) platform and targets Indian retail investors seeking to invest in mutual funds via SIP or lumpsum modes. The core offering is a zero-fee self-serve portal (mysiponline.com) and companion Android/iOS mobile apps that enable fund discovery, comparison, KYC verification, and transaction execution across 50+ Asset Management Companies (AMCs). The platform reports serving over 1.5 lakh investors with ₹5 Billion+ in Assets Under Management on the platform, and lists a curated suite of analytical tools including SIP, SWP, Step-Up SIP, STP, XIRR, Gratuity, and Rolling Returns calculators, alongside fund comparison, MF screening, and portfolio overlap detection utilities.

The platform's product surface has expanded beyond SIP into SIF (Specialised Funds), Index Funds, International Funds, digital Gold, and New Fund Offers, with a premium "Pro Services" layer covering Expert Curated Portfolios, Portfolio Check-up, Personalised SIP Portfolio, HNI-Level MF Guidance, and Loan Against Mutual Funds. Distribution and customer acquisition follow a hybrid go-to-market: product-led growth through educational content (blogs, research reports, expert views, a YouTube channel, and an email newsletter reaching 1L+ users) feeds a top-of-funnel of self-directed retail investors, while SEBI-registered MF experts provide personalised advisory for higher-value segments.

Revenue is generated via two streams: (1) trail and upfront commissions from AMCs on regular-plan mutual fund scheme distribution, governed by SEBI regulations, and (2) premium services gated by minimum investment thresholds in liquid/debt funds (e.g., ₹5,000 for HNI-Level MF Guidance) rather than explicit fees — effectively a freemium model funded by commissions. No external funding has been disclosed; the company appears bootstrapped, with leadership under co-founder & CEO Virendra Ranawat and a headcount in the 11-50 range.

Name

MySIPonline

Legal name

Cognus Technology

Website

https://mysiponline.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

MySIPonline is an AMFI-registered (ARN-106881) digital mutual fund distribution platform, operated by Cognus Technology from Udaipur, India. It enables retail investors to discover, compare, and invest in SIP and lumpsum mutual fund schemes across 50+ AMCs via a zero-fee website and mobile apps.

Ownership category

akta.pro rank

Product category

Mutual Fund Distribution & Investment Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Goal-Based & Micro-Investing Platforms (Round-ups, Fractional) (FSAGAEAG)

akta.pro secondary industries

Execution-Only / Self-Directed Investing Platforms (FSAAAAAI), Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO)

Keywords

• Mutual fund distribution
• SIP investment platform
• Retail investment services
• Portfolio advisory
• Wealth management India

Headquarters

HQ city

Udaipur

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. AMC Commission: Receives commission payments from Asset Management Companies (AMCs) for distributing regular mutual fund schemes. Registered with AMFI as ARN holder (ARN-106881). Commission rates vary by AMC and scheme as per SEBI regulations.
2. Premium Services: Portfolio services including HNI-Level MF Guidance (₹5,000 liquid/debt fund investment required), Portfolio Check-up, and Personalized SIP Portfolio services for premium subscribers

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

MySIPonline is an AMFI-registered online mutual fund distribution platform that enables Indian retail investors to discover, compare, and invest in mutual fund schemes via Systematic Investment Plans (SIPs) starting at ₹100/month or lumpsum investments, with access to 50+ AMCs. It also offers professional portfolio services including expert-curated portfolios, portfolio check-ups, personalized SIP portfolios, HNI-level investment advisory, and loan-against-mutual-funds facilities. The platform monetizes primarily through AMC commissions and premium advisory services.

Product overview

MySIPonline operates as a comprehensive mutual fund investment platform that serves as India's first online SIP investment platform, registered with AMFI as Cognus Technology (ARN 106881). The platform offers a suite of financial calculators (SIP, SWP, Step-Up SIP, STP, XIRR, Gratuity, Rolling Returns), professional portfolio services including review, rebalancing, and personalized portfolio construction, and analytical tools for fund comparison, portfolio overlap detection, and screening. The core offering centers on enabling investors to start SIPs in mutual funds with minimum ₹100/month, providing access to 50+ AMCs and various fund categories. The platform also includes a mobile app for on-the-go investing and features like Free KYC verification, fund recommendations by MF analysts, and expert-curated portfolio services. All these products and services are interconnected within the MySIPonline ecosystem, with calculators supporting investment planning, portfolio tools aiding portfolio construction and monitoring, and professional services providing personalized advisory.

Differentiator

Problem solved

Functional benefit

Products and services

• MySIPonline Investment Platform AMFI-registered online mutual fund investment platform enabling Indian retail investors to start and manage Systematic Investment Plans (SIPs) starting at ₹100/month or lumpsum investments, with access to 50+ AMCs, fund recommendations, KYC processing, and expert MF analyst guidance.
• Portfolio Services Professional portfolio management services including CAS-based portfolio review, overlap and risk diagnostics, rebalancing and switch plans, personalized SIP portfolio construction, and HNI-level investment advisory delivered by SEBI-registered MF experts.
• Expert Curated Portfolios Smart portfolios crafted by market specialists offering curated investment strategies aligned with investors' financial goals, risk tolerance, and investment duration.
• Loan Against Mutual Funds Facility providing instant cash against mutual fund securities, allowing investors to leverage their existing fund holdings for loans without selling investments.
• MySIPonline Mobile App All-in-one mutual fund investing mobile application available on Android and iOS, enabling investors to track portfolios, start SIPs, and access calculators on-the-go with a 4.3 star user rating.

Quantifiable outcome

• Over 1 Lakh investors trusted the platform for fund investments
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Kotak Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Kotak MF schemes including Kotak Large & Midcap Fund, Kotak Corporate Bond Fund, and other Kotak schemes listed on platform
• Aditya Birla Sun Life Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Aditya Birla Sun Life MF schemes including Balanced Advantage Fund, Special Opportunities Fund, and Tax Relief 96
• ICICI Prudential Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for ICICI Prudential MF schemes including Large & Mid Cap Fund, Manufacturing Fund, and Technology Fund
• HDFC Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for HDFC MF schemes including HDFC Multi-Asset Allocation Fund, Money Market Fund
• SBI Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for SBI MF schemes including SBI Savings Fund, Medium to Long Duration Fund
• Nippon India Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Nippon India MF schemes including Multi Cap Fund, Large Cap Fund, Small Cap Fund
• Mirae Asset Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Mirae Asset ELSS Tax Saver Fund and other schemes
• Axis Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Axis MF schemes including Axis Strategic Bond Fund and Growth Opportunities Fund
• Quant Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for Quant MF schemes including Quant Large and Mid Cap Fund, Mid Cap Fund, Small Cap Fund
• Union Mutual FundcoreChannel Partner/ Reseller/ DistributorDistribution partnership for 32 Union MF schemes including Union Liquid Fund, Union Small Cap Fund, Union Arbitrage Fund
• Navi Mutual FundminorChannel Partner/ Reseller/ DistributorDistribution partnership for 18 Navi MF schemes including Navi NASDAQ 100 Fund of Fund, Navi Flexi Cap Fund, Navi ELSS Tax Saver Fund
• NJ Mutual FundminorChannel Partner/ Reseller/ DistributorDistribution partnership for 5 NJ MF schemes including NJ Arbitrage Fund, NJ Balanced Advantage Fund, NJ Flexi Cap Fund
• Samco Mutual FundminorChannel Partner/ Reseller/ DistributorDistribution partnership for 15 Samco MF schemes including Samco Small Cap Fund, Mid Cap Fund, Flexi Cap Fund, ELSS Tax Saver Fund

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• ETMONEY: ETMONEY (Times Internet) is a full-stack wealth management app offering mutual fund investments, tax-saving, and portfolio advisory. It targets the same Indian retail and HNI investor segment via mobile-first goal-based investing.
• Kuvera: Kuvera is a goal-based mutual fund investment platform offering direct plans, goal planning, portfolio analytics, and free advisory. It mirrors MySIPonline's goal-based, retail-investor-first positioning and freemium advisory model with comparable analytical tools.
• Zerodha (Coin): Zerodha's Coin platform offers direct mutual fund investments with comparison and tracking tools to Zerodha's large retail trading base. Both platforms serve retail Indian investors executing SIPs/lumpsum via self-serve digital interfaces with similar product depth.
• Paytm Money: Paytm Money offers mutual fund, stock, and NPS investments through a digital-first platform leveraging Paytm's large consumer base. It competes for the same retail SIP investor with adjacent product breadth (stocks, IPOs) beyond MFs.
• Groww: Groww is India's largest direct mutual fund and equity investment platform, offering SIP/lumpsum MF investing with zero commission plus comparison and tracking tools. It competes head-to-head with MySIPonline in the same digital-first retail MF distribution segment and targets the same first-time retail investor persona.
• WealthDesk: WealthDesk is a wealth-tech platform offering curated mutual fund portfolios and personalized investment advisory to Indian investors. It matches MySIPonline's premium tier offering of expert-curated, goal-based portfolio construction.
• INDmoney: INDmoney is a comprehensive personal finance platform aggregating mutual funds, stocks, fixed deposits, and credit products. It targets retail Indian investors with goal-based planning and is a comparable digital-first distributor and advisor.
• Scripbox: Scripbox is a goal-based, algorithm-recommended mutual fund investment platform with curated portfolios for Indian retail investors. Its product positioning, freemium model, and target audience directly overlap with MySIPonline's premium advisory services.

Broad incumbents

• Moneycontrol Mutual Funds: Moneycontrol (by Network18) is a broader financial information and personal finance platform that includes mutual fund research, comparison, and tracking tools. It serves a similar retail investor audience but within a wider portfolio spanning news, stocks, and personal finance content.

Regional players

• NJ India Invest (NJ E-Wealth): NJ India Invest is an established, traditionally-stronger mutual fund distributor expanding into digital distribution through NJ E-Wealth. It competes for the same Indian retail MF investor via AMFI-registered distribution but with a more offline-heavy legacy footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCa8MSxsDY8kaSasMB5GW6wQ
• Xx.com/MySIPonline
• Facebookfacebook.com/mysiponline
• LinkedInlinkedin.com/company/mysiponline

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 MySIPonline