What ETMoney does

ETMoney (legal entity: Banayantree Services Limited) is an India-focused, mobile-first digital wealth management platform that aggregates mutual fund distribution, stock market access, NPS pension subscriptions, fixed deposits, insurance (term and health), loans against mutual funds, and tax-saving instruments within a single consumer app and web portal. The platform's core technology centers on goal-based investing tooling, including an Investor Personality Assessment (3,00,000+ completions), a Portfolio Health Check analyzer, a suite of 20+ financial calculators, and a Genius premium advisory layer that delivers personalized, suitability-led portfolio recommendations. ETMoney holds SEBI Registered Investment Adviser status (RIA No. INA100006898, perpetual validity since January 2017) and operates a self-serve, product-led growth model — users complete KYC digitally and transact without human intermediation.

The platform reaches 1.2 crore registered users across 1,300+ Indian cities with ₹40,319 crore in money under management and 50 lakh+ monthly SIPs registering at a cadence of roughly one new SIP every 1.5 seconds. ETMoney monetizes through a hybrid model: (i) recurring Genius subscription fees (₹149/month promotional pricing for the first 3 months), and (ii) distribution commissions on mutual fund AUM, FD placements with partner banks (Bajaj Finance, Suryoday SF Bank, Shivalik SF Bank), NPS subscriptions, and insurance products. Target customers span mass-affluent retail investors (₹10 lakh to ₹5 crore assets), Gen Z first-time digital investors, and non-metro city investors — the latter segment representing over 80% of new digital investment customers in India.

In 2024, ETMoney was acquired by 360 ONE WAM (formerly IIFL Wealth, NSE: 360ONE) as a wholly-owned subsidiary, positioning the platform as the digital advisory arm of a publicly listed wealth and asset management group targeting 1.5x ARR AUM growth by FY28. The company is led by Founder & CEO Mukesh P Kalra and COO Santosh Navlani, with a workforce of 101–250 employees headquartered in Gurgaon, India.

Name

ETMoney

Legal name

Banayantree Services Limited

Website

https://etmoney.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

ETMoney is an India-based mobile-first digital wealth management platform serving 1.2 crore retail investors across 1,300+ cities with mutual funds, stocks, NPS, fixed deposits, insurance, and goal-based advisory, monetizing through distribution commissions and a Genius premium subscription; acquired by 360 ONE WAM in 2024.

Ownership category

akta.pro rank

Product category

Digital Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), Funds, Trusts, and Other Financial Vehicles (525)

SIC

Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

akta.pro secondary industry

Index Mutual Funds (Non-ETF) (FSAAAEAE)

Keywords

• Digital wealth management
• Mutual fund investing
• Goal-based investing
• Investment advisory services
• Personal finance platform

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Genius Premium Advisory: Genius premium advisory service offered at ₹149/month for first 3 months, providing goal-based investment recommendations and portfolio management guidance
2. Platform Distribution Fees: ETMoney earns revenue by distributing mutual funds, fixed deposits, insurance products, and NPS. The platform earns commissions from asset management companies and financial product providers for facilitating transactions

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

ETMoney is a digital wealth management platform that enables retail investors to invest in mutual funds, stocks, NPS, fixed deposits, and insurance, and to borrow against mutual fund holdings, through a unified mobile and web app. It offers a free basic experience with KYC, SIP automation, portfolio tracking, and educational content, and monetizes via a premium Genius goal-based investment advisory subscription (₹149/month for the first three months) plus platform distribution commissions from AMCs, banks, NPS, and insurers.

Product overview

ETMoney is a comprehensive digital wealth management platform offering a unified app for mutual funds, stocks, NPS, insurance, and fixed deposits. The platform operates as a multi-product financial services marketplace with core offerings including Mutual Funds (the primary investment vehicle with equity, debt, and hybrid fund categories), Genius (a premium goal-based advisory service at ₹149/month), Stocks (equity trading with market data), NPS (pension investments), Fixed Deposit marketplace, Loan Against Mutual Fund, Tax Saving Maximizer, Term Life Insurance, and Health Insurance. Supporting tools include a suite of 20+ financial calculators, an Investor Personality Assessment tool (3,00,000+ assessments), and Portfolio Health Check features. Educational content through the Learn section covers mutual funds, personal finance, NPS, and income tax topics. The platform reported 1.2 crore registered users from 1300+ cities, ₹40,319 crore under management, and 50 lakh+ monthly SIPs. ETMoney was acquired by 360 ONE WAM as part of its strategic expansion into advisory services.

Differentiator

Problem solved

Functional benefit

Brands

• ETMoney Genius: A premium investment advisory service offering goal-based portfolio management for ₹149/month for the first 3 months.
• ETMoney App

Products and services

• Mutual Funds Primary investment platform enabling retail users in India to invest in mutual funds across equity, debt, and hybrid categories with features including fund exploration, SIP investments, and portfolio health tracking.
• Genius Premium Advisory Goal-based guided investing subscription that provides personalized investment recommendations and portfolio management for Indian retail investors, priced at ₹149/month for the first three months.
• Stocks Stock trading and market data platform providing retail investors in India with access to equity trading, market indices (Nifty 50, Nifty 100, Nifty 200, Nifty 500, Bank Nifty), sector analysis, and real-time stock information.
• NPS (National Pension System) Pension investment product allowing Indian retail investors to invest in the government-backed National Pension System, with tax benefits and retirement planning tools.
• Fixed Deposit Fixed deposit marketplace offering Indian investors access to FDs from multiple banks and financial institutions (including Bajaj Finance, Suryoday SF Bank, Shivalik SF Bank, and others) with advertised interest rates up to 8.3% p.a.
• Loan Against Mutual Fund Loan product that lets Indian investors borrow against their mutual fund holdings without redeeming their investments.
• Tax Saving Maximizer Tax-saving investment tool helping Indian retail investors optimize tax liability through ELSS funds and other tax-saving instruments under Section 80C.
• Term Life Insurance Term life insurance product offering Indian individuals financial protection coverage for family members.
• Health Insurance Health insurance product offering medical coverage plans for individuals and families in India.

Quantifiable outcome

• 3,00,000+ investor personality assessments completed by users
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• 360 ONE WAMcoreStrategic or Co-development Partner360 ONE WAM acquired ETMoney as part of its strategy to build technology capabilities and expand its advisory business. The acquisition is part of a broader trend of wealth management firms acquiring fintech platforms to enhance their digital offerings. 360 ONE WAM aims to achieve 1.5 times ARR AUM growth by FY28 through continued alternative penetration and institutional synergies.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Scripbox: Goal-based mutual fund investing platform with curated portfolios and personalized recommendations. Closely comparable to ETMoney's Genius advisory positioning.
• Groww: India's largest retail mutual fund and stock investing platform, serving tens of millions of users with a very similar mobile-first, self-serve mutual fund distribution model. Groww is the most direct competitor to ETMoney's core mutual fund business.
• Zerodha (Coin): Coin is the direct mutual fund platform of Zerodha, India's largest stockbroker. It serves a large retail investor base with direct-plan MF investing, overlapping directly with ETMoney's mutual fund distribution core.
• INDmoney: Super-financial-app offering mutual funds, stocks, US stocks, FDs, NPS, and loans — a near direct competitor across ETMoney's full product suite, targeting the same mass-affluent digital-first investor.
• Kuvera: Direct-plan mutual fund platform with goal-based investing and free portfolio analytics. Kuvera's focus on direct plans and goal-based investing overlaps closely with ETMoney's MF core and Genius advisory proposition.
• Paytm Money: Paytm's wealth management arm offering mutual funds, stocks, NPS, and IPOs. Backed by Paytm's massive user base and brand, it competes with ETMoney for the same first-time investor persona.
• Upstox: Discount stockbroker offering mutual funds and stocks via mobile app. Overlaps with ETMoney on the stocks and mutual funds product set, particularly for younger DIY investors.
• Angel One: Full-service broking and mutual fund distribution platform with a large retail customer base. Competes with ETMoney across MF distribution and stock trading, especially in tier-2/tier-3 cities.

Broad incumbents

• INDwealth (by IIFL/360 ONE WAM): Digital wealth advisory from the same parent ecosystem (360 ONE WAM/IIFL group) targeting HNI and affluent investors. Sibling/overlapping platform within ETMoney's parent group, competing for the same advisory user.

Others

• MFCentral (CAMS/KFintech): Joint venture of CAMS and KFintech providing consolidated mutual fund portfolio tracking and transaction services. Acts as infrastructure that ETMoney also competes against for portfolio consolidation and tracking use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ETMONEY
• YouTubeyoutube.com/channel/UCxv9T8da7658T9R8LQT_3PQ
• Facebookfacebook.com/ETMONEY
• LinkedInlinkedin.com/company/et_money
• Instagraminstagram.com/etmoney_official

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 ETMoney