Prithvi Money Management

Mutual Fund Distributionprithvimoney.com

Prithvi Money Management is a Mumbai-based AMFI-registered mutual fund distributor offering MF schemes from 40+ AMCs, PMS, life and general insurance, P2P lending, and NPS access to retail investors via a 500+ channel partner network and online platform.

Company typePrivate
Founded2017
HeadquartersMumbai, India
Headcount1–10
GTM typeB2C
OfferingServices

What Prithvi Money Management does

Prithvi Money Management (legal entity: Prithvi Money IMF Pvt Ltd) is a Mumbai-based, privately held mutual fund distribution and financial services intermediary founded on 20 July 2017. The company is registered with AMFI as a mutual fund distributor (ARN-128769, valid till 11 September 2029), with APMI as a PMS distributor (APRN06910, valid till 8 August 2028), and holds BSE Member ID 21558 and NSE Member ID MFS128769. It distributes mutual fund schemes from over 40 asset management companies — including HDFC, ICICI Prudential, SBI, Nippon India, Kotak, Aditya Birla SunLife, Axis, Tata, and UTI — alongside portfolio management services, life insurance, general insurance, peer-to-peer lending, loans against securities, instant loans against mutual fund holdings, and National Pension System (NPS) account opening. The platform serves both retail investors directly and a network of 500+ ARN-holder and AMFI-NISM-certified channel partners across India.

The company's technology stack is centered on a multi-portal web platform: the main prithvimoney.com site, a dedicated insurance portal at insurance.prithvimoney.com, and the Money Smart Investor portal at smart.prithvimoney.com. It includes in-house mobile applications for both partners and clients, digital KYC integration via UTI Mutual Fund's infrastructure, an extensive calculator suite (SIP, EMI, FD, RD, retirement, child education, goal planning, income tax, risk profiling, SIP performance), and partner desk tools at mfbo.prithvimoney.com. Distribution is hybrid: direct-to-consumer online self-service for retail investors, and a recruiting-and-onboarding model for channel partners (both certified and aspiring MF distributors).

Revenue is generated entirely through commissions: trail commissions from AMCs at rates ranging from 0.00% to 2.04% depending on fund category (with additional commission for B30 locations), distribution commissions from insurance providers (life and general insurance), and PMS distribution commissions. The company has elected to operate as an 'Opt Out' distributor, meaning no transaction charges are deducted from client investment amounts. With 11-50 employees, founder-led ownership, and no disclosed external funding rounds, the business model is organic, commission-based, and dependent on AUM scale and partner productivity rather than capital deployment.

Prithvi Money Management firmographics

Firmographics

Name: Prithvi Money Management
Legal name: Prithvi Money IMF Pvt Ltd
Website: https://prithvimoney.com
Company type: Private
Founded year: 2017
Operating status: Operating
Headcount range: 1–10 employees
Short description: Prithvi Money Management is a Mumbai-based AMFI-registered mutual fund distributor offering MF schemes from 40+ AMCs, PMS, life and general insurance, P2P lending, and NPS access to retail investors via a 500+ channel partner network and online platform.
Ownership category
akta.pro rank

Prithvi Money Management industry classification

Industry

Product category: Mutual Fund Distribution
NAICS: Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910)
SIC: Security Brokers, Dealers & Flotation Companies (6211), Finance Services (6199)
akta.pro primary industry: Financial Planning–Led RIAs (FSAAACAB)
akta.pro secondary industries: Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Retail Investment Products (RIPs) & Packaged Products (PRIIPs/KIDs) (FSACAMAN), Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE)

Keywords

Mutual fund distribution
Systematic investment plans
Insurance distribution
Financial planning tools
Investment platform

Where Prithvi Money Management is headquartered

Location

Headquarters

HQ city: Mumbai
HQ country: India
HQ region: Asia

Offices1 record

Markets served

Prithvi Money Management business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

Mutual Fund Distribution Commission: Earn trail commission from Asset Management Companies (AMCs) on mutual fund investments distributed to clients. Commission rates vary by scheme type ranging from 0.00% to 2.04% depending on fund category (e.g., Large Cap funds 0.59%-2.04%, Liquid funds 0.00%-0.40%, ELSS funds 0.25%-2.00%). PRITHVI MONEY operates as an 'Opt Out' Distributor, meaning no transaction charges are deducted from client investment amounts.
Life Insurance Distribution: Distribution of life insurance products with commission earned from insurance providers
General Insurance Distribution: Distribution of general insurance products including health, motor, travel, and accident insurance
PMS and Advisory Services: APMI registered PMS Distributor (APRN06910) providing portfolio management services distribution

Pricing tiers

Model	Billing	Price
Transaction based/ take rate	Pay-as-you-go	Trail commission based on fund category

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Prithvi Money Management product offering

Product offering

Core offering

Prithvi Money Management is an AMFI-registered mutual fund distributor (ARN-128769) that sells and distributes mutual fund schemes from 70+ asset management companies through online SIPs and lumpsum investments. The company also distributes life and general insurance products, PMS services, loans against securities, P2P lending, and NPS accounts, supported by a digital platform with in-house mobile apps and an extensive suite of financial planning calculators.

Product overview

Prithvi Money Management is an AMFI-registered mutual fund distribution company (ARN-128769) offering a comprehensive financial services platform. The core offering is a mutual fund distribution platform enabling investors to purchase and manage investments across 70+ asset management companies through SIP and lumpsum modes. The platform provides multiple financial planning tools including SIP Calculator, Growth Calculator, Retirement Planner, Child Education Planner, Goal Based Planner, Risk Profile Calculator, and various other calculators (EMI, FD, RD, Income Tax). Additional services include health and life insurance distribution, loans against securities, P2P lending, NPS account opening, and instant loans against mutual funds. The company operates multiple portals including the main distribution platform, an insurance portal (insurance.prithvimoney.com), and a Money Smart Investor portal (smart.prithvimoney.com). They maintain a partner program for ARN holders and AMFI-NISM certified professionals to become mutual fund distributors.

Differentiator

Problem solved

Functional benefit

Brands

Money Smart Investor: Online investment platform for mutual fund investments
Smart Prithvi
Prithvifinmart

Products and services

Prithvi Money Mutual Fund Distribution Platform AMFI-registered mutual fund distribution platform enabling investors to purchase and manage mutual fund investments including SIPs, lumpsum investments, and scheme comparisons across 70+ asset management companies. Targets individual retail investors and channel partners.
Life Insurance Products Life insurance products and term insurance offerings distributed through the platform, including HLV (Human Life Value) calculator. Targets individual retail investors seeking risk management and protection.
General Insurance Products General insurance offerings including health, personal accident, travel, and motor insurance distributed through partnerships with insurers like Star Health and Tata AIG. Targets individual retail investors.
Partner Program Channel partner program for AMFI-NISM certified individuals and ARN holders to become mutual fund distributors, with training, technical support, and business tools provided. Targets aspiring and existing MF distributors.
P2P Lending Peer-to-peer lending investment option allowing investors to earn returns by lending to verified borrowers. Targets individual retail investors seeking alternative fixed-income returns.
Loans Against Securities Loan facility against mutual fund holdings, enabling investors to avail instant loans using their MF portfolio as collateral. Targets existing mutual fund investors needing liquidity.
Insurance Distribution Portal Dedicated insurance distribution platform accessible at insurance.prithvimoney.com for life and general insurance products. Targets individual retail investors and channel partners.
Money Smart Investor Portal Online investor portal at smart.prithvimoney.com for mutual fund investments and portfolio management. Targets individual retail investors.
Investor Mobile App Mobile application for investors to manage their mutual fund portfolios, view investments, and access financial planning tools on the go. Targets individual retail investors.
Online NPS Account Opening Facility to open National Pension System (NPS) accounts through the platform for retirement planning. Targets individual retail investors seeking pension and retirement solutions.
Instant Loan Against Mutual Funds Quick loan facility against mutual fund holdings provided through a partner platform (50fin.in). Targets existing mutual fund investors needing instant liquidity.
PMS Distribution Services APMI-registered PMS Distributor (APRN06910) providing portfolio management services distribution. Targets HNI investors seeking managed portfolio solutions.

Companies that use Prithvi Money Management

Customer profile

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Prithvi Money Management technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature4 records

Prithvi Money Management partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

Asset Management Companies (AMCs)coreChannel Partner/ Reseller/ DistributorDistribution partnership with multiple AMCs for mutual fund distribution. The company is an ARN holder (ARN-128769) distributing schemes from AMCs including HDFC, ICICI Prudential, SBI, Nippon India, Kotak, Aditya Birla SunLife, Axis, Tata, UTI, and 40+ other asset management companies.

Scale indicators1 record

Recent moves6 records

Expansion highlights7 records

Prithvi Money Management competitors and assessment

Company assessment

Direct peers

Kuvera: Indian MF distribution and financial planning platform offering direct mutual fund investments, financial planning tools, and SIPs — overlapping with Prithvi Money's product offering and target retail investor segment.
ETMONEY: Times Group-owned Indian MF distribution and financial planning app with goal-based planning tools and a broad AMC tie-up network — comparable product breadth and target audience.
INDmoney: Indian super-investment app offering MFs, stocks, loans against securities, NPS, and financial planning — directly overlapping with Prithvi Money's expanded product suite including LAS and NPS.
NJ Wealth: India's largest mutual fund distributor operating an analogous partner-led distribution model with ARN-holders across India; directly comparable in business model, regulatory posture (AMFI/SEBI registered), and target customer base.
Groww: India's largest direct-to-consumer MF and stock investment platform; competes for the same retail investor wallet and SIP flow, with a stronger direct (non-partner) consumer brand.
Zerodha Coin: Direct mutual fund investment platform from India's largest stock broker; competes for the same retail MF/SIP investor base with a pure direct-to-consumer (non-partner) model.
MyUniverse (by Moneyboxx): Indian MF distribution platform serving retail investors and IFAs, with multi-AMC tie-ups and digital SIP/investment tools — comparable model and customer profile.

Broad incumbents

HDFC AMC: Top-3 Indian AMC with strong direct distribution capabilities and digital investment platforms — represents both a supplier (Prithvi distributes HDFC schemes) and a competitor for retail wallet.
ICICI Securities (I-Sec): Large full-service broker offering MF distribution, PMS advisory, and insurance alongside equities — broader portfolio but overlapping target segment with Prithvi Money.
SBI Mutual Fund (direct distribution): Largest AMC in India by AUM; offers direct MF plans that compete with distributor-led flows and increasingly enables direct distribution, posing a structural threat to all MFD intermediaries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Prithvi Money Management financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Prithvi Money Management leadership team

Management profile

Number of profiles

Profiles1 record

Prithvi Money Management funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

Prithvi Money Management M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prithvi Money Management

What does Prithvi Money Management do?

Is Prithvi Money Management a public or private company?

Prithvi Money Management is a private company. It is classified as founder individual operated bootstrapped and is currently operating.

When was Prithvi Money Management founded?

Prithvi Money Management was founded in 2017. It employs 1 to 10 people.

Where is Prithvi Money Management based?

Prithvi Money Management is headquartered in Mumbai, India, in the Asia region.

How does Prithvi Money Management make money?

Four revenue lines are on record. Mutual Fund Distribution Commission is the primary driver. The others are life Insurance Distribution, general Insurance Distribution and PMS and Advisory Services.

Who are Prithvi Money Management's main competitors?

Direct peers on record are Kuvera, ETMONEY, INDmoney, NJ Wealth, Groww, Zerodha Coin and MyUniverse (by Moneyboxx). Broad incumbents are HDFC AMC, ICICI Securities (I-Sec) and SBI Mutual Fund (direct distribution).

Does Prithvi Money Management have an API?

No public API is recorded for Prithvi Money Management.

What industry is Prithvi Money Management in?

Prithvi Money Management's product category is Mutual Fund Distribution. Its primary akta.pro industry code is FSAAACAB, Financial Planning–Led RIAs, with a secondary code of FSAAAAAJ, Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail). Its NAICS code is 523940 and its SIC code is 6211.