What Fundwise Financial Services does

Fundwise Financial Services Pvt Ltd is a SEBI-registered investment advisor and wealth management firm headquartered in Mumbai, India, founded in 2007 by Chartered Accountant Jimit Majithia. The firm operates under SEBI Registration INZ000211637, NSE/BSE registration as Authorised Person of Prithvi Finmart, and AMFI ARN 10667, and serves high-net-worth individuals, ultra-HNIs, corporate clients, and family offices — advising on INR 1.2 Billion+ of assets across direct equity, mutual funds, fixed income, unlisted shares, alternative investments, and global equities. The product stack spans five categories: Investment Solutions (direct equity, mutual funds, fixed income, unlisted shares, alternatives, global equities), Portfolio Solutions (the proprietary Premium Income Generator option-overlay product, Portfolio Management Services distributing Ambit, Marcellus, Abakkus, White Oak Capital, and Negen Capital strategies, and Structured Products anchored to Northern Arc debt AIFs), Insurance Solutions (term, health, ULIP), Financial Planning (asset allocation), and Real Estate (REITs and fractional ownership).

The firm's flagship product, the Premium Income Generator (P.I.G), applies low-risk option strategies over existing client collateral (equities, mutual funds, bonds) to generate additional income without divesting core holdings, and is described as the firm's largest-AUM product. Revenue is derived from a mix of advisory fees (subscription/recurring), PMS managed-service fees, and transaction-based commissions from mutual fund and insurance distribution. Go-to-market is direct and sales-led: dedicated wealth managers serve named HNI clients across 100+ phone lines, backed by separate investor/advisor/partner/employee/admin login portals. Distribution also extends through a partner/IFA channel and PMS-trailer arrangements with third-party managers. The team of 11-50 employees includes CAs, MBAs, and veteran investment professionals collectively holding 50+ years of investment experience.

Customer acquisition is heavily referral-driven, anchored by long-tenured client relationships (10-15+ years) evidenced by named testimonials from clients in advertising, food manufacturing, and trading. Marketing surface is limited to a website, Facebook, and LinkedIn, with no documented digital/performance marketing motion, no app, no API, and no integration ecosystem. Ownership is founder-controlled with no institutional investor, parent entity, funding round, M&A, or leadership transition disclosed.

Name

Fundwise Financial Services

Legal name

Fundwise Financial Services Pvt Ltd

Website

https://fundwise.in

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

SEBI-registered Mumbai-based wealth management and investment advisory firm founded in 2007, advising INR 1.2B+ on behalf of HNI/UHNI clients, corporates, and family offices through direct equity, mutual funds, PMS distribution, insurance, and a proprietary option-based income product.

Ownership category

akta.pro rank

Product category

Wealth Management

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fund of Funds & Multi-Manager Mutual Funds (FSAAAEAL)

akta.pro secondary industry

Private Markets Fund of Funds (PE / VC / Private Credit FoF) (FSAHAKAF)

Keywords

• Wealth management services
• Investment advisory
• Portfolio management services
• Mutual fund distribution
• Financial planning

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Fees: Fees charged for investment advisory services provided to HNI and UHNI clients on their portfolios and investment decisions.
2. Portfolio Management Services (PMS) Fees: Fees from managing client portfolios through PMS products including Ambit, Marcellus, Abakkus, White Oak, and Negen Capital strategies.
3. Mutual Fund Distribution: Commissions from distributing mutual funds. AMFI Registration No: ARN 10667. They curate mutual fund baskets across AMCs and fund managers.
4. Insurance Distribution: Commissions from selling insurance products including term plans, health insurance, and ULIPs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fundwise Financial Services is a SEBI-registered wealth management and investment advisory firm that provides customized capital protection advisory, portfolio management, and financial planning services to High Net Worth Individuals, Ultra HNIs, corporates, and family offices. The firm distributes and curates investment products across direct equity, mutual funds, fixed income, unlisted shares, alternative investments, global equities, structured products, and insurance, while managing over INR 1.2 Billion in client assets.

Product overview

Fundwise Financial Services is a wealth management and advisory firm that offers a comprehensive suite of financial solutions organized into five main categories: Investment Solutions (Direct Equity, Mutual Funds, Fixed Income, Unlisted Shares, Alternative Investments, Global Equities), Portfolio Solutions (Premium Income Generator P.I.G as flagship product, Portfolio Management Services P.M.S, and Structured Products), Insurance Solutions (Term Plan, Health Insurance, ULIP), Financial Planning (Asset Allocation Strategies), and Real Estate (REITs and Fractional Ownership). The firm provides customized advisory services to HNWIs, corporates, and family offices with a focus on capital protection and wealth creation.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Equity Equity investments made directly in the stock market for buying company shares, with recommendations based on client risk profile and bottom-up/top-down analysis, for HNI and retail investors.
• Mutual Funds Pooled investment vehicles bringing together money from multiple investors to invest in diversified portfolios curated across AMCs and fund managers, distributed under AMFI ARN 10667.
• Fixed Income Debt instruments including mutual funds, bank fixed deposits, corporate bonds, government bonds, and tax-saving instruments that pay fixed interest or dividend payments, for clients seeking stable income.
• Unlisted Shares Pre-IPO investment opportunities in fundamentally strong companies that are reasonably valued and on the verge of listing, offered to clients seeking early-stage equity exposure.
• Alternative Investments Private equity and special investment opportunities through funds managed by investment partners, offering long-term wealth creation with superior returns for HNI clients.
• Global Equities Investment opportunities in US and global stock markets including companies like Apple, Google, Amazon, Tesla, with fractional investing and dollar hedging options for diversification.
• Premium Income Generator (P.I.G) Flagship advisory product managing the highest AUM, designed to generate additional income on existing investment portfolios through low-risk option strategies on equities, mutual funds, and bonds based on technical and scientific calculations.
• Portfolio Management Services (P.M.S) Customized portfolio management services matching fund manager styles with client investment preferences, including access to strategies from Ambit, Marcellus, Abakkus, White Oak, and Negen Capital.
• Structured Products Unconventional, high-return capital-protected investment opportunities including Northern Arc debt AIF products with varying IRR targets of 8-14% for income-oriented investors.
• Term Plan Life insurance protection with optional critical illness cover, offering affordable premiums with flexible payment modes and tax benefits, distributed to individuals and families.
• Health Insurance Medical insurance covering hospitalization expenses including room charges, surgeon fees, diagnostic tests, and treatments without caps, distributed to individuals and families.
• Insurance + Investments (ULIP) Combined life insurance and investment plan offering flexible investment options in equity, debt, or balanced funds with life cover and tax benefits for individual investors.
• Asset Allocation Strategies Strategic asset allocation balancing risk and returns across equity, fixed income, debt, and gold with lifecycle, age-based, tactical, and dynamic allocation strategies for individuals and families.
• REITs (Real Estate Investment Trust) Income-producing real estate investments traded on major stock exchanges offering dividend income and capital appreciation with portfolio diversification for investors.
• Fractional Ownership Group investment model allowing multiple investors to pool funds for purchasing real estate properties with shared expenses, profits, and financial burdens.

Quantifiable outcome

• INR 1.2 Billion+ assets under advisory
• +1 more outcomes

Named customers4 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core.

• AmbitcoreStrategic or Co-development PartnerAmbit is a fund manager recognized for research-led investment decision making. They manage strategies including Ambit Coffee Can (Large Cap), Ambit Good & Clean Midcap (Mid-Cap), Ambit Emerging Giants (Small Cap), and Ambit TenX (Multicap). Fundwise recommends Ambit PMS products to clients after understanding the fund's DNA, manager panache, and investment philosophy.
• MarcelluscoreStrategic or Co-development PartnerMarcellus is a wealth management firm focused on making wealth creation simple and accessible through trustworthy and transparent capital allocation. Their philosophy is based on Clean Accounts, Capital Allocation, and Competitive Advantage. They manage strategies including Marcellus Consistent Compounders, Little Champs, Kings of Capital, and Rising Giants. Fundwise aligns Marcellus products with client investment goals.
• AbakkuscoreStrategic or Co-development PartnerAbakkus is an alpha-focused asset management firm set up by Sunil Singhania, managing approximately INR 6000 crores in long only equity strategies. They manage 2 strategies on Category III AIF and PMS platform: Abakkus All Cap Strategy and Abakkus Emerging Opportunities Strategy. Fundwise offers these to clients seeking benchmark-agnostic multicap portfolios.
• White Oak CapitalcoreStrategic or Co-development PartnerWhite Oak Capital was founded by Prashant Khemka in June 2017 and provides investment management and advisory services for Indian equity. They follow a bottom-up stock selection philosophy, buying great businesses at attractive values with balanced portfolio construction. Fundwise recommends White Oak India Pioneers Equity Portfolio to clients.
• Negen CapitalcoreStrategic or Co-development PartnerNegen Capital Special Situations and Technology Fund is managed by Neil Behel, focusing on special situations, demergers, and technology companies with bias to innovation and profitability. The PMS follows a conservative approach with cash holdings, avoiding cyclical, commodities, and PSUs. Fundwise offers this unique PMS to clients.
• Northern ArccoreStrategic or Co-development PartnerNorthern Arc is India's largest debt AIF with top IRR returns and low capital risk. Established in 2014 with over INR 2,000 crore aggregate commitments. They focus on financial inclusion sectors including Microfinance, Small Business Loans, Affordable Housing Finance, Vehicle Finance, and Agri-business Finance. Fundwise offers Northern Arc funds including India Impact Fund (IRR TGT 12-14%), Income Builder Fund Series II (IRR TGT 10-12%), and Money Market Alpha Fund (IRR TGT 8-10%).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Geojit Financial Services: Indian financial services firm offering wealth advisory, MF distribution, and PMS to retail and HNI clients. Direct comparability on multi-product distribution model and Mumbai presence, though with broader retail penetration.
• ASK Wealth Advisors: Boutique Indian wealth advisory firm offering PMS distribution, financial planning, and alternative investments to HNI clients. Closely comparable to Fundwise in boutique positioning, multi-manager curation, and HNI-focused relationship model.
• Prabhudas Lilladher Wealth: Indian wealth advisory offering equity advisory, PMS, and MF distribution to HNI clients. Comparable boutique model with research-led advisory, similar to Fundwise's product profile though historically more equity-tilted.
• Centrum Wealth Management: Wealth management arm of the Centrum Group providing investment advisory, PMS distribution, MF distribution, and real estate products to HNI clients. Direct peer in product mix and target customer, with comparable Mumbai-based presence.

Broad incumbents

• Anand Rathi Wealth Services: Listed Indian wealth management firm serving HNI/UHNI clients with financial planning, PMS distribution, MF distribution, and insurance. Closely mirrors Fundwise's HNI-advisory, multi-product model but at a significantly larger AUM and with listed-company governance.
• Kotak Wealth Management: Private banking and wealth arm of Kotak Mahindra Bank serving HNI/UHNI clients with PMS, structured products, and advisory. Overlaps Fundwise in HNI advisory, but operates inside a large bank distribution and balance-sheet ecosystem.
• IIFL Wealth & Asset Management: One of India's largest private wealth managers with multi-product (advisory, PMS, MF distribution, structured products) and pan-India advisor coverage. Directly comparable to Fundwise in product breadth and HNI targeting, but operates at materially greater scale.
• Motilal Oswal Wealth Management: Wealth advisory arm of Motilal Oswal Group offering PMS, MF distribution, and portfolio advisory to HNI clients. Comparable in product mix and target segment, with the added advantage of in-house PMS strategies (Motilal Oswal AMC).

Others

• White Oak Capital Management: Boutique Indian PMS firm (founded by Prashant Khemka) offering bottom-up equity strategies to HNI clients. Both a Fundwise distribution partner and a peer in the HNI PMS advisory space, with comparable quality positioning.
• Marcellus Investment Managers: Boutique Indian wealth manager (founder-anchored, consistent compounders philosophy) that is both a Fundwise distribution partner and a peer in HNI-focused capital-allocation advisory. Closely comparable in philosophy and product, though they manufacture PMS rather than purely distribute.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/fundwisewealthmanagement
• LinkedInlinkedin.com/company/fundwise-financial-services-pvt-ltd
• Xx.com/fundwise_wealth

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Fundwise Financial Services