Nagdev Associates

What Nagdev Associates does

Nagdev Associates LLP is an Indian financial services distributor registered as a Limited Liability Partnership and operating exclusively in the domestic market. The firm distributes mutual funds (including bluechip, small cap, liquid, and ELSS/tax-saver schemes via SIP and lumpsum routes), fixed deposit products, and mediclaim/health insurance policies to individual retail investors and families seeking exposure to capital markets without maintaining a Demat account.

The company's core technology is a Portfolio Tracker delivered through a web customer portal at nagdevassociates.in and the Kriday Smart Portfolio mobile application on Google Play and Apple App Store. The platform consolidates mutual fund holdings, insurance policies, and fixed deposits into a single dashboard with bank-grade encryption and username/password authentication. Supporting tools include a SIP return calculator, a Cost of Delay calculator, an NAV lookup, a side-by-side Scheme Comparison tool (NAV plus 1Y/3Y/5Y returns), and a PAN-based KYC status redirect to CVL KRA. Marketing is digital-first, relying on website content, an educational Video Corner, an NFO Watch section linked to AMFI, and curated links to mainstream financial news outlets.

Commercially, Nagdev Associates earns transaction-based commissions — distributor commissions and trails from AMCs on mutual fund transactions (SIP, redemption, NFO) and referral/distribution commissions on health insurance sales — rather than disclosed subscription or advisory fees. Onboarding is paperless KYC using PAN, Aadhaar, and a cancelled cheque, with redemption proceeds credited to the registered bank account within 1–3 working days. No institutional investors, funding history, parent company, or enterprise customers are disclosed.

Name

Nagdev Associates

Legal name

Nagdev Associates LLP

Website

https://nagdevassociates.in

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

101–250 employees

Short description

Nagdev Associates LLP is an Indian financial services distributor offering mutual funds, fixed deposits, and health insurance to individual retail investors through a web portal and the Kriday Smart Portfolio mobile app.

Ownership category

akta.pro rank

Product category

Financial Services Distribution

NAICS

Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Investment Advice (6282), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Investment Management Advisory (RIA) (FSAEAAAB)

akta.pro secondary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

Keywords

• Mutual fund distribution
• Health insurance distribution
• Portfolio tracking platform
• Fixed deposit products
• Financial planning tools

Headquarters

HQ city

Jabalpur

HQ country

India

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mutual Fund Distribution: Earns distributor commissions from mutual fund transactions including SIP investments, redemptions, and new fund offerings (NFOs). Commission structure typically includes upfront trails and ongoing distribution fees from asset management companies.
2. Health Insurance Distribution: Earns referral and distribution commissions from mediclaim/health insurance product sales, providing coverage for hospitalization, surgeries, and healthcare needs.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Nagdev Associates LLP distributes mutual fund schemes, fixed deposit products, and health/mediclaim insurance policies to individual investors in India through a self-service website portal and mobile app. The company provides an integrated Portfolio Tracker and financial planning calculators (SIP, Cost of Delay, NAV, Scheme Comparison) that allow customers to manage and monitor investments across providers in one place without needing a Demat account.

Product overview

Nagdev Associates LLP is a financial services distributor offering a unified platform combining investment products (mutual funds, fixed deposits) and insurance solutions (health/mediclaim insurance). The company provides an integrated digital ecosystem centered around its Portfolio Tracker for wealth management, supported by financial planning tools including SIP Calculator, Cost of Delay Calculator, NAV Check, and Scheme Comparison. The product portfolio is accessible through web portal and mobile applications (Kriday Smart Portfolio on Google Play and App Store), with additional utilities for KYC verification and market information.

Differentiator

Problem solved

Functional benefit

Brands

• Kriday Smart Portfolio: Wealth management and portfolio tracker mobile application for managing mutual funds, insurance, and fixed deposits in one place.

Products and services

• Mutual Fund Distribution Mutual fund investment distribution service enabling individual retail investors to access capital markets through Systematic Investment Plans (SIPs), tax-saving ELSS schemes, and various fund categories including bluechip, small cap, liquid fund, and tax saver funds.
• Fixed Deposit Products Fixed deposit investment products offered as part of the company's financial services portfolio for individual investors.
• Mediclaim/Health Insurance Health insurance products providing coverage for medical expenses including hospitalization, surgeries, doctor fees, medications, diagnostic tests, and post-hospitalization expenses for individuals and families.
• Kriday Smart Portfolio Mobile App Wealth management mobile application available on Google Play Store and Apple App Store for tracking and managing mutual fund, insurance, and fixed deposit portfolios on mobile devices.
• Portfolio Tracker Web Portal Online wealth management dashboard allowing registered users to track mutual funds, insurance, and fixed deposits in one place with bank-grade security and encryption via secure login.

Quantifiable outcome

• Redemption amount credited within 1-3 working days to registered bank account

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Zerodha (Coin): Zerodha's Coin platform offers direct mutual fund investments and portfolio tracking to its existing large brokerage customer base. Directly comparable product offering to Nagdev's MF distribution and Kriday portfolio tracker.
• INDmoney: Indian wealth management super-app offering mutual funds, fixed deposits, and insurance aggregation with portfolio tracking. Directly comparable integrated offering across the same product categories as Nagdev Associates.
• ETMONEY: Times Internet-owned wealth management platform providing direct mutual funds, insurance, and loans with portfolio tracking. Overlapping target market (retail investors) and product set (MF + insurance) comparable to Nagdev.
• Kuvera: Direct mutual fund platform with portfolio tracking, goal-based planning tools (SIP, cost of delay calculators), and zero-commission direct plans. Closely mirrors Nagdev's product positioning across MF distribution and financial planning tools.
• PolicyBazaar: India's largest insurance aggregator, directly comparable to Nagdev's mediclaim/health insurance distribution side. Same referral/commission revenue model and same retail customer segment seeking health coverage.
• Groww: India's largest direct-mutual-fund and equity investment platform. Competes head-on with Nagdev Associates in retail MF distribution, offering direct plans, portfolio tracking, and SIPs via web and mobile — at significantly larger scale.
• Paytm Money: Paytm's investment arm offering direct mutual funds, stocks, and insurance. Competes for the same retail Indian investor audience with mobile-first distribution, larger brand reach, and zero-commission MF plans.
• NJ Wealth: Mutual fund distributor and wealth advisory firm operating on a similar partner/distributor model with multi-AMC access. Comparable distribution model and customer segment to Nagdev Associates' MF distribution business.
• Prudent Corporate: Listed Indian mutual fund distributor offering multi-AMC distribution and portfolio tracking services. Closely matches Nagdev's distribution-led, multi-AMC business model, though at much larger scale.

Emerging players

• Turtlemint: Insurtech platform distributing health, life, and motor insurance through digital channels. Comparable on the insurance distribution side of Nagdev's business, though broader across insurance lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/nagdevassociate
• Facebookfacebook.com/nagdevassociates
• LinkedInlinkedin.com/company/nagdev-associates-llp

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 Nagdev Associates