What Sqrrl does

Sqrrl Fintech Private Limited is an AMFI-registered (ARN-112848) digital investment platform headquartered in Mumbai, India, that enables retail investors — primarily young Indians and millennials — to save and invest through mutual funds, digital gold, P2P lending products, and tax-saving instruments. The platform is accessible via iOS and Android mobile apps and a web interface, supports 9 languages, and is claimed to serve over 400,000 users. The product portfolio spans seven core offerings: 13Karat (a fixed-income P2P product targeting up to 13% p.a. returns), Goal-based Investing, Axe Your Tax (ELSS-based Section 80C savings), Sqrrl Away (spare-change round-up into liquid funds), Lump sum Investing, SIP (from Rs. 500/month), and Digital Gold (backed by Augmont vaults). A Fixed Deposits product is marked "Launching Soon." Office footprint includes Mumbai (operational HQ) and New Delhi (registered office). Geographic restrictions explicitly exclude the United States and Canada.

The platform's technology stack includes a proprietary portfolio construction algorithm based on Mean-Variance Optimization to identify Efficient Frontier portfolios, and a mutual fund research framework that screens 4,000+ schemes across parameters such as AUM, market cap, fund manager vintage, expense ratio, exit load, portfolio yield, credit quality, and duration history. KYC is handled through eKYC (Aadhaar OTP/biometric) with automated document verification aimed at minimizing human intervention and fraud. Sqrrl monetizes through brokerage commissions from 20+ AMCs (ranging 0.01% to 2.0% depending on scheme/asset class) and lead-generation fees from Bhanix Finance for digital lending referrals. End-user services are currently free, making the model a freemium, product-led growth play targeting small-ticket, disciplined retail investors under the "Small is Beautiful" brand positioning.

Name

Sqrrl

Legal name

Sqrrl Fintech Private Limited

Website

https://sqrrl.in

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Sqrrl Fintech is an AMFI-registered digital investment platform serving young Indian retail investors with mutual funds, SIPs, digital gold, P2P lending (13Karat), ELSS tax-saving, and round-up investing across mobile and web.

Ownership category

akta.pro rank

Product category

Retail Investment Platform

NAICS

Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Investment Advice (6282), Security Brokers, Dealers & Flotation Companies (6211)

akta.pro primary industry

P2P Small Business / SME Marketplace Lending (FSAKAHAC)

Keywords

• Mutual fund distribution
• Digital investment platform
• Goal-based investing
• Retail wealth management
• Systematic investment plans

Headquarters

HQ city

Gurugram

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Mutual Fund Distribution Brokerage: Sqrrl receives brokerage from mutual fund houses on MF schemes distributed on the platform. The brokerage ranges from 0.01% to 2.0% depending on the scheme/asset class. Currently services are free for users.
2. Digital Lending Lead Generation: Sqrrl acts as a digital lending lead sourcing agent for Bhanix Finance and Investment Limited (NBFC registered with RBI), collecting and forwarding customer information for credit assessment and loan offers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sqrrl is an AMFI-registered digital investment platform (ARN-112848) that distributes mutual funds, P2P investments (13Karat), digital gold, tax-saving ELSS schemes, systematic investment plans (SIPs), and lump sum investments to retail investors through its iOS, Android, and web applications. The platform uses a proprietary portfolio construction algorithm (Mean-Variance Optimization) and a research framework scanning 4,000+ mutual fund schemes to deliver goal-based, personalized investment recommendations to young Indian consumers under the 'Small is Beautiful' philosophy.

Product overview

Sqrrl is an AMFI-registered mutual fund distributor (ARN 112848) operating a digital investment platform accessible via mobile app (iOS, Android) and website. The platform offers a portfolio of seven core investment products: 13Karat (fixed-income P2P investment up to 13% returns), Goal-based Investing (personalized goal planning), Axe Your Tax (ELSS tax savings), Sqrrl Away (round-up spare change investing), Lump sum Investing, SIP (systematic investment from Rs. 500), and Digital Gold (99.99% pure gold from Re 1 via Augmont vaults). Supporting these are Fixed Deposits (launching soon), multiple mutual fund categories (Equity, Hybrid, Debt, Solution, Index & Fund of Funds), investment calculators, and a digital lending partnership with Bhanix Finance. The platform emphasizes small, disciplined investing with the tagline 'Small is Beautiful' and serves over 400,000 users.

Differentiator

Problem solved

Functional benefit

Brands

• 13Karat: P2P investment product offering returns up to 13% p.a.
• Axe Your Tax
• Sqrrl Away
• DigiGold

Products and services

• 13Karat Fixed-income, P2P-enabled investment product offering industry-leading returns of up to 13% per annum on idle funds with non-market-linked guarantees, targeted at retail investors seeking higher-yield alternatives.
• Goal-based Investing Personalized investment planning tool that helps users create tailored investment plans to achieve specific life goals such as buying a car, owning a home, or funding education.
• Axe Your Tax ELSS-based tax savings investment plan that provides tax deductions under Section 80C while offering capital appreciation through equity market participation, designed for salaried individuals.
• Sqrrl Away (Round-up Investing) Automatic round-up investment feature that rounds everyday purchase transactions to the nearest rupee and invests the spare change in liquid mutual fund schemes for small-ticket investors.
• Lump sum Investing One-time investment option for making substantial single contributions to mutual fund schemes, designed for seasoned investors with higher risk appetite.
• SIP (Systematic Investment Plan) Disciplined investing solution allowing users to invest fixed amounts monthly in mutual funds, starting from Rs. 500, with rupee cost averaging benefits.
• Digital Gold Digital gold investment platform allowing purchase of 99.99% pure 24k gold from Re 1, backed by physical gold stored in Augmont vaults, with options to sell, convert to physical gold, or request doorstep delivery from 0.1gm.
• Fixed Deposits Digital fixed deposit platform enabling hassle-free FD investments directly through bank accounts with fee-free transactions, no hidden charges, and transparent management.
• Sqrrl Mobile App India's mutual fund investment app available on iOS and Android platforms, enabling users to invest, track portfolios, and manage finances in a simplified interface supporting 9 languages.

Quantifiable outcome

• Trusted by over 400,000+ users
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• AugmontcoreTechnology or IntegrationDigital gold is backed by physical gold stored in Augmont vaults, ensuring secure storage and physical gold backing for all digital gold investments on the platform.
• Asset Management Companies (AMCs)coreChannel Partner/ Reseller/ DistributorSqrrl distributes mutual fund products from 20+ AMCs including Baroda BNP Paribas, Canara Robeco, DSP, Franklin Templeton, ICICI Prudential, IDBI, IDFC, IIFL, Invesco, JM Financial, Kotak Mahindra, Mirae Asset, Motilal Oswal, Navi, Nippon India, PPFAS, Quant, Shriram, TATA, UTI, and WhiteOak Capital. Commission disclosures available for each AMC.
• Registrar & Transfer Agents (RTAs)coreTechnology or IntegrationTransaction processing and data sharing with RTAs of various mutual funds for KYC compliance, transaction processing, and account management.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Groww: India's largest direct mutual fund and stock investing platform with millions of users. Sqrrl is most directly comparable as both are AMFI-registered distributors serving retail Indian investors with the same product category (mutual funds, SIPs, digital gold).
• Paytm Money: Investment arm of Paytm fintech offering mutual funds, stocks, and NPS to millions of retail users. Comparable retail investment distribution platform competing for the same young Indian investor segment.
• ETMONEY: Times Internet-owned mutual fund and investment platform serving large numbers of retail investors. Direct competitor with comparable breadth including MFs, SIPs, digital gold, and tax-saving ELSS products.
• Zerodha (Coin): India's largest discount stock broker with an integrated mutual fund distribution platform (Coin). Compares closely to Sqrrl in offering direct mutual fund investments, goal-based planning, and a mobile-first retail investing experience.
• Kuvera: Direct mutual fund investment platform focused on direct plans, goal-based investing, and tax-saving funds. Closely mirrors Sqrrl's direct-MF-distribution and goal-planning positioning for retail Indian investors.
• 5paisa: Discount stockbroking platform with mutual fund distribution, SIP, and digital investment products for retail Indian investors. Comparable product breadth and mobile-first self-serve delivery model targeting similar mass-market investors.
• INDmoney: Comprehensive Indian financial product platform offering mutual funds, stocks, ETFs, and wealth management. Directly comparable target audience and multi-product approach to Sqrrl's retail Indian investor positioning.

Emerging players

• Grip Invest: Niche P2P and fixed-income investment platform offering curated yield products to retail investors. Comparable to Sqrrl's 13Karat P2P product with similar retail fixed-income positioning and return profiles.
• WealthDesk: SEBI-registered wealthtech platform providing goal-based investing and curated portfolio baskets for retail and HNI investors. Partially comparable to Sqrrl's goal-based investing and portfolio construction features.

Broad incumbents

• Moneycontrol: Established financial news, data, and investment platform with portfolio tracking and MF tools for retail investors. Overlaps with Sqrrl on information and investment discovery but operates a much broader content/data portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Sqrrlaway

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds2 records

Investors2 records

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 Sqrrl