What ISF Securities Ltd does

ISF Securities Ltd is a privately held, SEBI-registered Indian stock brokerage (Registration No. INZ000211738) incorporated in 1995 and headquartered at 5A/4B Ansari Road, Darya Ganj, New Delhi. Operating under the consumer-facing MoneyIsle brand since approximately 2006, the firm functions as a digital-first, self-serve retail investment platform with no disclosed physical branch network and a headcount of 17 employees. It holds operational memberships with the National Stock Exchange (Member Code 08763), Bombay Stock Exchange (Clearing Member Code 6502), Central Depository Services Limited (DP ID IN-DP-320-2017), and—through its wholly-owned subsidiary ISF Finserv LLP—an AMFI Mutual Fund Distributor registration (ARN 187403), creating a multi-license Indian securities infrastructure footprint.

The company's product surface spans five proprietary platforms accessible via web, Android, and iOS: GraphUp for stock trading with advanced charting and 256-bit SSL encryption; CapitPlan for mutual fund, SIP, insurance, corporate FD, and bond investments; PriMarket for IPO bidding with UPI payment integration and smart IPO tracking; TradeCross for global investing in 3,000+ international stocks from a $1 minimum; and Deck for consolidated portfolio tracking. A GraphUp API extends the platform for third-party application builders. The firm targets individual retail investors across India, segmented into retail investors, long-term SIP investors, active traders, and first-time investors, and distributes through self-serve digital channels supplemented by an Authorised Person/sub-broker network and a Refer & Earn program paying ₹500 per referred signup.

Revenue is generated from three streams: transaction-based brokerage on equity and derivative trades (capped at SEBI-prescribed limits with no hidden fees), interest income from margin trading facilities, and mutual fund distribution commissions earned via ISF Finserv LLP. No revenue, ARR, customer count, or funding figures have been publicly disclosed, and the firm is unlisted and bootstrapped with no recorded external funding rounds or M&A activity in the provided data.

Name

ISF Securities Ltd

Legal name

ISF Securities Ltd

Website

https://isfsecurities.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

ISF Securities Ltd operates MoneyIsle, a SEBI-registered Indian online brokerage offering stock trading, mutual funds, IPO bidding, and global investing through proprietary platforms GraphUp, CapitPlan, PriMarket, TradeCross, and Deck, serving individual retail investors across India.

Ownership category

akta.pro rank

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Revenue model

1. Brokerage Fees: Revenue generated from brokerage charges on stock trading transactions. Brokerage is subject to SEBI prescribed limits and is transparent with no hidden fees.
2. Margin Trading Interest: Interest income from margin trading facilities provided to customers.
3. Mutual Fund Distribution: ISF Finserv LLP operates as AMFI registered mutual fund distributor earning commissions from mutual fund distribution through CapitPlan platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

ISF Securities Ltd, operating under the brand name MoneyIsle, is a SEBI-registered stock broker and depository participant offering a multi-asset digital investment platform for retail investors. The company provides online trading in equities and derivatives, mutual fund distribution, IPO investments, and global (US market) investing through its proprietary platforms (GraphUp, CapitPlan, PriMarket, TradeCross, and Deck).

Product overview

MoneyIsle (operated by ISF Securities Ltd) is a multi-platform financial services ecosystem offering five distinct investment products alongside an API developer offering. The core portfolio consists of GraphUp (stock trading platform), CapitPlan (mutual funds platform), Deck (portfolio tracker/accounting assistant), PriMarket (IPO bidding), and TradeCross (global investing). These products are available across web, Android, and iOS, and are unified under a single SEBI-registered broker entity with 256-bit SSL data security. A developer-facing GraphUp API extends the platform for third-party trading application builders.

Differentiator

Problem solved

Functional benefit

Brands

• GraphUp: Online stock trading platform available on Android and iOS for investing in the stock market
• CapitPlan
• PriMarket
• TradeCross
• Deck

Products and services

• GraphUp GraphUp is ISF Securities' flagship online stock and derivatives trading platform enabling retail investors to buy and sell equities and derivatives on Indian stock exchanges with real-time market data and order execution.
• CapitPlan CapitPlan is the mutual fund distribution platform that allows retail investors to discover, compare, and invest in mutual fund schemes across multiple categories from various asset management companies.
• PriMarket PriMarket is the company's IPO investment platform that enables retail investors to apply online for initial public offerings (IPOs) and invest in primary market issues of companies listing on Indian exchanges.
• TradeCross TradeCross is the global investing platform offered by ISF Securities that enables Indian retail investors to invest in US-listed stocks and access international equity markets through a unified interface.
• Deck Deck is the portfolio tracking application that consolidates and monitors an investor's holdings across stocks, mutual funds, and other investments held with ISF Securities in a single dashboard view.
• GraphUp API GraphUp API is the developer-facing application programming interface that provides programmatic access to ISF Securities' trading infrastructure, enabling developers and partners to build custom trading applications integrated with the GraphUp platform.

Quantifiable outcome

• Zero account opening charges with 100% paperless onboarding
• +3 more outcomes

Named customers6 records

Segments4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Five partnerships are on record, tiered core.

• TradeCross (International Broker Integration)coreTechnology or IntegrationTradeCross is MoneyIsle's official global investing platform enabling Indian investors to access 3000+ international stocks. The integration allows users to invest globally with as low as $1 minimum investment. The platform provides free and easy global account opening through MoneyIsle ecosystem.
• NSE (National Stock Exchange of India)coreOthersMoneyIsle operates as NSE Member (Code: 08763), enabling retail investors to trade on India's largest stock exchange through the GraphUp platform.
• BSE (Bombay Stock Exchange)coreOthersMoneyIsle operates as BSE Clearing Member (Code: 6502), enabling clearing and settlement of trades executed on India's oldest stock exchange.
• CDSL (Central Depository Services Limited)coreOthersMoneyIsle operates as CDSL Depository Participant (IN-DP-320-2017) providing demat account services for holding securities in electronic form.
• AMFI (Association of Mutual Funds in India)coreOthersISF Finserv LLP operates as AMFI registered Mutual Fund Distributor (ARN No. 187403), enabling distribution of mutual fund products through the CapitPlan platform.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sharekhan: Established Indian retail broker (now part of BNP Paribas) offering equities, derivatives, mutual funds, and IPOs via online and partner channels. Comparable to ISF Securities in combining sub-broker distribution with digital platforms.
• Angel One: Full-service-to-discount transitioned Indian broker offering stocks, MFs, IPOs, and digital advisory on a multi-app platform. Direct peer in product breadth and SEBI-regulated retail brokerage.
• Groww: One of India's leading discount brokers, offering stocks, mutual funds, IPOs, and US stocks via a mobile-first platform. Directly competes with MoneyIsle on multi-product retail investing for the same Indian retail demographic.
• Upstox: Well-funded Indian discount broker providing stock trading, mutual funds, and IPO access through web and mobile apps. Competes head-on with GraphUp, CapitPlan, and PriMarket in retail brokerage.
• 5paisa: Indian discount broker and depository participant offering stocks, mutual funds, insurance, and IPOs through a self-serve digital platform. Closely comparable to ISF Securities on product mix and target customer (retail investors seeking low-cost, paperless onboarding).
• Zerodha: India's largest discount stock broker, offering retail equity, derivatives, mutual funds (Coin), and IPOs through a self-serve digital platform. Direct comparable to ISF Securities across stock trading, MF distribution, and IPO bidding for Indian retail investors.

Broad incumbents

• HDFC Securities: Bank-affiliated Indian broker-dealer providing equities, derivatives, mutual funds, IPOs, and online demat services. Overlaps with ISF on core retail brokerage and depository services but operates as part of a much larger financial group.
• Kotak Securities: Bank-affiliated Indian broker offering trading in equities, derivatives, currencies, mutual funds, and IPOs through a digital platform. Comparable to ISF on retail product breadth but backed by a large banking parent.
• ICICI Direct: Bank-affiliated, full-service Indian brokerage offering equities, MFs, IPOs, bonds, and global investing under a large incumbent platform. Broader portfolio than ISF but overlaps on every product line and on retail investing customers.
• Motilal Oswal Financial Services: Indian full-service broker with retail trading, mutual fund distribution, and wealth management offerings. Overlaps with ISF on retail stock and MF distribution but at a significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moneyisle86879
• YouTubeyoutube.com/@Moneyisleseo
• Facebookfacebook.com/61573107536688
• LinkedInlinkedin.com/company/isf-securities-ltd
• Instagraminstagram.com/moneyisle

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 ISF Securities Ltd