MyFi
MyFi is an India-based, SEBI-registered AI investment advisory platform serving retail mutual fund investors with conversational portfolio analysis, personalised buy/sell/hold recommendations, and a loan-against-mutual-funds product called MyCash.
- Company typePrivate
- Founded2023
- HeadquartersBangalore, India
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What MyFi does
MyFi Fintech Advisory Services Private Limited, operating since 2023 from Mumbai, is an India-only AI-powered investment advisory platform targeting retail mutual fund investors. The core product is a mobile (Android/iOS) and web application that combines a conversational AI interface with portfolio analysis, personalised buy/sell/hold recommendations, AI-driven fund search and comparison, and a 10-question dynamic risk profiling engine that adapts to income, behaviour, and market data. The platform aggregates user financial data via RBI-approved Account Aggregators, Gmail and credit card integrations, plus direct links to CAMS, NSDL, and DigiLocker, enabling a consolidated net-worth view.
The company operates under four regulatory licences — SEBI Registered Investment Advisor (INA000019099, perpetual from February 2025), AMFI Mutual Fund Distributor (ARN 330235, initial May 2025, valid to May 2028), BSE enlistment (No. 2160), and BASL registration (No. 7936) — and has completed three consecutive years of SEBI compliance audits with zero investor complaints. MyCash, the company's loan-against-mutual-funds product at 10.5% interest with same-day disbursement, extends the offering beyond pure advisory into credit intermediation, complemented by 15+ financial calculators and an extensive educational blog.
MyFi's monetisation rests on three streams: subscription or membership fees for platform access, mutual fund distribution commissions (trail and upfront) from AMFI-registered transactions, and SEBI-regulated investment advisory fees. Go-to-market is mobile-first product-led growth with no minimum investment requirement (₹100/month SIPs), self-serve conversational onboarding, and a horizontal customer segmentation across retail investors, salaried professionals, and beginner investors. The company is bootstrapped with no disclosed funding rounds, has 11–50 employees, and partners with TATA Capital, DSP Finance, KFINTECH, Finarkein Analytics, Volt, and infrastructure providers CAMS, NSDL, and DigiLocker to support its service stack.
MyFi firmographics
Firmographics- Name
- MyFi
- Legal name
- MyFi Fintech Advisory Services Private Limited
- Website
- https://askmyfi.com
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- MyFi is an India-based, SEBI-registered AI investment advisory platform serving retail mutual fund investors with conversational portfolio analysis, personalised buy/sell/hold recommendations, and a loan-against-mutual-funds product called MyCash.
- Ownership category
- akta.pro rank
MyFi industry classification
Industry- Product category
- Investment Advisory
- NAICS
- Portfolio Management and Investment Advice (523940)
- SIC
- Investment Advice (6282), Personal Credit Institutions (6141)
- akta.pro primary industry
- Multi-Asset ETFs & Index Allocation Funds (FSAAAJAB)
Keywords
Where MyFi is headquartered
LocationHeadquarters
- HQ city
- Bangalore
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
MyFi business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription/Membership Fees: MyFi charges subscription or monthly/quarterly/yearly fees to access the platform and premium services. Fees are non-transferable, non-refundable, and non-cancellable. No specific price points are publicly disclosed.
- Mutual Fund Distribution Commission: MyFi operates as a registered Mutual Fund distributor with AMFI ARN 330235. The company earns commission/referral fees from facilitating mutual fund transactions (SIPs and lump-sum investments) through its platform.
- Investment Advisory Services: SEBI-registered Investment Advisory (RIA) services provided under SEBI RIA Registration No. INA000019099. Advisory fees are charged for personalized investment guidance and portfolio management recommendations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | No minimum investment required for advisory services |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
MyFi product offering
Product offeringCore offering
MyFi is an AI-powered investment advisory platform that provides Indian retail investors with portfolio analysis, personalized buy/sell/hold recommendations, conversational AI-powered fund search, and execution of mutual fund investments (SIPs and lumpsum). It also offers MyCash, a loan product enabling users to borrow against their mutual fund holdings at 10.5% interest with same-day disbursement. The platform operates as a SEBI-registered Investment Advisor (RIA) and AMFI-registered Mutual Fund distributor.
Product overview
MyFi is a unified AI-powered investment advisory platform that combines conversational intelligence with financial planning tools. The core platform (MyFi) provides portfolio analysis, personalized AI-powered recommendations, and AI-powered search for investment discovery. Users can invest in mutual funds through SIPs or lump sum, access loans against their mutual fund holdings via MyCash, and utilize various financial calculators (SIP, Lumpsum, FD, Car Loan, Home Loan, NPS, Step Up SIP) for planning. The platform also offers a blog with financial education content. MyFi is registered with SEBI as an investment advisor (INA000019099) and operates as a mutual fund distributor with AMFI registration.
Differentiator
Problem solved
Functional benefit
Brands
- MyCash: Loan product allowing users to access cash against their mutual fund investments without selling them, at 10.5% interest rate with same-day cash delivery.
Products and services
- MyFi Platform AI-powered investment advisory platform for Indian retail investors offering portfolio scoring, personalized buy/sell/hold recommendations, conversational AI-powered fund search and comparison, mutual fund investment execution (SIPs and lumpsum), 24/7 portfolio monitoring, and goal-based investing. Registered with SEBI as Investment Advisor (INA000019099) and AMFI as Mutual Fund distributor (ARN: 330235).
- MyCash (Loan Against Mutual Funds) Lending facility that enables MyFi users to borrow cash against their mutual fund investments at a 10.5% interest rate without liquidating holdings, with same-day disbursement to the user's bank account. Available to existing MyFi platform users with mutual fund holdings.
- MyFi AI Assistant Conversational AI-powered assistant that acts as a personal financial advisor, guiding users through investment decisions, portfolio management queries, fund comparisons, and buy/sell/hold recommendations via a natural language interface on the MyFi app.
Quantifiable outcome
- MyCash loan disburses cash in the same day at 10.5% interest rate
- +2 more outcomes
Companies that use MyFi
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
MyFi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature6 records
MyFi partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights6 records
MyFi competitors and assessment
Company assessmentDirect peers
- INDmoney: INDmoney is a SEBI RIA-registered Indian wealth management super-app offering mutual fund investing, portfolio analytics, AI-driven insights, and loans against securities — overlapping directly with MyFi's advisory, portfolio analysis, and MyCash propositions.
- Kuvera: Kuvera is a SEBI-registered investment advisor and direct mutual-fund investment platform offering goal-based planning, fund recommendations, and portfolio tracking for Indian retail investors — closely comparable to MyFi's core advisory + MF distribution model.
- ETMONEY: ETMONEY (Times Internet) is an Indian personal finance and investment app offering MF investing, portfolio tracking, tax planning, and AI-driven recommendations to retail users — overlapping with MyFi's mobile-first advisory and analytics features.
- Fisdom: Fisdom is a SEBI-registered investment advisor and fintech offering mutual fund investing, equity broking, and portfolio advisory to Indian retail investors via a mobile app — comparable to MyFi's advisory + distribution + mobile-first GTM.
- Scripbox: Scripbox is a SEBI-registered investment advisor and one of India's earliest MF-focused robo-advisors, offering personalized fund selection, SIPs, and goal-based planning to retail investors — directly comparable to MyFi's RIA-led advisory positioning.
Broad incumbents
- Groww: Groww is India's largest retail investment platform spanning mutual funds, stocks, and other products with a massive user base and strong brand — a broad incumbent offering overlapping advisory and MF distribution at significantly greater scale than MyFi.
- Paytm Money: Paytm Money is a One97-backed investment platform offering mutual funds, stocks, ETFs, and NPS to Indian consumers — a broad incumbent leveraging Paytm's distribution scale to offer services that overlap with MyFi's MF-focused offering.
- Zerodha (Coin): Zerodha, via Coin, offers direct mutual fund investing to a large base of Indian retail investors alongside its dominant equity broking franchise — a broad incumbent whose MF product competes head-on with MyFi's advisory + distribution.
Others
- WealthDesk: WealthDesk is an Indian wealth-tech platform offering model portfolios, thematic investing, and advisor infrastructure that complements MF distribution — adjacent/ecosystem-comparable rather than a direct head-to-head competitor with MyFi.
Emerging players
- Cube Wealth: Cube Wealth is a SEBI-registered investment advisor offering curated, high-touch wealth advisory including mutual funds and alternatives to Indian HNI/mass-affluent investors — an emerging player in the AI/digital advisory space where MyFi operates.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
MyFi social profiles
Digital presenceMyFi compliance and trust
Trust signalCompliance6 records
MyFi financial estimates
Financial estimateRevenue estimate
Valuation estimate
MyFi leadership team
Management profileNumber of profiles
Profiles4 records
MyFi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MyFi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MyFi
What does MyFi do?
MyFi is an AI-powered investment advisory platform that provides Indian retail investors with portfolio analysis, personalized buy/sell/hold recommendations, conversational AI-powered fund search, and execution of mutual fund investments (SIPs and lumpsum). It also offers MyCash, a loan product enabling users to borrow against their mutual fund holdings at 10.5% interest with same-day disbursement. The platform operates as a SEBI-registered Investment Advisor (RIA) and AMFI-registered Mutual Fund distributor.
Is MyFi a public or private company?
MyFi is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MyFi founded?
MyFi was founded in 2023. It employs 11 to 50 people.
Where is MyFi based?
MyFi is headquartered in Bangalore, India, in the Asia region.
How does MyFi make money?
Three revenue lines are on record. Subscription/Membership Fees are the primary driver. The others are mutual Fund Distribution Commission and investment Advisory Services.
Who are MyFi's main competitors?
Direct peers on record are INDmoney, Kuvera, ETMONEY, Fisdom and Scripbox. Broad incumbents are Groww, Paytm Money and Zerodha (Coin). WealthDesk is listed as an others. Cube Wealth is listed as an emerging player.
Does MyFi have an API?
No public API is recorded for MyFi.
What industry is MyFi in?
MyFi's product category is Investment Advisory. Its primary akta.pro industry code is FSAAAJAB, Multi-Asset ETFs & Index Allocation Funds. Its NAICS code is 523940 and its SIC code is 6282.