InGood

What InGood does

InGood (legally InGood Finserv Pvt. Ltd.) is a Mumbai-based Indian fintech operating as a SEBI-registered Mutual Fund Distributor. Founded in 2022 with 1–10 employees, the company targets salaried Indian consumers and first-time investors with a platform built around automated, flexible micro-investment into SEBI-regulated index funds. Its core architecture is an auto-adjusting SIP that reads a user's actual cash flow rather than enforcing a fixed monthly commitment, addressing the 72% SIP-stoppage problem documented in Indian markets.

The product surface comprises three interconnected modes: Daily Invest (₹50–₹500/day micro-investments via UPI autopay, with no credit card required), Smart Sweep (the core product that links a credit card, reads the billing cycle each month, and invests spare cash while dynamically resizing the SIP so the investment habit never breaks), and an upcoming co-branded InGood Card positioning the credit limit itself as a liquidity engine. Onboarding is fully digital and self-serve — 2-minute KYC via PAN + Aadhaar, UPI mandate bank linking, and instant activation — with no human sales involvement.

InGood's revenue model is AUM-based trail commissions from mutual fund houses, since the company is registered as a Mutual Fund Distributor rather than a fee-charging advisor. Distribution is entirely direct via the ingood.in website, and customer acquisition relies on product-led growth, organic search, calculator tools, and user testimonials rather than paid channels. Pricing is usage/unit-based (per-day micro-invest or credit-card-linked sweep), and the platform advertises no explicit platform fees or lock-in periods.

Name

InGood

Legal name

InGood Finserv Pvt. Ltd.

Website

https://ingood.in

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

InGood is a SEBI-registered Indian fintech that runs an auto-adjusting SIP platform for salaried consumers, combining UPI-based daily micro-investments from ₹50/day with a credit-card-linked Smart Sweep that invests spare cash to prevent SIP stoppage.

Ownership category

akta.pro rank

Product category

Automated Micro-Investment Platform

NAICS

Open-End Investment Funds (525910), Portfolio Management and Investment Advice (523940), Miscellaneous Intermediation (523910)

SIC

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

akta.pro primary industry

Index Mutual Funds (Non-ETF) (FSAAAEAE)

Keywords

• Automated SIP investing
• Micro-investment platform
• Mutual fund distribution
• Index fund investing
• Credit card sweep

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. AUM-based fees: As a SEBI registered MFD (Mutual Fund Distributor), InGood earns commissions/trail fees on the assets under management invested through their platform. Revenue scales with user investments.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

InGood is an SEBI-registered Mutual Fund Distributor (ARN-257939) that operates an auto-adjusting SIP micro-investment platform for Indian salaried consumers. Its products route small, daily/cyclical cash amounts (from ₹50/day UPI debits and credit-card-linked smart sweeps) into index funds, liquid funds, and money-market mutual funds. The platform is designed to automate disciplined investing by linking investment triggers to payment infrastructure rather than relying on user-initiated transfers.

Product overview

InGood is a single unified product platform centered on protecting and enhancing SIP (Systematic Investment Plan) investments. The platform offers three interconnected modes: Daily Invest (entry-level daily micro-investments starting at ₹50/day via UPI), Smart Sweep (the core product linking credit cards to auto-invest spare cash using the 45-day interest-free window), and the upcoming InGood Card (a co-branded credit card). All three modes share the same infrastructure and operate through automatic adjustment of investment amounts based on spending patterns to prevent SIP stoppage.

Differentiator

Problem solved

Functional benefit

Products and services

• Daily Invest

Quantifiable outcome

• 72% of SIPs in India get paused due to rigid commitments - InGood prevents this
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Groww: India's largest retail mutual fund distribution platform, offering direct mutual fund investments via a fully digital onboarding flow. Overlaps directly with InGood on SEBI MFD distribution of index funds to salaried consumers and competes for the same ₹50–₹500/day micro-investment user.
• Scripbox: Goal-based mutual fund investment platform with SEBI RIA credentials, targeting salaried Indian professionals building long-term wealth. Direct competitor in the SIP-based index/equity fund distribution category.
• Kuvera: Direct mutual fund distribution platform focused on goal-based investing and financial planning for Indian retail investors. Comparable MFD business model with a similar salaried-professional target segment.
• Zerodha (Coin): Zerodha's Coin platform enables direct mutual fund investments alongside its core brokerage business, targeting the same tech-savvy, self-directed Indian retail investor. Comparable on fee-transparent MFD distribution and digital KYC onboarding.
• INDmoney: Indian wealth management platform offering mutual fund distribution, portfolio tracking, and personalized investment advice to salaried consumers. Direct competitor for the same auto-investing, smart-SIP-style use cases.

Broad incumbents

• Paytm Money: Paytm-owned investment platform distributing mutual funds, stocks, and NPS to UPI-native Indian consumers. Comparable on UPI-mandate onboarding flow and target audience, though it is part of a much larger fintech portfolio.
• ETMONEY: Times Internet-owned wealth management app offering mutual funds, stocks, and personal finance tracking. Overlaps on digital MFD distribution but operates as a broader incumbent portfolio rather than a focused micro-investing niche.

Emerging players

• Siply: Micro-savings and micro-investment platform targeting India's salaried and unbanked segments with daily savings habits. Comparable on the low-ticket daily investment habit-building proposition for first-time savers.
• Smallcase: Indian thematic investing platform offering curated portfolios of stocks and ETFs for retail investors. Adjacent peer in digital retail investing infrastructure, though focused on basket investing rather than SIP-based index fund distribution.
• Jar: Indian fintech offering daily gold-saving and micro-investment products aimed at first-time investors. Closest peer in the micro-investment / daily ₹50/day entry-point segment, though focused on digital gold rather than equity index funds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• Xx.com/IngoodFin
• LinkedInlinkedin.com/company/ingood-finserv-private-limited

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 InGood