liquify.in
Liquify is an India-based fintech platform that enables individuals and small business owners to obtain instant loans of ₹50,000 to ₹5 crore by pledging mutual fund holdings, with disbursement via RBI-registered lending partners within 24 hours.
- Company typePrivate
- Founded2024
- HeadquartersAhmedabad, India
- Headcount11–50
- GTM typeB2C
- OfferingServices
What liquify.in does
Liquify, operated by Sumanju Technologies Private Limited (CIN U62099GJ2024PTC151691, incorporated in Gujarat, India in 2024), is a fintech platform that enables individuals and small business owners to borrow against their mutual fund holdings without liquidating them. The platform operates as a loan facilitator connecting borrowers with RBI-registered lending partners — Bajaj Finance Limited is the named Lending Service Provider handling loan approvals, sanctions, and disbursements. Core functionality includes an eligibility check (advertised as completing in ~10 seconds without CIBIL impact), digital KYC via PAN and DigiLocker, and 24-hour disbursement on sanctioned amounts ranging from ₹50,000 to ₹5 crore at interest rates starting from 9.3% per annum.
The technology stack is a cloud-native, mobile-first platform hosted on AWS, delivered through iOS and Android applications and a web interface. Liquify has integrated with the full Indian mutual fund infrastructure stack — CAMS, KFintech, MF Central, and NSDL for portfolio aggregation and verification, and DigiLocker for document verification — supporting pledging against 8,000+ approved mutual fund schemes. Security is anchored by ISO 27001:2013 certification, AES-256 encryption at rest, TLS 1.2 in transit, and AWS compliance with SOC 2 and PCI DSS. Supporting tools include an online loan calculator and a B2B Partner Program for mutual fund distributors and wealth managers.
The revenue model combines usage-based interest income on outstanding loan balances with a one-time ₹999 + GST processing fee at origination. Customers pay interest only on withdrawn amounts and incur no foreclosure or renewal charges. Go-to-market is primarily product-led growth through the self-serve mobile app, supplemented by a partner channel targeting mutual fund distributors, RIAs, and wealth managers who refer clients and earn commissions. Customer segments include individual investors aged 21–70 holding mutual funds (primary) and business owners and entrepreneurs seeking working capital (secondary). Marketing relies on SEO (handled by Madison Loop), PR coverage in Indian business media, app store presence, and content marketing through a finance blog.
liquify.in firmographics
Firmographics- Name
- liquify.in
- Legal name
- Sumanju Technologies Private Limited
- Website
- https://liquify.in
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Liquify is an India-based fintech platform that enables individuals and small business owners to obtain instant loans of ₹50,000 to ₹5 crore by pledging mutual fund holdings, with disbursement via RBI-registered lending partners within 24 hours.
- Ownership category
- akta.pro rank
liquify.in industry classification
Industry- Product category
- Digital Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Personal Loan & Unsecured Credit Intermediation (FSAEAEAM)
- akta.pro secondary industry
- Loan Servicing Platforms (Billing, Statements, Customer Self-Service) (FSAGAHAH)
Keywords
Where liquify.in is headquartered
LocationHeadquarters
- HQ city
- Ahmedabad
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
liquify.in business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Interest Income: Primary revenue from interest charged on loans against mutual funds at rates starting from 9.3% per annum. Borrowers pay interest only on withdrawn amounts.
- Processing Fees: One-time processing fee of ₹999 + GST charged at loan origination.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Loan Against Mutual Funds - Standard Rate |
| Unit Pricing | Pay-as-you-go | Loan Amount Range |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
liquify.in product offering
Product offeringCore offering
Liquify operates a digital lending platform that enables borrowers to pledge their mutual fund holdings as collateral and receive a loan without liquidating their investments. The service includes 24-hour digital processing, paperless KYC, and integration with multiple lenders and depositories to provide a unified application experience.
Product overview
Liquify is a fintech platform offering a unified loan-against-mutual-funds product that enables users to unlock liquidity without selling their investments. The core product is the Loan Against Mutual Funds service, supported by the Liquify Mobile App for on-the-go access, a Calculator tool for financial planning, an Eligibility Check module for instant pre-qualification, and a Partner Program platform for B2B distribution. All offerings are integrated with mutual fund registrars (CAMS, KFintech, NSDL, MF Central) and DigiLocker for KYC verification, connected through RBI-registered lending partners like Bajaj Finance.
Differentiator
Problem solved
Functional benefit
Products and services
- Loan Against Mutual Funds
- Partner Program
Quantifiable outcome
- 24-hour disbursement after requesting amount withdrawal
- +3 more outcomes
Companies that use liquify.in
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
liquify.in technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature5 records
liquify.in partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- KFintechcoreTechnology partner for mutual fund data and transaction processing, enabling integration of mutual fund portfolio information into Liquify's loan platform.
- DigiLockercoreDigital document verification partner for KYC processes, enabling secure digital identity verification and document storage.
- CAMScoreMutual fund registrar and transfer agent providing fund data aggregation and transaction verification services.
- MF CentralcoreMutual fund service platform for consolidated portfolio access and transaction processing.
- NSDLcoreDepository services partner providing mutual fund holding verification and data access.
- Bajaj Finserv / Bajaj Finance LimitedcoreRBI-registered lending partner acting as Lending Service Provider (LSP), handling loan approvals, sanctions, and disbursements for loans against mutual funds. Liquify connects borrowers with Bajaj Finance for loan processing.
- Madison LoopminorSEO agency handling search engine optimization mandate for Liquify to improve organic search visibility and digital marketing performance.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
liquify.in competitors and assessment
Company assessmentBroad incumbents
- Bajaj Finserv / Bajaj Finance: India's largest NBFC and Liquify's disclosed Lending Service Partner; offers loan against mutual funds and a broad consumer credit, EMI card, and SME lending portfolio. Comparable because it sets the benchmark rate/underwriting that Liquify routes borrowers to, and is itself a direct competitor in LAMF.
- ICICI Bank (Loans Against MF / iMobile): One of India's largest private banks, offering loan against mutual funds and securities to retail investors via its mobile and internet banking platforms. Comparable because it is a direct incumbent competitor in LAMF with strong brand trust and large deposit base.
- HDFC Bank (Loan Against Securities): Major Indian bank offering loans against mutual funds, shares, and other securities through its branch and digital channels. Comparable as a large incumbent competing for the same LAMF demand that Liquify targets via its digital platform.
- Tata Capital Financial Services: Large diversified NBFC offering personal loans, loan against securities, and consumer credit across digital and branch channels. Comparable as a broader incumbent offering LAMF alongside a wide retail credit portfolio that Liquify must compete against.
Direct peers
- LoanTap Financial Technologies: India-based digital lender offering personal loans, loan against property, and flexible EMI products through an online platform. Comparable because it competes for the same digital-first personal credit borrower, with similar self-serve application and quick-disbursement positioning.
- Fibe (formerly EarlySalary): Digital lending platform providing salary advances, personal loans, and pay-later products to salaried and self-employed consumers via a mobile app. Comparable because it targets the same young, digitally-native Indian borrower seeking fast, frictionless credit.
- KreditBee: Digital personal loan fintech serving salaried and self-employed customers in tier-2/3 India via an Android app. Comparable as a mobile-first consumer credit platform competing for the same loan-against-investments / personal loan demand Liquify targets.
- DMI Finance: NBFC offering personal loans, loan against mutual funds, and digital lending partnerships to fintechs. Comparable as both a LAMF underwriter and a competitor that can white-label credit products to platforms like Liquify.
- MoneyTap: Digital personal line-of-credit product offered to salaried Indian consumers via a mobile app. Comparable as a competing app-based consumer credit platform targeting similar digitally-savvy borrowers with flexible repayment.
- Moneyview: Personal finance and credit platform that aggregates and originates personal loans, home loans, and credit cards in India. Comparable as a digital consumer credit platform with similar self-serve mobile funnel and credit-product aggregation model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
liquify.in social profiles
Digital presenceliquify.in compliance and trust
Trust signalCompliance3 records
liquify.in financial estimates
Financial estimateRevenue estimate
Valuation estimate
liquify.in leadership team
Management profileNumber of profiles
liquify.in funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
liquify.in 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 liquify.in
What does liquify.in do?
Liquify operates a digital lending platform that enables borrowers to pledge their mutual fund holdings as collateral and receive a loan without liquidating their investments. The service includes 24-hour digital processing, paperless KYC, and integration with multiple lenders and depositories to provide a unified application experience.
Is liquify.in a public or private company?
liquify.in is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was liquify.in founded?
liquify.in was founded in 2024. It employs 11 to 50 people.
Where is liquify.in based?
liquify.in is headquartered in Ahmedabad, India, in the Asia region.
How does liquify.in make money?
Two revenue lines are on record. Interest Income is the primary driver. The others are processing Fees.
Who are liquify.in's main competitors?
Broad incumbents on record are Bajaj Finserv / Bajaj Finance, ICICI Bank (Loans Against MF / iMobile), HDFC Bank (Loan Against Securities) and Tata Capital Financial Services. Direct peers are LoanTap Financial Technologies, Fibe (formerly EarlySalary), KreditBee, DMI Finance, MoneyTap and Moneyview.
Does liquify.in have an API?
No public API is recorded for liquify.in.
What industry is liquify.in in?
liquify.in's product category is Digital Lending. Its primary akta.pro industry code is FSAEAEAM, Personal Loan & Unsecured Credit Intermediation, with a secondary code of FSAGAHAH, Loan Servicing Platforms (Billing, Statements, Customer Self-Service). Its NAICS code is 522310 and its SIC code is 6163.