Advice built for India's middle-class investor.

Apart from existing investors, every year lakhs of people join the workforce who should be thinking about wealth creation from day one, with goal planning and retirement planning as the priority. SEBI-registered Research Analysts (RAs) are also trying to serve these wealth-management-hungry Indians. But even then, investors have to rely on themselves to select from the daily investment calls an RA gives, and to decide the size at which they should execute, often unaware of the risk attached to each security. That is because the service of RAs is built for experienced investors, or for professionals such as Investment Advisers, who use those insights to tailor advisory recommendations to each client's specific needs.

Not to be ignored: even individuals from non-capital-markets backgrounds suffer from information overload, which creates noise even for those committed to building long-term portfolios. A large part of the credit for that goes to fin-influencers. Fin-influencers were doing their job right until a few years ago, bringing financial literacy to a large section of young Indians and teaching them to invest in inflation-beating assets. But then, to stay relevant in this content-treadmill era, they started churning out content left, right and centre, still followed by the same young Indians who do not need to act on their portfolios after every geopolitical event, policy change, or natural calamity.