Fair money advice · SIPs from ₹500/month

The fair way to invest.
The fair way to insure.
No spam, no pressure.

Mutual funds, term & health insurance, demat, and PMS — guided by a real person who picks up only when you ask. Fair advice, fairly given.

AMFI-registered (ARN-348293)
Zero spam, zero cold calls
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You shouldn't need a break from your financial advisor.

But most Indians do. Here's what they put up with:

Endless cold calls

"Sir, ek minute. Sir, please listen." Three calls a week, even on Sundays. Your number gets sold in random WhatsApp groups.

Manufactured urgency

"Last 2 days for ELSS!" Every March. Every quarter-end. The deadline panic is the whole sales pitch.

Commission-driven push

You get sold ULIPs and endowment plans because they pay 25% commission — not because they're right for you.

Five services. Carefully chosen.

Only the services 99% of Indian households genuinely need. Anything beyond this — and I'll honestly point you elsewhere.

Pure protection

Term Insurance

The cheapest, cleanest way to protect your family's financial future. No ULIPs. No endowment. No "money-back". Insurance is insurance — investment is a separate game.

₹700/mo
Typical premium*
Family-first

Health Insurance

A single hospitalization can wipe out years of savings — that's the reality of healthcare in India today. Top-ups give you bigger cover at a fraction of the cost. The right policy, not the highest-commission one.

₹1,000/mo
Typical premium*
Direct equity

Demat & Brokerage

For when you want direct stock or ETF exposure alongside mutual funds. We'll set up a clean demat account and discuss when DIY equity makes sense — and when it doesn't. No tip-sharing. No "aaj ye stock le lo" calls.

₹0
Account opening
For HNIs only

Portfolio Management Service (PMS)

A discretionary portfolio managed by a SEBI-registered PMS provider — only for those with a genuinely large corpus and long horizon. If mutual funds serve you better, I'll be the first to say so. PMS isn't a status symbol — it's a tool for specific situations.

₹50L
SEBI minimum

*Premiums vary by age, health, sum insured, and insurer. Indicative figures only.

Aequus vs. everyone else.

What working with me looks like, compared to a typical bank RM or aggressive distributor.

The buying experience
With Aequus
Other advisors
First contact
You book a call when you're ready. No pressure.
Cold calls, often through leaked databases
Recommendations
2–3 carefully selected options with clear reasoning
Whatever pays the highest commission this month
Commission disclosure
Exact figures shared upfront, every single time
Hidden in fine print, if disclosed at all
Insurance approach
Term + Health only. Investment kept separate.
ULIPs, endowment, money-back pushed aggressively
Follow-ups
One calm note when needed. Never panicked.
Daily WhatsApps, broadcast groups, "Sir last day!"
When you say "let me think"
"Take your time. Reach out when ready."
"Sir bas aaj le lo, kal price badh jayega."
If you want to leave
No exit fees, no retention call, smooth transfer
Awkward calls, guilt-tripping, slow response

Four steps. Aaram se.

No surprises. Leave at any stage, no awkwardness, no pursuit. Most people take 2–4 weeks to move through it. That's normal.

1

Read & explore

Browse the site. Understand the philosophy. Decide if my approach feels right. Zero pressure to reach out.

2

Book a free call

30 minutes. I listen, you talk. Goals, fears, current investments — all on the table. No pitch, no products.

3

Get a written plan

Within 48 hours, a goal-based plan in plain English. With reasoning. With alternatives. With risks stated upfront.

4

Decide on your time

Take days, weeks, even months. Reply when ready and we onboard via Wealthy. Or walk away — no hard feelings.

Insurance is boring.
That's exactly why it matters.

Most Indians are dangerously under-insured. Not because insurance is unaffordable — but because the industry sells the wrong products (ULIPs, endowment, money-back) while ignoring the two policies every household actually needs.

Term Insurance

If anyone is financially dependent on you — spouse, kids, parents — and you'd leave behind loans, EMIs, or unfinished goals, you need term insurance. The single highest-leverage decision you'll ever make.

  • Cover ~15–20× your annual income, or enough to clear all loans + fund family goals
  • Pure term plans cost a fraction of ULIPs/endowment for the same cover
  • Buy young — premiums lock in for the policy term and stay flat
  • Choose a 30–40 year tenure, or until your retirement age
  • Disclose every health condition honestly — claim rejection is the real risk

Health Insurance

A serious hospitalization in a private hospital can cost ₹5–25 lakh. Without health cover, that's your emergency fund, SIPs, or even your home wiped out. Employer health cover alone is rarely enough — and disappears the day you switch jobs.

  • Aim for ₹10–25 lakh family floater, depending on city and family size
  • Add a super top-up for an extra ₹50L–1Cr at very low cost
  • Don't rely solely on employer cover — buy your own, separately
  • Check claim settlement ratio, hospital network, and room rent caps
  • Buy before any pre-existing condition develops — waiting periods are real
One honest warning Insurance and investment should never be mixed. ULIPs, endowment plans, and money-back policies usually serve the seller more than you. Buy term + health for protection. Buy mutual funds for investment. Keep them separate. That's the whole game.

Six rules I'll never break.

These shape every conversation we'll ever have. Simple, honest, non-negotiable.

01

Education before selling

You'll never be sold a product you don't understand. If you can't explain it back to me, we don't move forward.

02

Goals first, products later

We start with your life — kids, retirement, home, parents. Products are just the vehicle. They come last, and only if they fit.

03

Full commission transparency

Exact figures on every recommendation. No fine print. No hidden percentages. You'll always know how I earn.

04

No pressure. Bilkul nahi.

No "limited time" panic. No tax-deadline urgency. No follow-up calls unless you specifically invite them.

05

Fewer clients, deeper work

I'd rather serve a hundred people well than chase a thousand. You're not a number on my dashboard.

06

Slow is the point

Wealth compounds in decades, not weeks. Our pace will reflect that. We're not in a hurry — and neither should you be.

The questions you'd hesitate to ask.

Honest answers, every time. Ask anything.

So how exactly do you make money?

I earn a trail commission from mutual fund houses (AMCs) for the assets you invest — paid by them, not by you. Typical rates range from 0.5% to 1% per year of your invested amount. So on a ₹1,00,000 portfolio, that's roughly ₹500–₹1,000 per year, paid by the fund house. For insurance, I earn a one-time and renewal commission paid by the insurance company. I'll show you the exact numbers before you invest in anything. No advisory fees from you, ever.

Why should I trust you over my bank's relationship manager?

Honestly, you shouldn't trust either of us blindly. But here's the structural difference: bank RMs have monthly targets on specific products (often the highest-commission ones — ULIPs, endowment plans). I have no targets. My only incentive is to keep you invested with me long-term, which means recommending things that actually work for you.

What if I want to stop working with you?

Just tell me. There's no exit fee, no awkward retention call, no "Sir, manager se baat karwata hoon" drama. Your investments stay yours regardless — they're held by the AMCs, not by me. You can transfer the advisory relationship to anyone else, or manage them yourself. I'll help with the paperwork.

Are you a SEBI Registered Investment Advisor (RIA)?

No, I'm a Mutual Fund Distributor (ARN-348293), not a SEBI RIA. The difference matters: RIAs charge fees directly and cannot earn commissions; I earn commissions and don't charge advisory fees. Both are legal and regulated. If your situation calls for an RIA, I'll tell you upfront. No ego in this work.

Why do transactions happen on Wealthy and not on your own site?

Transacting in mutual funds and insurance requires specific regulatory infrastructure (BSE Star MF connection, IRDAI license, etc.) that's hard to justify economically for a solo distributor. Wealthy is a SEBI/IRDAI-compliant platform I trust. You get the security and tech of an established platform, with my personal guidance layered on top — best of both worlds.

I'm a small investor. Will you take me seriously?

Yes. SIPs as small as ₹500/month are welcome here. Some of my best long-term clients started exactly there. The discovery call, the written plan, the ongoing support — same for everyone, regardless of ticket size. The math of compounding doesn't discriminate, and neither do I.

What if markets crash and I panic?

You'll get one calm email or note from me, explaining what's happening and why staying invested historically beats panic-selling. I won't bombard you. I won't tell you to "buy the dip." I'll be available if you want to talk it through, but the choice will be yours. Most of my work, frankly, is helping people not do the wrong thing in scary moments.

Should I go for PMS instead of mutual funds?

Probably not. PMS requires a SEBI-mandated minimum of ₹50 lakh, comes with higher fees (typically 2–2.5% management + performance fees), and tax inefficiencies. For most investors — even those with a few crores — well-chosen mutual funds outperform PMS after fees and taxes. PMS makes sense only in specific cases: very large corpus, concentrated strategy, or specific tax-loss harvesting goals. If MFs serve you better, I'll be the first to say so.

Do you sell ULIPs or endowment plans?

Almost never. They mix insurance and investment in ways that usually serve the seller more than the buyer. I'll recommend term insurance for protection (cheap, clean, effective) and mutual funds for investment (separate, transparent). If a ULIP genuinely fits your situation — which is rare — I'll explain why and show you the alternatives.

Ready when you are.

30 minutes. Free. No obligation. No pitch. Just a conversation about your money and your life — in that order.

Book your free call →