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How AssetPlus Turned Mutual Fund Distribution Into A Scalable Tech Ecosystem

AssetPlus, founded by former Flipkart employees, has transformed mutual fund distribution by creating a scalable tech ecosystem. Initially launched as a mutual fund distributor in 2017, the company pivoted to a B2B model in 2019, focusing on providing technology solutions to financial advisors and distributors. This shift was driven by the recognition that the traditional distribution model was inefficient and lacked scalability. AssetPlus developed a platform that automates various aspects of mutual fund distribution, including client onboarding, transaction processing, and compliance, thereby reducing operational costs and enhancing efficiency. The platform also offers tools for portfolio analysis, risk assessment, and client management, which help advisors provide better service. By integrating with major asset management companies (AMCs) and leveraging technology, AssetPlus has not only streamlined processes but also expanded its reach, now serving over 10,000 advisors and managing assets worth over INR 10,000 Crore. This tech-driven approach has positioned AssetPlus as a leader in modernizing the mutual fund distribution landscape in India.

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