Equirus Wealth unveils next-gen wealthtech for new-age investors

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Equirus Wealth unveils wealthtech platform that redefines how India’s affluent and emerging investors manage their portfolios. The next-generation wealthtech solution combines portfolio insights, real-time analytics, and smart advisory tools within a unified digital ecosystem. The new launch directly targets high-net-worth individuals (HNIs) and emerging affluent clients across India. The platform is designed for a seamless experience that blends personal advisory with cutting-edge technology.

This rollout coincides with Equirus Wealth surpassing Rs 18,000 crore in assets under management (AUM) and acquiring Credence Family Office, further strengthening its position in the Indian wealth management sector. The platform empowers investors by offering detailed analytics, intelligent research, and a full-scope view of investment portfolios across mutual funds, direct equities, AIFs, PMS, and more.

A standout feature includes a soon-to-be-launched NLP-powered ‘What-if’ simulator, making it easier for advisors and clients to conduct scenario-based discussions in real time. Equirus believes this will set a new industry benchmark. Backed by over 35 in-house analysts tracking 270+ companies, the platform integrates proprietary research to deliver actionable insights.

Ajit Deshmukh, Managing Director of Equirus Group, emphasized the need for technology to go beyond dashboards, offering investors real insights and control. Sunder Nookala, Head of Tech and Digital at Equirus Wealth, highlighted their vision of building a secure, intelligent, and personalized wealth ecosystem.

With a goal to reach Rs 50,000 crore in AUM by 2028, Equirus is positioning itself as a leader in the hybrid ‘phygital’ model of wealth management in India. The timing of the launch, features included, and the digital-advisory blend are all tailored to meet the expectations of new-age investors who seek clarity, personalization, and performance. This move solidifies Equirus Wealth’s role as a frontrunner in India’s evolving wealthtech landscape.

1. Introduction to Equirus Wealth and Its New-Age Vision

1.1 How Equirus Wealth Operates

Equirus Wealth operates as a wealth management firm offering high-end financial solutions to high-net-worth individuals (HNIs) and ultra-HNIs. The company follows a hybrid revenue model combining asset-based fees and advisory charges. Their approach is a blend of physical advisory services and digital innovation, which has evolved into the newly launched wealthtech platform.

1.2 Revenue Model and Core Offerings

The firm earns primarily through fees on assets under management, performance-linked earnings, and bespoke advisory services. Services include personalized equity strategies, portfolio management services (PMS), alternative investment funds (AIFs), and specialized venture funds focused on tech, fintech, and deep-tech sectors. With over Rs 18,000 crore in AUM, it reflects their scale and growing trust in the Indian wealth management industry.

1.3 Leadership and Founder Background

Ajit Deshmukh, Managing Director of Equirus Group, brings a legacy of institutional experience. Under his leadership, the company has expanded its advisory footprint while embracing technology-led change. Sunder Nookala, Head of Tech and Digital, steers the digital transformation by integrating secure, scalable, and smart systems.

2. Equirus Wealth Unveils Wealthtech Platform: An Industry Breakthrough

2.1 Purpose Behind the Launch

Equirus Wealth unveils wealthtech platform to transform how India’s emerging and affluent investors interact with their financial portfolios. The company intends to fill the gap between traditional advisory models and the evolving expectations of tech-savvy investors.

2.2 Features That Define the Platform

The platform integrates:

1. Full-scope portfolio tracking including equities, PMS, AIFs, provident funds, and more
2. Real-time data visualization and analytics
3. Proprietary research backed by 35 analysts covering over 270 companies
4. Secure, scalable architecture using OTP-based account aggregator infrastructure
5. Advanced net-worth monitoring and multi-currency performance tracking
6. A forthcoming NLP-based ‘What-if’ simulator for scenario-based advisory

2.3 Why This Launch Matters

The launch represents more than just a tech update. It introduces a fundamentally new way of delivering wealth advice—personalized, intelligent, and actionable. It addresses the growing demand for digital-first financial services while preserving the value of human insight.

3. Industry Context and Market Trends

3.1 Growing Appetite for Digital Wealth Solutions

India’s HNI and affluent investor segment has witnessed explosive growth, fueled by rising disposable incomes and better financial literacy. The market demands seamless and intuitive platforms. Wealthtech in India is projected to be a $60 billion opportunity by 2030.

3.2 Competitive Landscape and Equirus’ Edge

While many fintech firms are entering wealth management, Equirus differentiates itself through its deep institutional roots, research-first approach, and human+tech model. Their “phygital” offering balances trust and innovation, which resonates with investors looking for clarity and control.

4. Strategic Milestones and Growth Targets

4.1 Acquisition of Credence Family Office

The acquisition of Credence Family Office positions Equirus as a stronger player in family wealth advisory. It adds scale, credibility, and operational depth to the new platform.

4.2 Rs 50,000 Crore AUM Vision by 2028

Equirus Wealth has ambitious plans to almost triple its AUM in the next three years. The new platform plays a central role in that strategy by attracting both existing and new-age investors.

5. Future Plans and Investor Benefits

5.1 What Investors Gain

Clients gain a secure, intelligent ecosystem with:

1. Holistic financial views
2. Faster and better-informed decisions
3. Personalized advisory at scale

5.2 Innovations in Pipeline

Besides the NLP-based simulator, future updates may include AI-led insights, enhanced mobile experiences, and deeper integration with third-party apps and tools.

6. Learning for Startups and Entrepreneurs

6.1 Customer-Centric Innovation Matters

Equirus Wealth built its platform based on client feedback. Listening to your users and evolving your offerings around them builds long-term loyalty.

6.2 Human + Tech = The Future

Technology alone won’t win the game. Blend tech with human expertise to create scalable yet trustworthy services.

6.3 Build Secure and Scalable Foundations

Equirus’ secure, OTP-based infrastructure ensures safety. Startups should invest in solid tech infrastructure early on.

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