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ET Money Reviews

Gurugram, Haryana

4.0/ 5

3 reviews

ET Money is a prominent Indian fintech and digital wealth management platform headquartered in Gurugram, India. Founded in 2015 by Mukesh P. Kalra, an entrepreneur and alumnus of IIT, the company initially entered the market under the name Smartspends to help users track and manage their daily and monthly expenses. Recognizing a broader opportunity to simplify personal finance for retail consumers, the platform underwent a strategic rebranding to ET Money in October 2016 and pivoted toward comprehensive investment services. Initially developed under the umbrella of Times Internet (a subsidiary of Bennett Coleman and Company Limited), ET Money experienced substantial institutional growth before being acquired by 360 ONE Asset Management Limited (formerly IIFL Wealth Management) in June 2024 for approximately $43.8 million, positioning it as a key digital pillar within one of India's largest wealth and asset management groups. The core objective of ET Money is to democratize and simplify the financial planning journey for retail consumers, tech-savvy individuals, and affluent investors across India. The platform operates primarily through a user-friendly mobile application available on both Android and iOS devices, allowing users to build long-term wealth without requiring a demat account. It facilitates paperless video KYC and features industry-first technical solutions such as Aadhaar-based Systematic Investment Plan (SIP) payments. Through the app, millions of investors can seamlessly purchase and sell direct mutual funds at zero commission charges, invest in the National Pension Scheme (NPS), set up fixed deposits, buy bonds, browse smallcases, and access specialized investment funds (SIFs), Alternative Investment Funds (AIFs), and Portfolio Management Services (PMS). Beyond investments, ET Money offers a variety of protective and credit products, including term life insurance, health insurance, motor vehicle insurance, free credit score checks, and instant loan facilitation via partnerships with prominent lending institutions. A defining milestone in the company’s evolution was the January 2022 rollout of ET Money Genius, a pioneering, subscription-based premium advisory membership service. Adopting an affordable monthly subscription model rather than traditional asset-percentage fees, Genius leverages hyper-personalized investment intelligence, data analytics, and expert-curated multi-asset portfolios to deliver customized asset allocation and automatic rebalancing strategies tailored to an individual's unique risk profile, financial goals, and investment horizon. By early 2026, the company managed roughly INR 63,000 crore (approximately $8 billion) in total investment assets for a customer base exceeding 10 million users across more than 1,400 cities. Regulated by major Indian financial authorities, including SEBI, RBI, PFRDA, and IRDAI, ET Money continues to bridge the gap between traditional asset management and underserved, emerging affluent populations through continuous technological integration, financial literacy resources, and data-driven wealth creation tools.