ET Money, India’s leading full-stack wealth platform and part of the 360 ONE WAM group, has set a new benchmark in the country’s investment landscape by becoming the first platform to offer intelligence-led access to Specialized Investment Funds (SIFs) a newly introduced mutual fund category designed for sophisticated, outcome-oriented investors.
With this launch, ET Money moves decisively beyond conventional mutual fund distribution, reinforcing its core mission of simplifying long-term investing while raising the bar on decision quality, product suitability, and investor confidence. The introduction of SIFs marks a structural evolution in how affluent and emerging affluent Indians can deploy capital bridging the long-standing gap between traditional Mutual Funds and Portfolio Management Services (PMS).
Specialized Investment Funds were introduced by SEBI to address a clear shift in investor behaviour. As Indian investors mature, many begin to seek strategies that go beyond plain equity or hybrid exposure. Increasingly, they want sharper downside protection, more consistent performance across market cycles, and greater flexibility to deploy larger ticket investments with intent rather than intuition.
SIFs are engineered to meet this demand. They allow fund managers to deploy advanced strategies such as derivatives, long-short positioning, and tactical hedging—while remaining within the regulated, transparent, and tax-efficient mutual fund framework. This combination makes SIFs powerful, but also inherently more complex than traditional funds.
ET Money’s differentiation lies not in merely offering access, but in making SIFs intelligible and investable. Unlike traditional fund listings that rely heavily on categories and jargon, ET Money applies a distinct intelligence layer that decodes each SIF based on its functional role in an investor’s portfolio.
Rather than asking investors to compare dense strategy documents, the platform translates SIFs into clear outcome-driven use cases, such as stable tax-efficient return strategies, consistency-focused approaches with controlled risk, or equity-like growth with relatively lower volatility. This reframing enables investors to evaluate funds based on purpose, risk appetite, and time horizon—rather than complexity.
By aligning product selection with intent, ET Money shifts the decision-making lens from “what is this fund” to “why does this fund belong in my portfolio,” significantly improving clarity and confidence.
With a minimum investment threshold of ₹10 lakh, SIFs are clearly aimed at investors managing larger pools of capital. ET Money’s entry into this space is a natural extension of its long-standing relationship with long-term retail investors whose wealth and sophistication have grown over time.
Mukesh Kalra, Founder and CEO of ET Money, notes that access alone is no longer sufficient for this segment. As investors scale up, they require sharper tools, better context, and clearer roadmaps. ET Money’s intelligence-led approach ensures that investors are not simply buying products, but constructing portfolios with precision and foresight.
All SIFs on ET Money are available through both advisory-based and distribution-based engagement models. This ensures flexibility while maintaining transparency and regulatory alignment. Investors retain control over how they engage, while benefiting from research-driven insights and structured guidance.
The launch of SIFs strengthens ET Money’s positioning as a platform built around thoughtful investing rather than transactional distribution. Its broader ecosystem—spanning mutual funds, fixed deposits, bonds, insurance, pension solutions, and now SIFs—is supported by a robust intelligence stack that includes Fund Report Cards, Fund Verdicts, Portfolio Health Checks, and multi-asset allocation strategies.
Technology and design play a critical role, but always in service of better judgment. By combining data, research, and behavioral insight, ET Money aims to help investors act with discipline across market cycles.
By becoming India’s first platform to offer intelligence-led access to Specialized Investment Funds, ET Money is not just introducing a new product category—it is redefining how advanced investment strategies are accessed and understood. The move reflects a deeper conviction: that the future of wealth management in India will be shaped not by complexity, but by clarity, intelligence, and trust.
Landmark investment establishes world-class AI infrastructure and Centres of Excellence with global technology and research…
Visit underscores the growing strategic role of indigenous drone manufacturing and high-technology MSMEs in advancing…
The MoU was signed in the august presence of senior officials and leadership teams from…
Veteran tourism professional Naveen Kundu’s new book calls for a bold narrative shift, expert-led governance,…
(L to R) Mr Anirudh Kandpal, Co-Founder and Senior Vice President, The Postcard Hotel, and…
The winners of the 16th India Digital Awards were announced at the India Digital Summit…