Rupeezy, a technology-driven and profitable investment platform, has launched its purpose-first goal-based mutual fund Investing experience, designed to shift the investment decision from “Which mutual fund should I invest in?” to “What am I investing for?”
The new offering comes as mutual funds gain wider acceptance among Indian retail investors as a vehicle for long-term wealth creation. Rupeezy said its platform insights indicate that the growing number of investment choices is also creating difficulty for first-time investors in making decisions.
Choice overload
According to Rupeezy’s analysis of more than 6,000 investors who researched mutual funds on its platform, nearly four in five investors who compared three or more mutual funds did not eventually invest. The analysis also found that one in three investors continued researching for more than a month without making an investment decision.
The findings suggest that comparing a larger number of funds does not necessarily translate into greater investment conviction, pointing to the challenge of choice overload among investors.
Instead of requiring investors to navigate thousands of schemes across categories such as large-cap, flexi-cap, mid-cap and index funds, Rupeezy’s new experience starts with the investor’s financial goal.
Investing around life goals
The platform is powered by Rupeezy’s Life Stage Personalisation Engine, which recommends financial goals based on an individual’s age and stage of life.
The experience is designed around common long-term objectives such as buying a home, funding a child’s education or building a retirement corpus, rather than starting with a specific mutual fund category.
Unlike conventional goal-based investing solutions that predominantly use higher-cost actively managed portfolios, Rupeezy said its recommendations are built using Direct Mutual Funds, Index Funds and curated Funds of Funds.
The approach is aimed at combining diversification with a lower-cost investment architecture to support long-term wealth creation.
Four investment pathways
Rupeezy’s platform calculates the monthly SIP required to work towards a selected goal, while also providing an option to add a one-time lump sum investment.
Investors can choose from four investment pathways ranging from conservative to growth-oriented. Each pathway is mapped to a ready-made diversified portfolio, allowing investors to select an approach based on their risk appetite and investment horizon.
Before investing, users can assess portfolio performance based on returns, volatility and drawdowns, and compare performance with the Nifty 50. Each financial goal can also be tracked as a separate portfolio.
Focus on younger investors
The feature has been designed primarily for Gen Z and Millennial investors, offering a guided, digital-first experience aimed at reducing financial jargon and simplifying investment decisions.
The platform also allows experienced investors to create and manage separate portfolios for multiple financial goals, providing a more structured and outcome-oriented approach to investing.
From fund selection to purpose
Rupeezy CEO Shauryam Gupta said: “Investors aren’t uninformed, they are often stuck in the complexity of choice. Our platform insights show that investors compare fund after fund and still struggle to commit, because ‘which fund’ is often the wrong first question. Nobody saves for a flexi-cap fund; they save for a home, a child’s education or the freedom to retire.”
He added that Rupeezy’s Purpose-First investing experience combines intelligent technology, life-stage personalisation and a low-cost investment architecture to make wealth creation simpler and more relevant to Indian investors.
The launch forms part of Rupeezy’s broader effort to make investing simpler and more purpose-driven by combining technology, behavioural insights and low-cost investment products. The company aims to encourage investors to focus on long-term financial goals rather than short-term market trends.