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How did the concept of Elever evolve?

Anshul Sharan, Co-Founder & CEO: It was born out of the personal experience of all the founders when we struggled to find an investment advisory that was unbiased, affordable, and most importantly, personalized to our individual needs and requirements. To be fair, options did exist in the form of PMS providers, but they are prohibitively expensive, not to mention the regulatory requirement of needing in excess of 50L to avail of their services. Our research within our immediate circle and beyond strongly echoed our experience. Quite frankly, we built the product first for ourselves, and we indeed were its first customers.

What are the unique offerings of the app?

Ram Subramaniam, Co-Founder & CTO: Frankly, there are a number of firsts when it comes to the way we have chosen to design our product. Our advisory is not blindly return-centric, instead, our focus is to use the returns to help people achieve their important life and lifestyle goals. We first understand you well, then help you identify your goals and required investments, then design a zero human bias, rule-based portfolio with mix of asset classes, and finally track & manage until the goal is achieved.

Elever's four-step investing process.
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Elever's four-step investing process.

Why did you focus on ETF & Stocks (direct indexing) and not MFs?

Karan Agarwal, Chief Investment Officer: That's because the data is categorical on this - creating investment portfolios that track the overall market are not only safer and more affordable but also have a very high probability of outperforming active investing options like MFs. In fact, for achieving crucial financial milestones such as buying a house or planning your child's education or your retirement, an ETF plus direct indexing stock portfolio is far more reliable than all the other options. So, having a product such as Elever in your overall portfolio is simply a no-brainer.

How are Elever’s products/services different from their competitors?

Santosh R, Co-Founder & CMO:Simply put, Elever is the only one out there that is - Customer-first, as against all other online advisories that are Product-first. All online advisories offer basket of securities that are pre-made. Be it MFs or other strategy or thematic-driven options. Elever is a complete 180 degrees flip. Here, not only is your entire investment portfolio designed around you but so is every rebalancing - which is done to ensure you achieve the goal in desired time or earlier. In layman's terms, the key benefit that Elever offers is this. The ability to understand a person's present financial reality, map it to his or her future dreams and turn all of those into an actionable goal target, which is then achieved by a customized portfolio.

How does Elever help one invest through its app?

Anshul Sharan, Co-Founder & CEO : Just follow these steps:

  1. Complete your profile - our entire advisory is customized for you basis this.
  2. Choose any of our goal ideas or create your own - we are ardent believers in the innumerable benefits of goal-based investing.
  3. Personalize the goal by adding further financial inputs.
  4. View your detailed portfolio break-up, approve it and execute via your own brokerage account, unlike MFs we don’t hold people’s money giving people maximum transparency and control on their investments.
  5. That's it, now track your progress with a single click at any time.

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Disclaimer: This article is a paid publication and does not have journalistic/editorial involvement of Hindustan Times. Hindustan Times does not endorse/subscribe to the content(s) of the article/advertisement and/or view(s) expressed herein. Hindustan Times shall not in any manner, be responsible and/or liable in any manner whatsoever for all that is stated in the article and/or also with regard to the view(s), opinion(s), announcement(s), declaration(s), affirmation(s) etc., stated/featured in the same.

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