Jodo is a mission-oriented fin-tech startup building a suite of carefully tailored financial products to fulfill the aspirations and needs of middle-income households in urban India. Jodo is started by three cofounders, who have a pedigreed education background and relevant professional experience in financial services. More importantly, they come from a similar background as the customer segment they are serving, and have done extensive customer research to understands the needs of the customer. We invested in Jodo at a pre launch stage to help them realise this mission.