ZFunds is on a mission to make mutual funds Sahi* (Right) and Asaan* (Easy) for India. The company was founded by Manish Kothari and Vidhi Tuteja in 2019. ZFunds firmly believes that the human-to-human model, with technology as an enabler, is the way forward for a large segment of “digital refusers” who need guidance and expertise to handle their finances. While digital channels have emerged as the go-to channel for the industry, transaction-only platforms are challenged to increase penetration in these markets. The advisor app launched by ZFunds in 2020 provides access to the right savings and investment products to consumers pan-India. The company has over 10,000 micro-entrepreneurs advising 60,000+ customers in 600 cities and towns.