The battle among fund platforms is now a full-blown war

With the launch of an online platform dedicated exclusively for IFAs, ICICIdirect is preparing to take rival platforms head-on

One of India’s largest mutual fund distributors, ICICIdirect, on Wednesday announced the launch of an online platform for the exclusive benefit of independent financial advisors (IFAs), in a bid to bring down its costs associated with servicing customers. This could be an ambitious move to give rival platforms a run for their money.

iFAST Financial was the first company to come out with an online transacting platform for IFAs. Recently, Computer Age Management Services (CAMS) and Karvy Computershare (KCPL), the two largest service providers of the mutual fund industry, joined hands to launch ‘FINNET’, which facilitates transacting, execution and customer service on an integrated system. As these are essentially similar product offerings, ICICIdirect will have to play catch-up with its competitors. 

After recent regulatory changes in the mutual fund industry, IFAs have been largely left fending for themselves. Post the ban on entry loads, they are struggling to ensure a steady stream of income, with customers expecting better quality advice in return for upfront commissions. Also, with costs not coming down in line with business volumes, IFAs are in dire need of a revamped business model.
An interesting factor is ICICIdirect getting IFAs to eventually fall in line and come into their business fold, taking advantage of their reach in the market. ICICIdirect, with close to two million customers, is itself a big player in the financial product distribution space. Given the fact that IFAs have their own client database, their involvement with ICICIdirect could pose a conflict of interest. However, the company officials claim otherwise.

According to them, IFAs will have complete ownership of their clients. Vineet Arora, head, product and distribution of ICICIdirect, said, “We have a large online equity broking system as also a large sub-broker network. Our systems are very clear that a customer of one channel cannot get into another channel. IFAs can be rest assured that the customers they bring in will remain as their customers and will not be touched by other channels.”

Anup Bagchi, executive director of ICICIdirect confirmed, “One of the things we have done is not to incentivise one channel over the other. The end cost to the customer remains the same whether he goes through the IFA or comes directly to us. It is a completely different customer segment. We are not charging IFA customers differently.  In the end, the customer will choose what he wants, not what we offer.”

ICICIdirect claims that this platform will create a ‘win-win-win situation’ for all the parties concerned, namely, the advisors, customers and ICICIdirect itself. Deeper penetration, reduced costs and the ICICI brand association will benefit the advisors while customers will get access to quality advice. ICICIdirect would also stand to benefit from the increased revenues as they steadily go about bringing thousands of IFAs into their fold.

For this service, ICICIdirect proposes to adopt a revenue-sharing model with nominal fees for IFAs to get themselves enrolled in the ICICIdirect platform. ICICIdirect will pass on the upfront commissions to the IFAs as per the terms of the agreement. However, IFAs would have to follow the charge structure as proposed by ICICIdirect.

  • Like this story? Get our top stories by email.




    1 decade ago

    dear sir
    it is a good platform to us and should be appreciated by all of us. kindly forward the detailed information and demonstration to us. it is definitely going to reduce the cost for ifa.
    thanks. regards.


    1 decade ago

    AMFI should come out with platforms which covers all Mutual Fund Schemes.
    All AMCs can contribute to the maintenance of the Platforms. It would reduce the cost of the individual investors and also the AMCs.

    Alternatively, all the AMCs should upgrade their website for online investments

    We are listening!

    Solve the equation and enter in the Captcha field.

    To continue

    Sign Up or Sign In


    To continue

    Sign Up or Sign In



    online financial advisory
    Pathbreakers 1 & Pathbreakers 2 contain deep insights, unknown facts and captivating events in the life of 51 top achievers, in their own words.
    online financia advisory
    The Scam
    28 Year Of The Scam: The Perennial Bestseller, reads like a Thriller!
    Moneylife Online Magazine
    Fiercely independent and pro-consumer information on personal finance
    financial magazines online
    Stockletters in 4 Flavours
    Outstanding research that beats mutual funds year after year
    financial magazines in india
    MAS: Complete Online Financial Advisory
    (Includes Moneylife Online Magazine)