The Neeti Philosophy
The name Neeti originates from the Sanskrit word नीति, meaning "moral conduct", "policy", and "the right path". In India's financial heritage, this concept guided kings and merchants alike in creating wealth that sustained generations.
Like the ancient Arthashastra which blended economics with ethics, we believe modern investing needs this same balance. Our logo's green represents growth through compounding, while black signifies the stability of principled investing.
"At Neeti Money, we don't chase market trends—we build financial legacies. Every recommendation follows our three-fold test: Is it ethical? Is it suitable? Does it move the client toward their definition of wealth?"
The Turning Points
My decade-long journey began in the trenches—analyzing charts for retail investors, then evolving into leadership roles at Zerodha managing client assets. Those years revealed an uncomfortable truth: the financial industry often prioritizes transactions over transformations.
After earning NISM certifications in Investment Advisory and Portfolio Management, I noticed even sophisticated clients made emotional decisions. The missing piece wasn't more information—it was applied wisdom. This realization sparked Neeti Money.
The Seed
2014: My first client—a school teacher wanting to save for her daughter's education—taught me that portfolios aren't about numbers, but about human aspirations.
The Lesson
Winning Zerodha's top sales award showed me that trust compounds faster than returns when you prioritize client education over quick commissions.
Why Neeti Money Exists
As an AMFI-registered distributor empaneled with 40+ AMCs and a POSP with major insurers, I've seen how conflicted advice erodes wealth. Neeti Money was built on three radical principles:
Having guided 10,000+ clients—from college students starting SIPs to NRIs managing cross-border portfolios—I've built Neeti Money as the advisory firm I wish existed when I began my own financial journey.
"We don't believe in 'getting rich quick' strategies. Real wealth is built through disciplined investing, tax efficiency, and most importantly—time. Our clients sleep well knowing their money works as hard as they do."