About FinApp
Advisory Intelligence Infrastructure, Built by Pulse Labs
FinApp is built by Pulse Labs Research and Technology Solutions Pvt Ltd to turn portfolio data into better client decisions for India's AMFI-registered Mutual Fund Distributors (MFDs) and SEBI-registered Investment Advisers (RIAs).
We don't replace the transaction platform an intermediary already uses — we sit above it, as the intelligence layer that helps advisors understand a client's full portfolio, spot what needs attention, check suitability, and conduct sharper client conversations before execution.
Our Story
Pulse Labs Research and Technology Solutions Private Limited was incorporated on 6 January 2014 in Bangalore, Karnataka. For its first decade, Pulse Labs built and ran the mutual fund data and transaction infrastructure behind other people's platforms — full-stack APIs powering robo-advisors and IFA-facing web apps, and, at the more demanding end, supporting the research and back-office workflows of large RIAs and family offices, where the tolerance for error in data and calculation is close to zero.
That decade of institutional-grade infrastructure work is still running today: our full-stack mutual fund APIs power 49+ fintech platforms across India, including new-generation fintech RIA platforms. You can see more about that side of our business at pulselabs.co.in.
FinApp is what we built once we saw where that infrastructure work was pointing.
Execution and data infrastructure had become fast, cheap, and widely available across the industry. What hadn't been built — for the independent Mutual Fund Distributor specifically — was infrastructure for the decision that comes before execution: structured research, portfolio diagnostics, and a repeatable review process. FinApp is a B2B2C product — the same infrastructure Pulse Labs had already proven at institutional scale, delivered as a subscription tool an MFD uses directly with their own clients.
Why we built FinApp
"Execution infrastructure has been solved. The next frontier is the advisory decision. FinApp brings institutional review tools to independent MFD practices."
Why Now?
FinApp is built for a market at a tipping point. India's mutual fund industry has crossed ₹65+ lakh crore in AUM, with monthly SIP inflows above ₹28,000 crore. Three shifts are happening at once: retail participation is accelerating, execution-layer fintech is commoditising fast, and advisory differentiation between distributors is shrinking — most MFDs look alike to their own clients.
The infrastructure gap this leaves is specific: distributors don't lack transaction rails; they lack a decision layer. That gap is what FinApp is built to close.
Built Inside the Regulatory Perimeter
FinApp's advisory intelligence layer operates squarely inside the Indian regulatory perimeter for both AMFI-registered Mutual Fund Distributors (MFDs) and SEBI-registered Investment Advisers (RIAs).
For MFDs, FinApp structures suitability-related, incidental guidance permitted under the AMFI Code of Conduct without overstepping into full-scope advisory. For SEBI-registered RIAs, FinApp delivers the comprehensive portfolio analytics, 11-ratio research frameworks, and documented audit trails required to support their broader fiduciary mandate.
Neither FinApp nor Pulse Labs Research and Technology Solutions Private Limited (CIN U74900KA2014PTC072886) is itself an AMFI-registered distributor or a SEBI-registered Investment Adviser — by design. We build technology that empowers registered intermediaries to deliver institutional-grade value within their respective regulatory registrations.
What We Believe
Core Principles Behind advisory intelligence
Process over Heroics
FinApp is built on one principle: advisory businesses scale only when they adopt institutional processes — research frameworks, portfolio construction systems, and advisory workflows working together, not isolated tools.
Research-driven Advisory
Our mission is helping Indian financial intermediaries evolve from return-driven distribution to research-driven advisory practices.
Decision Layer Infrastructure
We call the category we're building Advisory Intelligence Infrastructure — deliberately distinct from another transaction platform or CRM.
Our Proposition
“Turn portfolio data into better client decisions. Keep your existing transaction platform — FinApp improves the decision before the transaction.”
Founders
Built by distributors and infrastructure operators
Faizal Baig
Faizal has led Pulse Labs Research and Technology Solutions Pvt Ltd as Managing Director since its founding in January 2014, building the full-stack mutual fund API infrastructure that now powers 49+ fintech platforms across India. He is also Co-Founder of Reflect App.
Before starting Pulse Labs, Faizal spent over a decade in mutual fund distribution and asset management business development — as Regional Business Development Head (South & North India) at iFAST Financial, in sales and relationship management roles at Fidelity (FIL Fund Management), as Branch Head at Birla Sun Life AMC, and in marketing at Prudential ICICI AMC.
Arvind Bhargava
Arvind brings over three decades of asset management industry experience to FinApp, including a role as Regional Business Head at HDFC AMC and prior experience at UTI AMC.
He is a Certified Financial Planner (CFP) and has engaged directly with thousands of MFDs over his career — an experience that shaped FinApp's founding insight: distribution businesses fail not because of markets, but because of a lack of systems.
Who We Serve
FinApp is built for both AMFI-registered Mutual Fund Distributors and SEBI-registered Investment Advisers — empowering individual practitioners and growing advisory teams who want institutional-grade research, suitability checks, and portfolio intelligence without building an expensive internal research desk.
What FinApp Does
Portfolio Review & Optimisation
FinApp is a portfolio review software for MFDs — a full-picture view of a client's portfolio, built to support the MFD's own review and client conversation.
21-Parameter Fund Screener & Research OS
Comprehensive mutual fund screening across 21 institutional parameters, powered by an 11-ratio risk-adjusted analytics framework (Sharpe, Sortino, Alpha, Beta, Capture Ratios, and Max Drawdown) to evaluate funds beyond basic trailing returns.
Risk Profiling & Suitability inputs
Structured inputs that support the suitability assessment every MFD already carries out under the AMFI Code of Conduct.
Portfolio Builder & Goal Mapping
Build and test model portfolios against a client's stated goals before a conversation, not during it.
BSE StAR MF Execution Integration
Always MFD-initiated; FinApp supports the decision-making process, while the MFD and the client's existing transaction rail handle execution.
Our Approach
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The Intermediary Decides (MFD / RIA)
FinApp visualises portfolio data and research — it does not recommend schemes or assess suitability on the advisor's behalf. You remain the professional of record.
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Compliance by Design
Compliance is not an afterthought; it is built into the core framework of every advisor workflow.
Systems over Heroics
Repeatable processes build a more scalable, more valuable advisory practice than any one 'star' advisor.
Research before Marketing
We prioritize objective analysis and client education before automated sales and marketing pitches.
Compliance & Trust
Pulse Labs Research and Technology Solutions Pvt Ltd is not an AMFI-registered Mutual Fund Distributor and not a SEBI-registered Investment Adviser.
FinApp is a technology infrastructure product built for AMFI-registered MFDs — it does not itself distribute mutual funds, give investment advice, or assess client suitability. Every diagnostic and recommendation-support output in FinApp remains an input to the MFD's own professional judgment, exercised under their existing AMFI registration and Code of Conduct obligations.
Frequently Asked Questions
Everything you need to know about FinApp
Connect With Us
Pick the path that matches your query
Start Scaling Your Practice
FinApp is designed to work alongside the transaction platform you already use. Book a walkthrough of Portfolio Review & Optimisation, or explore Fund Research OS.
Investors & Corporate Partnerships
For partnership, API, or investment conversations, reach us directly. Learn more about our underlying infrastructure business at pulselabs.co.in.