Yenmo GTM brain

Yenmo helps Indian investors access loans against eligible mutual funds and shares through regulated lending partners.

category

Loans against investments

market profile

  • text: Indian investors who need liquidity may compare selling investments, unsecured credit and loans secured against their portfolios.
  • text: Yenmo is a loan service provider; loans are sanctioned by RBI-regulated lending partners, and portfolio eligibility and lender rules apply.

personas

  • title: Individual mutual fund investor needing short-term liquidity
    pains:
    • Wants cash without redeeming long-term investments
    • Needs clarity on total interest, fees and repayment
  • title: Investor with shares or demat mutual funds
    pains:
    • Portfolio holdings may be spread across brokers
    • Needs to understand what assets can be pledged and the process
  • title: Mutual fund distributor or financial advisor
    pains:
    • Clients seek liquidity without disrupting investment plans
    • Needs an accessible, reliable loan journey for client referrals

icp

  • text: India-based individuals holding eligible mutual funds or shares who need liquidity and meet lender eligibility criteria; applicable loan amounts depend on portfolio value.
  • text: Mutual fund distributors seeking a branded loan-against-mutual-funds journey for clients are a potential distribution partner segment.
  • text: HUFs and private limited companies may also be served with offline assistance rather than the fully online individual process.

message pillars

  • text: Access liquidity against existing investments.
  • text: Offer flexible interest-only payments.
  • text: Promote clear early repayment terms.

objections

  • objection: Will I lose my investments if I borrow?
    response: Eligible units are pledged rather than sold initially; ask the lending partner about collateral shortfalls, enforcement and all loan terms.
  • objection: What rate will I actually pay?
    response: The advertised rate varies by sanctioned loan amount; check the lender's final sanction, fees and eligibility before deciding.
  • objection: Can I pledge holdings in demat form?
    response: Yenmo says demat holdings can be pledged, with support contacted first for the stated process.

competitors

  • name: Volt Money
    why: Alternative digital loan against mutual funds platform.
  • name: 50Fin
    why: Alternative investment-backed lending platform.
  • name: Groww
    why: Investment platform with a lending arm offering loans against shares.

keywords

  • loan against mutual funds India
  • loan against shares
  • mutual fund loan interest rate
  • pledge demat mutual funds
  • loan without selling investments
  • loan against securities online

voice

  • reassuring
  • plain-spoken
  • transparency-focused

signals

  • text: An investor needs temporary cash while holding a substantial eligible mutual fund portfolio.
  • text: A distributor seeks to offer clients liquidity against investments through a branded portal.

pricing

model: usage
starting price: Interest 9.89% to 10.49% per year, depending on sanctioned amount; interest applies to funds withdrawn

motion

hybrid

channels

  • SEO
  • mobile app
  • financial distributor partnerships
  • referrals

confidence

high

Founders

  • name: Ashutosh Purohit
    title: Founder
    role: Founder
    bio: Passionate about providing the best financial solutions for Indians! At Navi, I led the creation and growth of their Mutual fund arm, going from 0 to $625M AUM in a year. Previously, at Swiggy, I spearheaded expansion from 30 to 500 cities in 1.5 years.
  • name: Aryan Agarwal
    title: Founder
    role: Founder
    bio: Finance and Tech enthusiast working towards empowering Indians with new and innovative credit solutions. Worked at Browserstack for 2 Years before starting a Capital Management Company based out of India with over $2 million AUM.

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