FinancialResilienceStartsWithUnderstandingBehavior.
ArthSankalp helps Indian financial advisors see what risk questionnaires miss — the behavioral patterns that determine whether investors hold, panic, or thrive. Decides with Profiling Engine. Aligned with SEBI Regulations 16-17.
SEBI-aligned · Profiling Engine · DPDP-compliant · भारत में निर्मित (Built in India)
विडम्बना
VIDAMBANĀ · PARADOX
The Missing Layer in Indian Financial Advice.
Risk Questionnaires Capture Preference, Not Behavior
Standard profiling asks what investors say they will do. It never measures what they actually do when markets move. The gap between stated and revealed preference is where portfolios break.
Generic Advice Erodes Trust
When every investor receives the same SIP pitch and the same rebalancing call, advisors become interchangeable. Trust is not built on products. It is built on understanding.
Regulators Want Proof of Suitability
SEBI Regulations 16 and 17 require advisors to demonstrate that recommendations match the investor's profile. A behavioral profile is the most defensible evidence.
Behavior Predicts Outcomes Better Than Risk Scores
Validation data from European MiFID II behavioral profiling shows that traditional risk questionnaires predict roughly 10% of investor behavior, while gamified behavioral profiling raises client outcomes to around 80%.
THE PLATFORM
Three Products. One Behavioral Layer.
Built sequentially. Each product compounds the one before it.
InvestorDNA
4-Axis Behavioral Profiling
Measures Risk Appetite, Cash Flow, Obligations, and Demography Context using Profiling Engine. Generates two outputs — a compliance-grade advisor report and an empowering investor profile. Short behavioral assessment. Available in English, Hindi, and Hinglish.
- Profiling scoring engine
- Dual output: advisor + investor
- SEBI Reg 16-17 aligned
- Bias detection: loss aversion, herd, status quo, recency, endowment
PathGuard
Life-Event Financial Education
When life changes — marriage, job loss, inheritance, first child — investors need education, not product pitches. PathGuard delivers personalized behavioral education at the moment it matters. Advisor-triggered or self-discovered.
- Life-event taxonomy (salary cut, job loss, inheritance, marriage, new dependent)
- Personalized to behavioral profile
- Multi-channel delivery
- Hindi + English, emotional-first
BiasShield
Real-Time Decision Nudges
Detects cognitive biases at the moment of a trading decision. Delivers calibrated nudges into the advisor's workflow. Loss aversion during sell-offs. Herd behavior during rallies. The behavioral guardrail between impulse and action.
- Real-time bias detection
- Broker platform integration
- Calibrated nudge engine
- Advisor dashboard alerts
LIVE PREVIEW
What the Advisor Actually Sees.
One assessment produces two distinct outputs. The professional gets compliance-grade behavioral data. The investor gets a profile that builds self-understanding. Same data. Different products.
BEHAVIORAL PROFILE · PROFESSIONAL VIEW
Priya S.
AGE 38HIGH LOSS AVERSION / LOW SOPHISTICATION
SEBI REG 16-17 SUITABILITY
Risk-Capacity Mismatch Detected
Risk appetite score (22/99) is conservative, but current equity allocation (65%) exceeds behavioral capacity. Obligation burden (68/99) with 2-year education commitment further constrains risk-bearing capacity.
AUDIT-GRADE PDF · 5-YEAR RECORD RETENTION
BEHAVIORAL FLAGS · CONFIDENCE THRESHOLDS
Only patterns above 70% confidence are shown to the investor.
Loss Aversion
87%λ = 2.8 — losses weighted 2.8× gains. SIP cancellation risk elevated.
Status Quo Bias
74%No portfolio rebalancing in 14 months despite allocation drift.
Probability Distortion
62%Tentative — overweights tail-risk scenarios. Below investor threshold.
PROFESSIONAL ONLY — BELOW INVESTOR THRESHOLD
DUAL OUTPUT · SAME ASSESSMENT
ADVISOR SEES
“High Loss Aversion / Low Sophistication. Conservative allocation recommended. Education-first approach. Monitor for SIP cancellation risk.”
INVESTOR SEES
The Guardian
“You protect your financial foundation with care and caution. Your instinct has likely saved you from impulsive decisions.”
The professional gets compliance. The investor gets understanding.
The relationship gets stronger.
विवेक
VIVEK · DISCERNMENT
Risk Tolerance Is What Investors Say. Behavior Is What They Do.
WHAT THEY SAY
“I can handle 30% drawdowns.”
WHAT THEY DO
Sells everything at 12% drawdown.
WHAT THEY SAY
“I am a long-term investor.”
WHAT THEY DO
Stops SIPs after 6 weeks of red days.
WHAT THEY SAY
“I want diversification.”
WHAT THEY DO
Holds only large-cap equity funds.
Behavioral profiling closes the gap between stated and revealed preference. This is the discernment layer Indian financial advice has been missing.
क्रिया
KRIYĀ · DELIBERATE ACTION
How InvestorDNA Works in an Advisory Practice.
Invite
Advisor sends investor a WhatsApp link. 30 seconds.
Capture
Investor completes a short behavioral assessment. Trilingual.
Analyze
Profiling engine scores 4 axes and detects biases.
Generate
Dual output — advisor compliance report and investor profile.
Guide
Advisor uses profile in next conversation. Suitability documented.
COMPOUNDING INTELLIGENCE
Every Assessment Makes the Platform Smarter.
Two loops. One feedback engine. Each advisor who onboards makes the next profile more accurate.
927 SEBI-registered RIAs. 1.33 lakh MFDs. Millions of investors.
The behavioral data layer for Indian finance does not exist yet.
सारथी
SĀRATHI · THE GUIDE
Built for the Guides of India's Investors.
The Sārathi does not own the chariot. The Sārathi guides the warrior. ArthSankalp is built for every Sārathi of India's investors.
RIAs
SEBI-registered investment advisors building fee-based practices on differentiation, not commissions.
MFDs
Mutual fund distributors managing 50–1,000 investor relationships, looking to deepen advisor identity.
Wealth Managers
Boutique wealth practices serving HNI families across multi-generational portfolios.
Brokerage Platforms
Discount and full-service brokers integrating behavioral intelligence into trading workflows.
Investors
Understand your financial behavior. Build resilience through an advisor who understands you.
Learn more →FOR INVESTORS
Your advisor sees your portfolio. Do they see you?
How you react under market stress, how you weigh losses against gains, whether you follow the herd or trust your conviction — these patterns shape your financial future more than any stock pick. InvestorDNA maps them in a short behavioral assessment.
SAMPLE INVESTOR PROFILE · v0.1
Hello Priya, here's your personal financial profile.
The Guardian
You protect your financial foundation with care and caution.
YOUR FINANCIAL INSTINCTS
You approach money with care and caution. Your instinct is to protect what you have, and this has likely served you well — keeping you grounded while others chase trends. Your financial journey is beginning to unfold, and your careful nature is a solid foundation to build on.
YOUR STRENGTHS
You are unlikely to make impulsive financial decisions. Your natural caution is an asset.
YOUR GROWTH EDGE
Learning more about how investments work can help you feel confident enough to let your money work harder — at a pace that feels right.
YOUR FINANCIAL WORLD
You carry meaningful financial responsibilities. Your commitment to your daughter's education shapes your financial landscape. Your advisor will help you balance protecting this foundation with building for the future.
YOUR NEXT STEP
Ask your advisor to walk you through one investment concept that's new to you. Start small, stay curious.
Profile v0.1 · This reflects your responses at this point in time.
Your financial personality can evolve. Revisit periodically with your advisor.
स्थैर्य
STHAIRYA · STABILITY
“Financial resilience is not the absence of volatility. It is the presence of resolve.”
My advisor is on ArthSankalp
Ask them to send you your InvestorDNA assessment. A short behavioral conversation — available in English, Hindi, and Hinglish.
Ask My AdvisorMy advisor isn't on ArthSankalp yet
Tell us who they are. We'll invite them on your behalf. Or we'll match you with an advisor already on the platform.
Bring My AdvisorBehavioral profiling is becoming the standard of care in Indian financial advice.
प्रमाण
PRAMAAN · VALID EVIDENCE
Compliance Is Not a Claim. It Is Documentation.
Every layer of ArthSankalp is built to satisfy the regulatory and data-protection requirements of Indian financial services.
SEBI-Aligned Suitability
Built to satisfy SEBI Regulations 16-17 documentation requirements for investment advisors.
Advisor-in-the-Loop
Behavioral profiles inform — never replace — advisor judgment. The advisor remains the decision-maker.
India-Specific Methodology
Profiling Engine calibrated to Indian retail investor behavior. Not a translated Western framework.
Behavior-First Methodology
Built on 40 years of behavioral economics research, including Kahneman and Tversky's foundational work.
DPDP Act Compliant
Four-consent architecture. Data minimization by design. Right-to-forget enforced at the database layer.
Data Residency
All investor data stored and processed within India. Encrypted at rest and in transit.