Lifeplus: Personalizing Investment for a Secure Tomorrow

Amid India’s robust GDP growth, currently the second highest in the world, the equity markets stand on the brink of an unprecedented 15- to 20-year expansion cycle. Yet, in a country where financial awareness is rising rapidly, only 7–8 percent of household savings are directed toward equities.

This paradox signals a massive opportunity, and a pressing need for professional guidance. With a growing number of retail investors entering the market, many remain uncertain about where to invest, which products to choose, and whether to take the direct route or seek guidance.

That’s where mutual fund distributors step in. They simplify the complex maze of equity investing, helping investors align their portfolios with their financial goals, risk appetite, and market trends.

As investor awareness deepens and participation broadens, the role of mutual fund distributors will only become more critical in channeling savings into productive capital market avenues, thereby contributing to both individual financial security and national economic growth.

By demystifying products, aligning portfolios with financial goals, and offering consistent support, they play a pivotal role in transforming household savings into productive capital. Few embody this role as effectively as Lifeplus, a financial services firm managing assets worth over ₹ 800 crores.

A Client-First Philosophy

Unlike traditional distributors that often push ready-made products, Lifeplus has built its reputation on personalization. Each client relationship starts with a thorough onboarding process that includes background verification, detailed financial assessments, and a proprietary risk profiling exercise.

The firm emphasizes transparency, ensuring that the final decision always rests with the client. “We never believe in push selling because our priority is to understand what our clients need, how much they need, and when they need it. We empower them to make informed decisions about their financial future by providing tools like our money devaluation calculator”, adds Chirag Porecha, Director, Lifeplus.

In life insurance planning, strategies are grounded in the Economical Human Life Value (HLV) approach, ensuring adequate and meaningful coverage. Additionally, Lifeplus enhances investor awareness through initiatives like Life Class, empowering clients with knowledge for informed decision-making.

We empower clients by presenting a curated list of relevant products aligned with their needs

Chirag Porecha, Director

Strength in Diversity

Lifeplus offers a wide spectrum of solutions, including mutual funds, portfolio management services (PMS), alternative investment funds (AIFs), fixed deposits, bonds, and both life and health insurance. For conservative investors, there are low-risk debt instruments. For growth-oriented clients, long-term equity options that beat inflation.

For tax-conscious individuals, carefully structured products to maximize efficiency. What ties it all together is not the product, but the process that is personalized, transparent, and strategically aligned with each client’s unique journey.

Operational Excellence Meets Human Touch

At the helm of Lifeplus is Chirag Porecha, a dynamic leader with dual MBAs in Marketing and Finance, combining strategic vision with deep financial expertise. His leadership goes beyond oversight.

Chirag remains actively involved in client interactions, fostering trust and confidence through a hands-on approach. Supporting this vision is a 12-member operations team that ensures seamless execution across services.

The firm’s robust infrastructure also reflects its forward-looking approach. Operating from a modern 4,000 sq. ft. office, Lifeplus leverages cutting-edge technology, including cloud-based systems and a proprietary mobile application compatible with Android, iOS, and Windows platforms. This digital integration provides clients with real-time portfolio access.

“We believe in combining expert assistance with the ease of technology. Operational excellence is the foundation of client trust”, Chirag explains.

Humble Beginnings to High-Growth Future

The story of Lifeplus is both inspiring and instructive, reflecting a journey of resilience, growth, and client-centric values. Founded in August 1992 by Chirag Porecha with little more than determination and a bicycle for transportation, the firm began as a life insurance distribution business.

Over the last three decades, it has transformed into a trusted investment distribution powerhouse, serving over 3,500 clients and managing more than 6,000 life insurance policies. As the business evolved, so did its clientele, shifting from primarily retail investors to a strong base of High Net Worth Individuals (HNIs) and Ultra-HNIs.

Looking to the future, Lifeplus aims to onboard at least 50 new HNI and Ultra-HNI clients in the coming year while maintaining a focus on sustainable and responsible growth.

At its core, Lifeplus is more than a financial distributor; it is a trusted partner helping clients navigate the complexities of different investment products.

The firm’s philosophy is built on honesty, transparency, and personalized service, offering tailored solutions rather than generic products. This approach ensures that clients receive need-based strategies suited to every stage of life.

The firm began its journey with a single agent and an unwavering commitment to honesty and care. Today, its focus remains firmly on strengthening client relationships and adapting to the ever-evolving financial landscape. “We empower clients by presenting a curated list of relevant products aligned with their needs.

As we continue to grow, our focus remains on expanding thoughtfully, strengthening client relationships, and adapting to the evolving needs of the financial landscape”, concludes Chirag. That promise, simple yet powerful, continues to define the ethos of Lifeplus yesterday, today, and tomorrow.