Har Ghar
Loan, Mutual
Funds & Insurance.
Loan · Mutual funds · Insurance
A customer-first platform for the three money decisions every Indian household makes — and an onboarding path for the agents who want to serve them.
Three products, because a household has three problems.
Money needed now — for a shop, a wedding, a medical bill, a house. The problem a family brings to us first.
Large · occasionalMoney needed later — school fees, a down payment, retirement. The problem nobody brings to us, so we have to raise it.
Small · every monthMoney that protects the other two. One hospital admission wipes out a decade of SIPs and turns a good loan into a default.
Yearly · non-negotiableMost platforms pick one letter and go deep. The household doesn't experience them as three industries — it experiences them as one budget, and it wants one person to explain all three.
Customer-first, partner-open. Most players are only one of the two.
Marketplaces like Paisabazaar own the customer but treat agents as a channel to be squeezed. DSA networks like Ruloans own the agent but never meet the customer. Urban Money sits between. We are deliberately built as both, because in India the two reinforce each other.
We own the relationship
The household applies to us, on our app or website or WhatsApp. We keep the record, the consent trail and the servicing. We are not a lead form pointed at someone else's brand.
Anyone can onboard and sell
A DSA, an MFD, a POSP agent, a shopkeeper — one application, digital KYC, approved by our team, selling the same day with their own referral code and ledger.
Each one lowers the other's cost
Partners bring customers we would have paid an ad platform for. The customer base gives partners something to sell without cold calling. Neither side works as well alone.
Named comparisons are positioning shorthand for this conversation, not a competitive claim. Check each one's current model before repeating this in a room where they have a relationship.
The same engine serves a household and the agent standing next to it.
The customer walks in
Directly, from an ad, a search, or a friend's share. Self-serve, end to end, no agent required.
- Check loan eligibility across lenders before applying anywhere
- Start a SIP, review a portfolio, switch or redeem
- Compare and buy motor, health and term cover
- Pay bills and recharge — the reason they come back monthly
The partner brings them in
A DSA, MFD, POSP or shopkeeper who already has the household's trust and wants a licence, a system and a payout.
- Run live eligibility with the customer sitting in front of them
- Get NISM-certified and ARN-registered through our onboarding
- Sell as a POSP without building an insurer panel themselves
- Earn on every bill paid at their counter
Same rules engine, same KYC, same consent architecture, same ledger. The only difference is who is holding the phone.
We don't lend. We send you files that already passed your policy.
Give us your credit box. We encode it as rules and never send anything outside it. The customer applies to us once and sees every lender they actually qualify for.
- Eligibility criteria encoded and versioned — changed in a day, not a quarter
- Explicit per-lender consent with text, version, IP, timestamp and channel
- Key Facts Statement shown before a borrower proceeds to any lender
- Duplicate suppression, so your credit team never opens the same file twice
- Postbacks close the loop, so approvals and disbursals reconcile themselves
One application, every lender
Applying to four banks separately means four hard pulls, four sales calls and four different answers. One application to us means one consented shortlist of offers they can actually get.
One app instead of twelve portals
A DSA checks eligibility live, shares a branded offer card on WhatsApp, and watches the payout accrue in a ledger they can audit rather than argue about.
We connect the way you already work.
No lender is asked to change process. Pick a connector on the first call and we build to it.
| Connector | How it works | Best for |
|---|---|---|
| Tracking link | We build your URL pre-filled with the applicant's details, log the click and hand the borrower over | Partners with a portal and a UTM link |
| API push | Server-to-server submission mapped to your field schema, with retries and full logs | Lenders with a partner API |
| Webhook | Signed POST to your endpoint, retried with backoff and dead-lettered on failure | NBFCs and internal DSA systems |
| WhatsApp handoff | A formatted lead card sent straight to your relationship manager's WhatsApp | Teams that work from the phone |
| Daily file | Scheduled sheet or CSV drop with the day's qualified files | Credit desks that want one file, once a day |
A tracking-link integration goes live in days. An API integration takes as long as your team needs to share a spec. Payout structured on disbursal, on approval, or per qualified file — whichever matches how your channel team already buys.
The only line that pays us every month, whether or not anyone sells anything.
Loans and insurance pay on the transaction. Mutual funds pay trail on live AUM — a SIP started in year one still pays in year six. It is what turns a commission earner into a business owner, and it is why partners stop leaving.
- Distribution under AMFI ARN, with NISM certification handled at onboarding
- SIP, lumpsum, switch and redemption from every surface we run
- Goal and target-income calculators a partner can run in front of a client
- Portfolio review nudges on WhatsApp, so trail books don't quietly leak
- Trail accrual visible daily in the same ledger as loan and insurance earnings
Roughly 1.7 lakh distributors for a country of a billion
Demat accounts have grown into the crores. The number of people licensed to actually walk a family through a market cycle has not moved anywhere near as fast.
We make MFDs, then we equip them
Certification, content, then a platform — in that order. Most players compete for the distributors who already exist. We are cheaper at creating new ones.
The letter that protects the other two.
An uninsured borrower is a bad loan waiting for a hospital bill. An uninsured investor redeems their SIP the first time something goes wrong. Insurance is not a fourth product bolted on — it is what makes the first two survive contact with real life.
- Motor, health, term and personal accident, distributed as a POSP under IRDAI
- Attached at the natural moment — loan disbursal, first SIP, new vehicle, new home
- Renewal reminders on WhatsApp, because lapse is the whole industry's leak
- Claim assistance from the same thread the policy was bought in
- Agents certified through our onboarding, not left to find an insurer themselves
Distribution with intent already proven
We know who just took a home loan, who just bought a car, who just started investing for a child. That is a better trigger for a policy than any cold list.
The renewal is the point
A motor policy comes back every year without a new sale. Stack that on trail income and a partner has two lines that pay before they get out of bed.
Each product is the other three's cheapest lead source.
Acquisition cost is paid once and amortised across four revenue lines. That is the entire commercial argument for running these together rather than as four companies.
The margin is thin on purpose. We are buying the visit.
Bharat Connect is NPCI's bill payment network, operated by NPCI Bharat BillPay Limited. We join as an Agent Institution through a Customer Operating Unit — one integration, and every biller on the network becomes available at once.
- Electricity, water, gas, broadband, DTH, cable and municipal taxes
- Loan EMI, insurance premium, society maintenance and school fees
- FASTag and NCMC top-ups, subscriptions, rent and LPG
- Mobile and DTH recharge, the highest-commission category on the network
- Complaints ride NPCI's central grievance system, not our inbox
22,600+ billers, 25+ categories
Published Bharat Connect network figures, not ours. A single COU integration reaches all of them, plus every biller added afterwards.
Eleven visits a month, not one
A household pays bills all year and takes a loan once a decade. Bills is how we stay in front of a customer long enough to have the other three conversations.
Confirm the PA routing rule
Agent Institutions without their own payment aggregator authorisation must route Bharat Connect transactions through their COU's PA services. Verify the current position with your sponsor before signing.
Same partner. Same KYC.
Five more services worth adding once bills are running — each reuses the onboarding, the identity and the ledger we have already paid for.
| Service | What it adds | Sits under | Priority |
|---|---|---|---|
| AePS | Aadhaar-authenticated cash withdrawal, balance and mini statement. Turns a partner's shop into a cash point and drives footfall harder than any bill | Sponsor bank, as a business correspondent | First |
| DMT | Domestic money transfer for migrant senders — the most habit-forming service on any retail counter | Sponsor bank / BC network | First |
| Micro-ATM | Card-based withdrawal for customers who don't want biometric. Runs on the same device as AePS | Sponsor bank | With AePS |
| NPS | Retirement sits inside the same conversation as a SIP and deepens M without a new sales motion | PFRDA point of presence or partner platform | Natural fit |
| Travel & tickets | Bus, train and flight booking. Low margin, but it is the reason a customer walks in during a month when nothing is due | Aggregator API | Cheap |
Recommended sequence: Bharat Connect and recharge first, because the licence path is shortest. AePS and DMT next, because they own the footfall. Each carries its own regulator and its own settlement risk — take legal advice per service before committing to a launch date.
We are the home loan inside their listings.
LivingSquares is a property marketplace, not one of our businesses. The integration is narrow and it is the point: every listing they publish carries our eligibility check, and every buyer who taps it becomes a consented home-loan file on our side.
- Indicative EMI shown on the listing, powered by our rules engine
- Pre-approval check before the site visit, not after the offer letter
- Their channel partners can onboard as our partners and earn on the financing
- Their builders get buyers who are already credit-qualified
- Buyers land in our funnel for home insurance and, later, a SIP
Illustrative rendering of the integrated listing card. Swap in a real screenshot before presenting.
Five surfaces. One core.
Customer app
iOS and Android. Apply, invest, insure, pay bills, upload documents by camera, track everything live.
Partner app
Add a lead in 30 seconds, run eligibility in front of a customer, start a SIP, issue a policy, watch the ledger.
Customer web
Search-optimised product and city pages, calculators, and the full journey for desktop.
Partner web
The same partner tools on a large screen, for agents who run a desk rather than a route.
Admin panels
Lender config, rule builder, ARN and POSP management, biller categories, live funnel, payout reconciliation.
Identity & KYC
PAN, Aadhaar and bank verified once. Each product then checks only what its own regulator additionally needs — ARN for M, POSP for I.
Consent
Purpose-specific and per-recipient. Paying a bill grants nothing to a lender. The router refuses to send without a matching record.
Ledger & payouts
Loan payout, fund trail, insurance commission and bill margin accrue into one balance, settle on one cycle, against one UTR.
Event log
Append-only. Any case in any product can be reconstructed end to end — who saw what, consented when, and what was sent where.
L, M and I all fit inside one chat thread.
The customer never learns our org chart. They ask for a bill payment, and the same thread later carries a loan offer, a health policy and a SIP — with consent captured separately each time, and nothing fired without a real signal.
- Click-to-WhatsApp ads land a customer in a conversation, not on a form
- Customer-initiated conversations carry no messaging cost for 24 hours
- Abandoned journeys get nudged on a schedule, in Hindi or English
- Cross-sell fires on evidence — a paid EMI, a disbursal — never on a guess
- Every message is logged against the customer record for audit
We don't recruit agents with an ad account. We make them.
Most networks fight over the DSAs and MFDs who already exist. Our content and certification funnel creates new ones — which is slower per head and dramatically cheaper per active partner.
Dashed figures are placeholders. Replace every one with a live number before this deck leaves the building.
Four small incomes beat one good one, because four of them show up.
This is the pitch we make on a doorstep. Not "earn lakhs" — a stack that starts the week they join and thickens as each line switches on.
Proportions are illustrative of the shape we are designing for, not a projection. Replace with your own cohort data — avg. monthly earning per active partner and products live per partner — before showing this to anyone external.
Four products means four regulators. We keep them separate on purpose.
| Product | Our role | Framework | What we never do |
|---|---|---|---|
| L · Loans | Lending service provider to regulated lenders | RBI digital lending directions; Key Facts Statement before any lender handoff | Lend, hold credit risk, or touch loan funds |
| M · Funds | Distribution through ARN-holding partners | SEBI regulations and AMFI ARN; NISM certification at onboarding | Give investment advice or promise returns |
| I · Insurance | POSP distribution for licensed insurers | IRDAI POSP guidelines; certified agents, approved scripts, disclosed commission | Underwrite, settle claims, or mis-state cover |
| Bills | Agent Institution under a Customer Operating Unit | Bharat Connect / NBBL technical and KYC standards, RBI BBPS directions | Hold customer funds outside the sponsor's settlement rails |
| All four | Data fiduciary | DPDP Act — access, correction and erasure as endpoints, not an email address | Reuse consent given for one product on another |
PII is encrypted at field level and masked by default — revealing it needs permission and writes an audit row. Personal data stays in Indian regions on a defined retention schedule, with a named grievance officer and a published escalation path. This is a summary of our own position, not legal advice; every partner should have counsel confirm it against their own licence.
Five kinds of partner. Five different deals.
Banks & NBFCs
Consented, policy-matched files. Pay on the outcome you choose — disbursal, approval, or qualified file. No minimum, no exclusivity.
AMCs & platforms
A distributor base we recruit and certify ourselves, plus the content engine that keeps them selling. Standard AMFI structures apply.
Insurers & brokers
POSP distribution attached to real trigger events, with certified agents and a renewal engine you don't have to build.
Sponsor bank / COU
An Agent Institution with an existing partner network and real footfall, not a cold start. We settle through your rails.
DSAs & agents
One licence path, one app, one ledger, four income lines. Onboard free, get approved same day, earn from day one.
The order is set by licence lead time, not by ambition.
Pick your letter.
We'll bring
the household.
One conversation each, and we can start
Nothing here needs a long evaluation. Each partner type has a single first ask, and none of them commits you to volume.
Share your credit box and preferred connector. Consented files inside two weeks.
Tell us your empanelment process. We'll bring certified ARN holders to it.
Send your POSP requirements and product set. We have the attach points ready.
Send your Agent Institution requirements and settlement terms.