India’s retail investors have never had it better—and yet, for years, they have been flying half blind. Access to demat accounts, discount brokerages, and real-time data has exploded, but credible, regulated advice has lagged behind this surge in participation. Sitting squarely at this fault line is AlphaMarket , a young SaaS platform that wants to become the invisible yet indispensable advisory engine behind India’s next phase of wealth creation.
A MARKETPLACE FOR TRUST
AlphaMarket positions itself not as another stock-picking app, but as digital plumbing for the advisory ecosystem. It connects SEBI-registered investment advisers (RIAs), research analysts (RAs), brokers, and retail investors on a single platform, with advisory strategies at the core. [1] On top of this, it layers eKYC, risk profiling, performance tracking, analytics, compliance workflows, and multi-channel distribution—tools that most individual advisors struggle to build or maintain on their own.
For brokers, AlphaMarket functions like a plug-and-play advisory layer that can be integrated into existing systems. That allows them to offer structured, regulated strategies across equity, derivatives, commodities, ETFs, and thematic or hybrid baskets—without having to run a full-fledged research desk in-house. For investors, it promises something simple but rare: transparent, performance-backed advice they can evaluate and compare.
VISION: ADVISORY AS INFRASTRUCTURE
The team behind AlphaMarket discusses “advisory infrastructure” in a manner similar to how fintech founders once spoke about “payments infrastructure”. The vision is to become the most trusted digital backbone for India’s advisory universe, cutting across assets, market cycles, and investor profiles. That vision rests on three pillars.
Advisors Focus on Research: Simplifying life with an integrated, multi-asset platform and compliance handling
Investors Diversify Smarter: Strategies spanning segments and cycles, not just tips.
Brokers Scale Fast: Turning advisory into a software-led capability.
A PROBLEM BORN FROM EXPERIENCE
Like many Indian fintech stories, AlphaMarket’s journey did not begin with a pitch deck, but with frustration. Founder Monjit Gogoi saw firsthand how the absence of structured advice pushed investors toward blind speculation—or paralysis. Co-founder Amit Achhpal, whose experience lies at the intersection of product, people, and growth, recognised a pattern that kept repeating: good advisors existed, and so did willing investors, but the connection was broken.
Before a single line of code was written, the duo spent time with RIAs, RAs, brokers, and investors, asking what hurt the most. The answers were unglamorous but telling: advisors drowning in operations and compliance, and investors unsure whom to trust. AlphaMarket’s early product reflected those conversations—starting with core advisory tools, performance tracking, and communication modules, before evolving into a full marketplace.
R&D AT THE INTERSECTION OF MARKETS AND REGULATION
Unlike many consumer-facing fintech products, AlphaMarket operates where markets, regulation, and technology intersect—and that makes research and development central to its evolution. The platform’s R&D engine tracks SEBI’s changing rules and translates them into workflows that advisors can implement without needing legal teams. At the same time, it keeps pace with new strategy styles—quantled, factor-based, and options-focused and builds tools that allow advisors to express these approaches cleanly.
On the investor side, the focus is on experience:
clearer dashboards, risk visualisations, performance comparisons, and multilanguage support. The objective is not to dazzle users with complexity, but to make sophisticated strategies understandable enough that investors feel in control of their choices.
MARKETING WITHOUT THE HYPE
In a market crowded with loud promises and influencer-driven stock ideas, AlphaMarket has taken a more measured route. Its marketing playbook leans heavily on trust and education rather than aggressive promotion. The platform showcases the journeys and processes of SEBI-registered advisors, foregrounding method over noise.
Content—articles, webinars, explainers, and market notes—plays a central role in helping investors understand how to use strategies, not just discover them. Digital outreach is sharply focused on active investors who are already seeking structure, instead of mass campaigns aimed at first-time traders. Partnerships with brokers, fintechs, and educational communities extend this reach, embedding AlphaMarket into existing financial journeys rather than trying to reinvent them.
LEADERSHIP WITH AN ETHICAL SPINE
Inside the company, leadership is defined less by titles and more by responsibility. For Gogoi and Achhpal, that means taking the blame when things go wrong and sharing credit when they go right, a stance that has shaped how the team thinks about ownership. Listening—whether to users, regulators, or colleagues—comes before speaking, and transparency is treated as non-negotiable.
In financial services, ethics is not a soft value; it is a business risk if ignored. The founders are acutely aware that they are dealing with investors’ money, trust, and future, and insist that decisions be filtered through that lens. In practice, that translates into conservative choices around compliance, communication, and product rollouts, even when aggressive shortcuts might have offered faster growth.
CULTURE IN A LEAN TEAM
AlphaMarket’s internal culture borrows more from product startups than traditional financial firms. The team is lean, roles are clearly defined, and every member is expected to know why their work matters to the larger advisory mission. Ownership is not just a value on paper: individuals are given modules, relationships, or outcomes to run with—and are held accountable.
Cross-functional collaboration between product, technology, and business teams is intentionally encouraged. Feedback loops are short, missteps are treated as data points, and experimentation is seen as essential, not optional. It is a culture that tries to balance the rigour of a regulated industry with the agility expected of a modern SaaS player.
BUILDING THE RAILS, THEN EXPANDING THE NETWORK
Strategically, AlphaMarket is now moving on these fronts.
Expanding Multi-Asset Coverage: Adding commodities, ETFs, thematic and hybrid baskets, debt, and cross asset strategies to existing offerings.
Deepening Broker Integrations: Advisory layer embedded in broker apps for seamless experience.
The long-term ambition is clear: to become the default infrastructure layer for advisory in India.
MILESTONES ON THE WAY TO SCALE
For a relatively young platform, AlphaMarket has already chalked up a set of noteworthy milestones. It has built what it describes as India’s only plug-andplay advisory rails for stock brokers, allowing them to offer diversified, regulated ideas without heavy upfront investment. It supports multi-segment strategies across equities and derivatives, and has invested heavily in transparent performance tracking and strategy comparison tools for investors.
Upstox Partnership: AlphaMarket has integrate with Upstox, (One of the largest discount brokerage) reaching millions of investors through a single partnership, expanding its advisory services across India’s retail landscape. This partnership underscores AlphaMarket’s strategy to embed its advisory layer within broker apps, enhancing accessibility for investors.
LESSONS FOR THE NEXT WAVE OF FOUNDERS
Gogoi and Achhpal’s advice to aspiring entrepreneurs cuts against the glamour often associated with startup life. Start, they say, only if the problem keeps you up at night, not because the idea sounds fashionable on a pitch stage. The most enduring products are built not on clever positioning, but on relentless conversations with users.
In AlphaMarket’s case, those conversations exposed a simple truth: India did not lack market participation or ambition; it lacked accessible, regulated, and comparable advice. The company’s bet is that by quietly building the rails that connect advisors, brokers, and investors, it can help script the next chapter in the country’s investing story—one that favours process over noise, and infrastructure over impulse.
