About Us

About Serious Money

Serious Money is the client-facing brand of South Asian Securities, an AMFI-registered Mutual Fund Distributor (ARN-55323, EUIN: E-026682) based in Lucknow. We help individuals and families invest through mutual funds and protect what matters through health and life insurance.

We work with salaried professionals, business owners, retirees and families who want a clear, disciplined approach to their money. Our role is to understand your goals and risk appetite, explain the options in plain language — in Hindi or English — and help you choose and execute products that are suitable for you.

What we stand for

• Suitability first — products are recommended only after understanding your goals, time horizon and risk profile.

• Full transparency — we disclose how we are paid, what each product costs and the risks involved, before you invest.

• Relationship, not transaction — regular reviews and a single point of contact for your family's investments and cover.

What we do

Mutual Funds

Investing in schemes of SEBI-registered Asset Management Companies, matched to your goals and risk profile.

• SIP, lumpsum and step-up SIP investments

• STP and SWP for deployment and regular income

• Goal-linked investing — education, retirement, home

• KYC, nomination and documentation support

• Transactions via BSE StAR MF and MF Utilities (MFU)

• Periodic portfolio reviews

Investments through us are made in the Regular Plan of schemes, which includes distributor commission. Every scheme also offers a Direct Plan with a lower expense ratio, available directly from the AMC.

Health Insurance

• Individual and family floater health plans

• Senior citizen and critical illness cover

• Super top-up plans to extend existing cover

• Comparison of waiting periods, sub-limits and exclusions

• Portability, renewal and claim documentation support

Life Insurance

• Needs-based assessment of how much cover your family needs

• Pure term insurance plans

• Riders — accidental death, critical illness, waiver of premium

• Nomination and policy-servicing support

Insurance is the subject matter of solicitation. Insurance products are issued by the respective insurance companies; we act only as an intermediary.

How we work

1. Understand your goals, income, expenses and existing holdings → 2. Risk profile, documented → 3. Recommend suitable options, with costs and risks explained → 4. Execute KYC and transactions with your consent → 5. Review periodically as your life and markets change.

Our commitments — aligned with the AMFI Code of Conduct

• We act in your interest. Recommendations are based on suitability, not on the commission a product pays.

• We disclose our commission. Details of commission we receive are available to you on request.

• We never promise returns. Mutual fund returns are market-linked; we do not guarantee or indicate assured returns.

• We never handle your money. Payments go only to the AMC or insurer — never in cash, never to our accounts.

• We protect your data. Your information is kept confidential and used only to serve you.

• We share full information. SID, KIM and policy wordings are provided before you invest.

• We act only on your instruction. No transaction is placed without your explicit consent.

• We discourage churn. We do not recommend switching schemes or policies merely to generate commission.

What we are — and what we are not

• We are an AMFI-registered Mutual Fund Distributor (ARN-55323) and an intermediary for health and life insurance products.

• We are not a SEBI-registered Investment Adviser, Research Analyst or Portfolio Manager, and we are not an insurer or AMC.

Regulatory disclosures

• Business name: South Asian Securities (brand: Serious Money)

• AMFI registration: AMFI-registered Mutual Fund Distributor · ARN-55323

• EUIN: E-026682 (Dheeraj Kapur, CFP)

• GSTIN: 09AQKPK1965G2ZJ

• Principal office: Shop No. 8, Kalyangiri Mandir Complex, Hardoi Road, Thakurganj, Lucknow, Uttar Pradesh

Nature of services. We distribute mutual fund schemes and act as an intermediary for insurance products. Any guidance we give is incidental to distribution. We are not registered with SEBI as an Investment Adviser and do not charge any advisory fee. The CFP certification is a professional credential, not a SEBI registration.

How we are paid. We receive commission (trail and/or upfront as permitted) from Asset Management Companies and insurance companies on business placed through us. Commission details are disclosed on request and appear in your Consolidated Account Statement (CAS).

Regular Plan vs Direct Plan. Investments through us are in the Regular Plan, which has a higher expense ratio than the Direct Plan of the same scheme because it includes distributor commission. You may invest in Direct Plans directly with the AMC.

Market risk and returns. Mutual fund investments are market-linked. NAVs can go up or down. Past performance may or may not be sustained in future and is not a guarantee of future returns. We do not offer assured or indicative returns.

Product documents. Please read the Scheme Information Document (SID), Statement of Additional Information (SAI) and Key Information Memorandum (KIM) before investing, and the policy wording and sales brochure before buying insurance.

KYC and payments. KYC is mandatory for all mutual fund investments. Payments must be made only through banking channels in favour of the AMC or insurer. We never accept cash or payments in our name.

Conflict of interest. As commission levels differ across products, a conflict of interest may exist. We manage it by recommending only on the basis of documented suitability and by disclosing commissions on request.

Data and privacy. Client information is collected only for KYC, transactions and servicing, is kept confidential, and is shared only with AMCs, RTAs, insurers, exchanges and regulators as required by law.

Grievance redressal

Mutual funds

1. Write to us — dheeraj.kapur@seriousmoney.in · +91 97923 65655

2. The AMC / RTA — Investor Relations Officer of the AMC, or its registrar (CAMS / KFintech)

3. SEBI SCORES — scores.sebi.gov.in · SEBI toll-free: 1800 266 7575

4. SMART ODR — online dispute resolution at smartodr.in

Insurance

1. Write to us — we will take up your concern with the insurer and assist with documentation

2. The insurer's Grievance Redressal Officer

3. IRDAI Bima Bharosa — bimabharosa.irdai.gov.in · IRDAI toll-free: 155255 / 1800 4254 732

4. Insurance Ombudsman — cioins.co.in

Stay safe — investor awareness

• Never share OTPs, passwords or PINs with anyone, including us.

• Be wary of anyone promising guaranteed or unusually high returns.

• Check your CAS every month and report any transaction you did not authorise.

• Keep your KYC, mobile number, email and nominee details updated.

• IRDAI does not sell policies, announce bonuses or invest premiums. Report such calls to the police.

• Verify a distributor's ARN on the AMFI website (amfiindia.com).

Corporate brochure & contact

Download our corporate brochure (PDF)

Shop No. 8, Kalyangiri Mandir Complex, Hardoi Road, Thakurganj, Lucknow · Call / WhatsApp: +91 97923 65655 · Email: dheeraj.kapur@seriousmoney.in

Mutual Fund investments are subject to market risks, read all scheme related documents carefully. Past performance may or may not be sustained in future. Insurance is the subject matter of solicitation. For details on risk factors, terms and conditions, please read the sales brochure carefully before concluding a sale. Information on this page is for general awareness only and is not an offer or solicitation to buy any specific scheme or policy.