Orowealth

About Orowealth

InCred Money, formerly known as Orowealth, operates as a digital-first investment platform targeting the mass-affluent and retail investor segments in India. The company was originally founded as Orowealth in 2016 by Nitin Agrawal, Vijay Kuppa, and Yogesh Powar, all batchmates from IIT Bombay. The founders brought together a diverse skill set; Agrawal had experience in equity structuring at Deutsche Bank, Kuppa had a background in investment management managing a $1.5 billion portfolio at Larsen & Toubro, and Powar had a technical background in computer science and engineering. Their collective experience in institutional investing revealed a gap in the retail market, inspiring them to create a platform that offered sophisticated investment products with greater transparency.

In January 2023, Orowealth was acquired by InCred Capital in an all-cash deal and was subsequently rebranded to InCred Money. This acquisition marked InCred Group's strategic entry into the retail wealth technology space, complementing its existing business catering to high-net-worth individuals. At the time of the acquisition, Orowealth managed over ₹1,100 crore in assets. Post-acquisition, Orowealth co-founder Vijay Kuppa transitioned to the role of CEO for InCred Money, leading its integration and future growth.

The firm's business model is centered on democratizing access to alternative investment assets that were traditionally available only to high-net-worth individuals and corporations. InCred Money provides a platform for investing in a variety of products, including corporate bonds, unlisted equities, fractional real estate, peer-to-peer loans, and invoice discounting, with minimum investment amounts as low as ₹10,000. This B2C approach is supplemented by a B2B2C model, which leverages technology to equip a network of Independent Financial Advisors (IFAs) with the platform's product suite for their clients. The company aims to simplify the investment process, building trust through a curated selection of products and by providing detailed research and portfolio insights.