Goal Based Planning goes mainstream. Are you in it?

Goal Based Planning goes mainstream. Are you in it?

For more than a year now, the goal-based planning approach to investing has been steadily gaining traction. Numerous apps have this as a core feature in their offering. E.g. Kuvera, Wealthy, Fisdom, Fundsindia, Goalwise etc. all have goal based planning. The latest entrant in this space Paytm money too has goal planning as an integral part of the application. Print and digital media too has been very vocal about this concept.

It’s clear – Goal based planning has gone mainstream. Expect your clients to tell you or nudge you to offer similar services!

Now, what is it that makes goal based planning tick with the investor community at large? Let’s dig in:

  • Whether you ask them or not, investors are inherently investing with some goals in mind. So, a goal based planning approach is something they can actually relate to.
  • Secondly, goal tracking tools (technology) didn’t exist until 2-3 years back. It is only in the last few years that things have started to fall in place.
  • Goal calculators are different from goal trackers. Lots of websites have goal calculators. You’ve probably relied on an Excel sheet too, to show how much your clients need to save for specific goals. But then the story ends there. It never gets recorded for future reference. While a goal tracker is something that the client can refer to in future too. It tells them whether they are on track or not, whether they need to save more. This nudges them to save more. It’s always a healthy way to upsell. A quick excel calculation or a one off calculator will never be as effective.

But what’s missing in the current apps?

Most of these tools currently are basic in nature when it comes to goal based planning. Main reason is that these are for the DIY (do it yourself audience). So, to be fair, it may not make sense to make it too complex.

But then, it loses its impact. Let me explain – Most of these apps are only about investing in mutual funds. So it allows the investors to link only their mutual fund portfolios. The apps are essentially neglecting a very important portfolio which currently (typically) takes over 90% of the pie. E.g. what about their insurance policies, FDs, stocks, post office schemes, PPF, EPF etc.

For instance, we at IFANOW, allow you to link all assets to goals. This gives a more realistic picture.


Should you offer goal based planning too?

  • Similar service, if offered, 2-3 year back might have had an average response. But with the traction goal based planning is now gaining, it makes perfect sense to have it in your portfolio of service offering
  • Your customers can relate to it. Any individual who has a shortfall and is investing towards reaching a certain corpus (for some specific needs) will be able to relate to the service offering.
  • You no longer need to rely only on excel sheets to offer such service. For instance, at IFANOW, we have built goal planning, tracking and review tools with what if analysis. This helps you quickly do comprehensive planning and also ensure you can use it for ongoing tracking and review.
  • With reducing TER and, as a result, reduction in commissions, it is better to diversify your offerings and start building a parallel offering which can generate revenues. You won’t be successful from day one. But if you persist, probably a year down the line, you will have built a cushion for yourself.
  • It is an essential first step towards building out a fee based practice. At IFANOW, we have seen lots of distributors venture into this service offering. I see, IFAs from tier 2 and tier 3 towns too offering such services. You do not need to do deep cash flow analysis, financial planning etc. Just start with basic goal calculation and linking assets to goal. That in itself can be a great value add to your clients.
  • When your clients understand the concept, it will lead to more sticky assets. You will see lesser redemptions and lesser churn.
  • It helps you shift the focus away from generating highest returns to saving more.

If you are keen to know how you too can provide goal based planning services to your clients via IFANOW, check out this video.


These are early days but the trend seems like it is here to stay. After all, it is fundamentally a robust concept and needs time to become even more nuanced. At IFANOW, we will continue our focus on making goal based planning an even more compelling experience.

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