Anish Santosh
Sethuraman

Introduction

I'm Anish, and I founded Ace Investment after five years of working with mutual fund distribution — enough time to notice the same problem repeating across very different clients: people rarely lose money because they picked a bad scheme. They lose it because nobody connected the investment to a goal, so they exited at the first fall, or because they'd quietly accumulated five funds that all owned the same thirty stocks.

Ace Investment exists to do the unglamorous work that prevents that: mapping the goal before the scheme, checking for overlap, calculating what a portfolio actually earned rather than what the factsheet advertises, and reviewing it on a schedule instead of waiting for a client to call in a panic.

Mission

To make sure everyone who invests through Ace Investment knows exactly what they hold, why they hold it, and what it's for — and to be the person they call before a decision, not just after a redemption request has already gone wrong.

Investment philosophy

• Goal first, scheme second. The horizon and purpose of the money set the equity-debt split before any fund is named.
• Evidence over rankings. Rolling returns, downside capture and expense ratio matter more than a star rating or last year's chart-topper.
• Overlap is risk, not diversification. Owning five similar funds isn't a strategy — it's usually an accident that needs correcting.
• Review on a calendar, not on a mood. Portfolios are checked against the goal on a fixed schedule, regardless of what the market did last week.
• Say plainly how I'm paid. As a distributor, I earn commission from the AMC, not a fee from you. That's disclosed upfront, not buried in a footer.

Qualifications and registration

AMFI registration

ARN-187131

NISM certification

Series V-A

Experience

5 years

Based in

Pune, MH

Certified under NISM Series V-A (Mutual Fund Distributors) and registered with AMFI under ARN-187131. This makes me a mutual fund distributor — not a SEBI-registered Investment Adviser. I don't charge advisory fees, and where a client needs formal fee-based financial planning across their entire financial life, I'll say so and point them to one.