In a post on X, the company said direct mutual funds are, and will remain, “the heart of Groww”, adding that the new service is an optional product aimed at investors who want research-backed investment guidance.
“Direct mutual funds are, and will remain, the heart of Groww,” the company said, adding that more than one crore investors have built mutual fund investments worth over ₹1.9 lakh crore through its platform.
The fintech firm stressed that nothing changes for its existing do-it-yourself (DIY) investors. “For every DIY investor, Groww stays exactly what it has always been: direct, zero-commission, and free. Forever,” it said.
According to the company, MF Prime is designed for a different set of investors who prefer guidance on what to buy, hold, exit and rebalance their portfolios. Groww said many such investors had stayed away from the platform because they needed investment assistance.
The company described MF Prime as “an addition, not a shift,” and said the service is fully opt-in, allowing customers to choose whether they want advisory support while continuing to offer direct mutual funds for self-directed investors.
Groww also rejected suggestions that it had changed its approach to mutual fund investing, saying, “Any commentary claiming Groww has changed its approach to mutual fund investing is simply incorrect.”
The clarification comes after discussions on social media over whether the launch of MF Prime signalled a move away from Groww’s long-standing focus on direct, commission-free mutual fund investing.