About MoneyAnna

Hundreds of families. One promise
To always be honest with you about your money!

MoneyAnna — Our Story · Option C
Our story

"They weren't misled because they were careless. They were misled because no one they trusted had ever been honest with them."

— Prasad Shetty, Director, MoneyAnna · The moment MoneyAnna was born
The scene

Prasad had been in financial services for years when a conversation with a close friend's family changed everything. They had been paying LIC premiums for eleven years — believing they were building wealth. They were not.

The turning point

When Prasad spread the numbers on the table, there was a long silence. Then the wife asked: "Why did nobody tell us this before?" That question became the seed of MoneyAnna — not a business plan, but a promise.

Why "Anna"?

In many Indian languages, Anna means elder brother — the one who guides without judging. It was also the name of Gaurav's grandmother, whose patient, family-first wisdom became the quiet soul of this brand.

2007
S9 Fintech founded
Radical honesty, from day one.
2012
100 families
Behavioural finance approach formalised.
2018
MoneyAnna born
Gaurav joins. The brand takes shape.
2022
NRI desk
Guidance for families abroad.
2025
500+ families
Mission unchanged.
MoneyAnna — Mission & Values
Our mission & values

Built to be the advisor we wish every Indian family had

Our mission

"Make financial clarity accessible to every Indian family — not just the wealthy or the financially educated."

This is not a vision statement. It is the reason Prasad and Gaurav started MoneyAnna — and the reason every person on this team shows up the way they do.

The Anna promise

We will never recommend something we would not give our own family. 18 years. No exceptions.

2007
Founded
500+
Families
ARN
172316
Three values that guide everything
01
Radical transparency

Every number, every charge, every conflict of interest — visible to you. Always. We believe transparency is not just ethical, it is the foundation of any advice worth trusting.

ARN disclosed upfront No hidden charges Honest about underperformance
02
Personalisation, not products

No product of the month. No targets to hit. Every recommendation flows from your goals, your life stage, your family's specific needs — not from what is on our shelf.

Goals-first always Full financial picture We decline clients we can't help
03
Simplicity as respect

If you leave a meeting confused, that is our failure — not yours. Jargon is how the financial industry keeps families dependent. We translate, because you deserve clarity.

Plain language always Families included Post-meeting summaries

Our Team

Varad Khandekar
Asst. Director
Rohit Lokhande
Equity Research Analyst
Kavita Kadam
Operations Head
Srushti Naik
Head of Fixed Instruments
Avdhoot Dakare
Operations Associate