Friends Financial Inc. (FFI) is a AMFI-registered Mutual Fund Distributor founded in 2007, headquartered in Lucknow, India. For nearly two decades, we have served retail and HNI clients across the country, building and managing portfolios with a combined AUM of over ₹100 crores.

Our philosophy has always been simple: Clients First — always and always. Every recommendation, every tool, every piece of analysis we produce is filtered through one question: does this genuinely serve our clients?

As practitioners managing real client portfolios, we have always had access to analytical tools and data that most retail investors never see. The information gap between what professionals use and what is available online to the ordinary investor is wide — and that gap costs people real money.

MFInsight Pro was built to close that gap. We wanted to put professional-grade analytics — SIP rolling returns, live NAV estimation, index valuation analysis, portfolio backtesting — directly in the hands of every investor and advisor, completely free, with no login required.

Several of the tools here are firsts in the Indian mutual fund space. We intend to keep building.