Felix Wins AI Category, Targets 3x AUM Growth
Felix, an AI‑native customer‑engagement platform launched in July 2025, announced on 5 October 2026 that it won the AI category at the FFFP Conference, where it was demonstrated through live demos and one‑on‑one sessions with mutual‑fund distributors (MFDs).
The platform is co‑founded by Rohan Kardile, who leads product, and Abhishek Gidde, who leads technology. Their stated objective is to remove the AI learning burden from MFDs and embed artificial‑intelligence into everyday distributor workflows.
Industry data cited in the release shows total mutual‑fund assets under management (AUM) reached ₹87.1 lakh crore in August 2026, while monthly systematic investment plan (SIP) inflows hit a record ₹32,297 crore. Direct plans now constitute 36.7 % of retail AUM, up from 21.4 % in 2021, and investors younger than 30 years form the majority of new entrants.
The release notes that 90–95 % of distributors currently grow only through referrals, lack a digital sales funnel, and rely on Excel sheets, registers and AMC portals. Attrition of a relationship manager often results in loss of client context and practice methodology.
Felix’s solution is built around distributor‑centric changes rather than technology. It provides a digital‑first presence under the distributor’s own brand, including reels, personalised WhatsApp content and interactive tools aimed at 25‑year‑old investors. The platform creates a measurable sales and marketing funnel that captures leads from social media, events and campaigns, tracks prospects through a pipeline from enquiry to conversion, and enables hyper‑personalised interactions for every client.
A distinctive feature is “AI cloning”: the system learns the distributor’s investment philosophy and communication style to generate an AI clone that can engage clients, allowing new team members to interact with customers as if they were the principal from day one, thereby mitigating the impact of staff turnover.
Felix claims the platform can help MFDs increase AUM two to three times without proportionate hiring. At the conference, the Felix team gathered feedback from distributors, which it says will shape future product development. The company’s tagline is “Felix – Intelligence Behind Advice”.
The press release concludes with a disclaimer that the announcement is distributed under an arrangement with PRNewswire and that PTI assumes no editorial responsibility.