Personal finance is a cornerstone of a secure future. Making the right investments helps grow your wealth and build assets over time. Yet, in India, a significant chunk of the population remains financially illiterate, often left to navigate complex financial decisions without proper guidance. Unfortunately, our education system doesn’t equip students with the tools to manage their finances or understand investments.
Traditional options like real estate, fixed deposits, or ULIP plans are often the go-to choices, but they either demand high capital or fail to keep up with inflation in the long run. As the financial landscape evolves, it’s more important than ever for individuals to understand smarter ways to save and invest. Financial literacy is a right, not a privilege, and being better prepared leads to better outcomes.
Enter Pi—India’s first conversational AI financial buddy fintech platform. Designed to make informed financial decisions accessible to all, it answers your questions about investments, insurance, loans, and more. Just a query away, it offers personalized recommendations tailored to your financial profile, helping you navigate the world of money with confidence.
It isn’t just another app; it’s a game-changer that simplifies finances for everyone, from the seasoned investor to the curious beginner. With a mission to democratize financial guidance, they ensures that smart investing is no longer exclusive to the privileged few but a tool for all.
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We sat down with the Founder – Rakesh Bhunatar, for an one on one interview, in helping us understand their startup better, and learn about their goals and vision. Do go through their interview conducted by Desi Founder Team.
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Table of Contents
What inspired you to create Pi, and how did the idea of a “financial buddy” come about?
Having navigated complex financial decisions myself, I recognized the need for a trusted and approachable advisor who genuinely understands people’s needs and provides assistance when necessary. This realization led to the creation of Pi – a friendly, conversational financial buddy.
Can you share the story behind the name “Pi” and how it reflects your mission?
Pi represents simplicity and universality. It’s a constant in math, much like our vision to provide constant, reliable support in everyonefs financial journey. Coincidently, it also translates to ’Money’ in hindi (Read: Pie Pie ka hisab).
What gap in the fintech market were you aiming to fill?
Financial decisions are important and we believe it should pass through a journey we like calling 3T (Talk → Transact → Track).
Current fintech players offer users a financial journey from the second leg i.e. Transact. Our platform focuses on offering a holistic financial journey starting with a human-like conversation, and be a financial buddy.
Pi’s USP is its conversational AI model. How does this ”talk first” approach redefine financial guidance?
The ”talk-first” approach is unique in the market and makes users feel heard. Instead of pushing people to buy financial products, we have created a system to understand their journey and offer what’s right for them – just like a trusted friend.
How does Pi ensure the accuracy and relevance of its personalized financial recommendations?
Pi’s AI-powered recommendations are based on real-time information and extensive training on large datasets. The quality of these recommendations is backed by SEBI RIA-compliant advisors.
Can you explain how the platform tracks investments, loans, and insurance in one dashboard seamlessly?
We have integrated securely with Account Aggregators and Credit Bureaus via APIs to assist users get a cohesive view of their investments, loans and insurance, just in a click.
Pi leverages Gen-AI technologies. How do these enhance the user experience compared to traditional fintech platforms?
Gen-AI enables us to offer context-aware, hyper-personalized advice in real-time. Traditional platforms feel static and limiting; Pi feels alive and adaptive.
What safeguards do you have in place to prevent AI errors or biases in financial advice?
We employ rigorous testing, human oversight, and continuous model training to minimize biases and errors. Transparency is key in all recommendations.
With plans for voice interactions in the future, how do you see Pi evolving in terms of user interaction?
Voice will make Pi even more intuitive. Imagine simply asking, ”Can I afford this?” and Pi providing a nuanced response. We aim to make finance as conversational as it can get.
In a market with giants like Zerodha, Groww, and Upstox, how does Pi differentiate itself?
Unlike others that focus on transactions, Pi is first about guidance and then action. We’re not just helping users invest; we’re helping them understand why and how to achieve their goals.
What strategies do you use to compete with one-size-fits-all financial content on platforms like Google or YouTube?
Pi’s advice is uniquely tailored to each user’s financial profile. We’re solving your problem, not the generic ones.
How does your platform cater to users who are overwhelmed by financial apps or advice overload?
Our conversational model simplifies the experience. Users ask questions and get clear, personalized answers without drowning in features or data.
Operating in India’s regulated financial sector, how do you tackle compliance with SEBI and RBI guidelines?
We have compliance and diligence in our DNA. We operate with a SEBI RIA license and adhere strictly to data security and privacy.
Pi holds a SEBI RIA license. How does this add credibility to your offerings?
The RIA license signifies that our advice is unbiased, user-focused, and regulated. It’s a trust badge for our users.
How do you ensure users feel secure linking sensitive financial data to your platform?
We prioritize security with bank-grade encryption, anonymized data processing, and transparent privacy policies.
Pi promises a seamless and non-intrusive experience. How do you balance personalization with user comfort?
We ask only what’s necessary and let users control their data. Pi does not interfere. It’s a conversation, not a questionnaire.
What role does user feedback play in refining Pi’s offerings?
User feedback drives every update. We’re always listening, testing, and iterating to ensure it evolves with user needs.
With Pi being free for users, how does the platform generate revenue?
We earn through partnerships, cross-selling financial products, and commissions – never by selling user data.
Can you discuss your profit margins and how you maintain a sustainable model while providing free services?
Our lean operations and strategic partnerships help us sustain growth without compromising on user value.
What cross-selling opportunities do you foresee leveraging through Pi’s financial graph and insights?
Down the line, we will be able to suggest tailored products like loans, insurance, or investments, creating a win-win for users and partners.
Where do you see Pi in the next five years, both in India and internationally?
In five years, we aim to be India’s go-to financial buddy and expand to emerging markets globally, adapting Pi’s AI for localized needs.
Are there plans to expand into other financial services or geographies?
Yes. Currently, we are selling FDs and Stock. We’re adding other financial products like Mutual Funds on our platform soon. Scaling globally is a key part of our roadmap but after building a portfolio of product offerings.
How will you scale your AI model as you grow your user base?
Our AI is modular, allowing us to scale infrastructure and refine algorithms dynamically as user volume increases. It is self-learning and ever evolving with the growth in users.
What has been the most rewarding part of building Pi?
We have taken a bold step to add real value to a user’s journey and empower them to make informed decisions. That impact is invaluable.
As founders, how do you balance the demands of running a fintech startup with your personal lives?
It’s tough but rewarding. Prioritizing health, family, and delegating responsibilities has been key.
What advice would you give to aspiring entrepreneurs entering the fintech space?
Build to solve a real problem. Stay focused on delivering a commendable product, and the rest will follow.
Founders Profiles
Rakesh Bhunatar (Founder & CEO)
He comes with 11+ years of experience in Investment Banking, spanning multiple sectors, during which he has advised on transactions exceeding ₹45,000 crore. Previously worked with renowned organizations such as Mirae Asset and HDFC Bank.
He is an alumnus of IIT Guwahati and IIM Lucknow, and holds a CFA® designation.
Raj Kollimarla (Co-Founder & Head of AI)
He comes with 12+ years of experience in building Generative AI and Large Language Models (LLMs) across Fintech and other industries. Based in the United States, he has worked in leading organizations such as Amazon and Cash App.
He is an alumnus of IIT Guwahati and the University of California (Machine Learning).
That will be a wrap of the interview. Hope you enjoyed reading it, as much as we enjoyed creating it. If you too have an interesting Founder Story to share it with the world, please feel free to submit a request here.