Groww Introduces MF Prime for Mutual Funds for Customers Seeking Expert-Guidance

For years, one of the most common questions we’ve received from customers has been:

"How do I choose which mutual funds to invest in?"

While millions of customers are comfortable choosing and managing their own investments, many of you told us they wanted guidance on not just how to choose but also how to manage their mutual funds - what to buy, what to hold, when to exit, and when to rebalance their portfolios.

We heard you. So we invested in building an in-house research desk of market experts, supported by an AI engine that continuously evaluates fund performance, risk, and suitability.

That's how we built MF Prime for mutual funds.

MF Prime gives you personalised mutual fund recommendations based on your risk profile, investment horizon, and financial goals. It’s completely optional.

We first launched MF Prime as a pilot in January 2026 with a small group of customers. The response was encouraging, and we’re now rolling it out to more customers.

Please note that if you choose to activate MF Prime, all your future mutual fund investments will be made through regular mutual funds instead of direct mutual funds.

P.S. It's not a decision you have to live with forever. If you ever change your mind, you can switch back to the classic direct mutual fund experience at any time. Also, direct plans function in continuation as usual for DIY customers.