Who We Are

About Keep Investing

A mutual fund distributor that believes long-term discipline matters more than chasing returns. Since 2014, we have been helping investors stay invested through market cycles.

12+Years activeSince 2014

ARNAMFI Registered119185

Most investors underperform not because of wrong funds, but because of wrong timing.

Our Story

Keep Investing was founded in 2014 with a simple belief: most investors do not underperform because they pick the wrong funds — they underperform because they sell at the wrong time. Fear, greed, and short-term news drive poor decisions that erode wealth over time.

Our role as an AMFI Registered Mutual Fund Distributor (ARN: 119185) is not to tell you what to invest in — that would be the role of a SEBI Registered Investment Adviser. Our role is to facilitate your investment decisions, provide educational content, and help you stay disciplined when markets get turbulent.

Over twelve years we have seen multiple market cycles — 2016 demonetisation, 2018 IL&FS crisis, 2020 COVID crash, the 2022 correction. In each case, investors who stayed invested and continued their SIPs came out ahead.

Our Journey

A decade of staying the course

2014

Founded Keep Investing as an AMFI-registered mutual fund distributor with a focus on long-term, disciplined investing.

2016

Expanded to help investors navigate the mid-cap and small-cap boom — and equally important, manage expectations during corrections.

2018

Built internal tools for portfolio tracking and tax reporting to serve investors more effectively.

2020

COVID crash: helped clients stay invested and continue SIPs when market sentiment was at its worst. Markets recovered; discipline paid off.

2022

Launched the investor education website with market data tools, SIP calculators, and valuation dashboards — all freely accessible.

2024

Integrated real-time NAV tracking, sector heatmaps, and FIFO capital gain reporting for clients.

2026

Continuing to serve long-term investors with education, tools, and distribution services. ARN: 119185.

Values

Discipline Over Timing

Consistent SIP investing over years, not trying to time markets. The best time to invest was yesterday; the second best is today.

Education First

An informed investor is a better investor. We publish data, write educational content, and explain concepts clearly — without sales pressure.

Transparency

We are a distributor, not an adviser. We receive commission from AMCs. We disclose this openly and encourage you to ask questions.

Long-Term Relationships

Not transaction-focused. Our goal is to be a trusted resource across market cycles — helping you stay the course.

Regulatory DisclosureKeep Investing is an AMFI Registered Mutual Fund Distributor (ARN: 119185). We are not a SEBI Registered Investment Adviser and do not provide personalised investment advice or portfolio management services. We facilitate mutual fund transactions and receive distribution commission from AMCs. All content is for investor education only. Mutual fund investments are subject to market risks.