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In India, billions of dollars are managed on excel and pen/paper. Brokers, small distributors, and family offices lack comprehensive software to manage data and client portfolios. A company looking to solve this: Centricity picked up $20 M in a seed round. ⏩Investors include: Lightspeed, Paramark VC, and Family offices of M.S. Dhoni and NB Ventures. 💡Centricity offers - - Analytics, reporting and insights for Single Family Offices and HNIs via Invictus platform - OneDigital: A discovery platform that provides -> a). Comprehensive list of products from asset management companies b). Access to PMS managers c). AIF's - listed/private equities, and debt opportunities d). Digitally onboarding for distributor's customers, transaction and reporting tools. 📄As per a SEBI report -> AMCs are unwilling to focus on distribution channels outside the Top 200 districts by GDP. The AUM earned for every rupee spent is not economically viable(89.75% of all the distribution costs by AMCs are incurred in the T-15 cities). ⏯️Startups like Centricity will help improve the under-penetrated asset management market.