Groww Rolls Out MF Prime, Confirms Direct Mutual Fund Plans Unchanged

India's largest mutual fund investment platform, Groww, has launched a new opt-in feature called MF Prime that provides guided investment recommendations, while assuring existing do-it-yourself (DIY) investors that direct mutual fund plans will continue unchanged.

The company said MF Prime is designed for users who want assistance in selecting, reviewing and rebalancing their mutual fund portfolios. Those who prefer to invest on their own can continue using direct plans without any change in pricing or user experience.

Groww began piloting MF Prime with a small group of users in January 2025 and has now started a wider rollout following what it described as an encouraging response.

Customers who opt into MF Prime will have their future mutual fund investments made through regular plans, while their existing holdings remain in direct plans. Users can switch back to direct plans at any time through the app's settings, the company said.

In a post on social media platform X, Groww stated: "If you are a DIY customer on Groww today, nothing changes for you. Not the plans, not the pricing, not the experience. Any commentary claiming Groww has changed its approach to mutual fund investing is simply incorrect."

The MF Prime service combines recommendations from Groww's in-house research team with an artificial intelligence engine that evaluates mutual funds based on performance, risk and suitability. It provides buy, hold, exit and portfolio rebalancing suggestions aligned with an investor's financial goals, risk appetite and investment horizon.

Groww said the product was introduced in response to demand from users seeking investment guidance, while the company continues to maintain its existing direct mutual fund offering for self-directed investors.

The platform currently serves more than 10 million mutual fund investors and manages assets under management of over ₹1.9 lakh crore in direct mutual funds.