Amit Singh | Anjali Kanojia | Founders Of AA Finserv | Wealth Management Firm | Interview With TheTalkStreet
AA Finserv is a client-centric wealth management and financial advisory firm dedicated to helping individuals and businesses build, grow, and protect their wealth with confidence. Founded by partners Amit Singh and Anjali Kanojia, the firm brings together more than three decades of combined experience across Indian and global financial markets, backed by strong institutional exposure and a commitment to transparent, research-driven financial guidance.
The foundation of AA Finserv is built on integrity, long-term relationships, and unbiased advisory. The firm focuses on delivering personalized financial strategies tailored to each client’s goals, life stage, and risk appetite—whether the objective is wealth creation, retirement planning, risk protection, or portfolio diversification.
With a deep understanding of market dynamics and disciplined portfolio management practices, AA Finserv empowers investors to make informed decisions and achieve sustainable financial growth.
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Please introduce yourself and share your professional journey in the finance sector.
AA Finserv is a Noida-based, AMFI-registered advisory firm founded by Anjali Kanojia and Amit Singh with a shared vision to simplify investing and make quality financial advice accessible to indian families.
Anjali has spent over 15 years in the financial services space, building her career with reputed organisations such as ICICI Prudential and Policybazaar.com. Her academic journey in the United Kingdom, where she completed double master’s degrees, added valuable global exposure and broadened her understanding of international financial systems and client advisory practices. This blend of global perspective and indian market experience allows her to craft well-rounded financial strategies aligned with evolving life goals.
Amit brings more than 18 years of hands-on experience in equity markets, investment planning, and wealth advisory, shaped during his professional journey with the ICICI Group. His strength lies in research-backed decision making, disciplined portfolio construction, and guiding investors through market fluctuations with clarity and confidence.
Over the years, AA Finserv has earned the trust of more than 700 families across the country and today oversees assets exceeding ₹400 crore. The firm’s growth reflects its commitment to personalised guidance, ethical practices, and a long-term approach to building and preserving wealth.
What inspired you to co-found AA Finserv?
During our years in the corporate finance space, we repeatedly noticed a clear gap — many individuals did not have access to transparent, objective, and truly personalised financial advice. Too often, recommendations were influenced by product-driven incentives instead of what genuinely suited the client. This realisation led us to establish AA Finserv with a clear purpose: to create an advisory practice where every suggestion is guided solely by what benefits the client most.
You bring over 15 years of experience — what key milestones shaped your career?
Anjali’s academic and professional experience in the United Kingdom became a pivotal chapter in her journey, offering exposure to international financial systems and advisory standards that continue to influence her approach today. This global experience added a broader perspective to her understanding of client planning and long-term wealth strategies.
For Amit, nearly twenty years of working within the ICICI environment played a significant role in shaping his strengths in market-linked investments, strategic planning, and nurturing long-standing client relationships built on consistency and trust.
Yet, the most meaningful milestone for both of us was the decision to leave behind the stability of established institutions and begin our own venture. Choosing to build AA Finserv marked the start of an independent path — one driven by purpose, principles, and the desire to create a practice centred entirely on client priorities and long-term value.
How did working with organisations like ICICI Prudential and Policybazaar influence your approach to finance?
Our experience at ICICI Prudential taught us the importance of giving advice based on research and truly understanding a client’s goals and comfort with risk before suggesting any investment. At Policybazaar, we developed a deeper understanding of insurance and began to see it as an essential part of financial security, not just another product to buy. Together, these experiences shaped our belief that good financial planning should balance wealth growth, protection through insurance, and smart tax planning at the same time.
What is the core mission and vision behind AA Finserv?
We aim to guide people towards stronger financial futures by helping them manage, protect, and grow their money with clarity and assurance. Our long-term aspiration is to earn a reputation as one of the country’s most dependable financial partners for families—valued for credibility and relationships rather than size. Every recommendation we offer is shaped with the same care and honesty we would use when advising someone close to us.
How does AA Finserv differentiate itself from traditional financial advisory firms?
Three key things make our approach different. First, our guidance is completely impartial, with no influence from commissions or sales targets. Second, we strongly believe in educating our clients, which is why we regularly organise free sessions and share helpful research so they can understand their finances better. Third, we combine professional discipline with a warm, people-first approach. For us, it’s not only about handling investments — it’s about building lasting relationships based on honesty and trust.
You are building ventures in two very different industries — food and finance. How would you describe this unique entrepreneurial journey?
This question relates personally to Anjali, who, along with her work at AA Finserv, also started Amma’s Spices — a homegrown food brand focused on natural, preservative-free products. While finance and food may appear very different, both rely on the same foundations: reliability, consistency, and a genuine commitment to serving people. Balancing these two ventures has strengthened her perspective and helped her grow into a more focused and purposeful entrepreneur.
What services does your firm currently offer?
We provide a wide range of financial services so families can manage all their money-related needs in one place. Our services include guidance on mutual fund investments, support with life insurance and general insurance, and complete financial planning to help clients plan for their future with clarity and confidence.
Along with advisory services, clients also get access to our mobile app and digital tools that make managing investments simple and convenient. These include research resources, SIP and lump sum calculators, and other helpful features that make it easier to track and plan finances. We also conduct free financial awareness workshops to help people better understand money, investing, and long-term planning.
Our aim is to create a single, reliable platform where families can find solutions for every stage of their financial journey without needing to go to multiple providers.
What key lessons from the corporate world helped you become entrepreneurs?
Moving from corporate careers to building our own venture taught us three important lessons. First, strong and consistent processes are the backbone of good results. Second, truly understanding and caring about clients’ needs makes all the difference in long-term relationships. Third, continuous learning is essential in a constantly changing financial world. Our time in large organisations showed us that success comes from well-built systems, not just individual talent, and this belief continues to shape the way we run AA Finserv today.
How did your partnership begin?
AA Finserv began when we realized that our individual careers in finance were driven by the same fundamental goal: to treat clients better than the industry standard. By combining Amit’s specialized expertise in the stock market with Anjali’s wide-ranging experience in insurance and global finance, we found ourselves with a perfectly balanced skill set. We decided to team up not just because our professional backgrounds matched, but because we shared a common vision for a more honest, client-first financial firm. Starting this business together was the most natural way to turn those shared values into a reality.
How do you ensure transparency in financial advisory and wealth management?
We believe you deserve to know exactly what is happening with your money, which is why we break down every piece of advice into simple, everyday language that covers the benefits and the risks without any confusing industry talk. Our commitment to honesty means we are upfront about our fees and never let commissions influence what we recommend to you. Between our easy-to-use digital platform for instant updates and our regular, scheduled check-ins, we make sure you stay fully informed and confident about your financial future.
What basic financial planning steps should every individual follow?
To get your finances on the right track, we recommend focusing on four essential steps. First, save up enough to cover six months of expenses for emergencies. Second, protect your family with a strong health policy and a life insurance plan worth at least 20 times your yearly salary. Third, start investing through a monthly SIP right away; the amount matters less than starting early. Finally, give every dollar a specific job by setting clear goals, because money with a plan is much more likely to grow than money sitting idle.
What is your long-term vision for AA Finserv?
We aspire to grow into one of India’s most dependable wealth advisory firms, defined not by the size of assets we manage but by the confidence and trust families place in us. Looking ahead, we plan to expand our presence across the country through our mobile app and digital platform, making our services accessible to more households. We also aim to play an active role in improving financial awareness, helping create a generation of investors who feel informed, prepared, and confident about their financial decisions.
How do you manage work-life balance while running two businesses?
Building a successful company takes a steady, conscious effort, so we focus on creating great teams and reliable systems that don't depend on us for every single decision. We also make a point to protect our time for family and relaxation because we know you can't help others if you’re completely exhausted. Even though our work gives us energy because it has a real purpose, we still believe that taking time to rest is essential.
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