The journey of Vanijya Financial Services, started by Tarang Pandya and Dhwanil Shah, began with a simple observation: clients often received financial products that did not fully match their aspirations and objectives. Having worked together at ICICI Prudential Life Insurance Company, they identified a gap between what customers wanted and what was being offered. In 2012, they decided to build a financial services firm focused on understanding client needs before recommending products.
Today, Vanijya Financial Services has an AUM of ₹325 crore. Their vision was to provide multiple financial services under one roof, covering mutual funds, life insurance, general insurance, FDs and bonds, while maintaining a selective approach to products. Their experience with NJ helped shape this vision and influenced their decision to join NJ Wealth.
Age was the biggest challenge in the early years. Building trust while being in their early twenties was difficult, but the partners responded through client acquisition and investment awareness initiatives. They acquired their first 1,000 clients within four years and have conducted more than 32 investment awareness programmes, reaching over 10,000 people across corporates, educational institutions and associations.
NJ Wealth has played an important role in their growth. Instead of directly empanelling with numerous financial companies, Vanijya chose NJ’s integrated platform, allowing the team to spend more time with clients. Technology and operational support across mutual funds, insurance, bonds, loans, AIFs and PMS helped simplify their work. “We owe a lot to NJ for this amazing journey,” Pandya said.
Over the years, the firm has witnessed a shift in investor behaviour. Earlier, conversations often began with explaining mutual funds. Today, investors are increasingly focused on need-based financial planning, including children’s education, marriage, home ownership and retirement.
The firm’s reach has expanded beyond Ahmedabad and Bhavnagar to serve NRI clients in countries including Dubai, Singapore, Australia, and New Zealand through technology. For Vanijya, the profession is ultimately about creating lasting impact. As Pandya noted, helping clients improve their financial lives provides satisfaction that goes beyond business and building lasting client relationships.
