India's First
Human Behaviour
Company.
We didn't set out to build another investment app. We set out to solve the real problem: most Indian investors fail not because of bad products — but because of bad behaviour.
Fix the behaviour.
The wealth follows.
In India, 95% of retail mutual fund SIPs are redeemed within 5 years — not because markets failed, but because investors panicked, got bored, or needed the money for an impulsive purchase.
GullakX was built on one belief: financial outcomes are determined by behaviour, not products.
We measure your financial behaviour. We build your habits. We gate your investment products behind your score — to protect you from yourself. And then we stand back as your wealth compounds.
The Problem We Solve
73% of Indian investor losses are timing errors driven by emotion. Not market risk — human risk.
Our Approach
Behavioural economics + habit science + investment access controls. Nobel Prize-backed frameworks, engineered for India.
Our Metric
We don't measure AUM. We measure Behaviour Score improvement across our user base — because that's what actually predicts wealth.
Built on
uncomfortable honesty.
Full Transparency on Fees
GullakX earns AMFI-regulated trail commissions from AMCs — disclosed upfront, every time. We never push products for commission; we recommend what fits your behaviour score.
Protection Over Sales
We will tell you NO to an investment if your score says you're not ready. A product sales company can't do this. A behaviour company can.
Evidence Over Hype
No "multibagger" tips. No market predictions. No influencer recommendations. Only peer-reviewed behavioural science and index-level evidence.
Designed for India
Not a Silicon Valley product slapped with a ₹ sign. Built for Indian families, joint incomes, festival spending, gold obsession, and real Indian financial anxiety.
Radical Transparency
We publish our Behaviour Score methodology. You can read every formula. You can argue with every weight. We welcome that.
Family-First Design
India saves in families, not individuals. GullakX is the only platform designed for the whole family — from kids with habit streaks to HNI parents with AIF access.
Built from
personal experience.
Aman Gupta
GullakX came from a simple observation: most Indian families are not bad at earning — they're bad at the behaviour around money. Panic-selling in a correction, impulse-buying insurance they don't need, skipping SIPs when cash feels tight.
Aman started GullakX Wealth Pvt Ltd as an AMFI Registered Mutual Fund Distributor to give Indian families a platform that puts behaviour coaching first, products second. The tool you need is not another investment dashboard — it's a mirror that shows you your financial habits.
We're early. We're building the team. If you're passionate about behavioural finance for Indian families, reach out →
Read Full Story →