What to Look For
The core question is whether the platform offers direct plans (no distributor commission) or regular plans (with commission, embedded in expense ratio). All four major platforms — Groww, Zerodha Coin, Paytm Money, and ET Money — offer direct plans, which is the right default choice.
Feature Comparison
Zerodha Coin: best for investors who already use Zerodha for stocks; funds held in demat form which adds slight friction for SWP. Groww: best UI/UX; extensive goal-based tools; SIP tracking is excellent. Paytm Money: competitive but has had UX inconsistencies; better for beginners. ET Money: strong expense analytics and insurance integration.
Hidden Costs to Check
Some platforms charge a transaction fee for direct plan purchases outside the BSE/NSE Star MF platform. Check whether your platform levies a fee per transaction or SIP instalment. Any platform charging over ₹15 per transaction on direct plans is eating into your cost advantage over regular plans.