How it all started

• 2009 was the time of the sub-prime crisis and Lehman Brothers bankruptcy. The Stock Markets were crumbling and we were beginning to take shape. Honestly, when we initially started out in July 2009 as a Sole Proprietor Firm, we simply started it as a venture to “sell” Financial Products and make money from the Sales & Distribution. Initially, our whole focus was on making money for ourselves … by pitching & selling Financial Products to those who are seeking for it.
• As we continued our journey further into this dynamic and ever changing industry, we saw a big wide Gap in having the mindset of “selling for our benefit”.

• THE GAP & THE DISCONNECT (2010-11):

• • Even today, most of the Marketing & Advertising machinery in the Financial Services industry is only focused on Selling products that are benefitting the Manufacturers (ie MFs, Insurance Cos or Stock Brokers) …
  • The focus for many Manufacturers & Distributors is to pitch products that make them Rich. Zero priority is given to help making the end Consumer / Investor get Rich.
  • Given the way the industry operated, initially we too got blinded in selling “What’s best for Us” and not “What’s best for the Investor”
  • The end Consumer is always a “BAIT” for the MFs, Insurance Cos & Stock Brokers (the rich lot).
• Even though we made money as a firm, we were not feeling a sense of fulfilment. Given the “We First Approach”, Investors were making Money but were not creating Wealth. To help them build their fortunes and change their life, we realised that it’s important to have an “Investor First Approach”. Unbiased, Impartial and Low Cost Advice was the solution.
• We took a pledge to change the way we Adviced. Over the next 12-24 months, we changed the entire business processes & protocols to incorporate strategies, products & systems that took care of Investor needs first. The approach was to have systems that benefitted both equally and not tilted in anybody’s favour.

• FILLING THE GAP - SIREFA FINSERV PRIVATE LIMITED (2014):

  Sirefa Finserv Private Limited (SFPL) was incorporated on September 30, 2014 to fill the Gap with the aim of providing RIGHT & UNBIASED Advice. With SFPL, we decided

• • It’s important to focus on what’s RIGHT for the Investor / Customer / Client
  • Doing what’s RIGHT for the Customer automatically becomes RIGHT for our Purpose of doing the business.
  • By focusing on what’s RIGHT for the Investor, the Customer creates Wealth in the RIGHT way. This reality creates a repeat value & sticky relationship for the Customer… which eventually benefits them and consequently us.
  • From “What’s BEST for US” the focus shifted to “What’s RIGHT for the Investor”

• Our Founder & Promoter - CA Sooraj Kini - had always derived motivation, inspiration and influence from 3 people / pillars in his life.

  1. SIVADAS KINI his Father
  2. REETHA KINI his Mother
  3. FARZANA KINI his WIFE

• It came naturally to him that if he starts any business to serve the society, then the business has to have the names of these 3 pillars inscribed. As a dedication to them, he decided to coin his business as SI-RE-FA, which basically is the first 2 letters from their individual first names in the same order.

  1. SI – SIVADAS
  2. RE – REETHA
  3. FA - FARZANA

• Co-incidentally, our focus to provide Investors / Clients with the RIGHT Financial Advice also led us SI-RE-FA ie

  1. SI – Simple Solutions
  2. RE – Real Returns
  3. FA – Fair Dealings

Effectively, the Brand SI-RE-FA now endeavours to provide Investors, Clients & Stakeholders with

• SOLUTIONS

  1. Everything great is achieved by doing the Simple & Basic stuff right. It’s the same with Wealth too. To achieve great Wealth, its important to focus on the Simple & Basic steps. Unfortunately, the News & Financial Media will always tend to distract You ie the end consumer - with unwanted “Complicated” data and information.

• REAL RETURNS

  1. Returns that exceed Inflation is termed as “Real Returns”. The bedrock of all our advice - is to provide the Investor with Returns (Growth) that are in excess of the Inflation rates in India.

• FAIR DEALINGS

  1. To follow a very professional and ethical standard of advice filled with honesty, trust and integrity. When it comes to Money, the only characteristic that pays huge dividends is Honesty & Fair dealings.

In the pursuit of providing the Investors with RIGHT SOLUTIONS & ADVICE … the vision of SI-RE-FA has only kept getting sharper & clearer.