The Team

CA Sooraj Sivadas Kini

Mr. Sooraj Kini is the Co-Founder, Promoter & Director on the Board of Sirefa Finserv Private Limited.

Mr. Sooraj Kini qualified as a Chartered Accountant ICAI in May 2006 at the age of 22 years. He has also secured an All India Rank in his CA Foundation Exams held in 2003. Mr Sooraj Kini has completed his Bachelor of Commerce degree in 2004 from Bharatiya Vidya Bhavan College (Mumbai University). He is also a qualified Company Secretary and received his ICSI degree in 2009 from the Institute of Company Secretaries of India, New Delhi. Sooraj Kini also holds a degree Diploma in Information Systems Audit (DISA) from the ICAI.

His work experience of approx. 19 years ranges into various facets within the Finance Domain. Initial 3 years post-CA qualification experience - included working in top Indian Audit & Assurance firms (in Mumbai) of the likes of Ray & Ray Chartered Accountants, Deloitte and BDO. During his employment stint, he got to interact with Leaders & CEOs & Board members of many large Indian institutions of the likes of HDFC AMC, JP Morgan, Tata Consultancy Services, SIDBI, Franklin Templeton AMC, Hindustan Unilever Ltd etc.

His experiences at HDFC AMC, Franklin Templeton AMC & JP Morgan - made him realise the huge potential & depth of the Indian Stock Markets. It was then that he felt that he should be doing something related to the Stock Markets.

During the 2009 Global Financial Crisis & the Lehman Brothers collapse, he saw the larger macro opportunity in the Indian Economy & Markets. He aggressively recommended his references about the idea of investing full throttle in Equity Shares / Mutual Funds / Insurance in the right manner. To his surprise, more than 75% were sceptical to take exposures to the Indian Stock Markets, mostly due to a lack of financial literacy around the Stock Markets.

Seeing the huge gap in the awareness as compared to the scope, he decided to quit his well-paying job and finally decided to take the entrepreneurial jump. The problem he wanted to solve (i) the lack of financial awareness and (ii) the big resistance by people in opting the right financial choices within Stocks, MFs, PMS, Insurance etc

His venture was focused on the idea of spreading financial awareness and push Indians to take up the right financial choices & participate aggressively with what the Indian Stock Markets had to offer.

In 2009, Mr Sooraj Kini launched his own Wealth Management outfit that would help him tackle & solve this problem. Initially Mr Sooraj started out as a sole proprietor (2009 to 2011), then took up a partnership (2012-2014) and then scaled up by incorporating a Private Limited (2014). Sirefa Finserv Private Limited was born in 2014. The sole aim being to spread financial awareness & helping the community & society with making the right financial, investing & insurance choices.

Initially for his circle, it seemed old school, but the impact of his Advice has been positively impactful for the Clients & Companies. In 2025, he & his team has helped more than 50 families to achieve their Financial Freedom i.e. the wealth amassed by these families now funds their expenses (they don't depend on active incomes). Mr Sooraj is now on course to pushing this concept of Financial Freedom and helping investors with a mind-set change.

Mr. Sooraj Kini is leads the Advisory practise and manages the regulatory relationships at Sirefa Finserv Private Limtited. He is also a Full time Pro-Trader in Stocks, Indices and Forex. He does not hold directorship or full-time position in any other company or body corporate.

Mrs. Farzana Sooraj Kini is the Co-Founder, Promoter & Director on the Board of Sirefa Finserv Private Limited. She is the wife of Mr Sooraj Kini.

Farzana completed her Bachelor of Commerce degree in 2008 from Mithibhai College (Mumbai University). She was pursuing her career in Chartered Accountancy in 2008/09, when she was offered a full time employment job (by her then very close friend Mr Sooraj Kini ) to join him in his Wealth Management venture. Understanding from him of (i) the large scale opportunities that the Indian Stock Markets had to offer and (ii) realising the serious efforts she would need to put in to the cause of the society & community, she decided to opt out of her CA studies in 2009 and boldly decided to dive deeper into the profession of the Indian Stock Markets.

In 2009, when she joined Sooraj in his venture, she personally tasted early success with the Derivatives Markets in India. Farzana planned & executed couple of Derivative Futures Long trades in stocks like Britannia Industries and Lupin Ltd for her personal account. She ended up making a good chunk of money for her own account in a very short span of as less as 2 to 3 weeks. This got her thinking! She realised that if she excelled into Derivatives Trading, in the right manner, she could make a fortune for herself.. way more than what employment could do for her.

That's where she also decided to focus on Derivatives trading and decided to become a full time Professional Trader and Investor. Today, apart from managing client portfolios, she herself is a full time Professional Trader and Investor and is part of the Advisory Desk @ Sirefa Finserv Private Limited that manages more than Rs 300 crore of client assets under management (AuM). She is part of the Advisory Desk that takes critical and strategic decisions on deployment of surplus into the right opportunities for the client & proprietary portfolios.

Farzana is also a strong believer & preacher of Financial Freedom. She believes and preaches her acquaintances to look to achieve their Financial Freedom as early as possible because Life is limited. The earlier one gets Financially Free, the more time one is able to set aside for his / her lifes aspiration and goals.

An achievement that most couples dream about. Farzana and Sooraj Kini achieved the life changing milestone of getting Financially Free in 2021 at their respective ages of 33 and 37 years. They now work for their passion of spreading this very mindset to people who relate and those looking to achieve their financial freedom.

Farzana leads the Customer Service & Operations desk at Sirefa Finserv Private Limited. She does not hold directorship or full-time position in any other company or body corporate.

Farzana Sooraj Kini
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