A wealth app inside a housing finance ecosystem.
PHFL Invest is a goal-led mutual fund app for PNB Housing Finance customers, powered by Edelweiss Wealth Management. Same investment engine we built for Finsens, rebranded for the PHFL audience and integrated with the parent housing finance ecosystem.
- Client
- Edelweiss · PHFL
- Industry
- Wealth Management
- Engagement
- White-label rebuild
- Stack
- Flutter · Java · Microservices
- Status
- Shipped and handed over
Take the wealth product. Put it inside a housing finance brand.
PNB Housing Finance customers trust the brand for home loans. Most had never opened a mutual fund app. Edelweiss saw an opportunity to bring goal planning and SIPs to that audience, but the experience had to feel like a PHFL product, not a third-party investment vendor bolted on the side.
The second piece was distribution. PHFL has a network of agents who bring customers into the wealth product. Every transaction has to be attributed back through an EUIN and reference code. We built the agent-led signup, the lead generator tracking on the welcome screen, and the EUIN handling on every transaction so commissions land where they should.
Three things that made this non-trivial.
White-labelling without forking the codebase
The fastest path is to copy the project, change the colours, and ship it. Six months later you have two products diverging in different directions. We kept a single shared engine and pushed every brand-specific detail into a theme layer. PHFL got its own colours, logo, copy, and onboarding flow without us forking anything.
An onboarding designed for first-time investors
PHFL customers came in trusting the brand for housing loans. Most had never bought a mutual fund. The KYC and risk profiling flows that worked for Finsens needed different copy, different defaults, and a few extra explainer steps. Same backend, different journey.
Goal projection with honest math
The wishlist projection on the dashboard shows whether each goal is likely to be met, given current savings, future savings, or only with the sale of assets. That breakdown is the difference between a goal-planning app and a goal-fantasy app. We worked the numbers carefully so the projection was useful rather than reassuring.
Six modules. Edelweiss inside, PHFL outside.
Customer onboarding
Branded for PHFL, with a referral code field for partner agents and onboarding copy aimed at first-time investors.
e-KYC and personal details
Multi-step verification with PAN check, occupation, income band, and marital status, designed to feel like a guided walkthrough not an interrogation.
Goal-led wishlist
Customers add life goals like home, car, education. Each one shows projection bars for current savings, future savings, and asset-sale scenarios.
Discover funds
Search and filter across equity, debt, gold, and cash with ratings, NAV, and five-year returns surfaced upfront.
Redeem and switch
Holdings, redemption flows with terms acceptance, and in-app switching across schemes.
AutoPay and e-mandate
Bank mandate registration with status callbacks, retry flows, and a friendly confirmation when the mandate request is accepted.
- Java
- Spring Boot
- Microservices
- PostgreSQL
- Flutter
- Dart
- BLoC pattern
- AWS
- Value Research API
- BSE Star MF
Built end to end, then handed over clean.
PHFL went from concept to production as a properly white labelled product, sharing the Finsens engine without forking the codebase. We handed the project over to the Edelweiss team with full documentation and a clean deployment. The same engine has shipped to other audiences since.
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