SMBC Asia Rising Fund leads Centricity's ₹280 Cr bet on wealth distribution

Wealthtech startup Centricity has raised ₹280 Cr (around $29 Mn) in a funding round led by SMBC Asia Rising Fund. The round is structured as ₹230 Cr in equity and ₹50 Cr in venture debt, according to the announcement.

The Gurugram-based company operates a B2B2C wealth-distribution platform, connecting partners and investors through its technology. Centricity plans to use the fresh capital to strengthen its technology stack and expand its wealth-distribution platform, as well as grow its NRI business.

The startup claims to manage assets worth more than ₹15,000 Cr and serve over 20,000 partners and more than 1 Lakh investors, signalling the scale of its distribution network.

The investment from SMBC Asia Rising Fund brings a prominent global financial investor into India's wealthtech space. The mix of equity and venture debt in the round gives Centricity capital to build out its platform while managing dilution.

With wealth management increasingly moving online in India, Centricity's partner-led distribution model positions it to tap both domestic and NRI investor demand. The company's stated focus on its NRI business suggests it sees cross-border wealth flows as a key growth avenue.

The announcement comes as Indian fintech startups continue to attract interest from international investors looking for exposure to the country's expanding financial services market. Centricity's existing scale—managing assets worth over ₹15,000 Cr—gives it a strong base to build on as it deploys the new funds.

For now, the company is keeping its focus on deepening its technology capabilities and widening its distribution reach through partners, rather than pivoting to a direct-to-consumer model. The round led by SMBC Asia Rising Fund is expected to support those priorities.