About Us
SMFS is a boutique investment services firm based in Noida. Founded in 2010, we look after over ₹400 crore for more than 1,500 families. Some have been with us long enough that we are now working with their third generation.
Your goals and your time horizon come first, then asset allocation. That, not fund or stock picking, is what shapes investment outcomes over twenty years. The rest of the work is behavioural, helping you ignore the noise and stay with a decision long enough for it to do its job. Getting those two things right is where we spend our time, and it is why no conversation here begins with a product.
Simplifying the Art of Investing.
Our Leadership
Driving and Shaping The Journey
Sanjay Mehta founded SMFS in 2010.
In 2017 we rebuilt how the firm operates, moving to a digital portal, mobile apps and paperless transactions. It changed what we could offer clients and how quickly we could do it.
Assets under management crossed ₹100 crore in 2019, ₹200 crore in 2022, and ₹400 crore in 2026. We moved to our current office at ATS Bouquet in 2024.
We have never advertised for clients. Every relationship has come through a referral from an existing one.
Stellar Recognition
Best Client Relationship Management and Excellence in High Net Worth Client Advisory, IPV Wealth Wise Partner Summit and Awards 2025, North Region.
Leadership Award, BSE StAR MF, 2019
'Best Performing Companies 2020', Business Sight Magazine
Invited as a subject expert on The Money Show, ET Now, and on Radio One 94.3 FM
Shrey Mehta featured in ICICI Tarakki Times
Featured in Hindustan Times, The Times of India, Hindustan, Hindu Business Line and Mint on mutual funds, retirement and investing for education
You and I Excellence Award, Highest Fresh SIP Numbers, Delhi NCR, 2023
