What it sells
Robo-advisory platform for Pakistan
Business model breakdown
Buyer: who owns the budget?
UnverifiedCompany owners/HR/finance heads sponsoring a VPS.
Trigger: what makes them buy now?
Replacing gratuity/provident funds with a cheaper, simpler plan without FBR paperwork.
Workflow: what inputs become what output?
Onboarding team sets up the corporate VPS, employees choose funds, Elphinstone manages allocations (SmartRupee advice engine).
Economics: what it saves and how it charges
AUM-based advisory fee, tiered 0.4% / 0.3% / 0.2% / 0.15% of VPS assets per year.
Distribution: how it reaches customers
Direct web sign-up and onboarding team; separate site Elphinstone.us for US investing.
Funding history and coverage
| Round date | Stage | Amount | Investors | Source |
|---|---|---|---|---|
| — | Y Combinator Winter 2022 | — | Y Combinator | ycombinator.com |
Profiles summarize public reporting and company websites. Business-model notes are MaxBC's reading of that material, not confirmed facts; unknowns are left blank rather than guessed. Updated 2026-10-12.