About Us

At Apana Dhan, we understand your needs for financial planning. We offer Fee-only Financial Planning services. We are committed to your goals and hence to avoid any conflicts of interest, we are not into the distribution of any financial products. Hence our only earning is from the fees we charge to our clients.


A Fee-only Financial Planner is someone who charges a fee for financial plan creation and advisory. He/she does not receive any kind of commission/incentives from mutual fund houses, insurers or other financial product sellers. He/she is no way associated or represented by Mutual fund Companies, Insurance companies or any other form of products.

Preeti Zende

Our leader Preeti is a SEBI Registered Investment Advisor (RIA) (Licence No: INA000012777) and Fee-only Financial Planner based in Navi Mumbai India. She is an Associate of Insurance Institute of India ( AIII ) and has a post-graduate Diploma in Business Finance from ICFAI university. She also holds a Masters degree in Commerce from Pune University.
Preeti is associated with Insurance and Finance industry since long having experience in both administration and marketing of Financial products.

She had worked as Medical and Non medical Underwriter and was heading a Quality check team in Reliance Life Insurance Company. She also worked with ICICI Prudential Life Insurance Company’s sales and marketing team.

Difference between Fee-Only Financial Planners and Fee-Based Financial Planners

Let us understand first the difference between Fee-Only Financial Planners and Fee-Based Financial Planners.

Fee-Only Planner is someone who charges a fee for financial plan creation and advisory and does not receive any kind of commissions/incentives from mutual fund houses, insurers or other financial product sellers. Because he is in no way associated or represented by Mutual Fund Companies, Insurance Companies or any other form of the product. Hence, his only earning is from the fee he charges to his clients upfront.

A Fee-Based Planner receives a fee for financial advisory and also receives commissions from fund houses and/insurers etc. for the products he/she recommends.  The investment is done through the planner. Hence, there is always the possibility of CONFLICT of interest when you work with such fee-based planners.

Our Values

We are built on the uncompromising promise that the advice given by us is totally unbiased and customer-centric. We sit with the customer side of the table not the other side/ front side of the table. It means that all the suggestions provided by us will be purely professional, well-researched, value-driven and importantly based on keeping customer’s interest on utmost priority. Each and every suggestion will be personalized keeping individuality in mind.