Planify is a fintech company based in Gurugram, India, that runs a marketplace for private equity and unlisted shares for investors, companies and startup employees.

This Startup Deep Dive explains what Planify does, how it makes money, who backs it, how it compares with rivals and what could go wrong, using publicly available information. It is educational and not investment advice. Last updated: October 2026.

Planify in Brief

• What it is: Planify is an Indian Unlisted shares marketplace company based in Gurugram.
• Who it serves: consumers, merchants, banks, lenders and enterprises.
• Planify runs a marketplace for secondary sales of unlisted, pre-IPO, SME, unicorn and delisted shares, with a buy-sell dashboard.
• It lets startup employees sell ESOPs, and says it provided over Rs 45 crore of liquidity across about nine companies (company-stated).
• It helps startups raise seed to Series A funding (typically Rs 1 crore to Rs 50 crore) and helps promoters sell businesses.
• Funding: None found; company says it is self-funded and bootstrapped.

Planify Quick Facts

Figures marked “reported” come from published reports and may differ between sources; “Not disclosed” means no reliable public figure was found.

What Is Planify?

Planify operates in the Unlisted shares marketplace space in India. Understanding a company like this starts with three questions: who is the customer, what painful problem is being solved, and why the solution is better than the alternatives. The sections below apply that lens to Planify.

• Planify runs a marketplace for secondary sales of unlisted, pre-IPO, SME, unicorn and delisted shares, with a buy-sell dashboard.
• It lets startup employees sell ESOPs, and says it provided over Rs 45 crore of liquidity across about nine companies (company-stated).
• It helps startups raise seed to Series A funding (typically Rs 1 crore to Rs 50 crore) and helps promoters sell businesses.
• It launched a Pro subscription for investors with screener, newsletters and webinars, reported at Rs 2,499 per year for early buyers.

The Origin Story of Planify

Every company starts from a noticed gap and a team willing to commit to closing it. Strong origin stories are specific: a clear problem, a founding team with relevant skills, and an early product that real customers could test. Founder-market fit, meaning the team’s lived experience or technical depth in the domain, tends to predict how fast a young company learns.

• Founders: Rajesh Singla, Radhika (co-founder, surname not found).
• Planify says it entered the private equity market at the beginning of 2019 and a deck states it started in February 2019 under CEO Rajesh Singla; another profile gives 2017.
• It began by publishing research on private companies and selling shares of firms with upcoming IPOs.
• Legal entities are Planify Enterprises Private Limited and Planify Capital Limited.

Key Milestones and Challenges

No startup grows in a straight line. Early years usually involve slow adoption, product rewrites, hiring mistakes and funding gaps. In the Unlisted shares marketplace sector the common turning points are a first paying customer, a regulatory approval, a successful product demonstration or a funding round that lets the team invest ahead of demand. How a team responds to setbacks says more about resilience than any single headline.

• 2019: Entered the private equity market.
• FY22: Company reports revenue up 10x and profit up 33x, with turnover above Rs 150 crore.
• June 2022: Interview claims 10,000+ investors and sale of private-market shares worth over Rs 100 crore.
• Later: Launched unlisted shares dashboard, buy-sell dashboard and channel-partner features, then the Pro plan.

Planify Funding and Investors

Funding history shows how much outside confidence a company has attracted and how long it can operate before needing more capital. Figures below are reported and may differ between sources; valuation figures are estimates unless the company has confirmed them.

• Detailed round-by-round funding for Planify is not disclosed in the public sources reviewed.
• Readers should check regulatory filings and company announcements for the latest position.

How Does Planify Make Money? (Business Model)

A business model describes who pays, how often and how much it costs to serve them. Strong models show repeat usage, improving margins with scale and acquisition channels that do not depend only on paid spend. Weak models show one-off sales, rising costs and growth that stops when spending stops. For companies selling to consumers, merchants, banks, lenders and enterprises, sales cycles and contract size matter as much as headline growth.

• Earns on secondary share transactions, fundraising mandates and ESOP sales (implied by services; fee rates not found).
• Subscription plan, Planify Pro, adds recurring revenue.
• Channel partners and brokers can place client investments through the app.

The Numbers: Planify Financials

Financial figures show whether growth is turning into a self-sustaining business. Small and private companies often disclose little, so any number below is included only if it was found in public reporting.

• FY22 (company-stated): turnover above Rs 150 crore, revenue up 10x, profit up 33x, return on equity 192.5%, debt-free.
• Company projected revenue of Rs 273 crore and profit of Rs 21 crore for the following year (unaudited).
• Company-reported: 250+ unlisted companies, 10,000+ investors, 34+ exits, Rs 100 crore raised for startups.

Market Opportunity for Planify

Market size is easy to exaggerate, so a useful approach separates the total market from the portion a company can realistically reach with its current product and distribution. The main forces behind demand in this sector are the scale of UPI, rising digital lending, growing participation in investing and insurance, and the digitisation of small merchants. Each of these widens the opportunity, but capital efficiency and execution decide who captures it.

• Employees of private startups often cannot sell options until an IPO or acquisition, creating demand for ESOP liquidity.
• Company says rivals gain market share by cutting margins.

Technology and Product at Planify

Technology is rarely the whole moat, but it drives speed, cost and customer experience. A practical way to assess it is to separate the capability the company controls from the commodity infrastructure it rents. In this sector the important factors are uptime, security, fraud controls, integrations with banks and the speed of onboarding customers.

• Web and Android app with unlisted shares dashboard, real-time prices and a waitlist feature.

Team and Culture at Planify

Teams are the most important and least measurable asset of a young company. Look at how complementary the founders’ skills are, how deep the second layer of leadership is, and how the company hires and retains specialists. Culture shows up in small repeated behaviours: how quickly bad news travels upward and whether commitments to customers are kept.

• Rajesh Singla is founder and CEO; Radhika is co-founder.
• 50+ employees with plans to hire about 200 (company-stated).

Planify Competitors: Competitive Landscape

A fair competitive analysis names direct rivals, adjacent players who could move into the space, and the customer’s default alternative. Durable advantages include proprietary data or technology, licences and approvals, brand trust, switching costs and cost leadership.

Risks and Challenges for Planify

• Almost all figures are company-stated and unaudited, and a turnover of Rs 150 crore does not mean revenue.
• Founding year differs across sources (2017 vs 2019).
• Unlisted share trades are off-exchange with liquidity and price-discovery risks.
• Regulatory risk: rules from the RBI, SEBI, IRDAI or NPCI can change economics or business scope quickly.
• Concentration risk: dependence on a few partners, banks or payment rails can create single points of failure.

Risk is not a reason to avoid a company; it is a reason to price it correctly and to monitor the right indicators over time. Regulation in this sector is shaped by the RBI, SEBI, IRDAI and NPCI.

Planify Growth Outlook: What to Watch

• Targets 50,000 investors and about 200 staff (company-stated).
• Pushing subscriptions and channel partnerships to widen reach.
• Key indicators: transaction value, take rate, active users, credit quality and cost of acquiring each customer.
• Funding position: Whether Planify can reach its next milestone before needing new capital.
• Regulation: Changes from the RBI, SEBI, IRDAI and NPCI.

Industry Context: Where Planify Fits

India's financial technology sector has been shaped by public digital infrastructure, especially UPI, along with Aadhaar-based identity, the account aggregator framework and regulation from the RBI, SEBI and IRDAI. These rails let startups reach customers and merchants at very low cost, but also expose them to fast-changing rules on licensing, data and lending conduct.

As payments become a low-margin commodity, fintech companies increasingly compete on distribution, merchant services, credit, wealth and insurance products. Sustainable profit usually depends on compliance strength, cost control and the quality of customer relationships rather than transaction volume alone.

For readers new to this field, a useful habit is to separate announcements from evidence. A plan, a partnership or a funding headline describes intent, while a delivered product, a paying customer or an audited financial statement describes results. Comparing the two over time shows how reliably a company turns promises into outcomes.

Bull Case and Bear Case for Planify

An investment thesis is a short, testable statement of why a company could become far more valuable, together with what evidence would prove it wrong. The points below are general to this sector and are not forecasts for Planify.

Bull case

• Digital payments and credit continue to grow, widening the market.
• Strong compliance and distribution create durable advantages.
• Cross-selling to existing customers can lift revenue per user.

Bear case

• Regulatory shifts can change economics overnight.
• Free or low-fee products make profit hard to reach.
• Fraud, outages and partner dependence can hurt trust.

Lessons Founders and Investors Can Take from Planify

Studying a company in the Unlisted shares marketplace space offers lessons that go beyond any single firm. The points below are general lessons for the sector and are not claims about Planify.

• Compliance is a growth enabler in financial services, not just a cost, because licences decide what a company is allowed to sell.
• Distribution and customer trust often matter more than the underlying payment or lending technology.
• Products that earn from services and credit tend to be steadier than ones that depend on free transactions.
• Dependence on a single bank partner or rail creates risk that should be managed early.
• Fraud prevention and uptime are core product features, not back-office tasks.

How to Evaluate Planify as a Startup

• Customer clarity: Can Planify name its customer and the problem it solves in one sentence?
• Evidence of demand: Look for repeat customers, signed contracts or measurable usage rather than announcements alone.
• Economics: Check whether margins improve as volume grows.
• Execution: Compare announced timelines with what has actually been delivered.
• Funding runway: Estimate how long current capital lasts at the present spending rate.
• Regulatory standing: Confirm required approvals are in place.
• Customer concentration: Check whether a few customers account for most of the revenue.
• Management depth: Look for experienced leaders beyond the founders and a stable core team.

The Takeaway

Planify is part of India’s growing Unlisted shares marketplace ecosystem. The useful lesson from studying it is the discipline of asking structured questions about customers, economics, advantage and resilience. Companies that answer them well, repeatedly and under pressure are the ones that endure. Readers should treat any single report, ranking or funding headline as one input among many, and should re-check key facts against recent company announcements. Because public information on young companies is often limited, patience in verifying claims is part of good analysis. Public sources can also describe the same company in different ways, so it is worth checking dates, definitions and whether a figure refers to revenue, total income or transaction value, and whether it covers one entity or a wider group, before drawing conclusions. Small differences in rounding, currency conversion or reporting periods can also change how a figure reads. Comparing the same figure across several recent reports helps show whether it is stable or has changed over time. This article is educational and is not investment advice.

• Clear customers and repeat demand matter more than announcements.
• Regulation and capital needs shape how fast a startup in this sector can grow.
• Track a few leading indicators over time rather than one headline metric.

Planify FAQs: Frequently Asked Questions

What is Planify?

Planify is a fintech company based in Gurugram, India, that runs a marketplace for private equity and unlisted shares for investors, companies and startup employees. It is profiled in the Startup Deep Dive series, which explains business model, funding, competitors and risks.

Who founded Planify?

Planify was founded by Rajesh Singla, Radhika (co-founder, surname not found), and the company reports a founding year of 2019 (company materials); reports differ, with 2017 in one profile.

How much funding has Planify raised?

None found; company says it is self-funded and bootstrapped. Funding figures are reported and may differ between sources, so readers should check the latest company announcements.

How does Planify make money?

Planify earns revenue from its Unlisted shares marketplace products and services sold to consumers, merchants, banks, lenders and enterprises. The exact revenue mix is described in the business model section and is not fully disclosed publicly.

Who are the competitors of Planify?

Reported rivals include Precize, UnlistedZone, Unlistify, 3A Deal. See the competitor comparison above for how they differ.

What are the main risks for Planify?

Main risks include rules from the rbi, sebi, irdai or npci can change economics or business scope quickly, funding and capital needs, competition and regulation by the RBI, SEBI, IRDAI and NPCI. This is educational content, not investment advice.

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Source

Source: Publicly available data, published reports, industry research, and other credible sources.