ICICI Direct launches life-stage investing tool LIFEY for customers

ICICI Direct has launched LIFEY with a dashboard, which will enable its customers to comprehensively track the progress of their goals and provides timely alerts

ICICI Direct, a leading domestic brokerage, has launched a life-stage investment tool, termed LIFEY, to help its customers better accomplish their investment goals. Life-stage investing is an investment style that is tied to four broad stages of life such as the start of a career, marriage, parenthood and retirement. An investor’s risk profile and investment horizon is different at different stages and thus the portfolio allocation has to be made accordingly.

“Every individual seeks to achieve financial freedom. In this journey there are ‘lifestage milestones’ – like owning a new car, purchase of a house, saving for marriage expenses, higher