Nikunj Kedia, President at 360 ONE Wealth, brings a sharp focus to the future of advisory—one that prioritises strategy over sales and outcomes over offerings. Kedia outlines how 360 ONE is moving beyond commoditised product delivery to offer a holistic, goal-based portfolio approach built on robust asset allocation, transparent fee structures, and direct access to opportunities often unavailable to retail investors. From expanding private credit and pre-IPO exposure to leveraging GIFT City’s global platform, Kedia explains how the firm’s disciplined advisory model and innovation-led product development are helping clients capture alpha across cycles—while maintaining the high-touch, high-trust relationships that define true wealth partnership.
With big clients working with multiple private wealth managers, how do you differentiate your product and advisory proposition? Given that many firms offer similar investment products, how are you creating a unique value proposition?
At 360 ONE, what truly sets us apart is the way we think about wealth — not just as a collection of products, but as a carefully curated portfolio built around each client’s goals. Our approach is rooted in a disciplined asset allocation framework and governed by a robust Investment Policy Statement (IPS) that ensures consistency, transparency, and alignment with long-term objectives.
We don’t just offer products — we deliver access. From private equity and diversified infrastructure to real estate, high-yield debt, and bespoke structured solutions, our platform is designed to open doors that are typically closed to most investors. These opportunities aren’t just differentiated — they’re proven. Our past investment calls have delivered real outcomes, encouraging us further to come up with new ideas that will work in the client’s favour.
What also distinguishes 360 ONE is our ability to merge strategic insight with client-centric thinking. We operate at the portfolio level — looking at the full picture of a client’s wealth, not in silos. That is where true advisory value is created, and that is the future we are building.
Are your clients looking for more international investment opportunities, and what role does GIFT City play in this? Conversely, are you seeing greater interest from non-Indian HNW clients in investing onshore?
Yes, we are seeing an increasing appetite among our clients for international investment opportunities. With global diversification becoming a part of portfolio strategies, HNWIs are looking beyond traditional markets to access broader asset classes, geographies. This trend is driven by a combination of factors—including economic uncertainty in domestic markets, regulatory liberalization, and the desire to hedge against currency or geopolitical risks.
With the rise of protectionist policies and increasing trade tensions—particularly between major economies such as the US and China—investors are actively seeking to diversify risk. One prominent trend is the reallocation of capital from traditional markets like the US toward emerging markets. These regions offer high-growth potential, favourable demographics, and increasingly stable macroeconomic environments.
360 ONE Wealth advocates sustained international exposure, emphasizing the diversification benefits of judiciously crafted global allocations.
In this context, GIFT City is emerging as a strategic enabler. Positioned as a global financial hub, GIFT City offers a competitive environment with favourable tax regimes regulatory clarity, and access to international financial products
It provides Indian HNWIs and family offices a platform to invest globally in a compliant, tax-efficient manner, while also offering global investors an on-ramp into India’s fast-growing economy. The ability to set up funds, asset management companies, and family investment structures within GIFT City is significantly increasing its appeal. Also, Gift City Funds allow Indian investors to invest substantial amounts via OPI route through their corporates. Ultimately, this dual trend—Indian investors looking outward, and global investors looking inward to India—is reinforcing GIFT City’s role as a modern conduit for global capital flows amid a transforming global investment landscape.
How do you charge clients for your investment advice? Are you seeing pressure to reduce fees, and how do you balance this with maintaining high-quality service? Do you negotiate aggressively with fund houses and product manufacturers to keep costs down?
360 ONE Wealth has earned the trust of fund houses, becoming one of the first wealth management partners they approach, thanks to our strong credibility and rapidly growing client base. When it comes to working with fund houses and product manufacturers, we negotiate competitive pricing where possible. However, our priority is not just reducing costs. We focus on delivering quality—ensuring that the products we recommend are the best fit for our clients' long-term objectives. While managing costs is important, we are equally committed to providing investment solutions that align with our clients' goals and support sustainable wealth growth
E.g. A year and a half ago, we launched our CAT-II AIF FOF, which includes 3-4 top-tier private credit funds. The unique approach behind this initiative was to provide investors
- with access to high-quality private credit investments offering attractive yields and IRR
2) diversification
3) while also delivering lower fees compared to investing directly in these funds individually.
Ultimately, while we remain aware of the industry’s fee pressures, we believe that the value of high-quality, customized advice far outweighs the costs, justifying the fees our clients pay.
How can wealth managers maintain high-quality advice if clients are unwilling to pay for it? Is there a growing risk of a "race to the bottom" on fees, and how do you justify the value of your advisory services?
We believe that delivering high-quality advice doesn't solely depend on client willingness to pay, but on the value, we provide in every aspect of our service. The key to maintaining this quality is through continuous innovation, clear value communication, and personalized client engagement.
While there is growing pressure on fees—driven by the rise of passive solutions and digital platforms—this only reinforces the need for wealth managers to move beyond commoditized services. Instead, we focus on offering proactive, outcome-oriented advice tailored to clients’ specific goals. This includes goal-based planning, access to private markets, and tech-enabled transparency that builds client confidence.
We justify our value not just through performance metrics, but by helping clients make smarter, long-term decisions. At the core, we believe it’s not a race to lower fees, but a race to deliver better, more meaningful advice that truly adds value to their financial journey. By combining data-driven insights with personalized judgment, we can scale our solutions while maintaining the highest standards of service, regardless of the evolving fee pressures in the industry.
What types of investment products are going into client portfolios today, and how is this evolving? Are you placing more emphasis on private debt, private equity, structured products, or ETFs? How do you balance traditional and alternative investments? How is this changing?
At 360 ONE, we offer 360-degree wealth solutions with a diverse range of products across asset classes. What sets us apart is our strategic approach to product development—we first identify the available market opportunity, then assess product gaps, and finally leverage our in-house expertise to deliver innovative, tailored solutions. This ensures that every product we bring to market is relevant, differentiated, and aligned with our clients’ evolving needs.
Currently, Private Equity/Credit have become one of the core allocations for many of our clients, particularly family offices and ultra-high-net-worth individuals, as they seek illiquidity premiums and alpha generation beyond traditional markets. We leverage our expertise to identify differentiated products that meet these needs.
Additionally, there is growing demand for direct/co-investment opportunities and investments in the secondaries market, which we are well-positioned to offer.
E.g. (Market Opportunity) When there was elevated credit spreads and opportunities in the credit market due to NBFC crises and lack of interest from Mutual funds; (Product Gap) also limited options available to take exposure to high yield listed ZCB’s which are tax efficient and backed by strong collaterals; we launched high yield ZCB in Mar’-21 which delivered cash flows and XIRR (13.5%-14%) despite covid lockdown.
360 ONE Wealth recognized the imbalance between abundant liquidity and limited stock supply, leading to IPOs listing at high premiums. To capitalize on this, 360 ONE Wealth made strategic allocations in pre-IPO and late-stage private equity opportunities. Unlike most wealth managers who focus on public markets, 360 ONE Wealth provided exclusive access to private equity investments, identifying value in late-stage and pre-IPO deals. These investments offered attractive valuations and the potential for significant returns as companies transitioned to post-IPO stages. Through specialized funds, 360 ONE Wealth delivered impressive results, including flagship pre-IPO funds with ~20%+ IRR and successful exits in sectors like fintech and last-mile equity, capitalizing on the end-of-lifecycle opportunities in Indian VC and PE funds.
