NJ Wealth reveals its SIP survival rate

Co-founder Jignesh Desai on SIP persistence and why distributors still matter in volatile markets

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Most investors do not quit because markets fall. They quit because panic feels like action. NJ Group says the antidote is a habit that survives bad news. In this interview with Outlook Money, Jignesh Desai, co-founder of NJ Group, shares NJ's persistence data and the operating playbook they use to keep SIP behaviour steady through market cycles.

Q) You have built your business around long term SIPs. When markets turn volatile, what stops investors from pulling the plug?

A) First, partner conviction. If the distributor understands drawdowns and recoveries, they can explain what is happening without drama. We are strengthening behavioural finance training and market cycle learning modules so partners can coach behaviour, not just recommend funds.

Second, simplicity. In a panic, nobody wants a lecture. We give partners clear visuals that show the long term cost of stopping SIPs versus staying invested. When markets are noisy, we increase the frequency of webinars, guidance notes and easy to share investor material so the partner is never improvising in front of fear.

Q) Discipline is a nice word. What is the strongest proof point you have?