19 January2021intellectual financial advisory to their clients. Outshining amidst several such professionals, Chaitali Dutta (Founder & Owner, Azuke Personal Finance Advisory) is a trailblazer in the personal financial consulting sector who challenges any remaining scepticism about a woman's competence by providing valuable and objective financial advice. Chaitali believes that her empathy for her clients, focus to deliver exceptional service, coupled with her over 30 years of experience in the financial sector, is the secret to Azuke's success. In an exclusive conversation with CEO Insights, Chaitali gives readers a sneak peek into her role at Azuke Personal Finance Advisory and how it caters to the needful.WHAT IS AZUKE PERSONAL FINANCE ADVISORY? BRIEF US ABOUT THE INSPIRATION BEHIND ESTABLISHING THE COMPANY. ALSO, MENTION THE CHALLENGES ENCOUNTERED.Azuke is a boutique personal financial advisory firm focussed on financial wellness of the family unit. We thoroughly understand the client's situation, aspirations and risk-taking capability as the first step. Our advice therefore is moulded to suit the particular client and is developed individually. We therefore standout amongst the sea of financial product sellers for whom the motivating factor is a sale rather than the suitability of the product to the purchaser. We bring a family from scattered, directionless investments into stable, disciplined finances and making them future ready. I observed the gap between what people needed and what was in offer by the product-driven Indian financial markets. Agents/Distributors ruled the market, and the end users were often duped by smooth talking sellers who were driven by commissions. Hence, I ensconced Azuke as a crusade to talk for the client. I understand that building a relationship based on trust is the hallmark of a sustained, long-term association, hence associating the clients with our proficient Certified Financial Planners (CFPs), we together try to understand the psyche and mental profile of the client, and offer a solution exclusively aligned for them. For each client, the advantage of unbiased and correct advise is multiple times the value of the fee paid in retainership. Our model is truly efficient. We are an ideal proof of it. We also have a Chartered Accountant and a Certified Financial Analyst in our team who bring their expertise to the table to provide a holistic, well rounded advisory to our clients.The mindset of the Indian audience is to get free advice. Always having viewed advisory as part of a commission driven market, they are reluctant to write out a fee cheque. In my experience, free advice lacks quality, authenticity, and reliability. With
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