Apna Dhan is a fee-only financial planning and investment advisory practice led by Preeti Zende, a SEBI-registered investment adviser with more than 15 years of experience in financial services. The practice focuses on family financial planning and provides commission-free, fiduciary advice, with revenue coming exclusively from client fees rather than the distribution of financial products. Its aim is to help clients make informed decisions and work toward lasting financial independence.

Services include comprehensive financial planning, express plans, portfolio reviews, senior citizen and retirement planning, and financial wellness programs. Planning can cover financial health assessments, goal-based investment strategies, risk profiling, insurance reviews, tax planning, and portfolio analysis. Apna Dhan also offers tailored support for resident and non-resident clients, with plans designed for different asset levels. Higher-tier services may include global asset allocation, estate planning, and guidance on bonds and real estate. The advisory process moves from discovery and personalized planning to hands-on implementation support and periodic monitoring, with review frequency varying by plan. Apna Dhan reports serving more than 500 families.