PGIM India Mutual Fund in collaboration with Syntoniq (India) has introduced a financial wellness tool Money Avatar: Discover Your Money Persona.
Money Avatar brings a gamified and behavioral science led assessment of one’s financial personality, that is designed to spark curiosity and drive meaningful engagement, empowering individuals to make well-informed money decisions tailored to their unique needs.
Curiosity Meets Science: The Eight Money Avatars at the heart of Money Avatar is a gamified assessment that assigns users one of eight unique Money Avatars such as:
Fire Elephant: Hopeful, Future Oriented, Promotion Oriented.
Ice Horse: Grounded, Present Oriented, Prevention Oriented.
This approach leverages behavioral science to decode personal money mindsets such as time orientation, motivations, optimism and financial habits, helping users to identify their unique strengths that can be leveraged for successful money management.
The fund house believes that Money Avatar can successfully equip distributors and advisors with a powerful engagement tool. Money Avatar enables them to connect with clients and prospects both directly and through corporate HR heads by sparking meaningful conversations, facilitating robust financial planning.
“Money Avatar is more than a tool—it’s a mindset shift. It brings science and personalization to financial decisions often influenced by emotion and social cues. By decoding individual money personas, it helps investors understand why they make certain choices, transforming planning into a purpose-driven journey. For distributors and advisors, this means deeper engagement and trust, positioning them as true partners in their clients’ financial journeys,” says Abhishek Tiwari, CEO, PGIM AMC.
The Money Avatar offers a comprehensive, personalized experience across the entire personal finance spectrum—budgeting, protection, saving and investments. Being identified as one of eight personas provides valuable self-awareness into behavioral styles, biases and goals shaping financial decisions. This often highlights gaps and prompts relevant questions, helping individuals appreciate the value of having a financial advisor who can tailor strategies to their specific needs, says Ajit Menon, Senior Advisor, PGIM India AMC.
“This tool’s design offers a fresh approach to financial wellness, piquing curiosity as it culminates in assigning one of eight Money Avatars—unique money personas—then guides users through their results, strengths, weaknesses, and provides personalized recommendations tailored to their persona,” says Dr. Sagneet Kaur, SVP Behavioural Finance & Consumer Insights, PGIM India AMC.
Adding to the vision behind the tool’s development, Prasad Ramani, CEO, Syntoniq (India), emphasized the importance of emotional resilience in financial planning: “Life is never free from challenges—personal, professional, or emotional. During such times, our emotions often outweigh logic, with pathos taking control of the logos when the command center is too overwrought for rational thinking. To handle challenges successfully, we must first understand the hidden factors that influence our decision-making process. This is why we built the Money Avatar! It equips clients to adopt the right mindset—which is critical in helping them manage times of great stress, make smart decisions, and ultimately chart and steer the course ahead.”
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