You want a professional watching the market for you. You don't want to lose the final say on your own money. Is that even possible within SEBI's framework - or does "professional advice" always mean giving up the wheel?
The answer is yes. That's exactly where PMS Advisory fits in.
What Does “PMS Advisory” in India Actually Mean?
Is PMS Advisory Right for You? A Quick Check
Before diving into the mechanics, it helps to know whether this model actually fits how you invest. PMS Advisory in India tends to work best if:
- You have ₹50 lakh or more ready to invest, as mandated by SEBI.
- You want expert recommendations, but you’d rather keep the final call – and every – trade in your own hands.
- You can set aside a little time each week to review recommendations and act on them.
- You’ve invested before and are comfortable evaluating a recommendation on your own terms.
If most of this doesn’t sound like you, a discretionary PMS (where the manager executes on your behalf) may be a better starting point.
How Does PMS Advisory Work?
Now that you have an idea of what PMS advisory is, it’s time to look at how it works. These are the main components in this model:
Portfolio Manager’s Functions
Role of the Investor
” A common hesitation with this model: what happens if you don’t act on a recommendation right away? In practice, nothing is forced – the recommendation simply stays open until you review it. The trade-off is timing: markets can move between when a recommendation is made and when you act on it, which is why staying responsive to updates matters more in an advisory model than in a fully discretionary one. ? “
PMS vs PMS Advisory: Which Wealth Path Fits You?
Both are SEBI-registered Turtle Wealth offerings, built on the quant driven research process. The real question isn’t which is “better” – it’s how hands-on you want to be.
| PMS | PMS Advisory | |
|---|---|---|
| Portfolio Management | Portfolio is actively managed by a SEBI-registered Portfolio Manager. | Advisor only guides; portfolio execution is done by the investor. |
| Minimum Investment Requirement | ₹50 lakh minimum. | PMS Advisory falls under the SEBI (Portfolio Managers) Regulations, 2020, it strictly mandates a minimum investment corpus of ₹50 Lakhs. |
| Who Takes Investment Decisions? | Varies in a Discretionary PMS, the manager can decide on your behalf. | The advisor only recommends. Final decisions always rest with the investor. |
| Investor Control | Lower day-to-day involvement from the investor. | Higher investor control and involvement. |
| Type of Services Offered | Discretionary, Non-Discretionary, Advisory, and Co-investment PMS. | Offers investment advisory, financial planning, retirement planning, goal-based investing, and portfolio guidance. |
| Customization | Highly customized investment portfolios based on goals and risk appetite. | Recommendations are personalized, but implementation remains investor-led. |
| Fee Structure |
Fee model may include fixed (which is 2%) for turtle wealth, performance-linked charges, brokerage, and other fees. For more details about fee link on below link: https://turtlewealth.in/portfolio-management/ |
PMS Advisory providers typically charge an annual management fee of 1% to 3% of the portfolio value. At Turtle Wealth, we are charging 1% of the Portfolio Value/AUM. |
| Suitable For | Generally suited for HNIs and investors seeking professional portfolio management. | Suitable for investors who want expert guidance while maintaining portfolio control. |
SEBI Regulations Governing PMS Advisory in India:
None of this runs on trust alone – it’s built on a defined regulatory framework:
Where This Leaves You?
PMS Advisory exists for investors willing to commit a sizable amount to build their portfolio, while keeping hands-on control over every trade and decision – with professional research and market expertise available every step of the way.
Turtle Wealth offers PMS Advisory Services as one of our SEBI-registered offerings, built on the same quant-driven research process behind our PMS strategies. Explore Turtle Wealth’s PMS Advisory Service →
“The best decisions aren’t the ones made for you – they’re the ones you make with the right information in hand.”
A few questions investors usually ask
Can I move from PMS Advisory to a full PMS later?
Yes. Many investors start with PMS Advisory to get comfortable with the process, then move to a discretionary PMS once they'd rather hand over execution entirely.
What happens if I don't act on a recommendation right away?
Nothing is forced - it simply stays open until you review it. The trade-off is timing: markets can move in the gap, so staying responsive matters more here than in a fully discretionary PMS.
Are returns guaranteed in PMS Advisory?
No, the returns are not guaranteed in PMS Advisory. The portfolio manager only recommends trades, although executing them and market timing depends on the investor.
Is PMS suitable for beginners?
In India, PMS services fit best for experienced or high-net-worth investors who have higher investment corpus and market risks. Beginners often start with PMS advisory or Mutual Funds.
Not Sure Which Seat Is Yours?
As a boutique, SEBI-registered PMS provider in Surat, Gujarat, Turtle Wealth helps HNIs and families find the right structure for their goals, risk comfort, and need for control.
Schedule a CallConclusion
PMS offers direct ownership and a personalized portfolio, so the responsibility of accurate reporting and timely payments rests with the investor. Understanding the tax implications of investing in PMS in India is essential for investors to make informed decisions aligned with their financial goals and tax planning strategies. The tax treatment of gains, dividends, asset types, and holding periods significantly influences the overall tax liabilities associated with PMS investments.
“Your real return is what you keep after tax. Plan for it from day one.”
Frequently Asked Questions About PMS in India
Regards,
Kirti Golicha – Research Analyst
DISCLAIMERS:
Turtle Wealth Management Pvt. Ltd. (hereinafter referred to as “the Company”) is a SEBI registered Portfolio Manager, SEBI Reg. No: INP000006758. Investments in the securities market are subject to market risks, and there is no assurance or guarantee that the objectives of any investment portfolio will be achieved. Past performance is not indicative of future results. Above performance data is not verified by SEBI.