AMC Website Design: A Guide for Indian Fund Houses Under SEBI Rules

By Yamm Labs · Updated October 2026 · 14 min read

A salaried investor in Indore hears about a flexi-cap fund from a colleague and searches its name on her phone. The first result is the fund house’s own scheme page. It opens on a campaign banner, the net asset value sits below two carousels, and the factsheet is a scanned PDF that will not zoom. She goes back to search, taps an investment app, and sees returns, expense ratio and the riskometer on one screen. The fund house wrote every one of those numbers, and someone else got the visit.

What is AMC website design for an Indian fund house?

AMC website design is the planning, writing and building of the public website of an asset management company (AMC), the firm that runs a mutual fund’s schemes. It covers the pages an investor reads before investing, the regulatory disclosures the fund must publish, the document library and the path from “I’m interested” to a started SIP (systematic investment plan).

A few terms come up throughout. The net asset value (NAV) is the per-unit price of a scheme. The total expense ratio (TER) is the annual cost charged to the scheme, as a percentage of its assets. The Scheme Information Document (SID) and Key Information Memorandum (KIM) are the offer documents. The riskometer is SEBI’s pictorial label that shows a scheme’s risk level on a dial.

The common belief is that an AMC website is a brand asset with a compliance section bolted on. That belief fails for a plain reason. Most investors who reach a scheme page arrived with a specific question about one fund: what it holds, what it costs, how it has done and how risky it is. A page built to impress answers none of those on the first screen, and the investor finds the answers elsewhere.

The firm type matters too. A large, established fund house usually has the opposite problem to a new one. The incumbent has decades of pages, PDFs and microsites stacked on old systems. A newer AMC has a clean site and fewer schemes, but often copies an app-style design that hides disclosures behind taps. Both lose the same investor, for different reasons.

Why AMC website design is a SEBI decision as much as a brand one

AMC website design matters for a regulated brand because SEBI decides much of what the site must show, where and how often. A designer who does not know those rules will produce a layout that compliance has to break apart later, usually after launch.

Start with the riskometer. SEBI’s October 2020 circular on product labelling set six risk levels, from Low to Very High, and required the riskometer to be evaluated every month. AMCs must publish it, along with the portfolio disclosure for all schemes, on their own website and on the website of the Association of Mutual Funds in India (AMFI) within 10 days of each month’s close. The same circular asks for the product label on scheme advertisements to be placed so that it is prominently visible to investors. It came into force on 1 January 2021.

Then performance. A SEBI circular of 31 August 2021 says AMCs must show the scheme’s riskometer wherever the scheme’s performance is disclosed, including in promotional material. Where performance is compared with a benchmark, the benchmark’s riskometer has to appear as well. That rule applied from 1 October 2021. In design terms, a returns chart and a riskometer can never be separated. If your scheme page lets a content editor place a returns widget without its riskometer, the page is one careless edit away from a breach.

Then cost. Under a SEBI circular of 5 February 2018, AMCs must disclose the TER of every scheme daily, on their website, under a separate head called “Total Expense Ratio of Mutual Fund Schemes”, in a downloadable spreadsheet. A change in base TER has to be notified to investors at least three working days before it takes effect, and the notice must also go up in that section of the website. AMCs must also give the exact web link where TER is disclosed. A redesign that renames or moves that section breaks a published link that SEBI asked for.

The newest rule is about access. SEBI’s circular of 31 July 2025 requires all its regulated entities, mutual funds included, to make their digital platforms accessible to persons with disabilities. It names the Web Content Accessibility Guidelines (WCAG) 2.1 or later, the Guidelines for Indian Government Websites (GIGW) and the Indian standard IS 17802 as the baseline.

The circular asks for tagged, properly structured PDFs for investor documents, captions and Indian Sign Language for explainer videos, annual audits by accessibility professionals certified by the International Association of Accessibility Professionals (IAAP) and accessibility requirements inside every request for proposal. SEBI has since extended some of the deadlines, so check the current timeline with your compliance team.

Two more points sit in the background. Every mutual fund advertisement must carry SEBI’s standard warning that mutual fund investments are subject to market risks. SEBI’s mutual fund rules define an advertisement as any communication from the fund house that may influence an investor’s decision, which can take in promotional pages on the site. Our SEBI advertising rules FAQ for BFSI marketers covers that reading in more detail. SEBI has also folded many of its older mutual fund circulars into its master circular for mutual funds, so your compliance team will cite that document for the current wording.

Gulf readers are a contrast worth planning for. Non-resident Indians in the UAE and Saudi Arabia visit Indian AMC sites, but the Indian rules above govern the Indian site. A fund house that also markets a fund in the Dubai International Financial Centre (DIFC) falls under the Dubai Financial Services Authority’s rules there, and that page needs its own review. This is general guidance, not legal advice; your compliance team decides.

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How AMC website design works, in five parts

A fund house website that works has five parts, and each one has a job an investor can name. Treat them as one system with shared components, so that a rule fixed once is fixed everywhere.

1. Scheme pages that answer first. The first phone screen of each scheme page shows the scheme name, category, NAV with its date, returns over the standard periods with the benchmark, TER and the riskometers. Fund manager notes, commentary and the campaign film come after.
2. A disclosure layer built as components. The riskometer, the scheme and benchmark riskometer pair, the standard warning and the TER figure are locked design components fed by data, so no editor can type a figure by hand or separate returns from risk.
3. A document library people can read. SIDs, KIMs, factsheets, portfolio disclosures and addenda sit in one searchable library, tagged for screen readers, with each document’s date in its title. The factsheet’s main numbers also appear as page text.
4. An invest path with alternatives. The route from scheme page to a started SIP is short and works on a phone, with KYC (know your customer) steps that offer an assisted or document-upload option for investors who cannot complete video KYC.
5. Tools and education that earn the visit. SIP and goal calculators, fund comparisons inside your own range and plain-language explainers, each with its assumptions shown and its own compliance review.

The order matters. Teams usually start with the fifth part because calculators and explainers are the most visible. The first two parts decide whether the site is trusted, and the third decides whether it passes an accessibility audit.

How to start an AMC website redesign without a compliance rewrite

Start with an inventory and a data map, before any moodboard. A redesign that begins with visual direction usually ends with compliance asking for half the screens to change.

1. List every digital platform. Main site, microsites, campaign pages, the investor login, the distributor portal and the app. SEBI’s accessibility circular asked regulated entities to submit such a list, so your compliance team may already hold one.
2. Map each disclosure to its source. For the riskometer, TER, NAV, returns and portfolio, write down which system produces the figure, who updates it and when.
3. Pick the scheme pages that matter most. Use your own analytics to find the schemes with the most search visits and the highest SIP starts, and redesign those pages first.
4. Get the disclosure components approved once. Design the riskometer pair, the returns block, the TER figure and the warning as components, and have compliance sign off on the components, not on every page.
5. Write accessibility into the brief and the contract. The SEBI circular expects accessibility requirements in requests for proposal and in procurement contracts, with weight given to them when vendors are scored.
6. Prototype on a phone and test with real investors. Include first-time investors, older investors and at least some persons with disabilities, since the SEBI audit expects usability testing with them.

Brand work runs alongside this, not ahead of it. The visual identity has to survive a small phone screen with a riskometer and a warning beside it. A logo lockup that only works on a wide hero banner will fail in the sticky header of a scheme page, a pattern we cover in our list of fintech logo design mistakes.

How to measure whether AMC website design is working

Measure the site on whether investors find answers and act, and on whether its disclosures stay correct. Traffic alone tells you little, because much of it is existing investors downloading statements.

Use a small set of metrics, each written as a name, a formula and what it shows.

• Scheme page to SIP start rate. SIPs started from a scheme page, divided by visits to that page. It shows whether the page moves an interested investor to act.
• Answer depth. The share of phone visits that reach the returns, TER and riskometer block. If that share is low, the first screen is carrying the wrong content.
• Disclosure freshness. For each scheme, the date of the last riskometer and TER update against the date SEBI’s rules require. This is a yes or no check, and it belongs in a monthly report to compliance.
• Accessibility issues open. The number of open findings from the last accessibility audit, and how long the oldest has been open.
• Answer engine presence. How often AI assistants and search results quote your scheme page, not an aggregator, when asked about your scheme by name.

Attribution is hard here, and it helps to say so. Many investors read your page and then invest through a distributor, a bank or an app, so the SIP never shows up in your site analytics. Use proxies: branded search volume for scheme names, direct SIP registrations and questions your call centre stops receiving after a page is fixed.

Take a hypothetical scheme page with 20,000 phone visits a month, where analytics show that 15% of visitors scroll far enough to see the riskometer and TER. Moving that block onto the first screen does not need new traffic to help. If it lifts the share who see cost and risk to 60%, four times as many people read the information SEBI requires you to show. The lesson is that layout changes can raise disclosure reach without any new spend, and that is an argument compliance and marketing can both sign.

What goes wrong in AMC website design, and the early signs

Most AMC website failures come from treating disclosure as a legal footnote and design as decoration. The early signs show up in support tickets and compliance queries well before an investor complains.

One failure is cultural. When the website belongs to marketing alone, operations and compliance treat it as someone else’s problem until a figure is wrong. Name an owner for each disclosure, and the site stops drifting.

An investor who cannot find the riskometer on your page will find it on someone else’s.

When a full AMC website redesign is the wrong choice

A full redesign is the wrong move when the problem sits underneath the design. Spending on new screens will not fix data that arrives late or a brand that has not been decided.

Choose a fix to data and process first if your riskometer, TER or NAV figures already go stale. A new layout will display stale data more attractively, and nothing else will change.

Choose an accessibility remediation first if an audit has found serious issues and a SEBI deadline is close. Fixing contrast, headings, tagged PDFs and form labels on the existing site is faster than a rebuild, and the rebuild can follow.

Choose brand strategy first if the fund house is about to merge, rename or change sponsors. Designing a site for a name that changes next year is waste. Settle positioning, architecture of scheme names and the visual system through brand strategy, then build the site on it.

Choose to improve the app or distributor content first if your own analytics show that most new SIPs come through partners and very few through the website. The website still needs its disclosures to be correct, but the next rupee may do more on the screens your investors use.

Yamm Labs works from Gurugram with banks, insurers and fund houses, and our client list includes Aditya Birla Sun Life Mutual Fund, Paytm Money, HDFC Life, TATA AIA Life Insurance and Axis Bank. We serve clients in the Gulf and other markets remotely.

What to tell your compliance team before the redesign starts

Compliance teams sign off faster when they see the rules before they see the screens. Send a short note along these lines.

The redesign will show each scheme’s riskometer beside every display of its performance, and the benchmark riskometer beside every benchmark comparison, as a single locked component. Riskometer, TER and NAV figures will come from data feeds, not typed text, and each will have a named owner and update date. The TER section will keep its current name and address. Investor documents will be published as tagged, accessible PDFs, and the site will be tested against WCAG 2.1, GIGW and IS 17802 before launch. We would like you to approve the disclosure components once, so that page reviews can focus on wording.

This is general guidance, not legal advice; your compliance team decides.

People also ask

What should an AMC scheme page show on the first screen?

The scheme name and category, NAV with its date, returns against the benchmark, the TER and the riskometers. SEBI requires the scheme riskometer wherever performance is shown and the benchmark riskometer wherever performance is compared with a benchmark, so those belong together.

Do SEBI’s accessibility rules apply to mutual fund websites?

Yes. SEBI’s July 2025 circular covers all its regulated entities, and it names mutual funds among them. It sets WCAG 2.1 or later, GIGW and IS 17802 as the baseline and asks for annual audits by IAAP-certified professionals.

How often must an AMC update the riskometer on its website?

SEBI’s product labelling rules require the riskometer to be evaluated monthly and published with the portfolio disclosure on the AMC and AMFI websites within 10 days of each month’s close. Any change must also be sent to the scheme’s unitholders.

How long does an AMC website redesign take?

It depends on the number of schemes, the state of your data feeds and how quickly compliance approves components. Redesigning the busiest scheme pages and disclosure components first lets you ship in stages instead of waiting for the whole site.