MAM
Incred Wealth hands family office reins to Anu Bora for next leg of ultra-rich wooing
MUMBAI: The rich are getting richer—and pickier. And Incred Wealth is not in the mood to miss out. The Mumbai-based wealth management arm of Incred Capital just made a serious power play by appointing Anu Bora as head of its family office vertical. With nearly 30 years of experience managing money for India’s wealthiest, she’s the kind of pro who doesn’t just balance portfolios—she balances egos, expectations and eccentric dynastic ambitions.
Incred Wealth announced the appointment on 21 April, signalling its intent to double down on serving ultra-high-net-worth individuals (UHNWIs) and business families who expect more than just market advice. Bora now leads the family office division, responsible for delivering all-in-one advisory magic that blends investment, legacy planning, and the occasional existential crisis about generational wealth.
Her resume reads like a hall of fame in financial services: Client Associates, ASK Wealth Advisors, American Express, and Standard Chartered Bank. She’s handled clients from C-suites, promoter circles, and entrepreneurial empires. And now, she brings that Rolodex and wisdom to Incred.
“When we launched Incred Wealth, we saw a gap in the wealth space in India – we saw the need for a fresh approach, combining best-in-class global practices with an Indian entrepreneurial spirit. Our focus on offering differentiated solutions tailored to the unique needs of India’s HNW and UHNW clientele has helped us create a strong presence in the market, in a span of just five years,” said Incred Wealth CEO Nitin Rao.
Welcoming Bora, Rao added, “At this pivotal stage in our journey, we are thrilled to welcome someone of Anu’s calibre and depth of experience. Her extensive expertise in the family office space and her exceptional ability to foster trusted client relationships will play a key role as we enter our next phase of growth and expand our value proposition.”
Bora herself isn’t holding back the ambition. “I am excited to join Incred Wealth, which combines the agility of a startup with the strength of the Incred Group’s ecosystem. As global markets evolve and generational perspectives emerge, we have a remarkable opportunity to reimagine what a modern family office can achieve. I look forward to partnering with the exceptional team at Incred to build a world-class family office offering that serves as the foundation for enduring family prosperity, connects wealth with deeper purpose and establishes legacies that transcend generations.”
Armed with an MBA from IIM Ahmedabad (Class of 1998) and a fintech credential from UC Berkeley’s Haas School, Bora fits neatly into Incred’s ethos of mixing smarts with scale. And with Rs 50,000 crore in Assets under Management as of March 2025, the firm is clearly not playing small.
With Bora now steering the family office ship, expect more customised, research-backed strategies served with a side of emotional intelligence.
AD Agencies
Publicis acquires AdgeAI to sharpen predictive measurement in advertising
Deal integrates AI-driven content intelligence with Publicis production platform
MUMBAI: Publicis Groupe is doubling down on data-led creativity with the acquisition of measurement and content intelligence firm AdgeAI, a move aimed at helping brands understand what truly works in their campaigns.
Announced on March 12 in Paris, the deal brings AdgeAI’s analytics technology into Publicis’ AI-driven production ecosystem, allowing brands to measure and predict creative performance in real time. The company said the integration will help marketers move beyond guesswork and focus on content that delivers measurable business outcomes.
AdgeAI’s platform analyses engagement and conversion data across video and digital campaigns to pinpoint which creative elements resonate most with audiences. By identifying patterns that drive results, the system provides insights that guide content strategy and improve returns on marketing investment.
The acquisition comes at a time when brands are producing more content than ever before. While the tools to create campaigns have become faster and cheaper, many marketers still struggle to determine which messages actually drive sales.
Publicis Groupe chairman and CEO Arthur Sadoun, said brands today need clarity rather than just volume. “In the AI era, brands do not simply need more content. They need to know what works, and why, so they can scale their messaging across audiences, markets and platforms,” he said. He added that the acquisition turns creative measurement from a backward-looking report into a forward-looking capability that predicts outcomes.
Publicis production chief executive officer Deepti Velury, said embedding predictive intelligence into the production process will allow brands to create fewer but more effective assets. According to her, AdgeAI’s technology can analyse creative components at a granular level and identify patterns directly linked to campaign performance.
AdgeAI co-founder and CEO Eyal Ben Shalom, described the deal as a shift in how the industry approaches creative intelligence. By plugging its technology into Publicis’ broader platform, he said brands will be able to move at the speed of digital algorithms without losing the spark of strong creative ideas.
With the addition of AdgeAI, Publicis is positioning itself to close the gap between creativity and data, giving brands a clearer view of what clicks with audiences and what drives the bottom line.
