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.