Ashutosh Joshi

Founder & Editor, Diving Finance · PGDM (Finance), B.Com · New Delhi

I started Diving Finance because I kept noticing the same thing: most money advice online is either written to sell you a product or written by people who have never opened a loan agreement. I'm a finance graduate who has spent more than eight years in SEO, a lot of it for banks, insurers and lenders, so I've seen how this content gets made from the inside. Here I try to do it the other way round. I start with the actual numbers and only then decide what to say.

Most of what I write starts with a question a friend or family member has asked me. Should I prepay the home loan or keep my SIP running? Is a 7.5% FD actually beating inflation after tax? What does a repo rate change do to my EMI next month? If I can't answer it with a worked example in rupees, I don't publish it.

Credentials

• PGDM (Finance)
• B.Com
• 8+ years building data-driven SEO, GEO (Generative Engine Optimisation) and AI SEO strategies for BFSI, FMCG, e-commerce and hospitality brands
• Based in New Delhi, India

Results I've delivered

• Leading insurance company: doubled organic traffic from about 49,000 to 1 lakh monthly visits in one year, with top-3 Google rankings on highly competitive keywords.
• Luxury car rental brand: grew leads from 221 to 490 through SEO alone.

I mention these not to sell anything (I don't take client work through this site), but because they're why I care about getting the details right. In BFSI, a page that's wrong costs someone real money.

What I write about

• SIPs and mutual funds: step-up SIPs, goal planning, and what happens when you stop
• Fixed deposits: rate comparisons, tax on interest, laddering
• Loans and EMIs: home loan prepayment, tenure vs EMI trade-offs
• PPF and small savings: returns, lock-ins, and where they fit
• RBI policy: repo rate moves and what they mean for borrowers and savers

You can run most of these numbers yourself with our free calculators.

How I research and check my work

• Rates, rules and data come from primary sources: RBI, SEBI, AMFI, the Income Tax Department and the banks' own rate pages.
• Every worked example is recalculated, and the formulas are explained on How We Calculate.
• Posts carry a "last updated" date and are revised when rates or rules change.
• No paid placements decide what I recommend. The full rules are in our Editorial Policy.
• Nothing here is personalised investment advice. Please read the Disclaimer before acting on it.

Get in touch

Spotted an error, or have a question you'd like me to cover? Write to me through the contact page or connect on LinkedIn. I read everything and correct mistakes publicly.