The problem with getting a message on the phone that demands an instant list of five funds to invest in is that there are no ready names to give. Likewise, for tweets and other social media requests for names of two or three funds to invest in, there is no easy answer. Similar is the problem of somebody asking for a life insurance or a health insurance plan—how does one recommend a single product to a person who knows something about the product but not enough? They don’t know that anybody who takes the risk of advising without knowing more is not acting in their best interest. Mutual funds and individual insurance products have made it into the attention spectrum of the financially included, mostly urban middle-class Indians, but the on-boarding is still difficult, precisely because each person needs a unique solution according to his or her personal situation, goals, risk capacity and profile, but is unwilling to pay for advice and is looking for a quick solution. But there are no quick solutions in personal finance and most people find that the hard way.