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ICICI Direct vs Action Financial Services – Compare Charges, Trading Features, Offers & more
Find a Comparison of ICICI Direct vs Action Financial Services here. You can compare their brokerage, demat accounts, trading platforms, offers, products & services, support, complaints & more.
This comparison will help you decide which broker is best for you. So, let us go through a detailed comparison of ICICI Direct and Action Financial Services.
Background
| Year of Incorporation | 2000 | 1992 |
| Website | https://www.icicidirect.com/ | https://www.actionfin.com |
| Phone | 022 3355 1122 | 022-43654444 |
| Exchanges enabled | NSE & BSE | NSE & BSE |
| Demat (NSDL/CDSL) | NSDL & CDSL | NSDL |
Financial Health
Equity & Commodity Consolidated
Look for Brokerages with higher profit, low debt, higher Profit to Equity Ratio which will indicate the profitability based on capital deployed, and atleast Rs 50 crores Balance sheet size. If a broker is in financial trouble, it will first start showing up on his balance sheet.
| Profit after Tax FY11/12 | Rs 77.1 Crores | Rs 4.43 Lakhs |
| Profit after Tax FY12/13 | Rs 68.2 Crores | Rs 9.04 Lakhs |
| Profit after Tax FY13/14 | Rs 74.9 Crores | Rs 4.47 Lakhs |
| Profit after Tax FY 14/15 | Rs 79.52 Crores | Rs 20.9 Lakhs |
| Profit after Tax FY 15/16 | Rs 96.88 Crores | Rs 21.45 Lakhs |
| Profit after Tax FY 16/17 | Rs 132.64 Crores | Rs 21.78 Lakhs |
| Profit after Tax FY 17/18 | Rs 100.80 Crores | Rs 22.11 Lakhs |
| Profit after Tax FY 18/19 | Rs 134.63 Crores | Rs 22.56 Lakhs |
| Profit after Tax FY 19/20 | Rs 123.16 Crores | Rs 22.89 Lakhs |
| Profit after Tax FY 20/21 | Rs 85.59 Crores | Rs 23.01 Lakhs |
| Profit after Tax FY 21/22 | Rs 105.82 Crores | Rs 23.45 Lakhs |
| Profit after Tax FY 22/23 | Rs 115.43 Crores | Rs 23.78 Lakhs |
| Debt FY11/12 | Rs 209 Crores | Rs 4.02 Crores |
| Debt FY12/13 | Rs 219 Crores | Rs 2.61 Crores |
| Debt FY13/14 | Rs 317 Crores | Rs 2.53 Crores |
| Debt FY14/15 | Rs 350.83 Crores | Rs 2.78 Crores |
| Debt FY15/16 | Rs 462.09 Crores | Rs 2.99 Crores |
| Debt FY16/17 | Rs 335.99 Crores | Rs 3.11 Crores |
| Debt FY17/18 | Rs 555.66 Crores | Rs 3.23 Crores |
| Debt FY18/19 | Rs 559.36 Crores | Rs 3.41 Crores |
| Debt FY19/20 | Rs 389.28 Crores | Rs 3.77 Crores |
| Debt FY20/21 | Rs 536.48 Crores | Rs 4.00 Crores |
| Debt FY21/22 | Rs 598.99 Crores | Rs 4.33 Crores |
| Debt FY22/23 | Rs 582.15 Crores | Rs 4.65 Crores |
| Profit to Equity(%) FY11/12 | 32 | 0.43 |
| Profit to Equity(%) FY12/13 | 21 | 0.36 |
| Profit to Equity(%) FY13/14 | 27.07 | 0.39 |
| Profit to Equity(%) FY14/15 | 29.22 | 1.22 |
| Profit to Equity(%) FY15/16 | 30.63 | 1.57 |
| Profit to Equity(%) FY16/17 | 32.89 | 1.98 |
| Profit to Equity(%) FY17/18 | 41.55 | 2.10 |
| Profit to Equity(%) FY18/19 | 40.19 | 2.54 |
| Profit to Equity(%) FY19/20 | 26.41 | 2.77 |
| Profit to Equity(%) FY20/21 | 33.02 | 2.87 |
| Profit to Equity(%) FY21/22 | 41.00 | 3.22 |
| Profit to Equity(%) FY22/23 | 43.78 | 3.79 |
| Balance Sheet Size FY11/12 | Rs 948 Crores | Rs 25.72 Crores |
| Balance Sheet Size FY12/13 | Rs 908 Crores | Rs 33.93 Crores |
| Balance Sheet Size FY13/14 | Rs 1620 Crores | Rs 36.94 Crores |
| Balance Sheet Size FY14/15 | Rs 1903.86 Crores | Rs 37.25 Crores |
| Balance Sheet Size FY15/16 | Rs 2470.58 Crores | Rs 37.77 Crores |
| Balance Sheet Size FY16/17 | Rs 1857.26 Crores | Rs 38.22 Crores |
| Balance Sheet Size FY17/18 | Rs 3061.50 Crores | Rs 38.82 Crores |
| Balance Sheet Size FY18/19 | Rs 2222.18 Crores | Rs 39.10 Crores |
| Balance Sheet Size FY19/20 | Rs 1983.64 Crores | Rs 39.23 Crores |
| Balance Sheet Size FY20/21 | Rs 2921.25 Crores | Rs 39.47 Crores |
| Balance Sheet Size FY21/22 | Rs 2747.85 Crores | Rs 39.69 Crores |
| Balance Sheet Size FY22/23 | Rs 2350.41 Crores | Rs 40.09 Crores |
Brokerage
| Equity | Equity Intraday 0.05% & Delivery 0.25%- Negotiable | Choose from :Pay Interest free refundable deposit Rs 50,000, unlimited trading at Rs 1200/year & other similar |
| Equity Futures | 0.05% of Turnover for Overnight & Intraday only one side- Negotiable | Choose from :Pay Interest free refundable deposit Rs 50,000, unlimited trading at Rs 1200/year & other similar |
| Equity Options | Rs 95/lot for Overnight & Rs 25/lot for Intraday - Negotiable | Choose from :Pay Interest free refundable deposit Rs 50,000, unlimited trading at Rs 1200/year & other similar |
| Currency Futures | 0.05% of Turnover for Overnight & Intraday only one side - Negotiable | Choose from :Pay Interest free refundable deposit Rs 50,000, unlimited trading at Rs 1200/year & other similar |
| Currency Options | Rs 95/lot for Overnight & Rs 25/lot for Intraday - Negotiable | Choose from :Pay Interest free refundable deposit Rs 50,000, unlimited trading at Rs 1200/year & other similar |
| Commodity | NA | NA |
Account Opening Costs
| Trading only | NA | NA |
| Trading & Demat | Rs 975 for 3 in 1 Account | Nil |
| Commodity | NA | NA |
Transparency & other costs
Double check on if you are paying much higher other/turnover costs, make sure to compare
| Equity | 0.00325% of Turnover | 0.00325% of Turnover |
| Futures | 0.0019% of Turnover | 0.0026% of Turnover |
| Options | 0.05% of Turnover | 0.08% of Premium Turnover |
| Commodities | NA | NA |
| AMC charge | Rs 450/Year | Rs 500 to Rs 1200 depending on your plan |
| DP Transaction Charge | Rs 25/Transaction or 0.05% whichever higher | Rs 7.5 to Rs 16/debit transaction based on plan |
| Offline order placing Charge | 0 | Nil |
Platforms
| Software |  |
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| Web/HTML 5 | |
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| Mobile | |
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Charting
| Intraday | 20 Days | 5 days on NOW |
| End of Day | 10 years | 10 years on NOW |
| Coding/Backtesting |  |
|
Reporting
| Online Trade Reports | |
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| Online PNL Reports | |
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| Online Contract Notes | |
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Margins
Leverage Provided
| Equity | Intraday upto 25 times & Delivery upto 5 times for interest | Upto 8 times for Intraday, 0 for Delivery |
| Equity Futures | Upto 4 times for intraday | Upto 3 times for Intraday |
| Equity Options | Not for buying but upto 2 times for shorting | No Leverage |
| Currency Futures | NA | Upto 2 times for Intraday |
| Currency Options | NA | No Leverage |
| Commodity | NA | NA |
Support & Tools
| Research & Tips | |
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| Brokerage Calculator | |
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| Margin Calculator | |
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| Bracket orders & Trailing Stoploss | |
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| Training & Education | |
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Convenience
| 3 in 1 Account | |
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| Instant Fund withdrawal | |
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| Relationship Managers | |
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Frequently Asked Questions
Is ICICI Direct better than Action Financial Services ?
ICICI Direct and Action Financial Services are both discount broker companies. Thus, we need to look at the details such as brokerage charges, account opening fees, trading platforms, and more to find out which is a better stockbroker between them.
Is Action Financial Services better than ICICI Direct ?
ICICI Direct and Action Financial Services are both discount broker companies. Thus, we need to look at the details such as brokerage charges, account opening fees, trading platforms, and more to find out which is a better stockbroker between them.
Is ICICI Direct cheaper than Action Financial Services ?
ICICI Direct and Action Financial Services are both discount broker companies. Since these are discount brokers, the brokerage fees are generally on the lower side. The brokerage fee, in general, will be very close for both of these brokers. To find out the cheaper broker for your needs, look at the brokerage charges in detail.
Is Action Financial Services cheaper than ICICI Direct ?
ICICI Direct and Action Financial Services are both discount broker companies. Since these are discount brokers, the brokerage fees are generally on the lower side. The brokerage fee, in general, will be very close for both of these brokers. To find out the cheaper broker for your needs, look at the brokerage charges in detail.
Which is better ICICI Direct vs. Action Financial Services ?
To find out the better of the two stockbrokers ICICI Direct and Action Financial Services, compare them based on brokerage charges, trading platforms, Demat account opening fees, research, advisory services, etc.