Founded in 2006, Alice Blue Financial Services (P) Ltd. is a prominent Indian stockbroking firm headquartered in Bengaluru. The company's mission is to make online trading simple, accessible, and affordable for a broad range of investors and traders. It provides a comprehensive suite of services for trading in Equities, Futures & Options, Commodities, and Currencies on major Indian exchanges like NSE, BSE, and MCX. Alice Blue is known for its technology-driven platforms and competitive brokerage plans, such as its "Freedom 15 (F15)" plan, which offers zero brokerage on equity investments and a flat fee for intraday and F&O trades.