About Sandeep Jethwani:"It's not how much money you make, but how much money you keep, how hard it works for you, and how many generations you keep it for." -Robert KiyosakiToday on The One Percent Project, I am speaking to Sandeep Jethwani. Sandeep is the co-founder of dezerv. dezerv. is an expert-led wealth creation platform that aims to deliver sustainable returns to its clients through its unique Integrated Portfolio Approach (IPA). dezerv. was founded in 2021 and today it has 1,000 crores under management.In this engrossing conversation, Sandeep talks about his dezerv. journey, the role of patience in creating long-term wealth, building a brand that consumers trust, the role of mentors and much more.Some Key Highlights:We assume building wealth is a lot about the returns we generate but the true trick to growing meaningful wealth is not to lose it. Some of the folks who have made a significant amount of capital have not lost a meaningful amount of money in the worst of times.The interesting dichotomy of investing today is it’s easier to figure out where to invest but harder to make money.Before you trust a brand, you trust the people behind the brand.In this conversation, he talks about:00:00 Intro01:44 His counterintuitive insight about wealth management? 02:56 How did he come up with the name? 04:56 How does one build long-term wealth? 07:15 Where is India in its wealth creation journey, and how is dezerv. adding value to it? 12:55 What is the importance of patience in building wealth? 17:48 How does he think about building a brand? 25:00 The secret sauce of Zerodha.28:28 The role of mentors.Links:Sandeep: LinkedIn