Initially, the plaza would offer Prudential-ICICI's mutual fund schemes. Speaking at the press conference, ICICI Web Trade Ltd's chief executive officer Madhabi Puri Buch said, "We are talking with a number of mutual funds and would add schemes of other mutual funds in due course." The plaza would enable customers of ICICIDirect to transact online in mutual funds without filling any physical application form. Investment could start as soon as bank funds are allocated by the customer specifically for mutual funds. ICICIDirect would have online linkages to the mutual funds and the customer's bank account.

The plaza would be the only one to offer automatic paperless Systematic Investment Plan (SIP) / Systematic Withdrawal Plan (SWP), automatic reminders for SIP/SWP, online order confirmations and online order status tracking.

After submitting request for investments, the customer would not be required to do any manual processes. He would get the order confirmation immediately by e-mail and his order book would immediately be updated to track the various stages of the order. His unit holding portfolio would be updated three business days from the date of transaction.

The plaza would also be the only channel to offer online updation of portfolio of unit holdings, at latest NAV and online dividend payout/reinvestment facility.

It would also give its customer the facility to automatic check and debit from bank account. At present, investors availing other channels of investing have to login separately for accessing their bank accounts.

The Plaza would offer other conveniences like no signature or proof of identity required, single point customer query handling, automatic credit to bank account and secure environment with highest encryption (128-bit) for financial transactions.