I am there for the convenience. Logging in & maintaining multiple accounts/pwd etc itself I wanted to avoid. I tried doing that, but I ended up with different style of passwords , different methods to buy etc. Like I said ,overall I might be sharing 0.1% of my earnings, but I am ok with it purely for convenience.
Also I would had to be setting up auto-debit//accounts for 10-15 different companies. Whereas this allows me to have autodebit only for them. And they take care of investing. Eg If I have to set for 5 MF SIP. 1 auto debit happens & they will make the purchase for me in the 5