This work aims to tune multiple controllers at the same time for a HVDC system by using a self-generated (SG) simulation-based optimization technique. Online optimization is a powerful tool to improve performance of the system. Proportion integral (PI) controllers of Multi-infeed HVDC systems are optimized by the evaluation of objective functions in time simulation design (TSD). Model based simulation setup is applied for rapid selection of optimal PI control parameters, designed in PSCAD software. A multiple objective function (OF), i.e. Integral absolute error (IAE), integral square error (ISE), integral time absolute error (ITAE), integral time square error (ITSE), and integral square time error (ISTE), is assembled for testing the compatibility of OFs with nonlinear self-generated simplex algorithm (SS-SA). Improved control parameters are achieved after multiple iterations. All OFs generate optimum responses and their results are compared with each other by their minimized numerical values. Disturbance rejection criteria are also proposed to assess the designed controller performance along with robustness of system. Results are displayed in form of graphs and tables in this paper.