Goodreads: Navigating through the Digital Marketing Universe

A fintech CMO recently shared an observation that captures a growing market reality. Their cross-border payments product was objectively superior. Faster settlement, lower fees, and more transparency. Yet enterprise buyers hesitated. The objection was not functionality. It was trust. If global banks and multilateral bodies have struggled to fix cross-border payments for decades, why would […]

A neo-banking founder shared something striking during a recent strategy session. They had crossed two million users faster than any competitor in their segment. Customer acquisition costs were lower than projected. App engagement metrics looked strong. Yet when they analysed cohort behaviour, they discovered something unsettling. Users were signing up, trying the platform once or […]

How Growth Teams Can Build Trust, Education, and Long-Term Adoption in Digital Wealth Management WealthTech growth looks deceptively simple on the surface: more users, more assets, more transactions. In reality, investor behaviour is shaped by fear, uncertainty, and long decision cycles. Unlike payments or lending, wealth decisions are rarely impulsive. They are researched, compared, delayed, […]

How Lending FinTechs Can Scale Acquisition, Trust, and Retention When Borrowing Costs Rise When interest rates rise, borrower behaviour changes faster than most growth teams expect. Loan seekers become cautious. Comparison cycle lengthens. Trust, clarity, and perceived fairness begin to matter more than speed or convenience. For lending FinTechs, this shift exposes the limits of […]

Why perceived risk, trust decay, and post-onboarding anxiety drive FinTech churn in India A user installs a FinTech app with intent. They verify their identity, link their bank account, and explore features. Yet within weeks or even days, the app is gone. No complaint. No feedback. Just an uninstall. For growth teams, uninstalls are often […]

India’s FinTech market has seen explosive growth over the past decade. Startups and neobanks acquired millions of users during the pandemic-era digital surge. However, as adoption normalises and competition intensifies, simply acquiring new users is no longer a sustainable growth strategy. Retention has emerged as the real differentiator. Companies that keep users engaged, satisfied, and […]