Goodreads: Navigating through the Digital Marketing Universe

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 […]

FinTech growth teams often analyse campaign performance through metrics such as click-through rates, cost per acquisition, and conversion ratios. Yet these numbers rarely exist in isolation. Behind every spike or slowdown sits a broader economic context that shapes how buyers perceive risk, value, and financial commitment. As India’s FinTech market enters a more measured growth […]

A fintech founder recently told us their acquisition costs had doubled in eighteen months, whilst activation rates halved. They were spending more to acquire users who engaged less and churned faster. The problem wasn’t their product. It was the market. The easy growth phase is over. India’s fintech story has been extraordinary. Digital payments exploded. […]

The FinTech landscape in India is evolving rapidly. From digital wallets to neobanks and lending platforms, consumers have unprecedented access to financial services. Yet, with convenience comes caution. Buyers are highly risk-averse, and perceptions of security, regulatory compliance, and credibility often determine whether they adopt or abandon a service. Let us explore how risk perception […]

FinTech growth is not driven solely by technology. It is closely tied to how confident consumers feel about their finances, data security, and the broader economic environment. When confidence rises, users are more open to experimenting with new financial products. When it falls, even strong offerings face hesitation and delayed adoption. Let’s explore how consumer […]