FINTECH AND ITS IMPACT ON BANKING MARKETING
Sneha Gahlyan
Table of Contents
• Introduction
• Traditional VS Tech- driven Banking
• Banking Services
• Platforms in India providing banking and fi nancial
services
• Fintech’s Impact on Marketing Strategies
• AIDA Model (Awareness, Interest, Desire, Action)
• Conclusion and Discussion
What is
Fintech?
What comes to your mind when you
hear 'Fintech'?
What is
Fintech?
Fintech (Financial Technology) refers to the use of
technology and innovation to improve, automate, and
deliver fi nancial services effi ciently.
It combines fi nance and technology to create solutions
like digital payments, online lending, and mobile banking.
HISTORY OF
FINTECH
INTRODUCTION OF ELECTRONIC PAYMENT
ATMS SYSTEMS
1960 1990S
S. PAYPAL
MOBILE BANKING
Aspect Traditional Banking Tech-Driven Banking
Branch-dependent; limited to business Anytime, anywhere through mobile
Access
hours apps and online platforms
Transaction Speed Slow; manual approvals and processing Instant; powered by automation and AI
Virtual; chatbots, video banking, and
Customer Interaction Face-to-face; requires physical visits
online support
Paperless; digital documentation and e-
Processes Paperwork-intensive; time-consuming
KYC
Personalized solutions based on data
Personalization Generic, one-size-fits-all services
analytics and AI
Limited to traditional products like Innovative offerings like digital wallets,
Product Offerings
savings, loans, and deposits P2P lending, and robo-advisors
Relies on basic measures like PINs and Advanced security like biometric
Security
passwords authentication and blockchain
Higher operational costs due to manual Reduced costs with automation and
Costs
processes digital infrastructure
Restricted to urban and semi-urban Broader reach, including rural and
Reach
areas underserved regions
BANKING
SERVICES
• BANKING: SAVINGS ACCOUNTS, CHECKING ACCOUNTS, AND DEPOSITS.
• LOANS: PERSONAL LOANS, HOME LOANS, AND AUTO LOANS.
• CREDIT CARDS: ISSUANCE AND MANAGEMENT OF CREDIT FACILITIES.
• INSURANCE: LIFE, HEALTH, AND PROPERTY INSURANCE POLICIES.
• INVESTMENTS: MUTUAL FUNDS, STOCKS, AND BONDS.
• WEALTH MANAGEMENT: FINANCIAL PLANNING AND ADVISORY
SERVICES.
• PAYMENTS: DIGITAL WALLETS, MOBILE PAYMENTS, AND MONEY
TRANSFERS.
• FOREIGN EXCHANGE: CURRENCY EXCHANGE AND REMITTANCE
SERVICES.
Platforms in India providing banking and
financial services
MOBILE BANKING APPS (TRADITIONAL
BANKS)
SBI
YONO ICICI IMOBILE
PAY
HDFC BANK
MOBILEBANKING
Platforms in India providing banking and
financial services
DIGITAL-ONLY BANKS
(NEOBANKS)
JUPITE
FI
R
MONEY
NIY
Platforms in India providing banking and
financial services
PAYMENT
PLATFORMS
GOOGLE
PAYTM PAYMENTS BANK PAY
PHONEPE
Platforms in India providing banking and
financial services
LENDING
PLATFORMS
BAJAJ LENDINGKART
FINSERV
CRE
D
Platforms in India providing banking and
financial services
INVESTMENT AND WEALTH
MANAGEMENT
ZERODHA UPSTOX
:
GROWW
INSURANCE
AGGREGATORS
Fintech’s Impact on Marketing
Strategies
01 02 03
Product Price Place
• Fintech enables • Technology lowers costs • Fintech eliminates the
customized financial through automation, need for physical presence,
products like tailored enabling competitive enabling global reach via
loans, robo-advisory, pricing. digital platforms.
and instant payments.
• Dynamic pricing strategies • Mobile apps and online
• Examples: Digital-only are adopted based on user channels replace branch-
savings accounts or behavior and market based service models.
goal-based investment trends.
plans. • Example: Neobanks like
• Example: Discounted rates Jupiter operating entirely
for early loan repayment online.
via fintech platforms.
Fintech’s Impact on Marketing
Strategies
04 05 06 07
Promotion Physical Evidence
People Process
• Fintech uses data- • In digital-first
• Enhanced customer • Simplified and
driven targeted banking, user
service via chatbots automated
advertising on social interface (UI) and
and virtual processes like e-
media and digital user experience
assistants. KYC, instant
platforms. (UX) replace
approvals, and
traditional physical
• Example: AI-powered paperless
• Personalization through cues.
chatbots like EVA by transactions.
AI ensures promotions
HDFC providing 24/7
resonate with customer • Example: App
assistance. • Example: Loan
needs. designs that are
approvals within
intuitive, visually
minutes via mobile
• Example: Offering appealing, and
apps.
customized loan functional.
products through email
AIDA MODEL (AWARENESS, INTEREST, DESIRE,
ACTION)
AWARENESS: SOCIAL MEDIA CAMPAIGNS FOR FINTECH
APPS.
AIDA MODEL (AWARENESS, INTEREST, DESIRE,
ACTION)
INTEREST: EDUCATIONAL BLOGS/VIDEOS ABOUT THE
BENEFITS OF DIGITAL WALLETS.
AIDA MODEL (AWARENESS, INTEREST, DESIRE,
ACTION)
DESIRE: INFLUENCER ENDORSEMENTS SHOWCASING EASE OF
USE.
AIDA MODEL (AWARENESS, INTEREST, DESIRE,
ACTION)
ACTION: SEAMLESS ONBOARDING WITH ONE-CLICK
REGISTRATION.
TARGETING AND REAL-TIME ENGAGEMENT AND
PERSONALIZATION INTERACTIVITY
DEMOGRAPHIC
SEGMENTATION ONE-WAY
COMMUNICATION
REAL-TIME
DATA INTERACTION
ANALYTICS INSTANT
ACCURATE
RESPONSES
TARGETING
COST-
SPEED OF
EFFECTIVENESS USER
IMPLEMENTATION
EDUCATION
PROMOTING
PRODUCTS
DIGITAL
ADVERTISING
BETTER TIME-TO-
EDUCATING THE
ROI MARKET
CUSTOMER
FINTECH IS REVOLUTIONIZING THE BANKING SECTOR BY DRIVING INNOVATION AND
IMPROVING CUSTOMER EXPERIENCE. HOWEVER, OVERCOMING CHALLENGES LIKE
REGULATORY COMPLIANCE, COMPETITION, AND SYSTEM INTEGRATION IS CRUCIAL FOR
SUCCESSFUL MARKETING AND ADOPTION OF FINTECH-DRIVEN FINANCIAL PRODUCTS.
THANK YOU VERY
MUCH!
Sneha Gahlyan
