Marketing operations for fintech, NBFCs, brokers & insurers
The ad worked. The app got installed. Then most people stalled somewhere between “enter PAN” and first transaction, and marketing never found out which ones, or why. We rebuild the operations between click and activated customer.
Where the money leaks
In most finance companies the honest answer is “they get a generic push notification three days later.” Here is the path a paid lead usually takes, and where it dies.
Loan, demat, SIP and insurance enquiries hit the same form. Nobody knows if this person is eligible before a human calls.
Theirs triggers on form submit. Yours waits for a telecaller to notice the row in a sheet.
Long enough for the need to pass, the intent to cool, or the other lender to disburse.
Install from Meta, KYC from a WhatsApp nudge, first transaction from a branch call. The dashboard credits none of them, and spend gets cut in the wrong place.
The Opsiko four-layer model
Finance funnels carry more handoffs than almost any category: form, eligibility, KYC vendor, risk check, sales call, activation. Every one leaks. We map them first; the tools follow.
Where does intent enter, and is it qualified before a human touches it?
Who responds, how fast, and does anyone know if they didn’t?
What happens between “interested” and first transaction?
Which channel produced an activated customer, not an install?
Six months later
None of this needs a bigger team or a bigger stack. It needs one decision about how a lead moves from click to activation, and tools that obey it.
Who we work with
Ad platforms demand financial-services verification. Copy needs compliance sign-off. The conversion sits inside a KYC vendor marketing cannot see. Generic marketing-ops playbooks break on all three.
Personal, business and gold loan funnels with eligibility pre-checks, an LOS closed loop, and assisted-KYC recovery.
Demat and SIP onboarding journeys, distributor and partner attribution, and SEBI-safe nurture content.
Quote-to-policy funnels, renewal and cross-sell automation, and IRDAI-compliant messaging across agents and D2C.
Install-to-activation measurement, merchant onboarding routing, and CDP-level identity across app, web and UPI.
RBI · SEBI · IRDAI · DPDP · platform verification
In financial services, the campaign that cannot launch costs more than the one that underperforms. We clear the path first.
Consent is a field with purpose and retention rules, not a checkbox. Data residency and deletion are wired into the CRM, not written in a policy nobody reads.
Every WhatsApp, SMS and email template passes through a compliance-approved library before automation touches it. No guaranteed returns, no rate claims without the disclosure.
Google Ads financial-services verification, Meta special-category setup and landing-page disclosures are handled as part of the build, so campaigns are not paused the week they launch.
How an engagement runs
Three phases, each with a defined deliverable. The audit stands on its own whether or not you continue with us.
We trace every lead path from source to activation, time each handoff, and quantify drop-off at form, KYC and sales. Consent and template exposure is assessed in the same pass.
Funnel map, drop-off estimate and a prioritised remediation plan
Intake schema with eligibility logic, routing rules and response timers, compliance-approved nurture journeys, and the closed-loop signal from your LOS, LMS or trading system, built on the stack you already pay for wherever possible.
A connected funnel, documented, running on your existing tools
Your marketing head can answer three questions live: how many activated customers, from which channels, at what cost. Then we train the team and step back.
One activation dashboard, a monthly review, a named senior owner
Evidence
We report on outcomes that appear in a P&L: activated customers, disbursals, policies issued, cost per activated customer. Not installs.
Activation
CPAnot CPI
Bidding moved to cost per activated customer once offline conversions flowed back to Google and Meta.
Programme design standard
Response time
5min
Time to first call-back on high-intent leads after product-level routing and escalation replaced a shared queue.
Anonymised client engagement
Reporting
1screen
Customers activated, channels and cost, answered without reconciling the dialler, the KYC vendor and the ad platforms by hand.
Anonymised client engagement
The system of tools, data flows and handoffs that moves a prospect from first click to completed KYC and first transaction, and reports back which channel produced them. It sits between your campaigns and your LOS or LMS, KYC vendor, CRM and sales floor.
Installs are cheap and mostly never activate. Optimising for them trains the ad platforms to find people who download and leave. Cost per activated customer, meaning KYC complete plus first transaction, reflects revenue, and it needs a closed-loop signal from your back-end to the ad platforms.
Consent, retention and template approval are designed into the routing and nurture logic from day one. Compliance reviews the rules rather than each campaign, so approvals are faster and nothing is rebuilt after launch. We are not a law firm and coordinate with your counsel where a formal opinion is needed.
Yes. Verification, Meta special-category setup and the landing-page disclosures they require are part of the build. Too many launches get paused for a missing disclaimer.
Not at the start. Most teams run all four layers on a CRM, a WhatsApp API and one integration layer. A CDP earns its place when you have multiple products, multiple apps, and identity that needs stitching across them.
A 45-minute call where we map your lead-to-activation path live, time the handoffs, and show where drop-off is concentrated. You keep the map whether or not we work together.
Free funnel audit · 45 minutes
If nobody on your team can say what happens in the ten minutes after a KYC drop-off, that is the project. We will map it live on the call.
You leave with
