In the latest episode of Pitch BrandTalk - a video series where Pitch engages with the senior management of brands to churn out innovative insights - Pitch engaged in a riveting conversation with Prasanth Naidu, Chief Marketing Officer of moneyview, who shared insights and foresight into how moneyview is navigating the ever-evolving terrain of FinTech, particularly in marketing their diverse financial services.
Setting the stage, Naidu outlined Money View's impressive reach—65 million downloads, services across 19,000 PIN codes, and over 5 million loans disbursed—underscoring their scale of operation. He emphasized the importance of a cohesive strategy intertwining marketing, communication, and user experience that speaks in the language of its users.
With availability in eight languages, the brand’s offerings highlight its multifaceted approach to addressing diverse consumer needs across various socioeconomic segments. He adds, "It gives the users a very simple and intuitive experience." He further reinforced that this approach isn't just about broad reach; it's about making meaningful connections in a language that resonates with the audience. In a linguistically diverse nation like India, it enhances engagement but also ensures inclusivity.
A pivotal point of discussion was trust-building in FinTech - a sector where consumer confidence is paramount. moneyview's strategy of transparent communication, empathetic customer service, and leveraging brand ambassadors exemplifies its approach to fostering trust. Naidu explains, "How we approach consumer communication is very transparent. There are no hidden charges. This philosophy not only builds confidence but cements us as a partner rather than just a service provider.”
Highlighting their innovative marketing strategies, Naidu shared, "A big part of maintaining and increasing our competitive edge is to do a lot of experimentation." moneyview’s approach involves agile and focused campaigns, each an experiment in understanding and engaging their diverse consumer base. He further also shared the detailed use of AI and ML in marketing. This technological adeptness allows the brand to refine its marketing strategies and tailor personalized offers, reinforcing its commitment to customer-centricity.
Naidu also touched upon the challenge of financial literacy in India and how the brand is focused on consumer education, through various digital mediums, empowering users with financial knowledge—a cornerstone for a responsible FinTech entity.
Looking ahead, Naidu's vision for Money View is one of agility and adaptability, anchored in an understanding of consumer needs and market dynamics. He shared how employing micro-influencers, nurturing cost-effective acquisition channels, and an innovative, adaptive strategy will help moneyview position itself as a responsible brand, poised to redefine the FinTech landscape.
