Financial product acquisitions in India are undergoing transformation: Study suggests
In a significant shift, Meta platforms - Instagram, Facebook, and WhatsApp - are playing a crucial role in influencing financial decisions for millions of Indians. According to a 2025 study titled From Feeds to Financial Futures, commissioned by Meta and conducted by Ipsos with over 2,000 participants aged 25-45 from major metro cities, these digital platforms are becoming integral to the financial product buying journey.
The study revealed that Meta platforms influence 81% of consumers during product discovery, 79% in evaluation, and 83% at the purchase stage of financial products like loans, investments, insurance, and savings accounts.
Short-form videos, especially Instagram Reels and Facebook videos, featuring creators and influencers, are simplifying complex financial concepts, making them more accessible to the average consumer. For instance, topics like credit scores, mutual funds, and insurance are now easier to understand thanks to these engaging video formats.
WhatsApp is another key player in this digital revolution. About half of consumers use WhatsApp during the evaluation phase and nearly half at the discovery and final purchase stages. Consumers spend significant time on WhatsApp for personal finance discussions and direct business messaging.
Interestingly, the platforms collectively account for three of the top six digital touchpoints in the financial product buying journey, with six of eight total touchpoints being digital overall. This trend is particularly strong among younger and digitally engaged Indians, with women reportedly leading this digital shift by making independent financial decisions with higher engagement on Meta platforms.
The study also highlighted the importance of short-form videos, creator-led Reels, and direct business messaging as key tools in financial discovery, evaluation, and purchase. For instance, Policybazaar reported a 43% higher conversion rate using Click to WhatsApp campaigns versus traditional Meta web campaigns.
Shweta Bajpai, Director Financial Services, Media, Travel, Real Estate, & Services (India), Meta, shared that financial planning is rapidly evolving due to digital means. She emphasised that financial podcasts and influencers are seen as more relatable than celebrity endorsements.
In conclusion, the study provides valuable insights for marketers and brands in the financial industry about how financial products are discovered and bought today. As digital platforms continue to evolve, it's clear that Meta platforms will remain at the forefront of this transformation, providing accessible and engaging ways for Indians to make informed financial decisions.
This article was published by our brand name Media, a media franchise with an international branch named our brand name India.
[1] Meta Press Release: "Meta Platforms Influence Financial Decisions in India" [2] Ipsos Report: "From Feeds to Financial Futures" [3] Policybazaar Case Study: "The Impact of Click to WhatsApp Campaigns" [4] Financial Express Article: "Meta Platforms Dominate Financial Product Buying Journey in India" [5] Economic Times Article: "WhatsApp Emerges as Key Player in India's Financial Decision Making Process"
- The study, titled "From Feeds to Financial Futures," reveals that Meta platforms significantly impact various stages of financial product buying journeys, with 81% of consumers influenced during product discovery, 79% in evaluation, and 83% at the purchase stage.
- To better understand complex financial concepts, consumers often rely on short-form videos, such as Instagram Reels and Facebook videos, with about half of consumers using WhatsApp during the evaluation phase and nearly half during the discovery and final purchase stages.
