Even as traditional channels have long guided financial decisions, a new wave is gaining momentum – Indians are increasingly taking charge of their financial journeys through digital content, communities, and creators. Financial advice is no longer confined to expert columns or in-branch consultations – it’s happening on Reels, in WhatsApp groups, and through Instagram creators demystifying jargon in under 60 seconds.
The study commissioned by us and conducted by IPSOS, titled ‘From Feeds to Financial Futures’, surveyed 2000+ respondents aged 25-45 across Delhi, Mumbai, Bangalore, and Kolkata, who are current or prospective buyers of financial services products.
The findings outline how digital channels have started dominating the path to purchase for financial services and products. Whether it’s a short-form video that’s simplifying mutual funds or a creator-led…
