Work That Sets Us Apart

A frictionless process of onboarding a customer across loan products
The Opportunity
To make the onboarding journey of a loan customer hassle-free.
The Human Lens
HDFC Bank has always pushed the envelope when it comes to their customer service. Since loans formed a major chunk of their revenue, the bank wanted to create a digitally-empowered way to assist its customers in need of a personal loan. One of the biggest obstacles that hinder onboarding of loan customers is the amount of time the entire process takes. This, we realised, is what we needed to change completely in order to achieve the desired output.
How We Shaped Behaviour
We developed ‘HDFC Bank Loan Assist’ – a first-of-its-kind app for an Indian bank of this size. With this app, we eliminated the step where the customer was required to visit the bank’s branch. This made availing a loan accessible to more people. The app also helped the bank reimagine the entire onboarding journey of new-to-bank customers. In fact, its success propelled HDFC Bank to turn this platform into their loan category home application - onboarding auto loan, two-wheeler loan, business loan and commercial vehicles and other products.
In addition to loans, the app offers other services such as an Expense Tracker, Manage Your Finance, Smart Talk etc. making it a unique offering for customers of the bank.
The Success Story
A post campaign brand study revealed that we achieved:
  • Over 3.5 million app downloads in 2021.
  • Over 3.1 million loan applications (personal, auto, business and car loans) received in 2021
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