Online Financial Product Marketing Sites – Which startup will win the Race

With IAMAI coming out with numbers on Online Display Advertising market which is being pegged at 350 crores for this financial year.Especially the point which talks about BFSI being the major spender it brings to my notice ever increasing financial startup advertising online ranging from Komli Ad Network product Loanraja to Rupiz ad network product Paisawaisa which are pretty much using their waste going ad impressions inventory to promote their internal products. This list can go on to include others like apnaloan , loanshop, rupeetalk etc.

What is most interesting is to understand their business model which requires answering is how do they operate and difference among the two.

If we try to compare between the lot which is existing their is current difference between 2 kind of players

i) Lead Aggregators : Which have created site which is made up of landing pages optimized to get leads from display advertising or search engines. Acting more as collection of leads point instead of product research or comparision point

eg loanshop,loanraja

ii) Financial Products Comparison Engine :Portals which are creating brands and also becoming product research and comparison destination like Apnaloan, rupeetalk, insurancemall.

First most important thing before we get into their business model is to understand their need in market

i) Financial Products sector is unorganized – Its very hard for common man to still decide between different financial products like loans and cards offered by banks

ii) Measurement Benchmarks are available for this sector products where providers are ready to buy user requests – Insurance Product request lead will be bought by Apollo or Max for INR 80 per lead. Agencies are easily available to buy such leads from sites.

So both from end consumer and provider point of you their is scope for an exchange to play connection point.  If you see from current perspective most of the financial sites have been started by Media Companies like Komli which run Loanraja and Rupiz which runs Paisawaisa.com etc these site is just extending the existing model of these ad networks which run performance campaigns on CPL basis for these financial product advertisers aggregating leads for them. Now such sites provide them advantage to collect one lead back auction to highest paying advertiser and just rather than being dependent on leads being generated by their display inventory they could also aggregate more leads from other mediums like search engine and direct product popularity.

Though in long term Financial Product Comparison Engine and Research Portal  like apnaloan.com will succeed as compared to people like loanraja etc as they go one step forward and try to close the loop by validating the lead by calling customer and also using other tools like cross-selling,up-selling etc.

How this helps is increase lead to sale ratio making more reliable partner for end financial service provider to partner with.

How can these sites business model evolve

For financial sites like apnaloan.com which are evolving as financial consulting provider they are positioning themselves in larger market where potential for inorganic growth is higher as compared to lead aggregators which are in terms becoming bacfiller to people like apnaloan.

As this industry evolve i would rather bet on financial site which will go further and complete the cycle of lead acquisition to qualification to sale instead of just lead aggregator as this way the product will always stay on the top of food chain instead at bottom.

8 Responses to “Online Financial Product Marketing Sites – Which startup will win the Race”


  1. 1 Anand September 18, 2008 at 2:24 pm

    Any idea how big is the financial product comparison market in India? Any idea if the banks are responsive to buying leads from such sites for a price (how much)?

    I’m not sure if your comment – lead aggregators are becoming bacfillers to sites like apnaloan, is true. I believe, aggregators like loanraja sell leads directly to banks and not to apnaloan or other such sites.

  2. 2 Archana September 26, 2008 at 3:10 pm

    Your article is quite impressive.I agree with you

  3. 3 tauseef shah October 15, 2008 at 2:14 pm

    such a nice marketing site i visit your site i like very much.
    you visit please my site.http://www.thefinancialdaily.com.

    thankx…

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  5. 5 zack October 31, 2011 at 4:08 am

    Timberline Shingles

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  6. 7 sumit kher March 7, 2013 at 6:36 pm

    Hi, just completed my B.E. and now I am interested in going for GDS online training and that too in airlines. So, basically I am confused about certain things as which I came across that there are cetain different GDS like amadeus, Galileo, Sabre and some others. I found out that above are the one in demand and so just came across this online training http://www.wiziq.com/course/1610-amadeus-airlines-reservations-and-pnr-management-course-1 and was wondering as this online training will help me to prepare of I have to go for any other Manual training. Kindly provide some light on this too! would really be thankful for your comments.


  1. 1 Ferhan Patel Trackback on February 21, 2015 at 6:13 pm

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