New Study Shows Meta Transforming Financial Product Purchases in India

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 Reel that’s breaking down the insurance jargon, people are increasingly learning and acting on financial information through their Feeds.

“Financial planning is integral to the lives of most Indians across income groups. But this process is rapidly evolving, fueled by digital. Whether it’s the growing role of Meta platforms in the purchase journey, the increasing influence of Reels and creators, the rising role of business messaging or the growing number of women who are taking independent financial decisions – the study dispels many myths about how financial products are discovered and bought today, offering valuable insights for marketers and brands in the industry.”

Shweta Bajpai, Director Financial Services, Media, Travel, Real Estate, &  Services (India), Meta

The Digital Pulse of Purchase Decisions

Despite being an industry with substantial offline presence and touchpoints, the study shows that 6 out of 8 touchpoints in the purchase journey of financial products are now digital, with 50% of these digital touchpoints attributed to Meta platforms. Additionally, more than 50% of financial services consumers view personal finance and investing content on Meta platforms.

The study also shows that 81% of consumers use Meta platforms during the discovery phase of financial products. The influence doesn’t just stop there – it continues through evaluation (79%) and remains strong at the final purchase stage (83%). For products like loans (86%), investments (84%), insurance (78%), and savings (82%), our apps play a definitive role throughout the decision-making funnel.

“Publicis Media, as a strategic partner to Meta, leverages the platform’s advanced advertising solutions to drive exceptional results for our clients. Through a collaborative approach, we harness Meta’s AI-powered tools like Advantage+ Sales Campaigns (A+SC) to enhance product discoverability and customer acquisition. This partnership enables us to deliver significant increases in leads and bookings for our clients, achieving outcomes like 53% improvement in high-net-worth individual leads for ICICI Prudential Life Insurance or a 7x rise in leads at 81% lower CPA for a large bank in the Philippines.”

Lalatendu Das, CEO, Publicis Media, India

From Scroll to Sale

Financial products might be complex but they don’t need long-form storytelling to resonate with the user. Short-form content is capable and effective at turning complexity into clarity. Instagram Reels and Facebook videos are the new face of financial literacy. The study showed that 57% of users rely on Instagram and 53% on Facebook to make informed financial decisions. Reels that explain mutual funds, creator-led videos that decode credit scores, are where financial conversations are now thriving.

“Short-form video and Reels are transforming the way businesses connect with new customers and fuel product and brand discovery. During our Open Experience 2.0 campaign, better discovery of our credit card products led to higher scale of initial card approvals resulting in a 26% cost savings on the performance marketing side and more recently we have launched our first Made on Instagram campaign led by creators called “The First That Stays”, further strengthening our belief in Reels for impact.”

Anoop Manohar, Chief Marketing Officer, Axis Bank

Creators Drive The Influence 

The study also highlights a shift in user preferences, with people seeking authenticity over authority. A significant 75% trust financial podcasts, while 67% look to influencers and subject matter experts for guidance. Celebrity endorsements, though still influential, are giving way to creator-led advice, reflecting how peer validation and relatability are emerging as key drivers of financial confidence.

“By aligning deeply with Meta’s planning frameworks and leveraging Madison World’s  data-driven approach, we were able to target high-intent, affluent audiences faster and more effectively. What truly set this campaign apart was the use of sharp, insight-led influencer Reels crafted for Meta’s ecosystem — not just to engage, but to drive real business outcomes. The 129% lift in savings leads and 3-point jump in unaided recall stand testament to the power of collaboration, creativity, and smart media thinking.”

Vikram Sakhuja, Group CEO – Madison Media & OOH

Independent and Invested: Women Shaping Their Financial Futures

While it’s often assumed that women play a secondary role in financial matters, the findings tell a different story. Women respondents are spending more time than men on Instagram and WhatsApp and nearly as much time as men on Facebook. Nearly 80% of female respondents also said that they make independent financial decisions. This growing demographic is turning to our platforms not just for knowledge, but for community and empowerment.

Unlocking the Potential of Business Messaging

The study also reinforces WhatsApp’s role in the financial services consumer journey, with significant usage across all stages: 44% of consumers use WhatsApp during discovery, 50% during evaluation, and 48% at the buying stage. This is further highlighted by the insight that financial services consumers spend an average of 56 mins on WhatsApp. As businesses increasingly adopt conversational commerce, this presents a unique opportunity to provide personalized, AI-enhanced customer experiences that can guide users seamlessly from initial inquiry to final purchase.

“Our partnership with Meta continues to deliver meaningful results, particularly as we embrace innovative and customer-centric engagement strategies. Recently, our use of the Click to WhatsApp product within Meta campaigns has proven especially effective—achieving over a 5% conversion rate from lead to policy sale, delivering 43% higher conversion rate compared to our business-as-usual (BAU) Meta web campaigns. These results underscore WhatsApp’s critical role in both engaging customers and driving decisions throughout the purchase journey, further validating our strategic focus on adopting platforms and approaches that prioritize the customer experience.”

Sai Narayan, Chief Marketing Officer, Policybazaar

As financial decision-making moves into the digital fast lane, we are not just supporting this evolution but also shaping it. For financial brands and marketers, this presents a powerful opportunity to meet users where they’re most inspired and most engaged. Whether through Reels that simplify investing, creators who inspire trust, or business messaging that delivers personalised guidance, the future of finance in India is being built on digital.

Download the Report here

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