Fintech Marketing Acumen: Case-Based Strategies for Startup Success

DOI

10.2991/978-94-6239-772-9_2How to use a DOI?

Keywords

Fintech; Marketing strategies; Financial Inclusion

Abstract

The study focuses on a Case-study based approach for exploring the marketing strategy effectiveness of the fintech sector. The study examined four fintech success strategies to understand Bangalore start up ecosystem in financial sector. Bangalore is home for more tech and non-tech fintech startups. Zerodha provides commission free, referral program, collaboration with financial institution as its marketing strategies. Study analyzed Razorpay, a leading financial platform, leverages a wide spectrum of tactics. Groww presents multifaceted digital marketing while cred delivers event-based campaigns. Digital engagement and social media fostered customer trust, and solidified client partnership ultimately improved marketing outcomes. This enhanced customer retention, maximized customer lifetime value, boosted brand image and customized digital touch points. Digital platforms help to gather data, involve ongoing optimization and quantify engagement efficacy to get clear ROI for marketing efforts. Digital engagement plays vital role in promoting modern marketing success as it deepens customer relationships, boosts brand loyalty, leverage revenue and strong brand reputation. This study offers valuable insights from fintech firms and policymakers, stressing the necessity of combining tech capabilities with various marketing approaches for rapidly evolving financial inclusion in today’s era. This will help Fintech sector founders, academicians, market researchers, and research scholars in analyzing and understanding the success factors in fintech firms.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Soumya Balasundaram
AU  - Ashwini M. Sarvi
AU  - Thanikachalam Vadivel
PY  - 2026
DA  - 2026/09/07
TI  - Fintech Marketing Acumen: Case-Based Strategies for Startup Success
BT  - Proceedings of the 2nd International Conference on Innovations and Challenges in Financial Technology (ICICFT 2025)
PB  - Atlantis Press
SP  - 4
EP  - 17
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-772-9_2
DO  - 10.2991/978-94-6239-772-9_2
ID  - Balasundaram2026
ER  -