FTA Global’s latest report has talked about BFSI Industry Insights: Key Findings and Trends 2025, discussing how artificial intelligence (AI), vernacular search, and hyperlocal discovery are reshaping how Indians find, compare, and choose financial products.
The study, based on over 200 million search impressions and 1.5 million consumer interactions across India’s banking and FinTech ecosystem, highlights how digital discovery is increasingly being driven by AI-powered platforms and multilingual search behavior.
The report found that nearly 70 percent of online searches for financial products now stem from regional and non-branded keywords, marking a fundamental shift in how consumers explore offerings such as loans, insurance, mutual funds, and credit cards. AI-led personalisation is enabling banks and FinTechs to engage customers more effectively, helping bridge the gap between digital visibility and user trust.
According to FTA Global, non-branded BFSI searches have grown by 46 percent year-on-year, while vernacular queries have risen by 74 percent, driven largely by Tier 2 and Tier 3 cities that now contribute more than half of all financial product searches. Google’s new generative AI overviews are also emerging as a critical discovery layer, influencing over 20 percent of organic traffic for major BFSI brands.
Categories such as gold loans, term insurance, SIPs, and zero-fee credit cards are seeing a sharp rise in consumer interest, signaling growing financial awareness among digital users.
The report also highlights how AI-driven platforms are helping institutions deliver smarter recommendations, automate customer journeys, and reduce friction in onboarding and engagement.
Senthil Kumar Hariram, Managing Director, FTA Global, said that AI and vernacular discovery are defining the future of visibility in the financial sector. He added that banks and FinTechs that adapt quickly to multilingual and AI-integrated ecosystems will gain a decisive edge in India’s next phase of digital financial growth.
The study concludes that AI-personalised finance journeys and conversational experiences, especially in Indian languages, will become central to customer engagement by 2026, paving the way for a more inclusive, data-driven, and intelligent BFSI landscape.
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