The study commissioned by Meta 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.
Said Shweta Bajpai, Director Financial Services, Media, Travel, Real Estate, & Services (India), Meta, “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.”
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.
Said Lalatendu Das, CEO, Publicis Media, India, Said,“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.”
