For every 10,000 missed follow-ups, you’re looking at crores in lost disbursals, renewals, or top-ups.
Some BFSI brands have closed that gap.
• Rang De doubled investor repeat rates using behavior-led journeys.
• A housing finance leader used geo-personalized nudges to increase lead-to-form conversions by 69%.
• BankSathi brought back dormant users via WhatsApp voice — and earned a 4.5x ROAS doing it.
Let’s break down what they built — and what it unlocked.
Rang De — Building Trust with Every Touchpoint
Problem: Converting one-time investors in a category where trust and credibility matter more than returns.
Solution:
• Created personalized welcome journeys that explained not just what to invest in, but why it mattered.
• Used in-app, email, and WhatsApp triggers to nudge users at key decision points — like funding milestones or time since last activity.
• Brought mission and messaging into every follow-up to build consistency.
Housing Finance Leader — Converting Leads With Language & Context
Problem: High-intent traffic from across India was dropping off after enquiry. Poor form fill rates, language barriers, no continuity.
Solution:
• Used location and language attributes to trigger personalized Web overlays in Hindi, Gujarati, Tamil, etc.
• Created reminder flows tied to lead stage — documentation pending, call missed, EMI quote generated, etc.
• Deployed WebEngage’s Universal Control Group (UCG) to serve content based on region + product interest dynamically.
BankSathi — Reactivating Dormant Users via WhatsApp Voice Journeys
Problem: Users who showed high interest — viewed products, engaged with offers — had gone silent.
Solution:
• Segmented dormant users by product type, inactivity window, and demographics.
• Triggered WhatsApp voice + text journeys — personalized by name, category, and even gender — to drive recall and re-engagement.
• Used voice to humanize the message, and click-through actions to guide users back into high-converting flows.
4 BFSI Journey Fixes Worth Stealing
1. Respond faster than the competition
If you wait 24 hours to follow up, someone else has already disbursed the loan.
2. Personalize what they see — before you personalize what you say
Local languages and regional product options = lower bounce, higher trust.
3. Use voice where it feels human, not robotic
WhatsApp voice notes can outperform templated SMS if used thoughtfully.
4. Connect communication to funnel stage, not campaign calendar
Follow up because they dropped off — not because you planned a blast.
Final Word
Forms aren’t leads. Downloads aren’t intent.
BFSI journeys that wait for the user to return… usually don’t work. The ones that get results? They act fast, speak clearly, and move with context.
The brands above didn’t do anything flashy — they just fixed the cracks in the funnel.
Already on WebEngage? Ask your Growth Consultant to show you funnel-linked journeys in your account.
Evaluating platforms? Let’s run through your funnel drop-offs and show you what they could be worth.
Diksha Dwivedi
Dev Iyer
