A new study by Meta in collaboration with IPSOS has unveiled how digital platforms have become central to the way Indians choose and buy financial products. The report, titled From Feeds to Financial Futures, surveyed over 2000 respondents aged 25 to 45 across major cities including Delhi, Mumbai, Bengaluru, and Kolkata, uncovering a decisive shift in financial decision-making towards the digital space.
The research found that six out of eight touchpoints in the financial purchase journey are now digital, with Meta’s platforms dominating three of the top six. Over 80 percent of users turn to Meta apps during the discovery phase, 79 percent rely on them while evaluating options, and 83 percent continue to use them at the purchase stage. Instagram is the go-to source for 57 percent of consumers, Facebook follows closely at 53 percent, while WhatsApp has emerged as a vital tool for discovery, evaluation, and final transactions.
Short-form video content such as Instagram Reels and Facebook videos is transforming how financial literacy is delivered, breaking down complex topics like mutual funds and credit scores into digestible, engaging formats. These bite-sized videos are helping make financial products accessible to a much wider audience, including first-time investors.
Shweta Bajpai, Director for Financial Services, Media, Travel, Real Estate, and Services at Meta India, noted that financial planning is evolving rapidly as digital platforms take center stage. She highlighted that the growing role of Meta platforms, the influence of creators, the rise of business messaging, and the increasing number of women making independent financial choices are reshaping the market. The study challenges long-standing myths about how Indians approach financial decisions and provides marketers with powerful new insights.
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The report also shows a clear trend towards authenticity in financial advice. While 75 percent of respondents trust financial podcasts and 67 percent turn to influencers and subject matter experts, consumers are increasingly preferring relatable, creator-led content over celebrity endorsements. Brands like Axis Bank, Madison Media, Publicis Media, and Policybazaar have already seen measurable business gains from Meta-led strategies. Policybazaar, for example, recorded a 43 percent higher conversion rate through Click to WhatsApp campaigns compared to standard Meta web campaigns.
With financial decision-making firmly anchored in the digital world, the opportunity for brands is clear — meet consumers where they are most engaged. Whether through creator-led Reels, personalised WhatsApp conversations, or content-rich discovery journeys, the future of financial marketing in India is set to be more interactive, authentic, and platform-driven than ever before.
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