Overview

The client is one of India’s leading non-banking financial companies (NBFCs), offering a wide range of lending solutions, including personal loans. With a strong digital presence and established visibility across high-intent lending searches, the brand had built a competitive position in one of India’s most dynamic financial services segments. The objective was to strengthen its visibility across AI-powered discovery platforms, where borrowers were increasingly researching lenders, comparing loan options, and seeking financial recommendations before applying for a loan.

The Challenge

The personal loan market is one of the most competitive segments in financial services, with borrowers actively comparing lenders before making a decision. As more consumers turn to AI platforms to research loan options and recommendations, visibility within AI-generated responses has become increasingly important for influencing high-intent borrowers early in their decision-making journey.

The challenge was not only to improve AI visibility, but also to understand how the brand performed across different AI platforms. Since each platform evaluates and recommends brands differently, the objective was to identify where the greatest opportunities existed and implement a focused optimisation strategy that maximised visibility where it mattered most.

Key Strategies Implemented

1. Benchmarking AI Visibility Across Platforms

Conducted a platform-wise analysis of AI visibility across hundreds of high-intent personal loan queries to evaluate the brand’s performance on individual AI platforms. This identified platform-specific strengths, visibility gaps, and opportunities, enabling a more focused optimisation strategy.

2. Strengthening Citation-Ready Financial Content

Developed structured, transparent content covering loan comparisons, interest rates, eligibility criteria, documentation, and repayment information. This improved the brand’s authority across AI platforms that prioritise well-sourced, factual, and comparison-driven content.

3. Enhancing Brand Authority

Strengthened the brand’s presence across trusted financial publications and authoritative third-party sources to reinforce credibility signals used by AI platforms when recommending lenders and financial products.

4. Optimising for High-Intent Borrower Queries

Created content aligned with the questions borrowers ask throughout the loan decision journey, including eligibility, interest rates, lender comparisons, documentation requirements, and approval timelines. This improved the brand’s visibility for high-intent queries across AI-powered discovery platforms.

Results

• Perplexity Visibility for Personal Loan Queries
  Reached 55%, with the brand appearing in more than half of all relevant personal loan queries.
• ChatGPT Visibility for Personal Loan Queries
  Reached 24% across the same set of high-intent personal loan queries.
• Overall AI Visibility Across Leading AI Platforms
  Achieved 42% visibility across nearly 1,500 AI responses, generated from 499 personal loan queries tested multiple times for consistency.