Financial services
Built for qualification and reachability,
not just lead volume.
In lending, a cheap lead that can't be reached or doesn't qualify costs more than it saves. Alchemy IBS Private Limited plans acquisition for lenders, loan distributors, fintech apps and financial education providers around eligibility: who can borrow, who answers the call and who completes the documents, with every claim checked against the rules that govern it.
Eligibility is the whole game.
An ad that attracts everyone who wants money attracts mostly people the lender will decline. Eligibility rests mainly on salary, with employment type, credit history and location after it, and they decide the outcome before the call centre does.
Reachability is a marketing number. Wrong numbers, switched-off phones and applicants who tried several lenders that morning all count as leads in the ad platform. If your team can't reach them, the cost per lead is fiction.
Once the form is in, speed beats copy. The applicant is comparing. The first lender to call with a clear answer is often the one they continue with, which makes the callback part of the campaign.
How borrowers actually decide
| Question | In lending and fintech |
|---|---|
| Who decides | The applicant, often with a spouse or family for larger loans. The lender's credit policy decides last |
| How long it takes | Days for urgent personal loans. Weeks for home and business loans, most of it spent on documents. The gap from enquiry to disbursal is shortest for a salaried applicant with documents ready, and longest where documents or credit checks need chasing |
| What triggers it | A medical bill, a wedding, a business need, a festival purchase, the days before salary |
| What kills it | Documents requested too early, charges discovered on the call, a next-day callback, a rejection after a morning of paperwork |
| Rules that shape the copy | Lending regulations on disclosure and naming the regulated lender, platform advertising rules for financial services, and data protection rules. We write within them. Licences and registrations are the lender's to hold; we manage campaigns from India |
Applicants want to know they qualify before they hand over a single document.
Every lender advertises speed and low rates, so neither persuades anyone. The idea is usually in making "no" quicker and "yes" more certain. A lender that answers the eligibility question honestly, up front, wastes less of everyone's time.
For one lender, we built acquisition around eligibility: messaging that told people who qualified, mainly on salary, before they applied, a short check ahead of the full application, campaigns tested region by region, and reporting on reachable and eligible leads instead of form fills. See eligibility-led acquisition.
What we build for lenders and fintechs
Eligibility checkers, EMI calculators and landing pages that state fees plainly. Google and Meta campaigns built inside financial-services policy. Instant WhatsApp and callback automation, so applicants hear from you while they're still comparing. CRM dispositions from unreachable to disbursed, fed back into the campaigns. The work spans performance marketing, AI and automation and analytics and attribution. To see what a lead really costs once unreachable and ineligible ones are removed, try the CPL calculator.
Questions lenders and fintech teams ask us
Can you guarantee approvals or disbursals?
No. Approval is the lender's credit decision, and no ad, page or agency should imply otherwise. "Guaranteed approval" is also language the platforms and regulators reject. What we can promise is a weekly disposition report by campaign: reached, eligible, documented, disbursed, and where applicants drop out between them.
What can we say about interest rates in our ads?
Only what you can disclose in full and actually offer. That means the regulated lender's name, a representative rate with its conditions, and fees stated plainly. Phrases like "no documents" or "instant approval" rarely survive review. We write within platform advertising rules and the relevant regulations, and your compliance team approves the copy.
Our leads are cheap but nobody qualifies. Why?
Because the ad is selling money, not the product. Broad audiences and rate-led headlines attract people your credit policy will decline. Putting eligibility in the ad and page lowers volume and raises the share you can approve. Judge it on cost per eligible lead, not cost per form.
Our call centre can't reach most of the leads. Whose problem is that?
Wrong numbers and duplicates are ours. They come from targeting and form design, along with people who never meant to apply, and we fix both. Reachable applicants who wait until tomorrow for a call are a follow-up problem, which your team owns. We report both, separately, every week.
Is our cost per lead good?
Cost per lead alone can't tell you. A cheaper lead is more expensive if few of them can be reached or approved. The useful numbers are cost per reachable lead, cost per eligible lead and cost per disbursal. We set up the dispositions to calculate all three.
Do you work with NBFCs, loan apps and distributors?
Yes, with regulated lenders and their authorised partners, and we confirm whose licence a product sits under first. We won't market lenders who aren't registered, lending apps that harvest contacts, or products whose real cost is hidden from the applicant.
How quickly will lead quality improve?
We ask for about two months of testing to learn what is working and what isn't, and we tell you early what we're seeing in the dispositions: whether unreachable numbers are falling and eligible applicants rising. Repositioning the offer takes longer, because borrowers have to notice that your ad says something other lenders' ads don't. Disbursals move last, because documents and credit checks take their own time.
Will our applicants' data end up in the ad platforms?
No. The platforms receive conversion signals such as "eligible" or "disbursed", never income, bank or credit details. Those stay in your systems. Our forms ask only what qualification needs and record consent as the relevant data protection rules require. Your compliance team can review exactly what is sent before anything goes live.
Bring a month of call dispositions to the first conversation. They show where the money is going. Book a strategy conversation