365telugu.com online news,Mumbai, August 12, 2025: A new study commissioned by Meta and conducted by IPSOS-titled “From Feeds to Financial Futures”-has revealed how Indians are increasingly turning to digital platforms, creators, and communities for their financial decision-making journey.
The survey, covering over 2,000 respondents aged 25–45 across Delhi, Mumbai, Bengaluru, and Kolkata, shows that traditional financial advice channels are rapidly being supplemented (and in many cases replaced) by social media, short-form videos, and peer-driven content.
From Reels explaining mutual funds to WhatsApp groups decoding credit scores, digital touchpoints now dominate 6 of the 8 key stages in the purchase journey for financial products, with Meta platforms alone contributing to half of these. Over 50% of financial services consumers engage with personal finance and investment content on Meta platforms.
Shweta Bajpai, Director – Financial Services, Media, Travel, Real Estate & Services (India), Meta, said:
“Financial planning is integral across all income groups in India, but the process is being reshaped by digital adoption. This study shows how Meta platforms are influencing discovery, evaluation, and purchase decisions, while also highlighting the role of Reels, creators, and business messaging in empowering today’s financial consumer.”
From Discovery to Decision: The Meta Impact
The study shows Meta platforms’ role throughout the purchase funnel:
- 81% use Meta during discovery
- 79% during evaluation
- 83% at the final purchase stage
For products such as loans (86%), investments (84%), insurance (78%), and savings (82%), Meta’s apps are playing a pivotal role.
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Lalatendu Das, CEO of Publicis Media India, noted how strategic use of Meta’s AI-powered tools like Advantage+ Sales Campaigns has helped drive measurable results, citing 53% more high-net-worth leads for ICICI Prudential Life Insurance and a 7x rise in leads at 81% lower CPA for a major Philippine bank.
Short-Form Content Driving Financial Literacy
Short videos on Instagram and Facebook have become a powerful medium for breaking down complex financial concepts. 57% of users rely on Instagram and 53% on Facebook for financial decisions. Creator-led content is making topics like mutual funds and credit scores more relatable and actionable.
Anoop Manohar, CMO of Axis Bank, highlighted Reels’ impact on product discovery, noting that their “Open Experience 2.0” campaign delivered 26% cost savings in performance marketing, while their latest Made on Instagram campaign, “The First That Stays,” further showcased the format’s effectiveness.
Creators Over Celebrities
The study shows a growing trust in authenticity:
- 75% trust financial podcasts
- 67% look to influencers and subject matter experts for guidance
Peer validation and relatable advice are increasingly preferred over traditional celebrity endorsements.
Vikram Sakhuja, Group CEO – Madison Media & OOH, shared how insight-led influencer Reels in Meta’s ecosystem drove a 129% lift in savings leads and a 3-point increase in unaided recall.
Women Leading the Shift
Women are emerging as independent financial decision-makers, with 80% of female respondents reporting autonomy in financial matters. Women spend more time than men on Instagram and WhatsApp, and nearly as much on Facebook, using these platforms for both learning and community engagement.
WhatsApp: The Business Messaging Advantage
WhatsApp plays a critical role in the financial purchase journey:
- 44% use it during discovery
- 50% during evaluation
- 48% at purchase stage
Financial services consumers spend an average of 56 minutes daily on WhatsApp, making it a key platform for conversational commerce.
Sai Narayan, CMO of Policybazaar, noted the success of Click-to-WhatsApp campaigns, which achieved a 43% higher conversion rate compared to standard Meta web campaigns, with over 5% lead-to-policy conversions.