Poonawalla Fincorp Limited (PFL), a non-banking financial company under the Cyrus Poonawalla Group, has initiated a comprehensive deployment of artificial intelligence to strengthen its marketing and compliance operations. The initiative is aimed at improving digital engagement, operational efficiency, and regulatory responsiveness.
As part of its marketing overhaul, PFL is building an AI-powered ecosystem to enhance customer targeting, reduce acquisition costs, and deliver more personalized user experiences. This system enables the company to refine its marketing strategies and scale operations more efficiently.
A key feature of this transformation is an AI-based customer targeting tool that segments users into over 100 distinct cohorts and personas. These segments are continuously optimized to improve focus on high-quality borrower engagement across various digital channels. This initiative has enhanced the performance of marketing campaigns while driving stronger organic conversions.
Additionally, the company has rolled out 80 to 100 automated retargeting campaigns across its website and mobile platforms. Using real-time behavioral data, these campaigns tailor communications based on customer profiles, locations, language preferences, and other parameters to increase relevance and response rates.
PFL has also revamped its website to create a more streamlined customer experience. Features such as a self-service portal, QR-code-enabled referral journeys, and online credit score checks are now available to improve transparency and accessibility. In the next development phase, PFL will introduce AI-powered 24/7 support and add five regional languages to expand accessibility. Generative AI platforms will also be employed to scale content creation, enabling a tenfold increase in the production of personalized content across platforms.
On the regulatory front, PFL has launched an in-house developed AI-based compliance tool that streamlines how the company processes and responds to guidelines issued by the Reserve Bank of India (RBI). This solution reviews regulatory updates, maps them against existing internal policies, and flags items that require prompt attention.
The system offers actionable insights to business and compliance teams, expediting the decision-making process. During its initial rollout, the AI platform works in tandem with human reviewers to ensure accuracy. In subsequent phases, the platform will be capable of automatically generating detailed compliance summaries, significantly reducing the response time from several days to just a few hours.
Arvind Kapil, Managing Director & CEO of Poonawalla Fincorp, stated “We view artificial intelligence as a vital enabler of responsible innovation. Our objective is to build future-ready systems that combine predictive technology with human judgment to ensure speed, fairness, and transparency. These changes go beyond digital transformation—they are a strategic investment in the company’s long-term ability to meet evolving customer and regulatory expectations.”
PFL has already integrated AI solutions into various core areas including debt recovery, human resources, underwriting, auditing, and governance. This dual-track strategy of enhancing both front-end customer interaction and back-end compliance infrastructure aligns with the company’s commitment to operational integrity and customer-centricity.
Poonawalla Fincorp is a systemically important, non-deposit-taking NBFC registered with the Reserve Bank of India. Headquartered in Pune, the company has a presence across 18 states and 2 Union Territories. As of March 31, 2025, it manages assets worth ₹35,631 crore and employs over 3,590 professionals. Listed on the BSE and NSE, the company provides a wide range of financial services including personal loans, vehicle financing, business loans, education loans, and consumer durable loans.
PFL’s identity is anchored in five core values: Passion, Principles, Purpose, People, and Possibilities. Through its technology-driven and risk-conscious approach, the company remains focused on simplifying access to finance while delivering consistent value to its customers.
