Paid social is a banks-and-NBFCs play — fintechs are invisible
Across 25 months of social referral traffic (organic + paid), the pattern is stark: the banks and large NBFCs
run visible paid social campaigns driving web traffic, while the digital-first fintechs show near-zero paid social
web presence — because they spend on app install ads instead.
Peak paid social — ranked
Highest single-month paid social traffic in 25-month window
ICICI Bank
21,541 (Oct 2024)
Tata Capital
6,768 (Sep 2024)
HDFC Bank
6,329 (Jan 2025)
Aditya Birla Capital
2,132 (Feb 2026)
Axis Bank
2,120 (Oct 2024)
Bajaj Finserv
1,421 (Jul 2024)
BankBazaar
380 (Dec 2024)
Fibe
97 (May 2025)
Navi, CASHe, KreditBee
0 throughout
Peak organic social — ranked
Highest single-month organic social referral traffic in window
HDFC Bank
488,846 (Jul 2024)
ICICI Bank
271,920 (Jul 2024)
Axis Bank
134,622 (Sep 2024)
Bajaj Finserv
111,080 (Dec 2024)
Aditya Birla Capital
82,834 (May 2024)
Navi
59,232 (Oct 2024)
Tata Capital
54,566 (Mar 2026)
BankBazaar
28,836 (Aug 2024)
KreditBee
17,557 (Apr 2026)
The headline finding
India's fintech lending brands don't run paid social for web traffic — they're pouring budgets into app install ads instead
Navi, KreditBee, and CASHe each ran zero monthly paid social visits to their websites across the entire 25-month window.
Fibe ran a single measurable test at 97 visits in May 2025. This doesn't mean these brands don't invest in paid social —
they invest heavily. Their budgets go to Meta and Google app install campaigns driving Play Store and App Store downloads,
not web landing pages. For banks and NBFCs, paid social still drives web traffic because they need the regulated product-page interactions
in a compliant environment. The two categories run fundamentally different paid social playbooks.