Shriram Finance Turns Fragmented Funnels into a 171% Increase in ROI with Netcore's Agentic Marketing Platform

Shriram Finance, India’s largest retail NBFC with ₹2.72 lakh crore in AUM and 9.7 million customers, offers a diverse portfolio spanning vehicle, MSME, and personal loans. With 3,225 branches and a strong rural presence, Shriram is now accelerating digital adoption to serve its expanding customer base with greater speed and personalization.

Being a partner for over three years, Netcore’s Agentic Marketing platform is deeply integrated across Shriram’s entire ecosystem, including their CRM, Call Centre, internal Data Lakes, and the Shriram One App.

Disclaimer: The figures mentioned above reflect Shriram Finance’s business metrics at publication and are subject to change over time.

Industry Context

Shriram Finance operates in India’s non-banking financial company (NBFC) sector, a cornerstone of the country’s Banking, Financial Services, and Insurance (BFSI) landscape. NBFCs play a critical role in extending credit to segments that traditional banks often underserve, particularly across India’s vast semi-urban and rural geographies. As the country’s largest retail NBFC, Shriram serves a customer base that spans first-time borrowers, small business owners, and vehicle and gold-loan seekers, many of whom are spread across Tier 2, Tier 3, and rural markets. This footprint brings both scale and complexity: customers transact across multiple languages, channels, and levels of digital familiarity. As Indian consumers increasingly begin and complete financial journeys online, NBFCs face mounting pressure to deliver bank-grade digital experiences while managing high-volume, multi-product funnels – making unified data and real-time, personalized engagement essential to staying competitive.

Shriram Finance had a sizable digital presence, yet its expanding funnels suffered from silent leakage. This meant its vast AUM and customer base weren’t converting into the continuous, high-quality journeys they should have.

A. Fragmented Lead Capture & Passive Website Experience

The initial challenge was stemming the loss of potential customers showing high intent:

-Fragmentation: There was no central system to manage drop-offs from various sources (website, social, call center). If a user dropped off the website, that data wasn’t immediately linked to their call center interactions or social media activity. This created data silos, preventing timely, unified response.

-Missed Engagement and Revenue Opportunities: Website visitors showing intent received minimal proactive guidance or personalized nudges, leading to high abandonment rates and loss of potential revenue.

-Call Centre Leakage: Leads generated when the call center was closed (like missed calls after hours) were simply passed along without immediate action. By the time a representative could follow up, the “hot” lead had gone cold. This structural gap led to significant leakage in the top-of-funnel lead retention.

B. Opaque & Inefficient Conversion Funnel

The goal was to optimize the multi-step digital conversion path, which included One-Time Password (OTP) verification, PAN card submission, Know Your Customer (KYC) processing, deposit verification, and final payment.

-Critical Leakage Points: Across key product journeys – FDs, Personal Loans, and Two-Wheeler Loans – nearly 95% of potential conversions were lost before payment. There was limited visibility into where or why the users abandoned the process.

-Generic Follow-up: Any existing re-engagement was generic, failing to personalize communication based on the user’s specific drop-off stage (e.g., KYC vs. Payment) across the three distinct product journeys (Fixed Deposits (FDs), Personal Loan, and Two-Wheeler Loan).
For example, a user who dropped off due to a technical error in the KYC process was treated the same as a user who simply got cold feet at the payment stage. This lack of personalization resulted in irrelevant communication, making the follow-up ineffective and wasting marketing spend.

Shriram Finance adopted Netcore’s full-stack agentic marketing suite – combining Customer Engagement Platform (CEP), Product Experience (PX), and Personalization (PZ) – to unify data, uncover funnel insights, and orchestrate real-time engagement.

A. Strategic Data Unification and Gaining Granular Visibility

Shriram’s first objective was solving the fundamental problem of data fragmentation to improve lead capture.

Unified Customer View: With central hub connecting web, app, CRM, and call-centre data, every lead now triggered timely, unified responses – cutting response lag and driving faster conversions.

Pinpointing Leakage: Using insights from Cohort analysis, the team designed recovery journeys tailored to each drop-off stage. Users stuck in KYC flows received educational nudges; payment-stage abandoners got contextual offers and urgency triggers – all orchestrated automatically across channels.

B. Hyper-Personalization: Converting Every Drop-Off Point

With its data foundation now unified, Shriram Finance started scaling personalization across its 9.7 million-strong customer base. The next phase would focus on advanced analytics to predict customer needs, automate cross-selling, and sustain digital leadership in India’s NBFC landscape.

Targeted Journey Design: Instead of generic follow-ups, Shriram’s team created Funnel-Driven Journeys tailored to each drop-off zone. This meant a user stuck on KYC received educational content, while a user abandoning at payment received an urgent, specialized nudge on the web.

Real-Time Website Nudges: They leveraged interactive app nudges and contextual web messages. These real-time prompts engaged high-intent visitors immediately, drastically reducing passive abandonment rates and improving DAU and MAU.

Closing the Leakage Gaps: Critically, Shriram used the system to integrate missed call data and offline updates. This created an automated nurture journey that captured hot leads generated after hours, successfully closing the persistent Call Centre Leakage gap and leading to a significant 12% boost in lead capture.

This comprehensive, full-stack approach allowed Shriram Finance to manage and optimize three major product journeys simultaneously, transforming operational inefficiency into a competitive advantage.

The deployment of Netcore’s full-stack solution led to a dramatic turnaround in Shriram Finance’s digital conversion metrics, setting a new benchmark for ROI in the Banking, Financial Services, and Insurance (BFSI) sector.

The Financial and Operational Wins (Over 6 Months):

171% increase in ROI: Massive financial gains driven by optimized funnel efficiency.

130X Growth in Revenue vs 81X from 6 Months Ago: Direct contribution from improved lead capture and funnel conversion.

12% Improvement in Lead Capture: Achieved by strengthening the top-of-funnel (website nudges, call-center integration).

22% Drop in Cost of Acquisition (COA): Greater efficiency means less spend was required to acquire a paying customer.

The project successfully achieved the operational goal of orchestrating three complex, independent product journeys and significantly reduced funnel leakages by deploying targeted, personalized journeys at the precise moments of drop-off.

The success of the full-stack implementation has established a robust, data-driven foundation for Shriram Finance. Looking ahead, the focus is on scaling this hyper-personalized approach across more products and larger segments of their 9.7 million customer base. The partnership will continue to evolve, leveraging Netcore’s advanced analytics to unlock new patterns of customer behavior and ensure continuous optimization, positioning Shriram Finance for sustained digital leadership and growth.