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India, November 04th 2025: FTA Global, a new-age marketing company, today announced the release of its comprehensive report, BFSI Industry Insights: Key Findings and Trends. The report provides a detailed overview of the latest developments and trends fundamentally reshaping the Banking, Financial Services, and Insurance (BFSI) landscape in India.
The study highlights a pivotal shift in consumer behavior, where digital discovery is now the primary driver of financial decisions. The findings are based on an analysis of search and visibility trends from July 2024 to June 2025.
Key revelations from the report include:
- Google-First Discovery: Most BFSI journeys for products like loans, credit cards, insurance, and SIPs now begin on Google.
- Changing Search Patterns: The traditional marketing funnel is being reshaped by the rise of AI Overviews, vernacular searches, “near me” queries, and app-led discovery.
- Market Disruption: Established players are losing market share as new entrants and agile aggregators leverage these new discoverability channels more effectively.
The report details a rapid evolution in search behavior, marked by a significant decline in branded searches and a sharp rise in non-branded queries across all BFSI verticals. There is a notable surge in vernacular and “near me” searches, particularly in Tier 2 and 3 cities, indicating a massive, untapped opportunity for hyperlocal and multilingual outreach.
Segment-Specific Insights Reveal Diverging Trajectories
The analysis uncovers contrasting trends within key BFSI categories:
- Loan Categories: Gold loans have seen a staggering +53% year-on-year growth in search volume, while personal loans have slightly declined.
- Credit Cards: Reward and lifetime-free cards are trending upwards with an 18-20% increase in organic search interest, with fuel and cashback cards also showing strong double-digit growth.
- App-Based Discovery: Growth varies significantly by region: Metro cities lead in banking/payment app usage (+18% YoY), while Tier 2 and 3 cities show explosive growth in insurance and loan app queries.
AI Reshapes the BFSI Funnel and Operations
The impact of Artificial Intelligence is twofold, affecting both consumer discovery and backend operations. The report notes that 68% of Indian BFSI firms have adopted AI/ML. Real-world implementations are already delivering results, Yubi, making credit decisions 33% faster with AI analytics, and Dhan processing 25% of KYC using AI.
“The BFSI sector is at a digital inflection point. The old rules of visibility no longer apply,” said Senthil Kumar Hariram, Founder & Managing Director, FTA Global. “Our data clearly shows that the battleground has moved from traditional search to AI-powered answers and vernacular discovery. Brands that fail to optimize for AI Overviews, create structured data, and develop a robust vernacular content strategy for Tier 2/3 cities will find themselves invisible to the next wave of Indian consumers. The future belongs to those who can engineer their presence for this new, fragmented discovery journey.”
The report provides a strategic roadmap for 2025, identifying key investment areas for BFSI brands: developing vernacular content for Tier 2/3 cities, implementing structured data to win AI Overview citations, and creating hyperlocal pages to capture “near me” search traffic.
To access the complete report, “BFSI Industry Insights: Key Findings and Trends,” visit https://www.ftaglobal.in/reports.
