Poonawalla Fincorp Limited (PFL), a non-banking financial company (NBFC) backed by the Cyrus Poonawalla Group and focused on consumer and MSME lending, has announced the implementation of artificial intelligence (AI) technologies in its marketing and compliance operations. These developments are part of the company’s broader strategy to enhance digital engagement and improve responsiveness to regulatory changes.
In its marketing function, PFL is adopting AI to establish a data-driven framework aimed at improving the efficiency and accuracy of customer targeting. The company has introduced an AI-enabled tool that segments customers into over 100 cohorts and personas. These are updated regularly to improve precision in identifying potential borrowers across digital platforms. The objective is to reduce customer acquisition costs while improving engagement and conversion rates.
PFL has also initiated the use of AI for performance marketing optimization. It has launched between 80 and 100 automated retargeting campaigns across its web and mobile platforms. These campaigns are informed by real-time data, enabling the company to tailor communications based on variables such as customer location, language, and behavioral patterns.
In parallel, PFL has redesigned its website to improve user experience. New digital features include a self-service portal, QR code-based referral processes, and credit score checks. A second phase of updates is planned, including the integration of conversational AI for 24-hour customer support and the introduction of a multilingual interface in five additional languages. The company also intends to use generative AI tools to increase the scale and relevance of content across its digital channels.
On the compliance front, PFL has developed an in-house AI platform to enhance its regulatory response process. The tool evaluates new advisories from the Reserve Bank of India (RBI), maps them to internal policies, and identifies necessary actions. It highlights affected policy areas and provides recommendations to relevant teams. During the initial stage, outputs are reviewed by human analysts to ensure accuracy.
In a future phase, the compliance platform is expected to automate the drafting of compliance notes, significantly reducing turnaround time. While automation is central to the tool’s functionality, human oversight remains integral to the process to maintain reliability.
PFL’s approach combines customer-facing digital improvements with backend automation in regulatory compliance. These measures are aligned with the company’s stated objective of delivering scalable and compliant lending solutions.
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