Poonawalla Fincorp Expands AI Capabilities to Enhance Customer and Regulatory Operations

Poonawalla Fincorp Limited, a Mumbai-based non-banking financial company, is taking a significant step in advancing its digital transformation journey. The company has introduced artificial intelligence-driven features in both marketing and compliance divisions. With this initiative, PFL aims to enhance customer engagement, boost operational efficiency, and respond more proactively to regulatory requirements.

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Data-Driven Marketing with AI Personas

A major highlight of the new marketing strategy is the creation of over 100 AI-enabled customer personas. These personas are built using behavioural data and customer insights collected across digital platforms. By analyzing patterns in customer activity, preferences, and demographics, Poonawalla Fincorp Limited can now segment borrowers into specific cohorts. This segmentation allows the marketing team to target more qualified leads and deliver content tailored to each group’s unique characteristics.

The result is a higher rate of customer acquisition and better alignment between PFL’s offerings and the needs of its audience. With these personas in place, the company has launched around 80 to 100 automated marketing campaigns. These are not static promotions—they are dynamic, adjusting in real time based on user interaction, browsing behavior, and location.

Smarter Customer Engagement Across Digital Platforms

The deployment of AI in PFL’s marketing goes beyond segmentation. The company’s campaigns are now integrated across its website and mobile app, enabling consistent messaging and seamless user experiences. These automated retargeting campaigns help re-engage potential customers who may have dropped off during their digital journey.

For instance, if a user browses a specific loan product but doesn’t complete the process, PFL’s system can detect this and send a reminder or relevant offer. By making its communication smarter and more responsive, PFL is working to reduce drop-offs and encourage more conversions.

Website Transformation with Self-Service Tools

Alongside these AI-powered campaigns, the company has also redesigned its customer website. This transformation includes the introduction of a self-serve portal where users can independently manage services such as checking their credit score, exploring loan options, and initiating referrals.

The referral process is now enabled through QR codes, allowing users to invite others easily and track rewards. The website update is part of PFL’s broader commitment to digital accessibility and financial transparency.

In the upcoming phase, the platform will be expanded to include support for five regional languages. Additionally, a 24-hour conversational support system will be introduced. This virtual assistant will help users navigate services, answer queries, and offer guidance without the need for manual intervention.

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Compliance Powered by Internal AI Tools

While customer-facing functions have seen upgrades, the compliance side of operations has also benefited from AI integration. PFL has developed an internal system that analyses directives issued by the Reserve Bank of India (RBI). The system automatically maps these advisories to the company’s internal policies, flagging any areas that require review or modification.

This tool does not just detect mismatches—it also suggests what changes are needed. This speeds up the process of regulatory alignment and minimizes the risk of non-compliance. The company is also preparing to roll out an advanced version of this system, which will be able to auto-generate detailed compliance notes. What previously took two to three days will now be achievable within hours.

Leadership Perspective

Speaking about the initiative, Arvind Kapil, Managing Director and CEO of Poonawalla Fincorp, described AI as a responsible and transformative tool. He emphasized that this technology is not being used just for automation, but to create practical value—for customers, for employees, and for regulatory adherence.

Under his leadership, the company has already introduced AI in several functions such as human resources, underwriting, governance, and debt management. This latest expansion into marketing and compliance indicates that AI is no longer an experiment at PFL—it is a core part of its operating model.

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A Consistent Pattern of Tech-Driven Growth

PFL’s current strategy reflects its steady investment in scalable digital infrastructure. Earlier uses of AI helped automate internal audits and improve loan processing timelines. With every function that embraces AI, the company moves closer to becoming a digitally advanced financial institution that balances growth with responsible practices.

By making internal processes faster and more reliable, and customer journeys more personalized, PFL is laying the foundation for future innovations that will likely involve further automation, multilingual accessibility, and predictive analytics.

Conclusion

Poonawalla Fincorp’s AI expansion across marketing and compliance shows how the company is aligning itself with the demands of modern customers and a changing regulatory environment. With intelligent segmentation, retargeting, and automated compliance checks, PFL is streamlining both outreach and oversight. This digital evolution is more than a technology upgrade—it is a strategy to deliver better services while staying ahead in a competitive NBFC market.