What Are the Key Factors Behind the Growth of Findeed, a Consumer-Focused Fintech Startup?

Findeed successfully raised seed funding due to the owners’ background and immense leadership expertise.

Findeed, a Bengaluru-based, consumer-focused Fintech start-up raised an undisclosed amount in a seed funding round in April, backed by Venture Highway, Anicut Angel Fund, and First Cheque. Let’s decode their growth strategy.

Findeed: The Growth Strategy

Well-identified USP

The first factor that set their growth strategy into motion has been their Unique Selling Proposition (USP). Findeed observed the way money borrowing arrangements were conducted among social constructs. They quickly identified a high social capital in the exchange of money between friends and family. Their approach of identifying and following social capital differentiated them from their peers and competitors. 

Adopting GTM strategy

In the early days, Findeed adopted a go-to market (GTM) approach wherein they got manufacturing institutions, retail employers with intrinsic member connections on board as partners. Their objective was to gain customers through these partnerships. 

Leveraging Community Bonding

Findeed leveraged community bonding, social co-operation, and capital in their technology approach as well as in their GTM strategy. Their strategy is mainly aimed at unlocking access to financial services. They leveraged data analytics, technology and community partnerships.

Experienced Leadership: A Key Factor in Growth

The vast experience brought into the business by the co-founders of Findeed has been the key factor which propelled the company’s growth forward. Co-founder Srividya Ramarathnam has 20 years of experience in strategy and growth across multiple sectors like e-commerce, financial services and management consulting. She also was pivotal in leading the fintech initiatives of Flipkart. Srividya has been a business leader at Intuit.

Sriram Shankar, Co-founder, has largely been a leader in growth, business, operations, and customer experiences at e-commerce, Insurtech, and SaaS companies. He has leadership experiences at Myntra and Digital Insurance. 


Findeed has had a very unique approach of combining technology and data to offer instant credit.

What’s in it for me?

There is no longer any financial security to fall back on during the pandemic. Financial access is becoming tougher to achieve as stronger waves of Covid-19 sweep across the country. Fintech start-ups thus have a responsibility of bridging the gap between undeserved users and access to financial services. 

Credit access has mainly been hampered. Fintech start-ups that can provide differentiated financial services to solve these problems will make a mark in the start-up space. Findeed has had a very unique approach of combining technology and data to offer instant credit. Start-ups can follow suit by coming up with new and innovative solutions to improve financial access. 

Findeed is a modern start-up which has brought true disruption into microfinancing. Their fundraisers have been successful because investors recognized the value and potentiality of the owners’ background and deep domain expertise. Their determination to offer real value to customers in financial services has also contributed to their funding success. 

If you are an entrepreneur, you can present your financial expertise up front to convince investors. 

Anju Nambiar
Anju Nambiar
Anju has 5 years of experience covering business. She writes on startups, business life cycle and startup ecosystem. Her stints include Amazon and Adjetter Media Network.



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