Case Study: Ujjivan Small Finance Bank achieves rapid digital adoption — 2 Lakh customers onboarded and ₹123+ Crore EMI collected with MoEngage

How Ujjivan Small Finance Bank Fast-Tracked Digital Adoption Among Mass Unserved and Underserved Customer Segments

Ujjivan Small Finance Bank, a mass-market small finance bank serving over 57 lakh customers across 24 states, faced pandemic-driven disruption to traditional EMI collection and needed to rapidly digitize payments and drive omnichannel engagement among unserved and underserved customers. To overcome limited digital adoption, the bank partnered with MoEngage, using its insights-led customer engagement and automation capabilities to reach segmented customer groups across SMS, push, and multilingual campaigns.

MoEngage helped Ujjivan Small Finance Bank orchestrate targeted campaigns, consolidate customer data for a 360° view, and run a four-pronged program—payment integrations (SETU, Airtel, Paynearby, CCAvenue), behavioral segmentation, staff training, and gamified incentives. The effort onboarded ~2 lakh unique customers to digital payments, grew digital channel conversion from 2% to 18%, collected ₹123+ Crores of EMI in five months, drove 15,000+ responses to balance-build campaigns, and generated approximately ₹550 Crores of incremental balance.

Ujjivan Small Finance Bank

Sriram Srinivasan

Head Of Digital Banking