Paisabazaar, the financial marketplace owned by PB Fintech Group, has partnered with customer data and engagement platform MoEngage to strengthen its AI-led customer engagement strategy.
Through the partnership, Paisabazaar will use MoEngage's Customer Data and Engagement Platform (CDEP) and Merlin AI to deliver app-first, personalised experiences across the consumer journey—from onboarding and product discovery to long-term retention.
The collaboration is aimed at improving user engagement across Paisabazaar's diverse customer base by enabling contextual onboarding, accelerating app adoption through personalised in-app messaging and push notifications, and driving cross-sell opportunities based on user intent.
MoEngage's platform will provide Paisabazaar with a unified view of customer behaviour across its app and website, while Merlin AI will power predictive segmentation, personalised content recommendations and send-time optimisation to help shift from scheduled campaigns to intent-driven engagement.
“At Paisabazaar, delivering a seamless, transparent and relevant consumer experience is central to everything we do. As we continue to scale and serve increasingly diverse consumer segments, personalization becomes even more critical. Our partnership with MoEngage and the use of Merlin AI will help us better understand user intent, deliver more contextual engagement, and create customer journeys that are tailored to individual needs," said Srikanth Balakrishnan, Head of App and Analytics, Paisabazaar.
"Paisabazaar has built India's most trusted digital destination for personal finance, and millions of users rely on it for decisions that carry real weight in their lives. Engagement in that context has to be precise, well-timed, and worthy of that trust, and that is exactly what our platform is built for. With Merlin AI driving personalisation and behavioural prediction across Paisabazaar's app and web, we are confident this partnership will translate into meaningfully better experiences for their users and measurable outcomes for their business," said Narasimha Rao, General Manager, MoEngage.
Paisabazaar said all customer engagement under the partnership will be based on consented data and aligned with India's Digital Personal Data Protection (DPDP) Act. Going forward, the company plans to build cohort-specific customer journeys tailored to users' financial needs, profiles and life stages using AI-driven behavioural prediction.
