From Reels to Returns: How digital platforms are shaping India's financial decisions

Once driven by branch visits, printed advice columns, and word-of-mouth recommendations, India’s financial decision-making is undergoing a rapid transformation. A new study shows that short-form videos, creator-led content, and online communities are becoming key sources of information for everything from loans to investments signalling a shift in how Indians discover, evaluate, and purchase financial products.

Digital Content Is Changing the Way Indians Buy Financial Products
For decades, financial decisions in India were shaped by in-person consultations, expert newspaper columns, and advice from trusted circles. That picture is changing rapidly. A new IPSOS study, From Feeds to Financial Futures, commissioned by Meta, finds that Indians are increasingly turning to short-form videos, online communities, and digital creators for guidance on everything from loans to investments.

The survey covered more than 2,000 respondents aged 25–45 in Delhi, Mumbai, Bengaluru, and Kolkata, all current or prospective buyers of financial products. Its findings reveal a significant digital shift in the path to purchase.

The Digital Majority in Financial Journeys
Despite financial services being a traditionally offline industry, six of eight touchpoints in the buying journey are now digital. Meta platforms account for roughly half of these digital touchpoints. More than half of financial services consumers view personal finance and investing content on Instagram or Facebook.

The influence is consistent across all stages of the decision-making funnel: 81% of respondents used Meta platforms during the discovery stage, 79% during evaluation, and 83% at the point of purchase. For loans, investments, insurance, and savings, the digital presence remains strong, with more than three-quarters of users relying on it in each category.

Short Videos, Big Impact
Financial products are often complex, but the study suggests they no longer require long-form explanations to connect with audiences. Short-form formats — particularly Instagram Reels and Facebook videos — are emerging as powerful tools to simplify jargon and build understanding.

Over half of the respondents said they depend on Instagram (57%) or Facebook (53%) for making informed financial choices. These bite-sized videos are demystifying topics like mutual funds, credit scores, and insurance policies, often in under a minute.

Creators Over Celebrities
Trust dynamics are shifting. While celebrity endorsements still have influence, the report notes growing consumer preference for relatable, peer-like voices. Seventy-five percent of respondents trust financial podcasts, and 67% turn to influencers and subject matter experts for guidance. Authenticity, relatability, and clarity are emerging as key drivers of engagement and trust.

Women Taking the Lead in Financial Decisions
Contrary to traditional assumptions, women are increasingly taking independent control of their finances. The study found that nearly 80% of female respondents make their own financial decisions. Women also spend more time than men on Instagram and WhatsApp and almost as much time on Facebook, signalling the importance of these platforms as spaces for both knowledge and empowerment.

The Role of Business Messaging
WhatsApp is proving integral to the financial services journey. Forty-four percent of respondents use it during discovery, 50% during evaluation, and 48% when making a purchase. On average, financial services consumers spend 56 minutes a day on the app, making it a key channel for personalised communication and conversational commerce in the sector.