India’s digital lending sector is booming. In FY 2024–25, fintech NBFCs disbursed nearly 10.9 crore personal loans, about 74% of all personal loans, worth over INR 1,06,500 crore. Yet, many Indians still find credit hard to obtain.
That’s where Viva Money steps in. As India’s first personal line of credit app, it offers fast approvals (under 15 minutes), a fully digital experience, and a 51‑day 0% interest period. Recognised by the RBI as a Loan Service Provider, Viva is reshaping how everyday Indians access and manage credit.
Here, let’s learn about what Viva Money is, its business model, products and services, future plans, and more.
Viva Money Company Highlights
| Company Name | Viva Money |
|---|---|
| Headquarters | Bengaluru, Karnataka, India |
| Sector | Fintech, Digital Lending |
| Founder | George Donchenko |
| Founded | 2023 |
| Website | https://vivamoney.in/ |
| App Link | Viva Money App |
Viva Money – About
Viva Money – Industry
Viva Money – Founders and Team
Viva Money – The Idea and Starting Up
Viva Money – Vision and Mission
Viva Money – Name, Tagline, and Logo
Viva Money – Products/Services
Viva Money – Business Model
Viva Money – Launch and Early Growth Strategy
Viva Money – Customer Growth and Retention Strategies
Viva Money – Challenges Faced
Viva Money – Growth
Viva Money – Tools and Software Used
Viva Money – Recognition and Achievements
Viva Money – Competitors
Viva Money – Future Plans
Viva Money – About
Viva Money is an innovative lending platform offering India’s 1st Line of Credit with a strong focus on online tech-based proprietary models and data-centric KYC. The company provides a seamless mobile application, so borrowers can manage their loan products effortlessly. Although customers can apply via the website, the complete loan process, including profile creation, agreement signing, and disbursal, is conducted through the mobile app.
Viva Money began its operations in December 2023. At present, the company operates in four Indian states, with 24 states and 8 union territories yet to be covered. Once Viva Money expands its footprint across the entire country, it is poised to become one of the leading lending platforms offering a broader suite of innovative financial solutions.
Viva Money can be found on: LinkedIn, YouTube, Instagram, Facebook
Viva Money – Industry
India’s fintech sector is witnessing rapid expansion, driven by technological advancements, regulatory reforms, and a surge in digital adoption. The market was valued at approximately $112.8 billion in 2024 and is projected to grow to $550.2 billion by 2030.
The digital lending segment, which includes platforms like Viva Money, is a key contributor to this growth. This momentum is being fuelled by increasing smartphone penetration, government-led initiatives such as Digital India, and a broader shift towards digital financial services.
Over the next 5-10 years, Viva Money, along with other fintech companies, is expected to play a pivotal role in shaping India’s digital lending landscape. With the market anticipated to grow to $1.3 trillion by 2030, Viva Money’s emphasis on accessible and flexible financial solutions places it in a strong position to capture a substantial share of this expanding sector. By utilising technological innovation and aligning with government policies, the company is working towards becoming a prominent player in India’s digital lending space, thereby contributing to financial inclusion and economic development.
Damini Bhandary
Viva Money – Founders and Team
Viva Money currently employs over 50 professionals, including international experts, all contributing significantly to the company’s growth and innovation. The organisation upholds international standards of corporate culture and actively seeks individuals who are results-oriented and dedicated to success.
Managing Director George Donchenko brings extensive experience in retail banking across multiple continents, including Africa. A graduate of the London Business School, he possesses deep expertise and a strong industry background in banking and financial services. At Viva Money, he leads the company’s fintech transformation by leveraging innovative technology, proprietary modelling, and data-driven KYC systems to revolutionise the lending experience.
The company is supported by a resilient leadership team of seven key members, each responsible for a core function: IT, Marketing, Finance, Risk, Operations, Legal, and HR. United by a shared vision, this team is committed to building an innovative platform that is truly aligned with the financial needs of Indian consumers.
The core leadership team consists of the following individuals:
- Vishal Jain: Marketing Manager
- Tanmay Dwivedi: Operational Manager
- Sakshi Gaur: Legal Manager
- Mayank Sahni: Risk Manager
- Supriya Kumari: Finance Manager
- Akshay Gupta: HR Manager
- Somvir Yogi: IT Manager
- Shruti Rani: Strategic Partnerships/Funding Manager
Viva Money – The Idea and Starting Up
The inception of Viva Money was inspired by a clear gap in India’s financial ecosystem—millions of young, creditworthy individuals lacked access to simple, fast, and flexible borrowing solutions. Traditional banks, with their rigid eligibility criteria, often excluded students, gig workers, and entry-level professionals. Viva Money set out to bridge this gap by creating a platform that empowers this underserved segment, beginning with India’s first mobile-first line of credit product.
The concept of a credit line remains relatively novel for many Indian consumers. While the market is saturated with credit card and personal loan offerings, most users are familiar only with these two traditional options. A credit line, however, merges the strengths of both, offering significantly more flexibility and financial freedom compared to conventional lending products.
The company’s foundational research included:
- Analysing credit access patterns in India, particularly among Gen Z and millennials.
- Surveying over 1,000 young adults to understand borrowing behaviour and the limitations faced with traditional banking institutions.
- Examining digital payment trends, UPI adoption, and the growth of smartphone usage to assess the viability of a mobile-only lending model.
- Studying the regulatory environment, especially the Reserve Bank of India’s guidelines around partnerships with non-banking financial companies (NBFCs).
This research confirmed a substantial unmet demand and a growing preference for app-based, flexible financial products.
Viva Money began on a small scale with a focused vision. The initial concept centred around “credit-on-tap” for emergencies. A lean design team created early wireframes to visualise the mobile experience, followed by the development of a minimum viable product (MVP) centred solely on the credit line feature. Early in its journey, the company partnered with a registered NBFC to ensure compliance with regulatory requirements and to enable backend lending operations. Basic risk assessment models were also integrated to promote responsible lending from the outset.
The earliest conversations were held with:
- Industry veterans from fintech and banking.
- Trusted advisors and mentors from startup accelerators and fintech communities.
- Young professionals, who represented the target user base.
Feedback from these early discussions was overwhelmingly positive, with many remarking, “I wish this existed when I was starting out.” Initial users were particularly drawn to the platform’s instant approvals and paperless onboarding process.
Viva Money – Vision and Mission
Viva Money operates with the motto “Your Instant Financial Saathi,” reflecting its commitment to being a trusted companion in its customers’ financial journeys. The company is driven by a core belief in empowering individuals by offering transparent and flexible financial solutions, especially for those who feel excluded by traditional banking systems. By providing quick, user-friendly, and adaptable cash loan options, Viva Money aims to contribute not only to the national economy but also to instill a sense of security and confidence in the financial future of households across the country.
In the short term, the company plans to expand its services across India. Looking ahead, Viva Money envisions becoming one of the largest lending apps in India, striving to make loans more accessible and inclusive for all Indian citizens.
Viva Money – Name, Tagline, and Logo
At Viva Money, every aspect of the brand, from the name to the logo and slogan, was thoughtfully developed to reflect the company’s mission of empowering individuals through accessible financial support.
The name “Viva” is derived from the Spanish expression meaning “long live.” It was chosen to evoke a sense of vitality, optimism, and opportunity. Viva Money is more than just a brand name; it represents a celebration of financial independence and the possibility of second chances.
The Slogan: “Your Instant Financial Saathi”
The tagline encapsulates Viva Money’s core purpose: to be a trusted companion in its users’ financial journeys. The word “Saathi,” meaning companion in Hindi, symbolises the close, supportive relationship the company strives to build with its customers. Whether assisting with unexpected expenses or planned purchases, Viva Money offers instant, transparent, and flexible financial solutions, serving not just as a lender but as a dependable partner in times of need.
The logo is designed to be more than just a representation of the letter “V”. It symbolises “We”, reflecting togetherness, partnership, and mutual support. The visual identity communicates that Viva Money stands with its customers during financial challenges, not merely as a service provider, but as a source of reassurance, much like a friend or family member.
Viva Money – Products/Services
Viva Money is a digital financial lending platform that offers India’s first personal line of credit. Through its mobile application, users can access a revolving credit line of up to INR 2,00,000, with a grace period of up to 51 days at 0% interest for repayment. The entire process is fully digital—from instant approval and KYC verification to fund disbursement, eliminating the need for any physical paperwork. Repayment is equally flexible, with EMI options ranging from 5 to 20 months.
How It Works:
- Application: Users download the Viva Money app and apply for a personal line of credit.
- Approval: Credit limits are approved in under 15 minutes.
- Fund Disbursement: Once approved, the funds are transferred directly to the user’s bank account.
- Repayment: Users can repay within the grace period to benefit from 0% interest, or opt for flexible EMIs.
Problems Addressed:
- Financial Inclusion: Viva Money provides access to credit for underserved segments, particularly millennials and Gen Z.
- Accessibility: The platform offers a digital-first solution, removing the need for bank visits or paperwork.
- Flexibility: Users can borrow as needed and repay in convenient instalments, offering greater financial control.
Unique Selling Proposition (USP):
- First-of-its-Kind Product: Viva Money introduced India’s first personal line of credit with a 51-day grace period at 0% interest.
- Fully Digital Process: The platform offers a seamless end-to-end digital experience.
- Rapid Approval and Instant Transfer: Credit lines are approved within 15 minutes, and funds are instantly disbursed to customers’ bank accounts.
Technology Stack:
- Data-Centric KYC: Advanced data analytics are used to streamline the Know Your Customer (KYC) process.
- Artificial Intelligence: AI is employed for credit scoring and risk assessment, enabling access to credit for individuals with limited or no credit history.
- Secure Transactions: Data privacy and transaction security are maintained through robust encryption and secure payment gateways.
Viva Money operates as part of the larger Viva family, extending its presence beyond India to countries including Mexico and Italy.
Viva Money – Business Model
Viva Money operates as a B2B marketing company within the digital lending sector, assisting digital lenders, such as banks and non-banking financial companies (NBFCs), in acquiring customers for their loan products. Recognised by the Reserve Bank of India (RBI) as a Loan Service Provider (LSP), Viva Money streamlines the loan application process through its mobile application.
Following loan approval and disbursement, Viva Money continues to support customers throughout the entire loan lifecycle. This includes assistance with repayment, early foreclosure, and access to additional loan tranches. In instances where payments are missed, the company also provides early-stage collection services on behalf of its financial partners.
These services are delivered in partnership with financial institutions, who compensate Viva Money for the comprehensive support offered across the lending process.
Viva Money – Launch and Early Growth Strategy
Viva Money officially launched its product on 21st December 2023 at 9:00 PM. Within just 20 minutes, the platform onboarded its very first customer, entirely through organic channels. This milestone served as a strong validation of the company’s hypothesis: there was a significant market gap and genuine demand in India for a credit line product of this nature.
At the time of launch, operations were limited to two states, Karnataka and Gujarat, ensuring a controlled and focused rollout. The initial strategy was centred on product education and user awareness rather than conventional performance marketing. Key efforts included:
- Educating users on the advantages of a credit line compared to traditional personal loans or credit cards.
- Leveraging social media to share simple, relatable content around themes such as financial empowerment, flexibility, and responsible borrowing.
- Showcasing the product’s ease of use, instant access to funds, and superior repayment flexibility.
This awareness-driven approach quickly became Viva Money’s most effective customer acquisition tool. Users resonated with the problem the platform aimed to solve and responded positively to its transparent, modern approach.
By 29th December 2023, just nine days after launch, Viva Money had successfully onboarded its first 100 users through these education-focused efforts, without any paid marketing. To this day, educational and awareness-led campaigns remain the company’s most effective user acquisition lever, consistently outperforming traditional performance-based marketing strategies.
Viva Money – Customer Growth and Retention Strategies
Since its launch, Viva Money has employed a set of focused strategies to attract and retain customers, enabling the company to scale from its initial 100 users to a much larger user base. The approach combines education-led marketing, strategic partnerships, and a strong product-led retention model.
1. Organic Growth
From the very first day, Viva Money prioritised educating the market about the credit line model and how it differs from traditional personal loans or credit cards. This educational approach helped establish trust and drive organic adoption. Early adopters, impressed by the product’s speed, transparency, and flexibility, became advocates, referring others through word of mouth. Additionally, positive visibility and strong reviews on app stores played a significant role in reinforcing trust and credibility.
2. Social Media Advertising and Education Campaigns
Viva Money invested in paid campaigns with an education-first mindset, clearly communicating the benefits of a credit line compared to other lending products. Platforms such as Instagram, YouTube, and Meta Ads served as key channels. These campaigns not only attracted users but also raised awareness in a lending category that remains relatively new to many Indian consumers.
3. Affiliate Partnerships
Strategic tie-ups with affiliate partners proved instrumental in reaching users in Tier 2 and Tier 3 cities. Initially, many users onboarded through these channels perceived the product as a standard personal loan. However, after using the platform and experiencing the benefits of a credit line for one to two months, many converted into long-term, active users.
Retention: Powered by a Revolving Credit Model
Viva Money’s strongest retention strategy lies in the product itself. As a revolving line of credit, users gain continuous access to funds without needing to reapply or undergo fresh verification for each withdrawal. This seamless experience promotes trust and repeat usage, resulting in significantly higher retention compared to traditional personal loan providers, where each loan is treated as a one-time transaction.
Users value:
- Instant access to credit following repayment.
- No need for repeated documentation or approval processes.
- A sense of ongoing financial security with an always-available credit line.
Together, these strategies form the foundation of Viva Money’s growth and retention success, driven by user trust, education, and a seamless lending experience.
Viva Money – Challenges Faced
Limited Awareness About Credit Line as a Product
One of the earliest challenges Viva Money faced was the general lack of awareness among Indian users about credit lines. While this gap offered a clear market opportunity, it also meant that the company had to start from scratch in educating users.
Many customers compared the offering with personal loans or credit cards, expecting similar features. Explaining the flexible and revolving nature of a credit line took ongoing communication and clarity.
What Helped:
- Focused on education-led marketing using Instagram Reels, short videos, FAQs, and user testimonials to simplify the concept.
- Created clear comparisons between credit lines and personal loans to explain the differences.
- Worked with affiliate and partner networks to help them understand the product and explain it accurately to users.
This approach improved understanding, which led to better user retention and repeat usage over time.
Fraud Risk in Lending
Fraud has been a consistent issue in the lending sector, and Viva Money has also dealt with this challenge. Despite having checks in place since launch, fake applications and misuse remain common across the industry.
Steps Taken:
- Built a fraud detection process using both fixed rules and behavioural data.
- Regularly updated the KYC and approval systems to spot unusual patterns early.
- Partnered with third-party fraud detection services and used the insights to improve internal systems.
However, as fraud attempts grow, lenders are often required to make onboarding more strict, which can make the process harder for genuine users. Managing this trade-off is still an ongoing task for the team.
Anamika Mahapatra
Viva Money – Growth
Viva Money has shown consistent growth in revenue, reflecting the effectiveness of its commercial strategy. Since its launch, the company’s revenue has increased significantly. In its first financial year (2023-2024), Viva Money recorded a revenue of INR 108 lakhs. This figure is projected to rise to INR 1,124 lakhs in 2024–2025, with further growth expected to INR 2,242 lakhs in 2025–2026.
The company has crossed the break-even point and has started generating profit. The expected profit for 2024-2025 stands at INR 203 lakhs, with a projected increase to INR 360 lakhs in 2025–2026.
The primary driver of this financial growth has been a steady inflow of new customers, attributed to the success of the marketing strategy, growing brand recognition, and the adoption of Viva Money’s mobile application. The customer base has already surpassed 26,000 users and is expected to reach 1.09 lakh by the end of 2025-2026.
Viva Money currently operates in four Indian states: Maharashtra, Karnataka, Gujarat, and Tamil Nadu.
Viva Money – Tools and Software Used
Viva Money employs a range of tools and software solutions to support its operations across various functions:
| Tool | Purpose |
|---|---|
| Aadhaar Verification from Digitap | Used for verifying client Aadhaar IDs via Digilocker. |
| Razorpay Payment Gateway | Manages the receipt of payments from clients. |
| ICICI Bank | Handles the transfer of loan amounts to customer accounts. |
| SMS Gateway from MSG91 & Kaleyra | Used for sending SMS messages to clients and receiving delivery status reports. |
| Video KYC from Digitap | Enables client identification through video verification. |
| Account Aggregator from Onemoney | Accesses and analyses clients’ digital bank statements. |
| Traffic Tracking from Appsflyer | Tracks and records sources of app downloads and transitions from app stores. |
| Aadhaar Esign from Digitap | Allows signing of documents using electronic signatures. |
| PAN Verification from Digitap | Verifies clients’ PAN numbers for compliance purposes. |
| Bank Account Validation from Cashfree | Confirms account activity and ownership during transfer applications. |
| CKYCR from Trackwizz | Facilitates uploading of client identification data to the CKYCR database. |
| Credit Bureau Checks from TransUnion, CRIF, and Experian | Assesses the customer’s credit history. |
| Anti-fraud Tool from Juicy Score | Gathers client device information as part of the scoring process. |
| Anti-fraud Tool from Monnai | Provides user analytics data. |
| AppsFlyer as MMP | Used as a mobile measurement partner (MMP). |
| VFirst for WhatsApp & IVR Communication | Sends WhatsApp messages and IVR calls to clients. |
| Semrush | Supports search engine optimisation (SEO) efforts. |
| AppFollow | Assists in app store optimisation (ASO). |
These are the tools Viva Money plans to use soon to improve its operations and services:
| Tool | Purpose |
|---|---|
| CRM from Salesforce | Aids in customer support, communication, and analysis. |
| LOS from M2P | Manages the loan origination process. |
| LMS from M2P | Handles loan management activities. |
| Collection System from M2P | Manages the collection of overdue debts. |
| AML Tool from Trackwizz | Conducts AML (Anti-Money Laundering) screening of customers. |
| FAQ and Chat Tools from Salesforce | Provides FAQs, in-app and website chats, and chatbot functionalities. |
| RBL Bank | Also supports the transfer of loan amounts to customer accounts. |
Viva Money – Recognition and Achievements
Viva Money’s rapid growth has been acknowledged through multiple industry-specific accolades.
Karnataka’s Best Brand in Fintech (2024)
At the Karnataka Brand Leadership Awards held on 19 September 2024, Viva Money was recognised as the Best Brand in Fintech in Karnataka. The award highlights the company’s significant contributions to the state’s financial technology sector.
Asia’s Rising Star in Fintech (2024)
During the Asian Brand and Leadership Conclave 2024, held on 6 September 2024 in Surajkund, NCR, Viva Money was honoured as Asia’s Rising Star in Fintech. This recognition marked the company’s swift ascent as a key player in the Asian fintech landscape.
Recognition at Global Fintech Fest Awards (2024)
Viva Money was shortlisted as a nominee for the Best in Class Lending Solution at the Global Fintech Fest Awards 2024. Although not a winner, the nomination underscored the company’s innovative approach to lending solutions.
Viva Money – Competitors
Some of the key competitors of Viva Money include:
- MoneyTap
- Stashfin
- CASHe
- Fibe
Viva Money – Future Plans
Viva Money has outlined a bold and strategic growth roadmap for the next 12–24 months:
- Geographic Expansion to PAN India: After establishing a presence in Gujarat, Karnataka, Maharashtra, and Tamil Nadu, the company plans to expand operations across India by the end of 2025.
- Credit Line Enhancement: The current credit limit is set to increase from INR 2 lakh to INR 3 lakh for returning and high-performing borrowers.
- Personal Loan Increase to INR 5 Lakh: Viva Money intends to offer personal loans of up to INR 5 lakh for select customers with a strong repayment history and high app engagement.
- Risk-Based Pricing Model: A new interest rate structure will be introduced, offering lower rates to users with disciplined credit behaviour.
- Scan-and-Pay Feature: An in-app “scan and pay” option will be launched to enable real-time purchases using approved credit lines.
- Female Customer Growth: The company aims to increase its ~10% female user base by offering tailored products and improving financial access for women.
- FLDG Integration: Credit disbursement will be scaled through partnerships with multiple NBFCs under a First Loss Default Guarantee (FLDG) structure.
FAQs
What does Viva Money do?
Viva Money is a tech-first fintech platform that helps digital lenders connect with underserved customers and simplify the entire loan journey, from application to repayment.
Who does Viva Money serve?
Viva Money focuses on everyday Indians who struggle to access traditional credit, offering easy, fast, and clear lending solutions through trusted NBFC partners.
Is Viva Money recognised by the RBI?
Yes, Viva Money operates as a Loan Service Provider (LSP) in compliance with the RBI’s Digital Lending Guidelines, in partnership with Finfinace Financial, an RBI-registered NBFC.