User adoption case submission by:

Ravuri Meena Meghana

Context
About 13Karat:
• Indian P2P platform founded in 2021 with now over 1 million active users funding 1,00,000 loans
worth over Rs. 100 Crore
• Allows users to invest in short-term loans to individuals and businesses, and earn up to 13% annual
returns
• Currently provides two investment opportunities each of 6 months with 12% and 13% returns
• Sources loans through Lendbox and RupeeCircle
• USP of 13Karat: evaluate each loan request and assign it a credit rating

Problem Statement:
P2P lending as an asset class still needs to be widely explored and adopted and it can be targeted to users
looking for other attractive investment options. Improve the adoption metrics of the product by working
on improvising user onboarding, overall user experience, Go-to-market strategies, etc.
 P2P lending in India
Value chain Market size for P2P lending platforms

Indian population
(~140 Crores)
Personal loans

Kids & Students Earning age Retirees

Zero cost EMIs (35%) (50%) (15%)
P2P
P2P lender
Lenders borrower Buy Now Pay Later Borrowers
platforms*
Platforms*

Merchant Loans
Low income Mid income High income
(40%) (50%) (10%)
.…

Risk taking investors Low risk taking & non investors

(30%) (70%)
Competitors
Average investment value on P2P
platforms
Rs. 10001

* Sometimes lender and borrower platforms are provided by a single provider Total addressable market size = 140 Crores * 50% *50%* 30%* Rs.1000
1. 13Karat has 1million active users investing Rs.100Crore, approximating Rs.1000 per investor = Rs. 10,500 Crore
 User needs
Funnel step User Needs Risk of losing users at the step
Awareness Need to place 13K in places potential users are present – research blogs are sites, High
or draw from current users
- need to educate the audience on what P2P is

Assumption: Already know where to research or has a strong community

Interest Need convincing of credibility of P2P market High-Medium
- Need is credibility of the market and platform

Desire Need is some sort of confirmation on returns. Medium – can be addressed by product features since the
users are on the platform
- Known/trusted others are investing
- X number of many people have made x value of investments
- where money is going

Action 13K is credible and user-friendly over competitor platforms Medium – can be addressed by product features since the
- easy to register/sign-up users are on the platform
- easy to view the plans and their return value
- easy to look at where money is going / how will it be used
- easy to look at preferences of other users
- easy to view risks of investment
- easy to collect credits in bank accounts
- easy to have receipts ready for tax
 Current on-boarding flow

xxxxxxxx

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Upon
Register on the Platform fetches confirmation of After investing, Lands on bank Dashboard view
platform with the PAN and other PAN, users are confirmation is details after (only after
mobile number details redirected to provided investing investing)
investment page
Information about P2P
Navigation is all over the
market and platform is No separate KYC page
place
hidden under profile
 Solutions
S.No. Title Description Reach Impact Confidence Effort Score Priority

1 P2P awareness News, articles, YT links and any other relevant 7 7 6 4 73.5 2
building information talking about P2P lending, size of market in
India, or 13Karat such info made available on app with
frequent content keeps the user engaged on the
investment instrument
2 KYC step For returns to be intuitive 3 3 5 2 22.5 4

3 Standardized A user-friendly app navigation would solve for dashboard 10 8 7 7 80 1

dashboard for pre- with a focus on portfolio building and potential
and post
investment
4 WhatsApp Reminders, offers, new content, etc. 8 7 6 6 56 3
updates
Go-to-Market Strategies
Strategy-1 Strategy-2 Strategy-3

Refer and earn Partner with investment Browser ads on relevant

gurus keyword searches

- Leverage the current 1 - Mention of 13Karat P2P - Google, YouTube and Bing
million active users and investment advise videos ads placed on most
incentivize them with - Organic ads in the video relevant key word searches
cashbacks on referrals by being a video sponsor in browser run in
appropriate time of the
day and week

Preferred because most lenders in

India are not familiar or do not
trust P2P market yet. The
investment gurus develop sense of
trust in investors
Thank you!