Objective 1
Identify High-Potential Borrower Segments
Analyze demographic profiles, income levels, behavioral credit patterns, and repayment histories to segment customers suitable for medium- to high-value loan products.
CASE STUDY
Loan Application Expansion & Borrower Segmentation Strategy for TrueBalance
Client
TrueBalance
Engagement Owner
Founder
Geography
India
Client Context
TrueBalance
TrueBalance is a comprehensive digital financial platform in India offering wallet services, lending, recharges and utility payments, e-commerce enablement, insurance, and cash loans. The platform primarily serves financially underserved and underbanked consumers, leveraging data-driven credit assessment to expand access to affordable financial services.
With increasing competition in India’s digital lending ecosystem, TrueBalance aimed to expand its loan application base by identifying high-potential borrower segments, refining underwriting models, and optimizing marketing strategies. Ken Research was engaged to develop a structured segmentation and expansion roadmap.
Engagement Value Pillars
Engagement Objectives
Strategy consulting objectives designed to provide actionable insights and sustainable competitive advantages
Objective 2
Strengthen Underwriting and Risk Frameworks
Enhance credit scoring models and underwriting processes to balance loan growth with portfolio risk management and profitability targets.
Objective 3
Align Product Design with Evolving Customer Expectations
Understand changing borrower preferences across pricing, tenure, digital experience, and service touchpoints to improve loan adoption and retention.
Our Methodology
Consulting Approach & Initiatives
A systematic, research-driven approach designed to deliver actionable insights and sustainable outcomes
Step 1
A. Advanced Borrower Segmentation & Targeting Framework
Developed a targeted scoring system using transactional data, repayment behavior, and socio-demographic indicators to identify prime candidates for higher-ticket loans while maintaining risk discipline.
Step 2
B. Cross-Functional Optimization Across Marketing & Underwriting
Analyzed cross-functional data across marketing campaigns, approval funnels, and repayment performance to optimize acquisition targeting and underwriting efficiency.
Step 3
C. Customer Behavior & Experience Analytics
Conducted detailed analysis of consumer journey, perception mapping, and digital engagement patterns to refine loan positioning, communication, and service delivery.
Step 4
D. Product & Pricing Strategy Enhancement
Provided insights into loan tenure preferences, affordability thresholds, and repayment comfort zones to align product offerings with customer expectations and market demand trends.
Measurable Business Outcomes
Impact Delivered
01
1. $150 Mn+ Addressable Market Unlocked
Identified high-value borrower segments with strong repayment potential, enabling TrueBalance to expand its medium- to high-ticket loan portfolio strategically.
Client Endorsement
Founder, TrueBalance
4.3/5
4.3/5
— Director, Yash Highvoltage Insulators
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