Paisabazaar taps MoEngage for AI engagement

By Milan Rojan

Paisabazaar has partnered with MoEngage to strengthen AI-led customer engagement across its digital financial marketplace, supporting more personalised user experiences throughout the customer lifecycle.

The collaboration has integrated MoEngage’s Customer Data and Engagement Platform (CDEP) and Merlin AI into the Paisabazaar platform to deliver contextual engagement across mobile and web channels. The implementation has been designed to support customer onboarding, product discovery, cross-selling and long-term retention through data-driven interactions.

Srikanth Balakrishnan, Head of App and Analytics at Paisabazaar, said: “As we continue to scale and serve increasingly diverse consumer segments, personalisation becomes even more critical. Our partnership with MoEngage and the use of Merlin AI will help us better understand user intent and create customer journeys tailored to individual needs.”

Paisabazaar, part of the PB FinTech Group, has built a digital marketplace offering access to credit products, real-time credit score monitoring, fixed deposits, bonds, bill payments and mobile recharges through a single application. The partnership has sought to improve engagement across its diverse customer base by tailoring communications to individual behaviour and financial needs.

Narasimha Rao, General Manager at MoEngage, said the partnership has combined AI-driven personalisation with behavioural prediction to improve customer engagement and business outcomes.

MoEngage’s platform has provided a unified view of customer activity across the app and website, while Merlin AI has enabled predictive segmentation, behavioural analysis and personalised content delivery. The AI capabilities have also been used to optimise message timing and identify users most likely to engage with relevant financial products, allowing Paisabazaar to transition from scheduled campaigns to intent-based engagement.

The implementation has operated using consent-based customer data and has been aligned with India’s Digital Personal Data Protection (DPDP) Act. Paisabazaar has also outlined plans to develop cohort-specific customer journeys using Merlin AI’s predictive capabilities as part of its broader digital engagement strategy.