Suryam Finserv, a Chennai-headquartered NBFC, was losing most applicants at step two of its loan application — right after basic details, before the KYC document upload. Here's how fixing that one step multiplied qualified applications 4.2x in nine weeks.
Suryam Finserv
Chennai-headquartered NBFC, personal & vehicle loans
22% step-two completion
Application funnel leaking hard right after basic details, before KYC upload
9-week rebuild
Fixed-price web design & CRO project
Web Design + CRO
Application-flow redesign, KYC upload UX, funnel instrumentation
Suryam Finserv's approval rates were solid once an application actually reached underwriting — the problem was volume never getting there. Step one of the online loan application collected name, income and loan amount and completed easily. Step two asked for KYC document upload — Aadhaar, PAN, income proof — and that's where applicants vanished. The page loaded slowly on mobile, gave no explanation of why each document was needed, showed no progress indicator, and used an uploader that failed silently on the patchy networks common across Suryam's semi-urban customer base. Marketing was spending steadily to bring qualified traffic to the funnel, and the funnel itself was throwing most of it away before a single document reached the underwriting queue.
Event tracking and session recordings pinpointed the exact moment — and the exact field — where applicants abandoned step two.
Rebuilt the KYC step to explain why each document was needed, added a progress bar, and cut non-essential fields.
A resilient upload flow with auto-retry on failed uploads, native camera capture and automatic file-size compression for low-bandwidth users.
RBI-registration badges, plain-language data-security messaging and a clear "what happens next" timeline placed right at the KYC step.
Abandoned applications triggered a WhatsApp nudge letting borrowers resume exactly where they left off — no re-entering step one.
Tested field order and reassurance copy variants, then shipped a step-by-step funnel dashboard so the team could see conversion, not just lead count.
Save-and-resume was the single biggest lever. Once abandoned applicants could pick up from step two instead of starting over, nearly a third of "lost" applicants came back and completed KYC within 48 hours.
The same traffic and ad spend now produce more than four times the completed, underwriting-ready applications.
The exact step that was bleeding applicants now completes at over three times its original rate.
Up from 68 a month before the rebuild — with no change in marketing spend behind the traffic.
"We were paying for good traffic and watching it disappear at the same step every single time. Once they rebuilt the KYC upload flow, applications went up 4.2x without us spending a rupee more on ads. It was the cheapest growth we've ever bought."
Funnel-step and application-volume figures come from the client's own event-tracking dashboard and CRM, compared across equivalent traffic periods before and after launch. Timeframe and starting baseline stated above, as with every case study we publish.
We'll review your loan or account-opening funnel step by step, flag exactly where applicants are dropping off, and map what a compliant, conversion-focused rebuild would look like for your product. Confidential, free, and reviewed by people who know the difference between an NBFC and a bank.
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