Why cojoy

In tier-2 and tier-3 India, the way a customer has historically applied for a loan is to walk into a branch and explain their need to a person, face to face. During that conversation, the customer reveals far more than any form would ever ask — what the money is actually for, what they're worried about, what their situation really is. The branch officer reads all of that, asks follow-ups, and evaluates the customer in a way that is genuinely informed. It is the gold standard.

Digital onboarding doesn't replicate it. Forms are useful mostly to customers who are comfortable in English, literate in form-filling, and fluent in concepts like EMI, tenure and FOIR. Hundreds of millions of Indian customers don't fit that profile — different languages, varying levels of financial-services knowledge, smartphone in hand but no patience for a form that doesn't explain what it's asking and no way to ask back.

The industry's answer has been the Direct Sales Agent — human-assisted form-filling for everyone who can't navigate the form alone. It is costly to operate and capped by how many feet you can put on the ground. Branches can't meet the demand either. Tier-1 customers get convenience; tier-2 and tier-3 customers wait, or don't get served at all.

Smartphones are everywhere. Financial-services penetration is not. The bottleneck is the interface — digital forms that don't speak the customer's language, don't explain their own intent, and don't let the customer ask back.

— Parthasaradhi Tulam

If this resonates and you'd like to talk, book a demo.