The system behind your growth: tracking, KYC, creative and media. Measured in cost per disbursal, not leads.
ADS MANAGERnow
ANALYTICS2m
Web CAC, FatakPayDear founder,
You don't have an ads problem. You have a system problem.
Your agency celebrates . Your credit team rejects most of them. quietly loses the rest. And nobody in the room owns the one number that pays the bills:
We've sat on both sides of that table. built FatakPay's acquisition engine from in disbursals. ran multi-crore pitches at WPP for Adani Realty, Axis Mutual Fund and Franklin Templeton.
So we don't just run your ads. We build, launch and scale the whole machine behind them.
Vishnu & Satyam
Your agency's report vs your P&L
7 places your KYC flow quietly loses users
The cost-per-disbursal maths
Satyam MishraBuilt FatakPay's engine from the inside
Vishnu MallahEx-WPP, ₹1,460 Cr+ client revenue
FatakPaymonthly disbursalsEvery rupee of media runs through tracking, onboarding, product, creative, partners and retention. If one of them leaks, more spend just buys a bigger leak.
loan_disbursedConversions API
Metaloan_approvedOffline import
Googlekyc_completeMMP postbackAppsFlyeremi_repaidServer eventMetaERR_EKYC_TIMEOUT | 1,204 | fixed |
OTP_NOT_RECEIVED | 866 | fixed |
BUREAU_PULL_FAIL | 412 | in sprint |
MANDATE_REDIRECT | 198 | in sprint |
Facebook Feed previewfictional brandSalary day is 12 days away. Rent is due in 3. Get ₹10,000 to ₹2,00,000 in your account, with clear EMI and fees shown upfront.
Ads Manageroptimised for: disbursed| Off / On | Ad set | Amount spent | Cost per loan |
|---|---|---|---|
| Salaried 24-35, UGCActive | ₹1,80,412 | ₹512 | |
| Search intent, personal loanActive | ₹2,40,960 | ₹588 | |
| Lookalike, repayers 1%Active | ₹96,118 | ₹471 | |
| Broad, instant loan v7Off by rule | ₹38,207 | ₹1,420 |
| Partner | Model | Paid on |
|---|---|---|
| Cashback network | Per disbursal | 2,140 |
| Credit-score app | Verified lead | 8,960 |
| Fintech publisher | Per disbursal | 1,312 |
| Flagged traffic | Rejected | −384 |
WhatsApp Businessrepeat-borrower flowWhat we spent, what got disbursed, what each loan cost, and the leak we're fixing next. You read it in two minutes. No 40-slide decks.
| Channel | Spend | Disbursals | CPD | Next move |
|---|---|---|---|---|
| Google Search | ₹3.1L | 560 | ₹554 | Scale +20% |
| Meta | ₹11.2L | 1,920 | ₹583 | Scale +20% |
| Google App | ₹8.4L | 1,310 | ₹641 | Hold |
| Affiliates | ₹2.9L | 390 | ₹744 | Cut 2 partners |
Aadhaar OTP step drops 18% on older Android phones. The fix ships Thursday. Worth about ₹2.1L a month.
Illustrative account. Every client's report runs on their own LMS data.
Numbers from accounts our founders led. Same people, same system, different root cause every time.
FatakPayConsumer lending appRead the case ↗Revenue ₹7L to ₹3.6 Cr. Cost per install ₹22 to ₹12. Installs 30×.
Monthly revenue ₹12L to ₹35L+.
Monthly sales ₹1.25L to ₹4L in a month, off a ₹60K pilot.
What they asked for, what we found underneath, what we fixed and what happened.
Most of our work is with banks, NBFCs and lending apps. We also take on a few brands in categories that excite us as founders. They're hard to explain, easy to get wrong and full of trust problems, and that's the work lending trained us for.
Wills, estate and succession planning, digital legacy, claims and end-of-life services.
Nobody searches for it until they have to. The brand that earned trust before that day owns the category. Earning trust in a sensitive, regulated space is what we already do for lenders.
Travel eSIMs, global data plans and roaming apps.
Demand moves with routes, visas and seasons, and most installs never activate a plan. It's the same install-to-disbursal gap we close in lending, with a passport instead of a PAN card.
AI products, EVs and climate, new hardware and the infrastructure behind them.
When the category is new, you sell the problem before the product. That takes sharp positioning, patient creative testing and tracking that shows which story actually moves people.
If it's regulated, sensitive or brand new, we'd like to hear about it.
Pitch us on WhatsAppNot a pitch team that disappears after week three. Both founders, every account, every week.
Founder · Strategy & scaleEx-WPP · Ex-Mediachondria
Worked on Adani Realty · Apollo Tyres · Axis Mutual Fund · Franklin Templeton · Monster India
LinkedIn ↗Co-founder · Acquisition engineEx-FatakPay · Ex-DigiCulture
Engines at tnt. Ring · Cashe · CreditSea · NCR Fincorp · CML · GrowFi · Novio · Zavo
LinkedIn ↗13 chapters. About 40 minutes. Three taps and we cut it to what you need.
Your route is open below. Everything else is one tap away.
Agencies get paid for clicks and leads. You get paid when a loan is repaid. The money leaks in between.
Ask Meta for installs and it finds the cheapest installers. Thin credit files. Rejected at the bureau.
People you already paid for drop at Aadhaar OTP, PAN or bank checks. No ad can fix that.
The agency owns clicks. Product owns the app. Credit owns approvals. Nobody owns cost per disbursal. We do.
Same budget, same week, same app. Scroll to see where the money goes. Illustrative numbers from our audits.
10,000 leads at ₹100 each. The agency calls it the best week ever.
so far so good...OTP doesn't arrive. PAN doesn't match. The bank screen times out. You paid for every one of them.
cost per KYC: ₹250Cheap-lead ads found thin credit files. Only 1,200 pass your credit policy.
cost per approval: ₹833Your real cost is 12× the number in the report. The agency never sees it.
the line nobody reportsMeta was told a lead is success. So it finds more people like last week's. Every rupee makes the leak bigger.
and it compoundsDisbursals go back to Meta and Google, so they find borrowers, not form-fillers. Every KYC screen gets a fallback. Fewer, better leads. About half the cost per loan.
same budget, ₹588 a loanSeven leaks sit under your ads: vanity, fatigue, lag, juniors, signal, overlap and scale. That's where the money goes. We don't manage them better. We remove them.
Platforms count views, modelled and duplicate sales. Your bank counts money.
Contribution, true CAC and payback, from your bank and your loan book. Illustrative figures.
The day-1 winner is dead by week 6. Nobody noticed.
We rebuild the ad library from the market every morning. Weak hooks die before they get budget.
Bids change every second. A weekly review is always late.
Rules pause, scale and alert at 3 AM. Not at next week's review.
Seniors pitch. Then a junior runs your account twice a week.
You can see what each of them did on your account today.
A third of real sales never reach Meta or Google. So bidding works on half the story.
We audit the pipeline, fix attribution and add custom signals. Every sale counted once, with its value.
Your campaigns bid against each other in the same auction. Costs rise with no ceiling.
Three lanes. One job each. No campaign competes with another.
The ask is more budget. The leaks stay open. Profit doesn't move.
Budget goes up 20% only after cost per customer holds steady.
We act like owners. If the leak is in tracking, KYC, the store page or the offer, we fix it there first. Then we touch budget.
New NBFCs, new loan products, new lending apps.
Go live with tracking that sees loans, not clicks. Every rupee in month one has a job.
Lenders whose ads work but whose funnel leaks.
Fix the funnel before you buy more traffic. Your cheapest loans come from users you already paid for.
Sent to the mobile linked with your Aadhaar, ending 4417.
Lenders ready to grow disbursals without breaking unit economics.
Scale on cost per disbursal. Five checks before any budget goes up.
Edit budgetLarge budget changes can send the ad set back into learning.
New borrowers are expensive. One who repaid on time is already checked, already KYC'd and already trusts you. We build the repeat engine: top-ups, pre-approved offers and well-timed nudges.
We know lending deeply. You'll never explain a bureau check, an NACH mandate or a first-EMI default to us. Our D2C, healthcare and new-category work runs on the same system.
Digital lending and card teams launching products online, or moving from branch-led to app-led acquisition.
Our core. From newly licensed NBFCs going digital to scaled lenders adding products and channels.
Apps and lending service providers with regulated partners, who need volume that credit will actually approve.
Credit management, card, investing and payments apps, where activation and repayment matter more than sign-ups.
Instagram Feed previewFictional brand, for illustration
A Diwali phone EMI, a medical bill, stock for the shop. Specific beats generic and attracts better borrowers.
"Decision in minutes" and a real loan range. Never "guaranteed approval" or "no CIBIL check".
Name the real lender on the ad and the page. It builds trust and keeps you within platform and RBI rules.
"Check eligibility" sets the right expectation, so fewer users bounce at KYC.
So first we check the whole business: product, funnel, tracking, offer, creative and accounts. Tags show what we usually find.
Tracking, accounts, funnel, pages, creative, product. All checked before a rupee moves.
Illustrative output, drawn from real audits.
We don't start with creative or bids. We start with the leak that costs the most.
| What we found | Evidence | Severity | Monthly cost |
|---|---|---|---|
| Primary goal set to first open | Google Ads, conversion settings | Critical | ₹4-6L |
| No value or currency on disbursals | Events Manager diagnostics | Critical | ₹2-3L |
| Frequency above 4 on prospecting | 30-day campaign export | High | ₹1.5-2L |
| Brand search starved of budget | Impression share report | High | ₹1-1.5L |
| Broad match leaking to CIBIL and scheme searches | Search terms report | Medium | ₹0.8-1.2L |
Figures illustrative.
Most lending accounts rely only on the MMP and SDK. That causes three silent failures: no value on events, empty Advanced Matching and no server backup.
Every money event reaches the platforms twice (browser and server), is counted once and carries its value.
Each step up means better borrowers, and fewer of them.
to exit learning. Below that, delivery stays unstable. So: optimise for the deepest event you can hit 50 times a week, and climb as volume grows.
Approved and disbursed as in-app events, posted back to Meta and Google.
Server events, deduplicated with the pixel by event ID.
GCLID stored at signup; approvals imported against it.
Research, positioning, site fixes and tracking first. Then a campaign-by-campaign plan for 90 days. Budget follows results, rebalanced every Monday.
| Campaign | Daily | CPC | Clicks | Conv. | Conv. # | CPA |
|---|---|---|---|---|---|---|
| Brand search | ₹2,000 | ₹6 | 10,000 | 12% | 1,200 | ₹50 |
| Search · instant loan | ₹15,000 | ₹28 | 16,071 | 5% | 804 | ₹560 |
| App campaign (Google) | ₹20,000 | ₹9 | 66,667 | 3% | 2,000 | ₹300 |
| Meta prospecting | ₹18,000 | ₹7 | 77,143 | 2% | 1,543 | ₹350 |
| Meta retargeting | ₹5,000 | ₹6 | 25,000 | 6% | 1,500 | ₹100 |
Illustrative 30-day plan for a lending app. Every client gets this campaign by campaign, replaced by live numbers in week two.
Pause any ad set when cost per disbursal goes above ₹900 for two days.
Cut budget 20% when prospecting frequency passes 3.5.
Raise budget 20% when cost per disbursal stays under target for three days.
WhatsApp both founders if approvals drop 15% day on day.
The kill rules run every night, so a bad ad set loses one night of money, not a week.
Fix the slowest part and everything speeds up. If the fix is in your app, journey or pricing, that's where we work.
Fixed with FatakPay's and Zavo's product teams.
Loan-intent pages, pincode pages, speed.
CAPI, MMP, consent, server events.
What the first loan should cost the borrower.
Distinct concepts from market intelligence.
Because the second loan is the business.
Every engagement starts with a full audit. Then we fix the leaks and add rules that keep them fixed.
One goal: find every leak in your Meta account and fix it, so each disbursal costs as little as possible. We're not here to raise spend. We're here to make each rupee work harder.
Events Managerloan_disbursedEach parameter we add helps Meta match the loan to the right person.
Disbursals reach Meta without a value. So Meta chases any conversion, not valuable ones. Meta links proper value optimisation to ~9.8% better ROAS.
Main campaigns run at frequency 4+. People see the same ads too often. Costs climb.
Placements are restricted and no rules stop bad ads. Some keep spending at 3-7× target.
| Issue | Evidence | Severity |
|---|---|---|
| Disbursal value + currency missing | Events Manager → Diagnostics | Critical |
| Frequency 4.0+ | Campaign export, 30 days | Critical |
| Advantage+ Placements off | Campaign settings | High |
| Creative sameness and fatigue | Ads export + creative review | High |
| Advanced Matching fully off | Events Manager → Settings | High |
| No Conversions API | Integrations tab | High |
| High-CPA ads still active | Ad-level export | Medium |
Result: cleaner data, faster learning, lower cost per loan.
Any ad above 1.3× target cost is paused. Small ads at ₹300-750 are cut. They skew the average and fund nothing.
Different emotions, proof and audiences. Competitor research feeds every weekly sprint. Alert at frequency 3.5, pause at 4.2.
Unless data says otherwise. In-stream and some Feed placements often beat heavy Reels.
Using "quick cash", "instant loan" and "zero paperwork" everywhere drops quality rankings into the bottom 35%.
They react in minutes, not next week.
Ads Manager, Prospecting_Loansrules ran 03:00, illustrative| Ad | Freq (3d) | CPA | Target | Status |
|---|---|---|---|---|
| Diwali phone EMI · v3 | 2.1 | ₹96 | ₹110 | Scaling |
| Medical bill · UGC | 2.8 | ₹104 | ₹110 | Active |
| Instant loan · static 7 | 4.6 | ₹162 | ₹110 | Paused freq > 4.2 |
| Zero paperwork · v2 | 3.1 | ₹318 | ₹110 | Paused CPA kill |
| Shop stock · MSME | 1.6 | ₹88 | ₹110 | New concept |
frequency_3d > 3.5 → notify. Yellow light before damage.
frequency_3d > 4.2 → pause ad.
CPA > target × 1.3 and spend > threshold → pause.
CPA > hard ceiling → pause immediately. No spend floor.
frequency > 3.3 and CPA rising → notify. Two weak signals, caught early.
spend > threshold and results = 0 → pause + notify.
Distance from health, not absolute cost.
(CPA ÷ target) × frequency. Must be good on both.
Windowed, not a lagging 7-day average.
Does budget follow performance?
Result share ÷ spend share. Above 1 punches above its weight.
Graph API derived, not a platform proxy.
Cleaner data, smarter bidding, lower cost per disbursal. Rules guard it 24/7, not a junior account manager.
We find every leak that raises your real cost per disbursal, put a rupee number on it, then add scripts that keep it fixed.
What Google optimises forconversion goalFirst opens can be 20× your disbursals, so that's what Google learns to buy. We move the goal to the step that makes money.
Bidding learns from cheap events. First opens can be ~20× disbursals. Count both as primary and CPA looks great while the real cost stays hidden.
App campaigns take most of the money. Brand search, your cleanest traffic, gets scraps, even when it converts at 34-36% for ₹9-13.
Brand exact match is free money. Losing it to a budget cap is the costliest mistake.
Broad match pulls CIBIL, government-scheme and competitor searches that never convert. Without a weekly clean-up, the waste grows.
Google's own advice: optimise for one in-app action. Pick the one that means money, not the most common one.
Search terms reportLast 30 days
personal loan| Segment | Typical CPA | CVR |
|---|---|---|
| Brand exact | ₹9-11 | 34-36% |
| Total search | ~₹13 | ~20% |
| Broad / generic leakage | higher, wasted | low / zero |
Protect brand impression share. Never let a budget cap hide your best searches.
First open > 15% of conversions → alert. Stops silent re-pollution.
IS lost to budget > 20% → notify or auto-scale within a ceiling.
Spend with zero conversions → sort it (CIBIL, scheme, competitor, low-ticket), then block it.
Daily real cost vs reported cost, so inflation shows up as a trend.
Learns each ad group's normal range and flags drift the same day.
Knows how long a click takes to become a loan, so it judges results at the right time.
Blocks phrases that have spent before with zero conversions.
Separates real disbursals from first-open noise into one true-cost line.
Clean disbursal signal → bidding stops chasing cheap opens → brand search gets its budget → waste is cut weekly → real cost per disbursal is visible and under control.
We only get paid when a verified outcome happens. Nothing disbursed, nothing paid.
We send qualified users through our affiliate network. We're paid only when a loan is disbursed.
Leads that pass your own checks: credit score, documents or KYC. We're paid only for those.
High-volume, high-quality acquisition for leading fintech brands.
100% of budget goes to acquisition, not experiments.
Integration with your LMS or CRM, so only qualified events count.
Proven across 4+ fintech partners at the same time.
Each system cuts waste. Together they form one loop: learn, act, improve.
Scans 1,200+ competitors daily. Finds winning hooks and offers. Feeds them to our creative team.
Reads the Meta Ad Library and Google Ads Transparency Center live. Tracks competitor moves and budget shifts.
Meta MCP → Claude insightsMeta data goes into Claude to spot patterns and problems, and suggest next moves.
Our own dashboards and reports, built on the Graph API. Live data, custom metrics.
Scripts that run 24/7. They audit spend, pause waste and guard budget.
True cost per disbursal, signal purity score, efficiency ratio. Built for fintech, built for results.
Every system works together as one closed loop. That's how we consistently outperform traditional agencies by 3-5×.
Failed verification freezes your campaigns. We run Google's verification for fintech end to end.
Fixed fee. G2 verification end to end. One price, no retainer.
If your brand is already on tnt. systems.
Google Ads account verifiedWe check PAN, GST, address proof and bank statements, and fix gaps before you submit.
We talk to Google's verification team for you. Fast, clear, no back-and-forth.
Your account meets every rule for lending and regulated brands. No surprises.
Approval in 7-10 days. Then we keep the account compliant.
A vendor is paid for activity. A stakeholder is judged on what reaches your bank.
| An agency | tnt. | |
|---|---|---|
| Paid for | Managing spend | Moving your contribution |
| Looks at | The ad dashboard | Your bank, your funnel, your P&L |
| When spend won't pay back | Spends it anyway | Tells you, and holds it |
| On the account | A junior, twice a week | The founders, every week |
| Relationship | Vendor with a retainer | A stakeholder in the outcome |
Numbers from your bank and loan book, not dashboards. Budgets move by rule.
Kill the weakest, launch new concepts.
Drop-offs by screen, product fixes in flight.
Search terms, negatives, tracking health.
With you. What changed, what's next.
Vishnu and Satyam led every one of these brands. They designed the system, ran the account and delivered the numbers.
Consumer lending. ₹25 Cr a month in disbursals. Cost per conversion above ₹3,700 and rising. The room wanted to push spend. We asked for two weeks to look underneath first.
We need +₹50 Cr disbursals a month. Just push spend. CAC is a problem for later.
Tracking was incomplete, so Meta guessed who disbursed. Campaigns bid against each other. App errors dropped borrowers mid-application: only 8-13% finished. More spend would have bought more drop-offs.
We couldn't verify your details. Please try again later.
ERR_EKYC_TIMEOUTFour phases. Nothing scaled until the last phase earned it. We fixed app errors with FatakPay's product team. Meta came back for volume only when the machine could take it.
Budget up 6×, cost per customer down 85%, in the same account.
Monthly disbursals
The goal wasn't more leads. It was +₹50 Cr disbursals a month, profitably. Tracking was incomplete, accounts were messy, app errors leaked users, CAC was rising, and nobody could tell a good week from a bad one.
"Just push spend. We need disbursals."
Start and end figures are real. The months in between are drawn to show the shape.
Audited the data, mapped app errors, compared real CAC with platform ROAS. Tiny spend until the numbers were honest.
Split prospecting from retargeting, stopped self-bidding, set CAC ceilings.
Sent product leaks to engineering. Rebuilt messaging around disbursal. Ran creative sprints with kill rules.
Reports people read. Rules that act in minutes. Meta back for volume once the machine held.
Cost per conversion: ₹3,700+ at start → ₹1,560 after restructure → ₹556 with systems → ₹300-400 steady.
If disbursal isn't in the event stream, Meta buys leads you can't underwrite.
Overlapping campaigns inflated CAC. Isolation first, then volume.
App errors sit downstream of every rupee. We treated them as CAC.
Installs are cheap. Disbursals pay the bill.
Meta came back after the machine held.
Lending auctions don't wait for a Monday deck.
Don't buy more disbursals from a leaking account. Fix the data, structure the account, then add volume. That's how ₹25 Cr became ₹108 Cr without CAC eating the profit.
Zavo needed a brand and an engine to acquire, convert and collect, from nothing. Once the algorithm learned from repayments, not installs, everything compounded: media 5×, CPI halved, installs 30×, repayments 14×, conversion 5×.
"Launch it. We'll figure tracking out later."
Start and end figures are real. The months in between are drawn to show the shape.
Tiny spend, clean events, app errors treated as a media problem. Proof an install could become a repayment.
Structured account, prospecting split from retargeting, CPI ceilings. Every campaign has a job.
Product leaks fed back. Messaging built for credit management, not "download now". New creative every week.
Reports that drive decisions. Media went 5× only after conversion went 5×.
Monthly repayments: ₹2.5 Cr start → ₹8 Cr engine → ₹20 Cr scale → ₹35 Cr+ now. Media ₹2L → ₹10L a month.
Zero base is no excuse for chaos.
Halving CPI only matters if repayment quality holds.
Media grew after the funnel proved it could take it.
Every failed KYC is a CPI you already bought.
Messaging built against repayment, tested like a product.
Reports, rules, ceilings. No war room every Monday.
Don't "go live and fix later". Build the data, the funnel and the kill rules first. Then 5× spend is a decision, not a hope.
Marketplace ROAS looked fine at 2-3×. But as spend rose, CAC rose and orders stayed flat for 6-7 months. No brand, no working site, no funnel. Just marketplace ads carrying the company.
"Just start the ads. We need to scale."
Studied competitors, locked the pitch (purity, Himalayan sourcing, science), refreshed the brand, rebuilt the site, set up tracking.
₹60K in → ₹1.2L out. The first clean positive ROI in months. Not huge money, huge proof.
Sales ₹1.25L → ₹4L in a month, then a steady ₹2-4L band. Profitable the whole way.
Simple static ads retargeting people Google brought in. ₹3-3.5L → ~₹9L.
Every rupee teaches the platforms the wrong lesson.
Foundation → pilot → primary channel → secondary layer.
When efficiency dies, you have nothing left.
A scalable ~4× pays the bills, not a 17× screenshot.
Meta worked because Google had filled the pool.
We optimised for money left after product cost.
Don't copy the channels. Copy the refusal to scale a broken system. Fix the machine first, then turn the volume up.
A sensitive, high-consideration category. CTR ranged from 0% to 8.33%. Cost per result ranged from ₹7 to ₹577. Eight ads got zero clicks, and nothing decided what to scale or kill. We built the creative and media system, and left the rules with the team.
Empowering, aspirational, high-contrast. ₹10.20 CPC.
"FREE THE CLOCK" and "Parents in 2026?" beat anxiety-led messages.
Real portraits beat clinical imagery by a wide margin.
High prices on the primary visual killed the emotional connection.
Backs of subjects and quote ads: eight creatives, zero clicks.
Consistently ₹7-11 per result. Clear white space to expand.
We didn't just tweak bids. We found what creative actually worked, built the content and media system around it, and left a way of working the brand still uses.
Demand came from a few pincodes, but the ads looked national. The "national" campaign was really five neighbourhoods, so we built for those five.
"We keep going viral. The month still looks the same."
Which pincodes buy, which only watch. Spend forbidden outside the first list.
Content-style creatives and pincode-level messaging that mirrors how people there decide.
Conversion-first landing pages. One job per page. No national story on a local click.
Real-time decisions on spends, copies and leaks. Kill fast, feed winners.
Flukes feel like growth. They don't compound.
Ads that ignore the map are a leak.
₹62K was enough once waste was illegal.
Local click, national page, dead conversion.
Decided in-session, not in a monthly review.
Precision beats budget.
You don't need a bigger media plan. You need a tighter map. That's how ₹12L becomes ₹35L without a bigger budget.
You work with both of them, every week. Not just at the pitch.
Growth strategy, scaling decisions and the weekly founder review. LinkedIn ↗
Acquisition engine, tracking, integrations, delivery and daily optimisation. LinkedIn ↗
From media strategy and pitching to founder in four years. Selected through a competitive hire for media strategy and pitching at WPP, he worked on multi-crore budgets and pitches for Adani Realty, Apollo Tyres, Axis Mutual Fund, Franklin Templeton and Monster India. At Mediachondria he led strategy and performance for 21+ brands across 7,000+ campaigns.
"None of these started with 'let's scale.' They started with someone asking an uncomfortable question about what the dashboard wasn't showing."Vishnu Mallah · also planned 45+ national campaigns at WPP
From ₹25 Cr to ₹108 Cr in monthly disbursals. At FatakPay he rose from executive to performance marketing manager in under three years and built the lending app's acquisition engine from zero: Google, Meta and programmatic, with MMP attribution tracing every install to a loan. He then ran performance for multiple brands at DigiCulture before co-founding tnt.
"I started on the brand side and learned how performance marketing hits real business outcomes. The problem wasn't always the ads. It was the system behind them."Satyam Mishra
The gap he saw.
The gap he saw.
Both of them, every week. Not only at the pitch.
Signal, structure, creative and rules working together.
Contribution and payback, not platform ROAS.
Strategy, systems and case studies in one deck. Best viewed full screen.
A new note every Mon, Wed and Fri. Each one is something your team can fix that week.
#01Your ads are learning from the wrong people
#02Your agency's report vs your P&L
#03Festive season will raise your CAC
#047 places your KYC flow quietly loses users
#05Anatomy of a lending ad that converts
#065 lending ad claims that hurt you twice
#07The cost-per-disbursal maths
#08How to tell your creatives are tired
#09Why your Google Ads for loans burn cash
#10Your cheapest new loan comes from an old borrower
#11Your app store page is a landing page
#12Before you scale: the 5-point check
#13What we'd do with ₹10L a month
A general agency optimises for installs and leads. We optimise for approved and disbursed loans, and send those events back to Meta and Google, so they find people who qualify and repay.
tnt. (The Nonchalants Consulting) is a founder-led growth and performance marketing agency in Mumbai, run by Vishnu Mallah and Satyam Mishra. We work mainly with banks, NBFCs and lending apps and measure our work in cost per disbursal, not cost per lead.
Lending is our core. We also work with a few brands in categories that excite us as founders: deathtech, eSIM and travel connectivity, and future tech such as AI products and EVs. We have grown D2C and healthcare brands too.
Both. We launch new lenders and loan products, and we take over scaling accounts that have hit a cost-per-disbursal ceiling.
Personal loans, salary-advance and short-tenure loans, credit lines, BNPL, business and MSME loans, gold loans, two-wheeler loans, credit cards and credit-management products, for banks, NBFCs and lending apps.
Every ad names the regulated lender, shows the real loan range and never says "guaranteed approval" or "no credit check". Your compliance team reviews it before it goes live.
Both. At FatakPay and Zavo we fixed app and KYC errors with the product teams. A broken journey makes every rupee of media cost more.
Per disbursal or per verified lead, never per click. Events are verified against your LMS or CRM.
A fixed ₹1,00,000, end to end, or ₹85,000 if your brand is already on tnt. systems. Average approval is 7-10 days.
A 30-minute call with a founder. Then a two-week audit of your whole growth system. On day 15 you get every leak, ranked in rupees, with the fix.
Your numbers, your funnel, your goals. No pitch deck.
Tracking, accounts, KYC journey, creative, offer. 60+ checks.
The biggest first. You decide what happens next.