Lending is the day job. These are the categories we'd build ourselves.
tnt. is a founder-led growth partner for banks, NBFCs and lending apps in Mumbai. We also take on a few brands in deathtech, eSIM and travel connectivity, and future tech. They're hard to explain, easy to get wrong and full of trust problems, which is the work lending trained us for.
Categories we work in beyond lending
The category nobody wants to think about
Wills, estate and succession planning, digital legacy, insurance claims and end-of-life services.
- Messaging that is calm and specific, never morbid
- Life moments as triggers: marriage, a child, a first property
- Measured in completed plans and paid customers, not leads
Connectivity bought at the boarding gate
Travel eSIMs, global data plans and roaming apps.
- Media planned around routes, visas and travel seasons
- Fixing the gap between install and first activated plan
- Repeat-trip flows, because the second trip is the business
Products people don't have a word for yet
AI products, EVs and climate, new hardware and the infrastructure behind them.
- Positioning tests that find the story people respond to
- Creative that explains the problem before the product
- Tracking that ties each story to paying users
Why a lending team fits these categories
Trust is the product
Lenders live under RBI and platform rules, and every ad has to earn trust in one line. Deathtech and new tech have the same problem with a different regulator.
Installs aren't the goal
We measure lenders in cost per disbursal, not leads. For an eSIM app that becomes cost per activated plan. For a will-writing service, cost per completed plan.
We fix the journey, not only the ads
At FatakPay and Zavo we worked with the product teams on the app itself. If your onboarding loses people, that's where we start.
Founders on the account
Vishnu Mallah and Satyam Mishra work on every account every week. You talk to the people doing the work.
Questions founders ask us
Does tnt. work outside lending?
Yes. Lending is our core, but we take on a small number of brands in categories that excite us as founders: deathtech, eSIM and travel connectivity, and future tech such as AI products, EVs and climate. We have also grown D2C and healthcare brands.
How do you market a deathtech or estate-planning brand?
With trust first. People rarely search for wills, succession or end-of-life services until they need them, so we build calm, specific messaging, use life moments such as marriage, a child or a property purchase as triggers, and measure completed plans or paid customers instead of leads.
How do you grow a travel eSIM app?
We plan media around routes, visas and travel seasons, and fix the step most eSIM apps lose people on: the gap between install and first activated plan. Success is measured in activated plans and repeat trips, not installs.
How do you market a product in a brand-new category?
You sell the problem before the product. We test distinct positioning angles quickly, keep the winners, and set up tracking that shows which story actually leads to paying users.
How do we start?
Message a founder on WhatsApp or email business@thenonchalants.com with what you are building and your current numbers. We will tell you honestly whether we are a fit and where we would look first.
Building something hard to explain?
If it's regulated, sensitive or brand new, we'd like to hear about it. A founder reads every message.