Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{190490,
        author = {Ashish Soun},
        title = {A Retention Marketing Framework for Indian Fintech Platforms},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {8},
        pages = {1246-1251},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=190490},
        abstract = {In India’s rapidly growing fintech sector, rising customer acquisition costs (CAC) and increasing competition have made customer retention a strategic priority. This study explores the role of retention marketing in enhancing engagement, reducing CAC, and maximizing customer lifetime value (LTV) for Indian fintech platforms. Using secondary data from consulting reports, industry benchmarks, and regulatory publications, the analysis examines the effectiveness of multi-channel communication (WhatsApp, SMS, push notifications), customer segmentation, and personalized messaging. Findings reveal that retention-focused strategies significantly improve activation rates, reduce churn, and increase repeat usage, while coordinated multi-channel campaigns strengthen engagement. Challenges related to measurement, regulatory compliance, and operational execution are also identified. The study concludes that retention marketing is a critical cost-efficient growth lever, and fintech firms that integrate personalization, segmentation, and multi-channel strategies are better positioned for sustainable profitability and long-term competitive advantage.},
        keywords = {Retention marketing, acquisition cost (CAC), lifetime value (LTV), fintech, multi-channel communication, personalization, segmentation, Indian digital payments},
        month = {January},
        }