Finserv Market
Bajaj Markets (Bajaj Finserv Direct Limited) is a Pune-based digital financial marketplace aggregating 100+ loan, card, insurance, and investment products from Indian banks, NBFCs, and insurers, plus an ONDC-powered electronics marketplace, serving retail consumers and MSMEs across India via web and mobile app.
- Company typePrivate
- Founded2014
- HeadquartersPune, India
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Finserv Market does
Bajaj Markets, legally Bajaj Finserv Direct Limited, is a digital financial marketplace aggregator operating across India from Pune, launched in 2014 as part of the Bajaj Finserv conglomerate and reachable via web and mobile app (Android 4.4/5 rated, 2.25L Play Store reviews). The platform aggregates more than 100 financial products from 100+ partner institutions across five core verticals — Loans (personal, business, home, gold, education, two-wheeler, used car, loan against property/securities, ESOP financing), Cards (Insta EMI Card plus 20+ credit card issuers), Insurance (health, car, bike, pocket), Investments (FDs, mutual funds, NPS, IPOs, stocks, Demat), and e-Commerce (ONDC-powered electronics marketplace with 1 Mn+ products and 1.5 Lakh+ partner stores). Technically, the stack is a mobile-first self-serve marketplace with paperless applications, instant digital KYC verification, pre-approved offer engines, and an embedded AI chatbot (Yara.AI) for conversational query resolution; the platform is also integrated into the ONDC network and the Sahamati Account Aggregator ecosystem, and holds IRDAI Composite Corporate Agent (CA0551) and SEBI Investment Adviser (INA000016083) authorisations.
Finserv Market firmographics
Firmographics- Name
- Finserv Market
- Legal name
- Bajaj Finserv Direct Limited
- Website
- https://bajajfinservmarkets.in
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Bajaj Markets (Bajaj Finserv Direct Limited) is a Pune-based digital financial marketplace aggregating 100+ loan, card, insurance, and investment products from Indian banks, NBFCs, and insurers, plus an ONDC-powered electronics marketplace, serving retail consumers and MSMEs across India via web and mobile app.
- Ownership category
- akta.pro rank
Where Finserv Market is headquartered
LocationHeadquarters
- HQ city
- Pune
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Finserv Market business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Referral/Lead Fees from Financial Partners: Bajaj Markets earns commissions by referring customers to partner banks, NBFCs, and insurance providers who offer products (loans, credit cards, fixed deposits, insurance) on the platform.
- EMI Network Card Financing: The Bajaj Finserv Insta EMI Card provides pre-approved loans for electronics purchases at partner stores, generating interest income on the extended credit.
- ONDC E-Commerce Marketplace: Revenue from facilitating electronics purchases on the ONDC-powered marketplace, including commissions from third-party sellers onboarded on the platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Credit Card Issuance — fees set by partner banks (joining/annual fees vary by card) |
| Unit Pricing | Monthly | Insta EMI Card — pre-approved loan limit up to ₹3 Lakhs for electronics purchases |
| Transaction based/ take rate | Monthly | Electronics on EMI — 1 Mn+ products on no-cost EMI across 1.5 Lakh+ partner stores |
| Subscription | Annual | Insurance Plans — premiums set by IRDAI-registered insurers, starting at ₹538/year (bike insurance) |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Finserv Market product offering
Product offeringCore offering
Bajaj Markets operates a digital financial marketplace aggregating loans (personal, business, home, gold, education, two-wheeler), credit cards from 7+ issuers, insurance (health, car, two-wheeler, pocket), investments (fixed deposits, mutual funds, demat, IPOs, stocks), and an ONDC-powered electronics mall. The platform connects consumers with 100+ partner financial institutions and provides paperless applications, instant digital KYC, and pre-approved offers. Revenue is earned primarily through referral commissions from partner institutions and transaction fees on EMI Network Card financing.
Product overview
Bajaj Markets (Bajaj Finserv Direct Limited) operates a digital financial marketplace aggregating products across loans, cards, insurance, investments, and e-commerce. The platform functions as an aggregator through partnerships with 100+ financial institutions, offering personal loans, business loans, home loans, gold loans, education loans, two-wheeler/used car loans, loan against property, EMI cards, credit cards from 7+ issuers, health/car/bike/term/pocket insurance, fixed deposits, mutual funds, NPS, sovereign gold bonds, Demat accounts, stocks, IPOs, and electronics shopping via ONDC. Additional tools include CIBIL score checking, a suite of financial calculators, the Yara.AI chatbot, and the Academy educational platform. The company holds IRDAI (Corporate Agent CA0551) and SEBI (Investment Adviser INA000016083) registrations.
Differentiator
Problem solved
Functional benefit
Brands
- Yara AI: AI-powered chatbot for financial assistance and queries
- Bajaj Markets Academy
- ONDC Shopping
- Steal Deals
Products and services
- Personal Loan
Quantifiable outcome
- 7.9 Mn+ satisfied customers served on the platform
- +4 more outcomes
Companies that use Finserv Market
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Finserv Market technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
Finserv Market partnerships and signals
Strategic signalPartnerships
41 partnerships are on record, tiered core and minor.
- Bajaj Finance LimitedcoreBajaj Finance Limited is a flagship lending company of the Bajaj Finserv group, offering personal loans, business loans, home loans, gold loans, and two-wheeler loans featured prominently on the Bajaj Markets platform. As a related entity under the same parent group, Bajaj Finance products are showcased as best-seller offerings.
- Federal BankcoreFederal Bank offers personal loans and other financial products on the Bajaj Markets platform, listed among top partner banks.
- L&T FinancecoreL&T Finance provides home loans and business loans featured on Bajaj Markets, listed among key financial partners.
- ICICI BankcoreICICI Bank offers home loans on the Bajaj Markets platform as part of the home loan offerings section.
- SBI CardcoreSBI Card is featured as a credit card issuer on Bajaj Markets, offering cards such as SimplySAVE SBI Card, SBI Card PRIME, SimplyCLICK SBI Card, and others on the platform.
- IndusInd BankcoreIndusInd Bank offers personal loans and forex cards on the Bajaj Markets platform, listed among top financial partners.
- PNB Housing Finance LimitedcorePNB Housing Finance provides home loans and fixed deposit products on Bajaj Markets, featured prominently in home loan and FD sections.
- KreditBeeminorKreditBee offers personal loans on the Bajaj Markets platform, listed as a partner lending product.
- Yes BankcoreYes Bank offers fixed deposits and credit cards (Klick Credit Card) on Bajaj Markets, listed among key financial partners.
- FibeminorFibe (formerly EarlySalary) offers personal loans on Bajaj Markets, listed as a partner lending product.
- Muthoot FinancecoreMuthoot Finance offers gold loans and personal loans on the Bajaj Markets platform, featured in the gold loan and personal loan sections.
- Kotak Mahindra BankcoreKotak Mahindra Bank offers personal loans, fixed deposits, and credit cards (League Platinum Credit Card) on the Bajaj Markets platform.
- HDFC ERGOcoreHDFC ERGO General Insurance offers car insurance and other general insurance products on Bajaj Markets, listed among top insurance partners.
- TATA AIG General InsurancecoreTATA AIG offers general insurance products on Bajaj Markets, featured in the insurance offerings section.
- Care Health InsurancecoreCare Health Insurance (Religare) provides health insurance plans on Bajaj Markets, listed among top insurance partners.
- IDFC First BankcoreIDFC First Bank offers multiple credit cards (FIRST Millennia, SWYP, WOW!, EARN, Power, SELECT, Wealth, FIRST CLASSIC) on the Bajaj Markets platform, one of the most featured issuers.
- Bajaj Housing FinancecoreBajaj Housing Finance offers home loans on Bajaj Markets, featured as a premier home loan partner in the great home loan deals section.
- SMFG India CreditminorSMFG India Credit (formerly Fullerton India) offers personal loans on Bajaj Markets, listed in the best-seller personal loans section.
- FlexiLoansminorFlexiLoans provides flexi business loans on Bajaj Markets, featured in the great business loan deals section.
- LendingkartminorLendingkart offers business loans on Bajaj Markets, listed in the great business loan deals section for MSME financing.
- IndifiminorIndifi provides business loans on Bajaj Markets, featured in the business loan offerings section.
- Bajaj Allianz General InsurancecoreBajaj Allianz General Insurance (BAGIC) offers car insurance and two-wheeler insurance on Bajaj Markets, featured in insurance offerings and best-seller sections.
- SBI General InsurancecoreSBI General Insurance offers bike insurance on Bajaj Markets, listed among insurance plan offerings.
- ONDC (Open Network for Digital Commerce)coreBajaj Markets operates an ONDC-powered electronics marketplace (ondc.bajajfinservmarkets.in) enabling digital commerce transactions between consumers and sellers, integrated with Bajaj Finserv's EMI financing ecosystem.
- SahamatiminorSahamati is a community-led initiative for Account Aggregator ecosystem in India. Bajaj Markets participates in the Sahamati ecosystem enabling secure financial data sharing under RBI's Account Aggregator framework.
- Bajaj Financial Securities LimitedcoreBajaj Financial Securities Limited provides demat account services on Bajaj Markets as part of the securities marketplace, enabling customers to open demat accounts and invest in stocks.
- Aditya Birla Capital / Health InsurancecoreAditya Birla Health Insurance and Aditya Birla Housing Finance offer health insurance and home loans respectively on Bajaj Markets, featured in insurance and home loan sections.
- Ujjivan Small Finance BankminorUjjivan Small Finance Bank offers fixed deposits on Bajaj Markets, listed in the exciting FD options section.
- Shriram FinanceminorShriram Finance offers fixed deposits on Bajaj Markets, featured in the top investment options section.
- Mahindra FinanceminorMahindra Finance offers fixed deposits on Bajaj Markets, listed in the exciting FD options section.
- ZypeminorZype offers personal loans on Bajaj Markets, listed among personal loan offerings.
- mPokketminormPokket offers personal loans on Bajaj Markets, listed among personal loan offerings.
- HFFC (Home First Finance Company)minorHFFC offers home loans on Bajaj Markets, featured in the great home loan deals section.
- Truhome FinanceminorTruhome Finance provides home loans on Bajaj Markets, featured in the great home loan deals section.
- Shubham Housing FinanceminorShubham Housing Finance offers home loan balance transfer products on Bajaj Markets, featured in the home loan balance transfer section.
- LIC HFL (LIC Housing Finance)minorLIC HFL offers home loan balance transfer products on Bajaj Markets, featured in the home loan balance transfer section.
- Bajaj Auto FinancecoreBajaj Auto Finance offers two-wheeler loans on Bajaj Markets, featured in the two-wheeler loan offerings section.
- L&T Financial ServicesL&T Financial Services provides two-wheeler loans on Bajaj Markets, listed in the two-wheeler loan product section.
- Muthoot CapitalminorMuthoot Capital offers two-wheeler loans on Bajaj Markets, listed in the two-wheeler loan product section.
- Credit SaisonminorCredit Saison provides business loans on Bajaj Markets, listed among business loan partner offerings.
- PaysenseminorPaysense (Nira) offers personal loans on Bajaj Markets, listed in the best-seller personal loans section.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Finserv Market competitors and assessment
Company assessmentDirect peers
- Paisabazaar: Lending-focused marketplace (subsidiary of PB Fintech) aggregating personal loans, business loans, home loans, and credit cards from 30+ bank/NBFC partners. Direct overlap with Bajaj Markets' core lending verticals and customer segment.
- PolicyBazaar (PB Fintech): India's largest financial product marketplace aggregating insurance, loans, and credit cards from 50+ insurers and 30+ banks. Closest direct competitor in the multi-vertical financial aggregator category with comparable partner breadth and PLG approach.
- INDmoney: India's first financial super-app aggregating loans, credit cards, mutual funds, stocks, and fixed deposits on one platform. Directly comparable as a horizontal financial supermarket targeting the same retail investor/borrower customer.
- BankBazaar: Financial product comparison platform for credit cards, loans, and insurance from multiple bank/NBFC partners. Direct comparable on marketplace model, comparison tools, and partner-led distribution.
Broad incumbents
- Zerodha: India's largest retail stockbroker with Kite platform for trading and Coin for mutual funds. Comparable on the securities marketplace / Demat vertical, though operates as a direct broker rather than an aggregator.
- PhonePe (Financial Services): Walmart-backed consumer super-app with rapidly expanding financial services including insurance, lending, and investments. Represents the broader super-app threat to standalone financial aggregators like Bajaj Markets.
Emerging players
- Groww: India's leading retail investing platform for mutual funds, stocks, and IPOs with expansion into credit cards and lending. Comparable on the securities marketplace and investment-product verticals Bajaj Markets recently entered.
- FundsIndia: Mutual fund and investment product distribution platform with advisor-led and direct channels. Comparable on the investment vertical of Bajaj Markets' marketplace offering.
- Coverfox: Online insurance comparison and purchase platform distributing policies from leading Indian insurers. Overlaps with Bajaj Markets' insurance vertical and IRDAI-registered distribution model.
- InsuranceDekho: Insurance-focused aggregator distributing health, motor, and life insurance from 25+ insurers. Comparable vertical slice of Bajaj Markets' insurance business with similar digital distribution model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Finserv Market social profiles
Digital presenceFinserv Market compliance and trust
Trust signalCompliance2 records
Finserv Market financial estimates
Financial estimateRevenue estimate
Valuation estimate
Finserv Market leadership team
Management profileNumber of profiles
Finserv Market funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Finserv Market M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Finserv Market
What does Finserv Market do?
Bajaj Markets operates a digital financial marketplace aggregating loans (personal, business, home, gold, education, two-wheeler), credit cards from 7+ issuers, insurance (health, car, two-wheeler, pocket), investments (fixed deposits, mutual funds, demat, IPOs, stocks), and an ONDC-powered electronics mall. The platform connects consumers with 100+ partner financial institutions and provides paperless applications, instant digital KYC, and pre-approved offers. Revenue is earned primarily through referral commissions from partner institutions and transaction fees on EMI Network Card financing.
Is Finserv Market a public or private company?
Finserv Market is a private company. It is classified as corporate owned and is currently operating.
When was Finserv Market founded?
Finserv Market was founded in 2014. It employs 1 to 10 people.
Where is Finserv Market based?
Finserv Market is headquartered in Pune, India, in the Asia region.
How does Finserv Market make money?
Three revenue lines are on record. Referral/Lead Fees from Financial Partners are the primary driver. The others are EMI Network Card Financing and ONDC E-Commerce Marketplace.
Who are Finserv Market's main competitors?
Direct peers on record are Paisabazaar, PolicyBazaar (PB Fintech), INDmoney and BankBazaar. Broad incumbents are Zerodha and PhonePe (Financial Services). Emerging players are Groww, FundsIndia, Coverfox and InsuranceDekho.
Does Finserv Market have an API?
No public API is recorded for Finserv Market.