Rupeeq
Rupeeq is a digital lending marketplace that connects Indian individual borrowers with 20+ banks and NBFCs for personal loans, credit cards, and home loans, earning referral fees from lending partners while offering free comparison and credit-score tools to consumers.
- Company typePrivate
- Founded2020
- HeadquartersNoida, India
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Rupeeq does
Rupeeq, legally Intuino Business Consulting India Private Limited, operates a digital lending marketplace that connects individual Indian borrowers with a network of 20+ banks and NBFCs for personal loans, credit cards, and home loans. Founded in 2020 and headquartered in Noida, the platform offers a 100% digital application flow in which users can check eligibility, compare offers from multiple lenders, and track application status online without branch visits. Loan products span fresh personal loans, debt consolidation, flexi/overdraft credit lines, short-term loans up to ₹5 lakhs, and home loans, with ticket sizes ranging from ₹50,000 to ₹50 lakhs, interest rates starting from 10.50% p.a., and tenures of 6–60 months. The platform also offers supporting tools including the RupeeQ ACE credit-score checker (powered by an official CRIF Highmark integration for free soft-pull credit checks), an EMI calculator, and an IFSC code search utility.
The underlying technology stack is a standard marketplace/aggregator architecture with front-end web and mobile channels, partner API integrations for loan application routing and status tracking, and CRIF credit bureau integration for credit profile retrieval and pre-approved offer matching. Rupeeq functions strictly as a facilitator rather than a direct lender, which insulates the business from credit risk and capital adequacy requirements but also means revenue is fully dependent on partner-paid referral commissions.
Rupeeq's business model is asset-light and consumer-facing: customers pay no fees at any stage, while the platform earns referral/commission fees from its 20+ lending partners (including Bajaj Finserv, Tata Capital, HDFC Bank, Axis Bank, Kotak Mahindra Bank, IDFC FIRST Bank, InCred, Chola, and Piramal). Target customers are salaried and self-employed Indian individuals across urban and semi-urban geographies who need quick access to credit for medical, wedding, travel, home renovation, debt consolidation, or short-term liquidity needs. Marketing is conducted primarily through content (blog), SEO, and organic social media (Facebook, LinkedIn, Instagram), with WhatsApp as a direct support channel. The company has received multiple partner-side recognition awards (predominantly from Bajaj Finserv) from 2022 through 2025, indicating sustained operational momentum.
Rupeeq firmographics
Firmographics- Name
- Rupeeq
- Legal name
- Intuino Business Consulting India Private Limited
- Website
- https://rupeeq.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rupeeq is a digital lending marketplace that connects Indian individual borrowers with 20+ banks and NBFCs for personal loans, credit cards, and home loans, earning referral fees from lending partners while offering free comparison and credit-score tools to consumers.
- Ownership category
- akta.pro rank
Where Rupeeq is headquartered
LocationHeadquarters
- HQ city
- Noida
- HQ country
- India
- HQ region
- Asia
Offices1 record
Markets served
Rupeeq business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Lead Generation / Referral Fees: Rupeeq acts as a facilitator between customers and lending partners (banks/NBFCs). The company earns referral/comission fees when customers successfully complete loan applications through its platform. Services to customers are free of cost.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Personal loans starting from 10.50% p.a. with loan amounts up to ₹50 Lakhs |
| Freemium | Monthly | Free credit score check service via CRIF partnership |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Rupeeq product offering
Product offeringCore offering
Rupeeq is an online lending marketplace that facilitates personal loans, credit cards, home loans, and free credit score checks for individual borrowers in India by connecting them with 20+ partner banks and NBFCs. The platform is 100% digital, charges no fees to customers, and earns referral commissions from lending partners upon successful loan disbursal. Supporting tools include the RupeeQ ACE credit evaluation service, EMI calculator, and IFSC code lookup.
Product overview
Rupeeq is a digital lending marketplace and financial aggregator platform that connects borrowers with multiple banks and NBFCs. The platform operates as a facilitator rather than a direct lender, offering personal loans (Fresh Personal Loan, Debt Consolidation, Flexi Loan/Overdraft, Short-term Personal Loans), credit cards comparison, and home loans through its network of lending partners. Supporting tools include the RupeeQ ACE credit score checker (in partnership with CRIF), EMI Calculator, and IFSC Code Search. The platform is free for customers and does not charge processing fees.
Differentiator
Problem solved
Functional benefit
Brands
- RupeeQ ACE: Advanced Credit Evaluation tool that provides detailed credit profile analysis and actionable insights for improving credit scores
Products and services
- Personal Loans Unsecured personal loans facilitated through partner banks and NBFCs, including Fresh Personal Loan, Debt Consolidation, Flexi Loan/Overdraft, and Short-term Personal Loans up to ₹5 lakhs. Loan amounts range from ₹50,000 to ₹50 lakh with interest rates starting from 10.50% p.a. and tenure of 6 to 60 months.
- Credit Cards Credit card comparison and discovery platform offering rewards, cashback, and travel benefit cards sourced from partner banks.
- Home Loans Home loan facilitation service connecting users with partner banks and NBFCs for home purchase financing, with attractive interest rates sourced from lending partners.
- RupeeQ ACE (Advanced Credit Evaluation) Free credit score check tool, powered by official partnership with CRIF Highmark, that provides detailed credit profile analysis and actionable insights to improve creditworthiness. The soft-pull check does not affect the user's credit score and surfaces real-time pre-approved loan offers.
Quantifiable outcome
- Apply online in minutes with 100% digital process
- +1 more outcomes
Companies that use Rupeeq
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles1 record
Rupeeq technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Rupeeq partnerships and signals
Strategic signalPartnerships
22 partnerships are on record, tiered core and secondary.
- Bajaj FinservcoreMajor lending partner offering personal loans and credit cards through Rupeeq platform. Rupeeq has received multiple awards from Bajaj Finserv for outstanding business commitment in various quarters and periods.
- Tata CapitalcoreKey lending partner providing personal loans through Rupeeq platform. Awarded Rupeeq for excellence and unwavering dedication in business support.
- IDFC FIRST BankcoreBanking partner offering personal loans with interest rates ranging from 11.00% - 24.00% and loan amounts up to ₹1 crore.
- HDFC BankcoreMajor banking partner providing personal loan products through the Rupeeq marketplace.
- Axis BankcoreBanking partner offering personal loans with competitive interest rates from 10.75% - 18.00% and loan amounts up to ₹50 lakh.
- Kotak Mahindra BankcoreBanking partner offering personal loans with interest rates from 11.00% - 17.00% and loan amounts up to ₹50 lakh.
- Incred FinancecoreNBFC partner awarded Rupeeq as their pillar for FY 23-24 for unconditional commitment and support.
- Chola (Muthoot Finance)coreNBFC partner for Consumer & Small Enterprise Loans. Awarded Rupeeq as strategic partner for valuable support.
- PiramalcoreNBFC partner offering personal loan products through the Rupeeq platform.
- Aditya Birla CapitalcoreFinancial services partner offering credit products through Rupeeq marketplace.
- Axis FinancesecondaryNBFC partner offering personal loans with interest rates from 14.00% - 26.00% and loan amounts up to ₹25 lakh.
- FinnablesecondaryDigital lending partner offering personal loan products through Rupeeq platform.
- Money ViewsecondaryDigital lending partner offering personal loans with interest rates from 19.00% - 32.00% for loan amounts up to ₹3 lakh.
- FlexiLoanssecondaryDigital lending partner offering personal loans with interest rates from 14.00% - 32.00% and loan amounts up to ₹10 lakh.
- IndifisecondaryNBFC partner offering credit products through Rupeeq platform.
- CRIF HighmarkcoreOfficial credit bureau partnership enabling free credit score checks for customers. Rupeeq is authorized to retrieve credit reports on behalf of customers from CRIF Highmark Private Limited.
- ProtiumsecondaryLending partner offering credit products through Rupeeq platform.
- Unity Small Finance BanksecondarySmall finance banking partner offering credit products including micro loans through Rupeeq platform.
- Smart CoinsecondaryDigital lending partner offering credit products through Rupeeq platform.
- Ram FincorpsecondaryNBFC partner offering personal loan products through Rupeeq marketplace.
- DBS BanksecondaryBanking partner offering personal loans with interest rates from 12.00% - 28.00% and loan amounts up to ₹10 lakh.
- Cholamandalam Investment and Finance Company (Cholamandalam)secondaryNBFC partner offering personal loans with interest rates from 15.00% - 24.00% and loan amounts up to ₹20 lakh.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Rupeeq competitors and assessment
Company assessmentDirect peers
- LoanTap: Mumbai-based personal loan fintech offering salaried and self-employed personal loans up to ₹10 lakhs. Comparable to Rupeeq because it serves the same urban Indian personal-loan borrower through both a direct lending app and partner distribution.
- Buddy Loan: Digital personal-loan aggregator platform in India aggregating personal loan offers from banks and NBFCs. Directly comparable to Rupeeq in that it competes for the same 'instant personal loan' search traffic and pays referral-style economics to its lending partners.
- Finnable: Bengaluru-based digital personal loan platform for young professionals. Appears as a digital lending partner on Rupeeq AND operates its own direct lending app - comparable because it underwrites the same salaried Indian consumer segment as Rupeeq routes.
- Smart Coin: Hyderabad-based digital lending fintech for small-ticket personal loans to salaried and self-employed borrowers in Tier-2/Tier-3 India. Listed as a digital lending partner on Rupeeq while operating its own direct-to-consumer app for the same loan segment.
- CreditMantri: Chennai-based credit score + personal loan matchmaking platform. Directly comparable to Rupeeq - both offer free bureau-based credit score checks (CreditMantri via CRIF/CIBIL/CIC-H) and route eligible borrowers to multiple lending partners for personal loans and credit cards.
- BankBazaar: Indian financial-product aggregator for personal loans, credit cards, and deposit products. Directly comparable to Rupeeq in aggregating offers from multiple lenders via a digital self-serve funnel and earning referral fees from partner banks/NBFCs.
- Money View: Bangalore-based personal loan and credit score fintech. Appears as a digital lending partner on the Rupeeq platform AND operates its own D2C personal loan app - directly comparable because it competes for the same salaried/self-employed borrower funnel in India.
- Paisabazaar: India's largest personal-loan and credit-card aggregator/comparison marketplace owned by PB Fintech. Closely comparable to Rupeeq: both operate digital marketplaces that match borrowers with multiple banks and NBFCs and earn referral / lead-gen fees. Direct overlap on personal loan, credit card and home loan funnel.
- FlexiLoans: Mumbai-based digital lending marketplace offering personal and business loans to SMEs and individuals. Appears as a partner on Rupeeq's marketplace while also originating through its own platform, creating direct overlap in product offering and target borrower.
Broad incumbents
- PolicyBazaar (PB Fintech): Listed Indian fintech parent of Paisabazaar; broader financial product comparison marketplace spanning insurance, mutual funds, credit cards and loans. Comparable as a BROAD_INCUMBENT because, while it now competes with Rupeeq in loans via Paisabazaar, its primary business is outside Rupeeq's core personal-loan funnel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Rupeeq social profiles
Digital presenceRupeeq financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rupeeq leadership team
Management profileNumber of profiles
Profiles1 record
Rupeeq funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rupeeq 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 Rupeeq
What does Rupeeq do?
Rupeeq is an online lending marketplace that facilitates personal loans, credit cards, home loans, and free credit score checks for individual borrowers in India by connecting them with 20+ partner banks and NBFCs. The platform is 100% digital, charges no fees to customers, and earns referral commissions from lending partners upon successful loan disbursal. Supporting tools include the RupeeQ ACE credit evaluation service, EMI calculator, and IFSC code lookup.
Is Rupeeq a public or private company?
Rupeeq is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rupeeq founded?
Rupeeq was founded in 2020. It employs 1 to 10 people.
Where is Rupeeq based?
Rupeeq is headquartered in Noida, India, in the Asia region.
How does Rupeeq make money?
One revenue line is on record: lead Generation / Referral Fees.
Who are Rupeeq's main competitors?
Direct peers on record are LoanTap, Buddy Loan, Finnable, Smart Coin, CreditMantri, BankBazaar, Money View, Paisabazaar and FlexiLoans. PolicyBazaar (PB Fintech) is listed as a broad incumbent.
Does Rupeeq have an API?
No public API is recorded for Rupeeq.