What does it mean to be a hero in today’s world? As LenDenClub a peer-to-peer (P2P) lending platform, completes 10 years of empowering Indians to lend with purpose, it revealed earlier this year a tribute to those who made this decade-long journey possible. The platform does this not with fanfare, but with quiet belief. Titled ‘Bharat’s Silent Heroes’, their new campaign saluted the everyday lenders who have powered Indians’ financial dreams without ever seeking the spotlight.
The campaign aimed to capture the spirit of real change-makers who are ordinary individuals who chose to invest not just money, but trust. From retired teachers to working professionals, these silent heroes are the invisible force behind countless dreams fulfilled, businesses launched, and lives uplifted through the platform. At its heart, the campaign carries the message: ‘India’s Silent Heroes – Celebrating 10 Years of You’.
Medianews4u.com caught up with Bhavin Patel, Founder, CEO LenDenClub
Q. LenDenClub has done Rs. 16,500 crores worth of loans so far. Over 30 million users are on the platform, including 25 million borrowers and over 5 million lenders. Only Rs. 85 crores has been invested. What tactics have worked to get here, and what has been the biggest challenge?
A: From day one, our approach has been RoI-driven, ensuring every marketing effort delivers measurable results. We have invested heavily in PR to build a strong digital footprint and launched several industry-first ad campaigns to create awareness and trust.
Our dedicated focus has been on delivering tangible value to both borrowers and lenders, while a technology-first mindset has allowed us to optimise costs and scale efficiently. These strategies have been key in driving adoption and growth, even as we navigated challenges of scaling responsibly in a rapidly evolving market.
Q. Moving forward, what are LenDenClub’s goals in terms of profitability and revenue growth?
LenDenClub is on a mission to double the revenue and profitability this financial year. This milestone will not only accelerate our journey toward long-term sustainability but also firmly position us among the top digital lending platforms in India.
Our focus is clear: scale with purpose, deepen trust with our users, and lead the evolution of alternative credit in the country.
Q. According to data analytics, where are the whitespaces for growth?
For our growing community of lenders, the next frontier lies in India’s rising Tier Two and Tier Three cities, where the demand for such investment options is growing at a higher rate than in metro and Tier I cities.
The credit demand is growing strongly, with stable NPA numbers. These regions are looking for meaningful lending opportunities with attractive interest rates.
We’re also developing tailored products that align with specific risk appetites and financial goals, while enhancing engagement to encourage lenders to move beyond one-time transactions and build long-term participation.
At LenDenClub, we’re committed to empowering our lenders with smarter, more rewarding ways to grow their wealth, while driving financial inclusion across Bharat.
Q. From a marketing perspective, what are LenDenClub’s priorities and focus areas in 2025?
In 2025, our marketing priority is to communicate the impact of this investment instrument in one’s investment portfolio. This year, we are dividing our efforts almost equally between the branding and marketing side.
On the marketing side, we are focussing on RoI driven efforts combined with a few product usage-based commercials. One of such commercials has already been released this year.
Q. Could you talk about the brainstorming with the creative agency that led to the campaign ‘Bharat’s Silent Heroes’? Which are the key markets and target groups for the campaign?
The idea for ‘Bharat’s Silent Heroes’ was born out of a deep reflection during our brainstorming sessions within our team. We asked ourselves who the real enablers of progress in India’s financial landscape are?
The answer wasn’t loud or flashy. It was our everyday lenders, ordinary individuals making an extraordinary impact by fueling someone’s dreams quietly, without ever seeking the spotlight.
We wanted to shift the narrative from borrowers to lenders and spotlight the silent contributors who are building Bharat from the ground up. The campaign is a tribute to their trust, empathy, and belief in the power of peer-to-peer lending.
In terms of strategy, the campaign primarily targets urban and semi-urban Tier One and Tier Two markets, focusing on digitally savvy, financially aware individuals aged 28–45. These are salaried professionals, self-employed individuals, and first-time investors seeking alternative avenues to grow their wealth with purpose. The goal is to not only deepen brand love but also build category awareness for P2P lending as an alternative option to grow their money.
Q. What other campaigns and marketing innovations can one expect in the coming months? Will traditional media play a role?
As a digital-first platform, our focus continues to be on high-impact, content-led marketing. In the coming months, you’ll see a robust lineup of influencer-led campaigns, educational podcasts, and storytelling-driven brand films that bring real-life P2P lending journeys to light.
These efforts are aimed at deepening awareness, trust, and relatability around alternative investments. While digital remains our core, we’re also exploring select traditional media touchpoints to amplify reach and reinforce credibility where it matters most.
Q. How has roping in Hardik Pandya helped in boosting brand awareness?
Hardik Pandya’s association with LenDenClub goes far beyond a typical celebrity endorsement—he’s also an investor in the company. This dual role brought both authenticity and influence to our messaging.
Hardik embodies the spirit of ambition and smart financial choices, making him a powerful voice to connect with India’s young, digitally-savvy audience. His involvement has significantly boosted brand credibility and accelerated trust in peer-to-peer lending as a modern, rewarding option to grow wealth.
Q. What was the thought process behind choosing actors Suchit Vikram Singh, Vivek Raaj Sharma, and Deepak B. Daryani for your campaign?
We deliberately chose Suchit Vikram Singh, Vivek Raaj Sharma, and Deepak B. Daryani because they bring authenticity. These are relatable faces that reflect the everyday heroes we wanted to celebrate people our audience can truly see themselves in.
The intent was to keep the spotlight on the story, not the stardom. Their grounded performances helped bring realism, emotion, and credibility to the campaign.
Q. To what extent are your marketing efforts focused on education and busting misconceptions?
Education is at the heart of our marketing strategy. We’re focussed on three key pillars: building awareness about P2P lending, showcasing real-world impact through user stories, and busting long-held myths around safety and returns.
Our campaigns, especially podcasts and testimonial-driven content are designed to simplify peer-to-peer lending for everyday Indians and position it as a smart, accessible investment choice. It’s not just promotion, it’s category-building.
Q: What shape does B2B marketing take for LenDenClub through participation in events and workshops?
Our B2B marketing goes beyond visibility and is about building meaningful relationships. Through strategic participation in events and workshops across India, we actively engage with our channel partners, offering them a deeper understanding of our platform and the broader P2P lending ecosystem.
These offline interactions aren’t just branding touchpoints; they’re powerful trust-building moments that reinforce our credibility, drive partner confidence, and unlock long-term collaboration.
Q. Hyper-personalisation is an important focus in BFSI. What are LenDenClub’s plans in this area?
Hyper-personalisation is a key pillar of our growth strategy. At LenDenClub, we’re harnessing the power of AI to deliver tailored experiences across the user journey right from communication to in-product interactions.
By analysing user demographics, behaviour patterns, and risk profiles, we’re able to offer content, recommendations, and lending opportunities that feel truly personalised. This approach goes beyond marketing; it’s about making every user feel understood, valued, and in control of their financial journey.
Q: How does investing in your proprietary tech stack give LenDenClub an edge?
Our proprietary tech stack is one of LenDenClub’s biggest strategic advantages. By building and owning our technology end-to-end, we’re able to innovate rapidly, respond to market shifts in real time, and deliver a seamless experience across the entire lending lifecycle from onboarding and underwriting to disbursal, management, and collections.
This gives us a distinct edge in speed, security, and scalability while ensuring we stay agile, future-ready, and deeply aligned with customer needs.
Q. Is consumer trust still a concern, or has RBI regulation helped address it?
Trust isn’t built overnight; it’s earned over time, just as we’ve seen with mutual funds. The RBI’s regulatory framework has been a game-changer, bringing much-needed legitimacy and reassurance to the P2P lending space. But regulation alone isn’t enough.
At LenDenClub, we actively invest in consumer education through videos, blogs, and podcasts to simplify P2P lending and help users make informed decisions. Our goal is to build long-term confidence by combining regulatory trust with transparent communication and consistent user experience.
Q. What role do AI and ML play in creating innovative financial products and tackling fraud?
AI and ML are at the core of LenDenClub’s innovation engine. They enable us to design smarter, more personalised financial products that adapt to each user’s profile and goals. At the same time, these technologies strengthen our fraud detection capabilities by identifying patterns, flagging anomalies in borrower behaviour, and proactively mitigating risk.
This dual role enhances both user experience and platform integrity, reinforcing trust while driving intelligent growth. At this moment, we are using eight such models to identify good borrowers and track their repayment behaviour.
