Paid media managed across Meta and Google
BILLCUT
FINTECH
Building BillCut’s Digital Growth Engine
A full-stack partnership across brand, content, performance, partnerships and website experience that supported BillCut’s growth from approximately ₹10 lakh to ₹100 crore in monthly loan disbursals.
- Industry
- Consumer Fintech, India
- Type of Mandate
- Full-stack growth and marketing partnership
- Target Market
- Indian consumers managing credit card debt and personal loans
- Website
- billcut.com
- Services
- Brand strategy, social media, content, performance marketing, athlete partnerships, website UI/UX, website copy and growth systems
About BillCut
BillCut is a New Delhi-based fintech platform that helps Indian consumers manage debt and repayment through digital financial products. The company has raised more than $1.5 million and operates through a fully digital acquisition model. Wottl began working with BillCut in May 2024 as its growth and marketing partner alongside the company’s in-house team.
About BillCut
BillCut is a New Delhi-based fintech platform that helps Indian consumers manage debt and repayment through digital financial products. The company has raised more than $1.5 million and operates through a fully digital acquisition model. Wottl began working with BillCut in May 2024 as its growth and marketing partner alongside the company’s in-house team.
Paid acquisition videos produced
Video formats tested across campaigns
Instagram audience growth
The Mandate
BillCut had a strong financial proposition but operated in a category where customers are naturally cautious. The product needed clarity, trust and a customer journey in which every touchpoint supported digital acquisition.
Wottl was brought in to manage the complete marketing system across brand communication, social media, paid acquisition, partnerships and the website journey.
- Brand
- Content
- Paid Acquisition
- Website
- Application
What we identified
The product solved a meaningful financial problem. The challenge was making the solution easy to understand and relevant to people who would not normally engage with finance content.
Key Observations
Clarity before conversion
Users needed to understand the product before they could trust it.
Content and acquisition, together
Organic content had to connect with paid media and conversion communication.
A brand built for recall
The identity, mascot, content formats and website needed to feel like one system.
Rebuilding the Brand Around Clarity and Recall
Wottl led BillCut’s transition from purple to yellow and developed a new visual communication system across social media, advertising and product communication.
A relatable mascot gave the brand a recognisable personality and made financial communication feel more approachable.
The social content system combined financial education, memes, original IPs, product explainers, UGC, testimonials and culturally relevant formats.
Instagram grew from 32.1K to more than 65K followers during the partnership.
Connecting Creative With Digital Acquisition
BillCut’s acquisition model was entirely digital. Wottl managed the primary paid acquisition channels alongside BillCut’s internal marketing team.
More than $1.5 million was managed across Meta and Google. Over 300 paid media videos were produced and more than 150 video formats were tested to improve audience response, communication and conversion.
Paid digital partnerships with Venkatesh Iyer and Ruturaj Gaikwad strengthened visibility, trust and acquisition across key campaigns.
$1.5M+
Paid media managed
300+
Paid acquisition videos
150+
Video formats tested
Meta & Google
Primary paid channels
Rebuilding the Website Around the User Journey
Wottl handled the website UI/UX, copy and user journey. The experience was redesigned to explain the product clearly, answer common customer questions and guide users towards application.
Website communication was aligned with paid media, social content and the overall acquisition journey.
View website ↗
The Outcome
BillCut’s growth was driven by the combined efforts of its in-house team and Wottl’s work across digital acquisition, content, brand communication and website experience.
Primary Result
₹10 Lakh → ₹100 Crore
Growth in monthly loan disbursals during the partnership
$1.5M+
Paid media managed across Meta and Google
32.1K → 65K+
Instagram audience growth
300+
Paid acquisition videos produced
150+
Video formats tested
What Changed Beyond the Numbers
A more recognisable brand
A complete visual shift from purple to yellow, supported by a new mascot and a consistent communication system.
A connected acquisition engine
Organic content, paid media, partnerships and website communication were planned as one system.
A stronger customer journey
The brand message stayed consistent from the first advertisement through to the application journey.
An execution system built for scale
Creative testing, content production, reporting and campaign delivery were structured for continuous growth.
FROM THE CLIENT
“Wottl has been instrumental in shaping Billcut’s digital presence. From refreshing our brand identity to managing social media, building our website and driving performance and retargeting campaigns, they’ve consistently delivered work that balances creativity with measurable business outcomes. They don’t just execute. They think alongside us.”
Tanish Sharma
CEO and Co-Founder, BillCut
