A fintech company had strong product-market fit but a costly, leaky funnel and low trust at sign-up. DXDasia rebuilt the funnel around clarity and trust, growing qualified sign-ups 5.4× at a lower cost.
5.4× Growth in Qualified Sign-Ups
In finance, trust and clarity drive conversion — and both were missing from the funnel.
We simplified the value proposition, built trust into every step, and targeted high-intent users.
The funnel became more efficient and more trusted:
Fintech growth is a trust game. Making the product easy to understand and safe to try turned an expensive funnel into an efficient, high-intent acquisition channel.
Trust is the single biggest conversion barrier in fintech, so the funnel rebuild focused heavily on clarity and credibility signals at every step — clear explanations of what happens with a user’s data and money, not just a simpler form. Drop-off points in the original funnel were identified and addressed individually rather than assuming one single fix would solve the whole leak.
Trust is the first filter in financial services, and regulators now shape how it is earned. This section summarises published data and rules. It is general information, not financial, legal or investment advice, and it says nothing about any individual company's results.
Two data points frame the problem. Baymard's checkout research finds that 19% of shoppers abandon because they do not trust the site with their card details, although that is retail, not finance. For financial products, Signicat's 2022 survey of 7,600 European adults found that 68% had abandoned a financial application in the previous year. The stated reasons were lacking the right identity credentials (38%), time to apply (21%) and the amount of personal information requested (21%). The sample is European and four years old, so read it as direction, not as a Singapore or India benchmark.
In Singapore, MAS issued its Guidelines on Standards of Conduct for Digital Advertising Activities on 25 September 2025, effective 25 March 2026. They apply to financial institutions and their appointed third parties, including online content creators, and expect clear disclosures and policies to monitor digital advertising.
In India, the RBI's Digital Lending Directions, 2025 were issued on 8 May 2025. As summarised by Vinod Kothari Consultants, interest must be disclosed on an annualised basis, and from 1 November 2025 multi-lender platforms must show lender names, amount, tenor, APR, monthly repayment and any penal charges without promoting a specific lender.
Ad platforms add their own gate. Google requires financial services advertisers in Singapore to be authorised by MAS or listed on Ministry of Law registers and to complete verification, and its regulator list for India includes the RBI, SEBI, IRDAI and PFRDA.
The common thread is that claims must be clear, balanced and traceable to someone accountable. That is a design brief as much as a legal one: the same plain wording that satisfies a regulator also answers the buyer's doubt about who is behind the product and where their money goes.
| Market | Source | What it asks of marketing | Date |
|---|---|---|---|
| Singapore | MAS digital advertising guidelines | Clear disclosures; monitoring of digital advertising | Effective 25 Mar 2026 |
| India | RBI Digital Lending Directions | Annualised interest; fair multi-lender comparison view | 8 May 2025; 1 Nov 2025 |
| Singapore | Google financial services verification | Licence or register check plus identity verification | Enforced from 30 Aug 2022 |
| India | Google financial services verification | Authorisation by a listed regulator | Enforced from 24 Jan 2023 |
Rules that shape fintech advertising and sign-up pages in Singapore and India. Confirm current wording with your compliance adviser.
Treat compliance as a design input to the funnel, not a review step at the end. These steps are general good practice, not legal advice.
Across several client accounts we have seen the same pattern: a website redesign or relaunch removed the Google Ads conversion tag, and the account kept spending while reporting zero or wrong conversions. In a regulated funnel, where every page change also passes through compliance review, tracking is easy to treat as someone else's job. We re-verify conversion tags after every rebuild, before anyone judges campaign performance.
With qualified sign-ups now growing at a lower cost, the company is applying the same trust-first funnel principles to additional products being introduced to the same user base. Funnel monitoring has also been built into the ongoing process, so new drop-off points get caught and addressed quickly rather than accumulating unnoticed.
In many markets, yes. Google's Singapore page requires financial services advertisers to be authorised by MAS or listed on Ministry of Law registers, and to complete identity verification. India has a similar regulator list, enforced from 24 January 2023. Requirements are set per location, so check each market you target.
Under the RBI's 2025 directions, as summarised by Vinod Kothari Consultants, interest is disclosed on an annualised basis. Multi-lender platforms must show matching offers with lender names, amount, tenor, APR, monthly repayment and penal charges. Read the RBI text or take legal advice for your own product.
Signicat's 2022 survey of 7,600 Europeans found the main reasons were lacking the right identity credentials (38%), time to apply (21%) and the amount of personal information required (21%). Trust also matters: Baymard finds 19% of shoppers abandon checkout over security doubts. Your own funnel data should decide which fix comes first.
Yes, with controls. The MAS guidelines apply to financial institutions and their appointed third parties, so agency creative should follow the same review. Google's Singapore page says approved third parties such as agencies do not need their own verification, but a Singapore-authorised advertiser must start theirs.
