JioFinance app launches with AI-led, hyper-personalised finance marketplace
Jio Finance Platform and Service Ltd., a subsidiary of Jio Financial Services Ltd. (JFSL), has launched the new JioFinance app-an AI-powered marketplace for financial products. The platform opens through "Finsider," an early access programme that invites select users to try features first and provide feedback.
The app positions itself as an always-on, adaptive experience. Instead of static menus, it reorganises content and offers based on each user's financial profile, intent and eligibility-so two users are unlikely to see the same home screen.
What's new: an AI-led marketplace
The company says the platform runs on Agentic AI and neural networks orchestrated by an ecosystem of 15 AI agents and roughly 70 decision engines. These systems process user context in real time to serve product choices and compute "best possible" outcomes, not just a list of offers.
It functions as a digital storefront for products from JFSL group companies and partner institutions. A natural language interface lets users type what they want in a chat bar-reducing clicks and guesswork across menus.
Feature set at launch
- Dynamic home experience: No two users get the same layout if their profiles and needs differ.
- Natural language search: Enter financial needs in plain text and discover relevant products without multi-step flows.
- Marketplace model: Access offerings from JFSL entities and partner FIs within one app.
- JioPoints rewards: Earn points on transactions and redeem them against a curated catalogue.
Roadmap and upcoming capabilities
- Financial Fitness Score: A composite index covering spending, borrowing, insurance, wealth creation and tax compliance.
- Personal CFO for Bharat: A conversational advisory layer that gives practical guidance and lets users act on it.
- Autonomous Execution: Tools to automate recurring payments and investments with simplified workflows.
- Exclusive Membership Programme: Assured value-back on products and services used via the app.
Why this matters for finance professionals
- Distribution and conversion: Real-time eligibility and intent detection can reduce drop-offs and improve cross-sell quality.
- Risk and suitability: Decision engines need clear guardrails to avoid mis-selling and to preserve fair outcomes at scale.
- Unit economics: Adaptive UI plus chat-first flows can cut support costs while increasing engagement per session.
- Data strategy: Success depends on clean consent, event-level telemetry and strong feedback loops into the decision stack.
Governance, risk and compliance checkpoints
- Model governance: Document model purpose, inputs, monitoring thresholds and fallback logic for the 15-agent, 70-engine ecosystem.
- Explainability: Maintain clear reason codes for offers, declines and price points that customer support can communicate.
- Consent and privacy: Ensure explicit, granular consent for data use across advisory, scoring and automation features.
- Suitability and fairness: Test for bias and outcome fairness across segments; keep human-in-the-loop for sensitive decisions.
- Regulatory mapping: Align flows with applicable guidance on AI/ML and digital finance. For context, see BIS perspectives on AI in financial services here.
Access and early feedback
"Finsider" provides early access for select users to try the adaptive home screen, marketplace and chat-led discovery. Feedback from this group will inform priority features and refinements ahead of broader rollout.
Leadership view
Hitesh Sethia, Managing Director and CEO of Jio Financial Services Limited, frames the goal as making intelligent finance broadly accessible across India. He highlights a push for a hyper-personal, unbiased experience that helps users make clear decisions with transparency and trust.
Bottom line
The JioFinance app is moving from static product listings to AI-driven decisioning and execution. For finance teams, the opportunities sit in higher-quality intent capture and embedded advice-provided model governance, consent, and suitability keep pace with the product velocity.
For context on AI use cases and operating models in banking and fintech, see AI for Finance. Finance leaders evaluating AI strategy and controls may also find this AI Learning Path for CFOs useful.
Your membership also unlocks:
