Company NamePolicy Bazaar Insurance web Aggregator Private Limited.


One-Liner “Compare buy save” – Tagline.

Industry: Insurance.

Sector: Fintech.


Policy Bazaar is an online platform that aggregates insurance plans and serves as a marketplace for policies.

Policy Bazaar has tied up with insurance companies to provide their customer with information like price, terms, insurance cover, benefits, etc. They have more than 9.394M unique visitors to their website every month.

Policy Bazaar had a growth of 228% in 2017-18.

They sell more than 17,000 policies per month.

In 2018, they had raised $200M as funding from the Japanese based conglomerate, Soft Bank. With this Policy Bazaar became the second Fintech company to enter the unicorn club after Paytm. Policy Bazaar has more than 5000 employees headquartered in Gurgaon, Haryana.

Founded: 2008.

Founders: Yashish Dahiya, Alok Bansal, Avaneesh Nirjar

CEO: Yashish Dahiya.

Desktop/App: Responsive and Mobile friendly Website.  App on Google Play and the App Store.

Table Of Contents:

      1. The Idea to start Policy Bazaar

      2. Investors

      3. Competitors

      4. Early Adaptors

      5. Marketing Summary-Today

      6. App

      7. Top growth hacks that have stood out for them

1. The Idea To Start Policy Bazaar

Yashish Dahiya’s first venture was First Europa, a car Insurance comparison service company established in London, 2005, which failed to take off although it served across nine geographical locations. Besides, he had the experience of working with an online travel aggregator. With all these experience he moved to India in 2007-08.

While he was analyzing his father’s financial documents he came to know that his father was not given the full information about his insurance and that his father was cheated by an insurance agent. These suspicious activities lead him to start Policy Bazaar in India with Alok Bansal and Avaneesh Nirjar.

2. Investors:

Policy Bazaar has 12 investors with total funding of around $346M.

Their investors are:

i). Intel Capital, May 2011.

ii). Intel Capital and Inventus Capital Partner, March 2013.

iii). Inventus Capital Partner, Info Edge, and Intel Capital, April 2013.

iv). Tiger Global Management, May 2014.

v). PremjiInvest, Tiger Global Management, Ribbit Capital, Steadview Capital, ABG Capital, April 2015.

vi). Temasek, Tiger Global Management, PremjiInvest, Info Edge(India) Ltd and other investors not disclosed, October 2017.

vii). Soft Bank and Info Edge(India), May 2018.

3. Competitors:

When it comes to business, it is good to have competition. Similarly, Policy Bazaar also has competition.

Here is the list of few competitors of Policy Bazaar:

i). Bankbazaar.

ii). Coverfox.

iii). Easypolicy.

iv). PolicyAdvisor.

v). Acko.

4. How They Got Their Early Adaptors

i). SEO: Yashish Dahuya says that in the early days they had a digital marketing team dedicated to SEO and content.

ii). Guest Blogging: Yashsish Dahiya did Guest blogging on Livemint at the very start.

iii). Television ads and Featuring on personal finance tv/online shows.

5. Marketing Summary – Today



Top of The Funnel


 SEO(Search Engine Optimization):

i). Articles related to the insurance industry.

ii). Text-heavy articles.

iii). Articles with a word count ranging from 500 to 6000.

iv). Policy Bazaar is not consistent with publishing articles.

v). They post 0-13 articles per month. Not consistent. 

vi). 55.13% of their traffic comes from organic search.

Types Of Content They Create:

i). Business-Primary Content: Policy Bazaar shares content explaining various benefits of using their services.

They have written articles like “PB Assurance-mediclaims made easy”,Benefits of Buying Insurance Online and many more.

ii). Industry-Based- Secondary Content: Articles on the insurance industry and insurance companies and their benefits. They cover topics like “What type of policies they are selling and what benefits they are providing to the customers”.

 Articles such as Best Health Insurance Plans in India, Best Insurance plans in India 2018, Top 10 Benefits of United India Health Insurance can be read on their website.

iii). Interests and Persona-Tertiary Content: Policy bazaar aims at solving customer queries and problems with their content. The articles include tips, criteria to consider, guide or methods.

Articles like How to check Life Insurance policy status online, Tips to Buy and Renew Cigna TTK Health Insurance Online,

 Things You Shouldn’t Ignore While Buying Maternity Plans.

Paid Ads:

i). 11.13% of their traffic comes from paid traffic.

ii). Policy Bazaar has 33 Google PPC keywords.

iii). They have around 307 ads running at any point in time.

iv). They run Text ads, Image ads, and HTML ads.

v). Policy Bazaar has a total of 806 image ads, 2071 HTML ads and, 17456 text Ads running.

vi). The total ads spent on Policy Bazaar range from INR 1.5L-3L per month. 

vii). Policy Bazaar runs branded keyword ads, generic keyword and competitors keywords ads.

    • They have ads with brand name+main category, which act as a branded keyword ad.
    • They run generic keywords ads where they target a particular category of the Insurance sector. Example: Life insurance plan 2019.
    • Competitor keyword ads: Policy Bazaar’s competitors are the insurance companies itself, selling their policies directly on their website.

xi). Yashish Dahiya in one of his Youtube video said that Adwords helped them in their starting days. He states how their traffic increased with the use of AdWords.

Social Channels:

1.17% of their traffic is from social media. They are active on major social media platforms, but engagement is not that encouraging.

i). Youtube: Channel Name: Policy Bazaar

  • Policy Bazaar has 12,475 subscribers on their channel.
  • Shares primary, secondary and tertiary videos.
    •  Primary content- explaining policy bazaar and its benefits.
    • Secondary content- explaining the benefits of different types of insurances like SIP, ULIP.
    • Tertiary content: Policy Bazaar conducts discussions and events with common people and guides them. They share views regarding current events, eg. women’s day, Holi, etc.
  • In social media channels, youtube acts as a major traffic driver.
  • They share 7 to 9 video per month.
  • It contributes to 43.64% of social traffic to the website.
  • There are 405+ videos with 12,000 + subscribers on youtube which explains the benefits of policy bazaar, how to use it, how they can make a profit from Policy Bazaar and so on. Traffic to their website is driven by these videos as well.

ii). Facebook: Policy Bazaar

  • Facebook contributes to 27.69% of policy bazaar’s social traffic.
  • They contribute 5 to 6 posts per day.
  • Type of posts: Primary, secondary, tertiary posts.
    • Primary content: Shares features of Policy bazaar website like mentioning benefits of “my account” on their website.
    • Secondary: Shares 2 to 3 articles from their website.
    • Tertiary: Sharing customer feedbacks.
  • Sharing videos from their youtube channels.
  • They have a Facebook page dedicated to their help desk named as PolicyBazaar Help Desk.
  • On their Policy Bazaar HelpDesk page, they share customer feedbacks and features of PolicyBazaar like explaining benefits of “My Account”.
  • They contribute one post per day on their help desk page.
  • They spend on Facebook Ads to reach their customers on Facebook.

iii). Quora:

iv). Twitter: Policy Bazaar

  • 12.2k+ followers.
  • They tweet 4 to 5 times per day.
  • Share content similar to facebook.

v). Linkedin: Policy Bazaar

  • 18,861+ followers.
  • They post 4 to 5 times a day.
  • It contributes 1.66% to their social traffic.
  • Articles from their website.
  • New features of the website.
  • Employees birthdays, employee awards are shared.
  • Events, discussions videos from their youtube channel are shared.

Referral Traffic:

i). 7.39% of Policy Bazaar’s traffic comes from referrals. 

ii). They use affiliate marketing.

iii). Platforms used for affiliate marketing:

  • Outbrain
  • VCommission
  • PopAds
  • Taboola


i). Television ads: Akshay Kumar, the famous Bollywood actor is their brand ambassador 2018-present.

There are Tv commercials featuring Akshay Kumar to generate awareness to the wider population.

ii). They are increasing their expenditure on television ads. HotStar acts as a catalyst to generate awareness among young people about insurance. 

iii). Featuring on personal finance shows: Experts from Policy Bazaar attend personal finance shows and answer queries related to insurance industry. They have appeared on ZeeBiz.comIndia today, News24, CNBC Awaaz, headlinestoday.


Middle Of The Funnel/Constant Engagement With

i). Visit the website to compare policies.

ii). Submit phone number and email id. They send quotes to our email id.

iii). Compare different policies.

iv). Make a purchase.

v). If we don’t make a purchase we get a sales call, helping us to decide and make a purchase.

Bottom Of The Funnel

i). After buying we get all the information to our e-mail.

ii). Thank you page.

iii). “Thank you” e-mail with purchase details.

6. App(Android and IOS)

i). They have 1M+ app downloads.

ii). Policy Bazaar App is easy to use on the go.

iii). All the purchases are visible under My Account section.

iv). The Funnel for the App works the same as the website.

v). As we install the app, we are asked to create an account.

vi). Compare policies.

vii). Get call from sales team explaining policies.

viii). Make a purchase.

ix). Thank message along with purchase details.

7. Top Growth Hacks That Have Stood Out For Them

i). SEO

Articles: Policy bazaar has a praiseworthy collection of quality content on their website. There is a detailed explanation of each and every category/topic. Every category page has a detailed explanation of their products. Content on their website targets various keywords/age-group related to the Insurance industry.

If you type a search phrase related to insurance; Policy Bazaar appears in the first 3 positions on Google. Their articles are very informative. This attracts traffic to their website and in turn results in the sale.

ii). Policy Bazaar has Call to Action on every page and in their article page.

iii). Television Ads:

The use of television commercials to educate the larger population attracted more people to visit their website. The use of famous comedians like Kapil Sharma and Bollywood actor Akshay Kumar worked well for their digital awareness campaigns.

iv). Customer Service:

At Policy Bazaar they believe that business growth is when they solve customer problems faster and effectively. So, Use of Amazon Polly, a text to speech solution helped them solve their customer queries. This resulted in happy customers.


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Fact Sheet

Company Name: Freecharge Payment Technologies Pvt. Ltd.

Type: B2C.

One-liner:  “It is this homework that helps you demonstrate a workable solution and helps to make Naa Se Haan possible.”- Kunal Shah

Industry: Internet and Telecommunication/Financial Services.

Available on: Desktop and mobile.

Freecharge Logo

Desktop/App: Desktop and Mobile App

  • Android App:
    • Downloads: 10 Million
    • Rating: 4.3 out of 5 for 11,08,518 ratings.freecharge android app
  • iOS App:
    • Rating: 4.6 out of 5 for 197.8K ratings

Freecharge’s Journey and Funding:

Table Of Contents

What do they do?

How They Got Their Early Adopters

Marketing Summary – Today

Top Growth Hacks That Have Stood Out For Them

What Do They Do?

 A brief about Freecharge:
  • Freecharge was Founded on August 2010, headquartered in Mumbai, India. Owned by Axis Bank.
  • Current employee strength- 200 to 500.
  • Founded by Kunal Shah and Sandeep Tandon with the current CEO as Sangram Singh.
  • Freecharge can be used as a wallet to pay bills, recharge a mobile phone, and purchase goods on Snapdeal, book movies on BookMyShow, and tickets on IRCTC, among others. But along with this, the FreeCharge wallet can also be used to transfer money to other users, bank accounts, and to NGOs.
  • Freecharge’s Services include Recharges, Bill Payments, UPI Money Transfers, Deals, Gift Cards, and Mutual Funds.
  • In 2015 Snapdeal bought Freecharge for an undisclosed amount and later in 2017 Freecharge is bought by Axis Bank which it’s current owner. It raised $177.6M in total from 6 private funding rounds.

How They Got Their Early Adopters?

  • The initial idea of Kunal Shah was to provide coupons for “Distributing retail coupons with recharge“. Early on August 2010, Freecharge had around 50 transactions a day with the website launched among their friends.
  • The team started working towards increasing usage of credit/debit cards (They targeted Student communities at IIT’s, NIT’s, ISB Hyd and IIM’s) among the public while approaching retailers to accept the Freecharge coupons.
  • Offline events
    • Presented at Startup Saturday event where they got conversion from college students
  • Social Media Marketing
    • Freecharge gained traction in twitter in the form of tweets as a response for the offline events they conducted which aimed at spreading awareness about freecharge.
  • Freecharge got Featured in
  • Apart from all, Freecharge team also worked on Blog posts about various recharges offered by service providers and other blog posts (Cricket match prediction competitions are one of the kind)
  • Freecharge observed an increase in transactions from 50 to 500 while the team started facing real difficulties in terms of operations and coupon delivery. (They were depending on the courier system to deliver the coupons).
  • Later Freecharge started onboarding more partners and then in later stages upon growth, mergers and acquisitions took place

Marketing Summary –

They get their most of the traffic from Direct search. (All stats are at the time of analysis).
  • Avg Traffic – 7.25 millionTraffic sources for freecharge
  • SEO – 75.66%.
  • Direct – 52.17%.
  • Social – 0.41%.Freecharge Social traffic
    • Youtube: 55.95%.
    • Facebook: 22.28%.
    • Whatsapp Web app: 11.73%.
    • Quora: 3.51%
    • Twitter: 2.60%.
    • Others: 3.93%.

Top of the funnel

freecharge marketing funnel


  • 1 article/month – Check their blog (no new articles in 2019).
  • 200 to 500-word articles, few articles have videos(2 to 5).
  • 75.66 % of traffic comes from SEO.
    Freecharge paid search terms

Type Of Content They Create:

Business – Primary content.

  • Offers
  • Product updates
  • How to

Industry-based – Secondary content

  • Emerging industry trends

Interests & Persona – Tertiary Content

  • Content-based on Social Causes

Paid Ads

  • Display Advertising
    Freecharge display advertising
    FREECHARGE AD sampleSource: (Semrush)
  • Facebook Ads
    • 5 Facebook ads are running at the time of writing thisFreecharge facebook ad
  • Newspaper Ads

freecharge news paper ad

  • PPC



  • A chat window pops out
  • They are actively replying for comments that have been made and are actually trying to help out their customers
  • 1,412,142 members
  • Posts 5 to 15 times on a monthly basis
  • Changes the cover picture to broadcast messages
  • Posts are about offers and any new integrations with new companies
  • Conducting challenges or a task for freebies like coupons. These type of posts observed much better engagement when compared with others
  • Interactive videos which are less than one minute based on Sentiment, Appraisal, Explaining the features of the app, Cashbacks, National events/Special days observed
  • In Initial stages, Freecharge ran ads in FB
  • Retargeting


  • 37,416 members
  • 1 post a week
  • No much engagement noticed in their LinkedIn channel
  • They don’t have LinkedIn Icon along with other social media Icons in the website footer.


  • 57k Subscribers
  • All are promotional videos explaining the offers and latest updates


  • Seasonal Contests are working better for Freecharge on twitter
  • Actively replying for the comments/queries by users
  • #KahaniAppraisalKi is being used for creating engagement while Freecharge is awarding prizes for good/interesting appraisal story

Referral Traffic: 5.78%

  • Referrers are mainly the payment gateways through which all the transactions happen and few other sites like IRCTC, Swiggy and other partners of Freecharge while the customers avail coupons for every transaction they make from the Freecharge’s partnerFreecharge referrals
  •  Top Referrers:


  • Initially, they had participated in college events to bring brand awareness and later on there are no notable offline events held.

Middle Of  The Funnel/Constant Engagement

  • Email
    • Sends out promotional emails which include coupons for every transaction, also the offer varies for each customer based on their previous transactions made.
  •  Text Messages
    • Sends out offer messages for customers to make them transact again
  • Coupons
    • Free coupons valid across Freecharge’s partner outlets/businesses

Bottom Of The Funnel

  • Give’s customized offer based on previous transactions

Top Growth Hacks That Have Stood Out For Them

  • Freecharge offers coupons for every recharge or a transaction made on its platform.
  • Freecharge partnered with very popular brands like McDonald’s, KFC, Costa Coffee, Café Coffee Day, Myntra, Barista, Domino’s, PVR Cinemas, etc which obviously attracted more people to transact using Freecharge.
  • Got Mentioned in a viral reality show named Emotional Atyachaar which is based upon the state of romantic relationships amongst the Indian youth. At the end of the particular episode, the following text is displayed: “Issued in public interest by FreeCharge.in.” as Credits which gained the viewer traction.
  • Adopting UPI for its payments, Introduced Freecharge on WhatsApp where users can send and receive money
  • It’s a win-win situation where the transactor and the service provider are beneficiaries. (Which is the core idea) The win-win situation is one strong reason behind Freecharge’s existence in this competitive field. This may not be a growth hack but this is something which helps Freecharge to standout.

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