Mumbai: The digital specialist of Madison World, HiveMinds won the digital marketing mandate for the leading gold tech platform Rupeek. The agency won this mandate following a multi-agency pitch.

Rupeek is an asset-backed digital lending platform founded by IIT Bombay alumnus Sumit Maniyar in 2015. Rupeek's investors include Sequoia Capital, Accel Partners, Bertelsmann, GGV Capital, VEF, and Lightbox. They recently recorded an annual disbursement run rate (ARR) of $1 billion in December 2021 making them the first-ever asset-backed lending company to achieve this milestone in the fintech space. Currently, they serve over five lakh customers in over 55 cities across India.

Speaking of this association, Rupeek spokesperson said, “Rupeek is the first brand that has digitized the entire process of obtaining secured credit against gold holdings, allowing users to get instant credit from the comfort of their homes. As we continue to grow and unlock gold backed credit for a billion Indians, digital marketing will play an important role in driving this momentum further via tech-led gold monetization (GoMon) in over 120 cities across the country. We are happy to partner with HiveMinds in this digital led growth.”

Expressing her thoughts on this win, HiveMinds chief strategy officer Deepti Bhadauria commented, “Gold asset loan is a $2 trillion opportunity in India. There is a massive consumer segment looking for access to cheap capital and monetization of gold assets that can be unlocked using digital marketing effectively. I am happy that we will be partnering with Rupeek, in scaling and building India’s largest digital asset-backed fin-tech platform.”