From paperwork → first digital attempt → a resilient, conversational onboarding experience.

1. The Context

Banking beyond the branch.

ESAF Small Finance Bank was built around financial inclusion, with a strong presence across rural and semi-urban communities.

As of FY2023–24:

• 8.37M customers
• 753 banking outlets
• 5,024 banking agents
• 772 business facilitators
• 930 customer service centres
• 44,505 Merchant QR codes
• 25 states & UTs
• 46% of services dedicated to rural areas

The bank's Merchant QR service enables merchants to accept UPI payments with real-time transaction notifications and QR Sound Box support.

The opportunity.

ESAF wanted to make it easier to activate Merchant QRs in local shops and businesses especially in the communities where its physical and agency network already played a major role.

2. The Story Starts Here