Today’s customer is more in control than ever before. For businesses, while choice, speed, and personalization were once competitive advantages, they are now basic prerequisites. With the rise of digital platforms, companies are made or broken over their ability to create compelling experiences. Irrespective of the sector, even in traditionally offline industries like finance, digital offerings are fast becoming crucial to growth. The journey in this sector, however, is far from straightforward. Brands first need to excite customers about financial products, before educating and driving choice for their portfolio, all while offering a highly contextual experience. In a market more fragmented by behavior than it is by demographics, the challenge of personalizing every step of the buyer journey is even more complicated. Keeping in mind the importance of innovation and excellent customer experience, Bajaj Finserv, one of India’s largest NBFCs (non-banking financial companies), has launched Finserv MARKETS www.bajajfinservmarkets.in, a comprehensive digital marketplace that offers loans, insurance, investments, payments, and lifestyle products. With trials of the model seeing success, the company decided to scale the platform into a fast, intuitive, and targeted marketplace using Adobe Experience Manager.