Why human connections Still Matter in an increasingly digital fintech world

The fintech industry has made borrowing faster, simpler, and more accessible than ever before. Today, customers can apply for a loan, complete verification, receive approval, and access funds within minutes, all from their smartphones. Features such as paperless onboarding, instant disbursals, and digital servicing have become standard expectations across the industry.

But as digital lending continues to grow, one question is becoming more important: Is technology alone enough to build long-term customer trust?

As these digital experiences become increasingly similar, customer trust and engagement are emerging as the real differentiators. Customers today expect more than speed and convenience. They also value transparency, consistent support, and companies that take the time to understand their needs beyond the transaction.

At Viva Money, the answer lies in building lasting customer relationships.

This thinking shapes the company’s approach to customer engagement. Alongside its digital lending platform, the company has invested in initiatives that enable direct interactions with customers. Rather than viewing customer experience as something that ends after the application journey, Viva Money sees it as an ongoing relationship built through listening, engagement, and continuous improvement.

The philosophy was reflected during the latest edition of Viva Gala in Bengaluru, on July 25, 2026. The event brought together Viva Money customers with their plus-ones, providing an opportunity to meet the company's leadership team in person. The conversations extended to financial goals, careers, businesses, everyday life, and the experiences that shape how customers manage their money.

For the company, the event was not simply a customer gathering. It was an opportunity to listen without a screen between the customer and the team.

The conversations also reflected how customers have experienced Viva Money beyond the app, with many sharing stories about how the platform had supported them during different financial situations.

Gowtham J, a Viva Money customer for the past one year, said, "I came across Viva Money through a friend when I was looking for a loan with a 0% interest period. The entire process was smooth, and the funds were credited to my account in about 13 minutes. Over the past year, the experience has been consistent, which is why I continue using the app."

Another customer, Shreyas H A, who has been using Viva Money for one and a half years, said, “I first used Viva Money during a cash crunch, and it really helped me when I needed funds quickly. The app is easy to use, the process is completely paperless, and everything has been hassle-free. That's what has kept me coming back whenever I need it.”

Face-to-face conversations often reveal details that structured feedback forms cannot capture. Customers talk about the financial decisions they make every day, the goals they are working towards, and the small challenges they face while managing money. These insights help companies see the customer as a person, not just another user on the platform.

Vishal Jain, Head of Marketing at Viva Money, added, “Customers today have more choices than ever before when it comes to digital financial services. Products and features can be replicated, but genuine relationships take time to build. We believe customer experience doesn't end when a loan is disbursed; it continues through every interaction, every conversation, and every opportunity to listen, learn, and improve. That's the thinking behind initiatives like Viva Gala.”

As competition within fintech continues to intensify, customer relationships are becoming an increasingly important differentiator. While technology will continue to drive innovation, the companies that build lasting customer preference will be those that combine digital convenience with genuine human understanding.

For Viva Money, initiatives like Viva Gala reflect a broader belief that the future of fintech will not be defined by technology alone, but by how effectively companies build trust, strengthen relationships, and stay connected with the people they serve.