With a plethora of institutions currently operating in the personal finance domain, the Indian consumer is spoilt for choice. However, the multiple options often end up confusing rather than enlightening the consumer. Rupeetalk is a financial portal in India, which aims to advise and facilitate Indian consumers in matters relating to personal finance.

Founded in December 2007, Rupeetalk intends to act as a bridge between consumers and providers of personal finance products in India. It provides consumers a platform to compare product offerings by various financial institutions and aid them in choosing the right product. The investing partner of RupeeTalk is Seedfund, the early-stage venture capital fund.

The idea to create Rupeetalk came to Satkam Divya when he was working with ICICI Bank credit cards developing the online channel for issuance of cards. “I could experience the potential of the non-intruding and cost effective online channel. The business witnessed more than 15 times increase in number of online application in just 8-9 months to 30,000 online applications,� says Divya, Founder and CEO of Rupeetalk. An engineering graduate, he holds an MBA from the Indian Institute of Management.

Rupeetalk has a platform to enable the consumer to easily compare between products and services being offered by various institutions. There is a module which could recommend a particular product to the consumers based on their profile.

Visitors to the portal only have to give few basic details about themselves to get a list of options across financial institutions. The options are then compared on various parameters and features. For instance, a comparison between credit cards might happen on the basis of parameters like interest rate, balance transfer rate, reward points, interest free days etc. Subsequently, the visitors can instantly apply for the product of their choice on the website itself.

According to the Chief Executive, unlike other companies Rupeetalk does not hard sell any product to any customer rather it works on the pull model and lets the customer come to the site and apply for certain products. The company sells leads to banks from where it earns its revenue.

Though, there are others, who provide similar kind of services as Rupeetalk, the company believes that its approach is different. “We help customers to find a right product or bank rather than helping bank or other financial institutions to find the right customers,� says Divya.