JioFinancial Services plans to integrate an AI-powered personal CFO and a membership programme into its JioFinance app, marking a significant push into personalised digital finance services with over 25 million users and faster asset growth.
Jio Financial Services is preparing to add an artificial intelligence-driven “personal CFO” to its JioFinance app as it deepens its push into lending, asset management and payments, chief executive Hitesh Sethia said at the company’s annual general meeting. The company is also planning a membership programme tied to transactions on the platform, part of a wider effort to use its digital reach to win customers at lower cost.
According to Sethia, the personal CFO will use a proprietary financial fitness score to generate advice and practical recommendations for users. The membership offering is designed to return value to customers through rewards linked to purchases made in the JioFinance marketplace, reflecting a broader shift towards more personalised digital finance services.
The strategy builds on the scale already reached by JioFinancial’s online platforms. The Economic Times reported that, as of June, the company had drawn more than 25 million unique users across its digital properties, with monthly active users averaging about 9 million. It also said recommendation engines are already driving 56% of app conversions through “Next Best Offer” targeting, and that JioFinancial has deployed roughly 130 AI agents across its businesses.
The new services come as several parts of the group are showing stronger operating momentum. Jio Credit’s gross assets under management crossed ₹30,000 crore in the June quarter, up 163% from a year earlier, while JioBlackRock Asset Management’s assets under management passed ₹21,000 crore in July. Bank of America has agreed to invest up to ₹18,268 crore for a 49.9% stake in the lender, and Jio Payments Bank and Jio Payment Solutions have both moved into turnaround territory, with deposits and payment volumes rising sharply.
JioFinancial has already been positioning JioFinance as more than a payments app. Moneycontrol reported that the platform now acts as a marketplace for products including home loans, personal loans, credit cards and insurance, while an early-access programme called Finsider is meant to let users receive tailored recommendations and earn JioPoints redeemable for rewards. The company has described the app as a chat-based, AI-led service built to make financial tasks simpler and more immediate.
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