A lending app lifts loan completion from 23% to 61% with Webzenia.

The challenge

A Mumbai fintech lender was losing 77% of applicants before they finished a loan application. The form ran 14 steps, asked for documents it never explained, and showed no progress indicator. Applicants could not tell how far in they were or why a request mattered.

The drop was worst at KYC, where 68% of the people who reached it walked away. Every abandoned application was a customer the lender had already paid to acquire, lost at the last barrier rather than the first.

The approach

Webzenia redesigned the 14-step form into a guided flow that revealed one decision at a time. The information the lender needed did not change. The way it was asked for did.

The team designed the flow in Figma, grouping related questions into clear stages with a visible progress indicator, so an applicant always knew where they stood and what remained. Document requests were each given a plain-language reason.

KYC was rebuilt as a step that explained itself, with the heaviest drop-off point turned into a guided handoff rather than a wall. Hotjar recordings of the old form pointed to exactly where applicants froze.

The new flow shipped on Next.js and Vercel for speed on mobile, with Razorpay in the path where disbursal handoff applied, and GA4 measuring completion stage by stage.

The results

Loan application completion rose from 23% to 61%, nearly tripling the share of applicants who finished. The lender converted far more of the same demand without paying more to acquire it.

KYC drop-off fell from 68% to 29%. The step that had been a wall became a guided handoff applicants could actually clear.

Applicant NPS climbed from 31 to 67. A clearer form is a better experience and a better business outcome at once, and the completion gain held because the friction it removed was structural.

The stack behind it

• FiFigmaDesign
• HoHotjarAnalytics
• GAGA4Analytics
• NeNext.jsCMS
• VeVercelCMS
• RaRazorpayCommerce