How Fi Money Dominated Google’s AI Overviews for Smart Deposit Queries

Fi. Money Story

Fi. Money is an app redefining banking with a digital-first platform with its innovative financial products. They provide a financial app that comes with an in-built savings account. Embodied with cutting-edge tech, they help customers grow and organize funds.

Identified Challenges

Fi Money aimed to dominate Google’s AI Overviews (AIO) for high-intent queries like “smart deposit interest rates,” “how Fi Smart Deposit works,” and “best smart deposit schemes in India.” Despite offering competitive returns (8.25–12%), their content was buried under articles from traditional banks (e.g., AU Small Finance Bank, SBI) and lacked clarity for users comparing digital-first products.

Key challenges:

Generic Content: Guides failed to differentiate Fi’s Smart Deposit (SD) from competitors, missing ROI calculators and rate comparisons.
Low Trust Signals: Absence of RBI-registered NBFC citations and schema markup reduced algorithmic trust.
SERP Fragmentation: Competing carousels, video packs, and ads diluted Fi’s visibility.

Solutions

Multi-Query Content Hub

Built a Smart Deposit Knowledge Hub targeting 20+ long-tail queries, including:
- “Fi Smart Deposit vs. RBL Bank returns”
- “How to calculate interest in Fi Smart Deposit”
- “Tax implications of smart deposits”
Added comparative tables highlighting Fi’s advantages (e.g., no lock-in period vs. SBI’s 1-year term).

Schema-Driven Authority

Launched a Smart Deposit Calculator with dynamic ROI projections based on tenure and deposit amount.
Deployed FinancialProduct, APR, and InterestRate schema markup to clarify SD features for crawlers.

Regulatory Credibility

Partnered with RBI-registered NBFCs (e.g., Faircent) to co-author compliance guides.
Embedded PDFs of RBI’s Digital Lending Guidelines (2023) and NBFC certifications.

Visual SERP Dominance

Designed comparative infographics (Fi vs. AU Bank vs. RBL) for Pinterest and Google Discover.
Produced 60-second explainer videos on “How Fi Smart Deposit beats fixed deposits.”

Why This Worked

Google’s AI Overviews prioritized Fi Money’s content due to:

Clarity: Tables and calculators simplified complex interest rate comparisons.
Trust: RBI/NBFC partnerships and compliance citations boosted E-E-A-T.
Intent Alignment: Long-tail queries addressed niche user concerns (e.g., tax rules, withdrawal flexibility).

Fi Money AI Overview Result

Search query: how to find dividends per share
Search Volume: 1.3K

Search query: what is smart deposit
Search Volume: 2.5K

Search query: smart deposit interest rates

Conclusion

The Results: Fi Money Became the AI Overview Leader for Smart Deposits

AI Overview Coverage: Featured in 92% of smart deposit-related AI Overviews, including competitive terms like “highest smart deposit interest rates.”

Traffic & Conversions:

240% increase in organic traffic to SD pages.

50% of users engaged with the ROI calculator, driving a 35% rise in SD account sign-ups.

Industry Authority:

Cited in Economic Times and MoneyControl articles on digital savings trends.

Earned 50+ backlinks from fintech blogs and investment forums.

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Nov 2023) Post-Campaign (Feb 2024)

AI Overview Visibility

Before 8%

After 92%

Growth +1,050%

Avg. Ranking Position

Before #7

After #1

Growth +600%

Organic Traffic (Monthly)

Before 3.2K

After 10.9K

Growth +241%

Dwell Time (Avg.)

Before 1.5 mins

After 4.1 mins

Growth +173%

Testimonials

Ayushi Jha - Content Growth at Fi

Of all the consultancies that we evaluated, upGrowth stood out for their expansive technical knowledge, clarity in initiatives and being metric-obsessed. Working together has been insightful and seamless and I would recommend liaising with them to accelerate any kind of growth efforts!

Pranav Karnad - Content & Communications at Fi

At the time of writing this recommendation, I worked with Amol for close to a year. I’ve found Amol and his team at upGrowth to be everything one could hope for in an agency partner. The team, lead by Amol, is experimentative in their thinking, proactive, and data-driven, and has time and again struck a balance between first principled thinking and experience-backed thinking. Above all, the one value that I’ve come to appreciate the most about Amol and his team is their proactiveness which has saved me and my colleagues a lot of precious time. Amol is also very organised, and communicative and possesses foresight to help us navigate both the everyday challenges and the strategic ones alike.

Ulfath Joad - Content Strategist at Fi

I have worked extensively with Amol and his team on Organic Growth Strategy for a leading fintech brand. Kudos to his team for always being a step ahead of the curve and coming in with in-depth insights on what we’re doing right or wrong and what we need to do next. Amol’s knowledge of the SEO space, added with his execution skills, makes the perfect recipe for precise work, identifying and clearing blockers, and great foresight. Both his team and he are readily available to take on challenges, get feedback, and to problem-solve on the go! I’d highly recommend working with Amol and his team for a smooth SEO growth journey.

Growth Consultation

Growth Execution

AI Driven Growth

Transparent Growth Measurement (NPS)

How Fi Money Became the Top Authority for Smart Deposit Queries in Google’s AI Overviews

Fi. Money Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Multi-Query Content Hub

Schema-Driven Authority

Regulatory Credibility

Visual SERP Dominance

Why This Worked

Fi Money AI Overview Result

Conclusion

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Nov 2023) Post-Campaign (Feb 2024)

Testimonials

Ayushi Jha - Content Growth at Fi

Pranav Karnad - Content & Communications at Fi

Ulfath Joad - Content Strategist at Fi

AI Driven Growth

How Fi Money Became the Top Authority for Smart Deposit Queries in Google’s AI Overviews

Fi. Money Story

Identified Challenges

upGrowth’s Strategy & Execution

Solutions

Multi-Query Content Hub

Schema-Driven Authority

Regulatory Credibility

Visual SERP Dominance

Why This Worked

Fi Money AI Overview Result

Conclusion

Pre-Campaign vs. Post-Campaign Performance

Pre-Campaign (Nov 2023) Post-Campaign (Feb 2024)

Testimonials

Ayushi Jha - Content Growth at Fi

Pranav Karnad - Content & Communications at Fi

Ulfath Joad - Content Strategist at Fi

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If They Can Do It So Can You!