How Fi Money Became a Top Authority 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

Fintech SEO & AI Overview Case Study

Fi Money: Dominating Search AI Overviews

How Fi became the primary authority for smart deposit and fintech queries in the era of Generative AI.

15,000+

Featured Snippets

200K+

Clicks Growth

7M+

Impressions

The Challenge

Fi Money needed to transition from brand-heavy organic traffic to sustainable, non-branded topical authority. With Google’s AI Overviews (SGE) changing the SERP landscape, the goal was to remain visible in zero-click environments.

High dependence on branded searches.
Need to explain complex financial products (smart deposits, FDs) simply.
Rising competition from traditional banks in digital-first queries.

The Objective

Build a “Defensible SEO Moat” through semantic topic clustering and AI-first technical optimization to capture high-intent financial queries.

The AI-First SEO Strategy

01
Semantic Clustering

Grouped keywords by user intent rather than volume, creating a “Hub and Spoke” architecture for core topics like “Smart Deposits.”

02
NLP Content Structure

Optimized content for Natural Language Processing (NLP) to trigger Google’s AI Overviews and secure the “Position Zero” snippets.

03
Schema Automation

Implemented advanced FinancialProduct and FAQ schema to help search engines understand real-time deposit rates and eligibility.

04
Authority Backlinks

Earned citations from Tier-1 financial news outlets and regulatory explainers to cement E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

Result:
Zero to 15,000+ rankings for trust-sensitive financial queries in under 6 months.

“The shift to AI-driven search was a major hurdle for our SEO. upGrowth’s foresight in semantic clustering and schema automation kept us at the top of Google AI Overviews when competitors were losing traffic.”

Rupali Amin

Growth Marketing Lead, Fi Money

Book an SEO Audit

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

Client Quote

“Ranking for smart deposit queries helped us win visibility against much bigger brands, UpGrowth’s approach was precise.”

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