Slice

The Context: Competing in Fintech’s Most Crowded Arena

India’s fintech space has seen an explosion in both innovation and competition. With digital payments booming and first-time credit adoption rising among Gen Z, the market is full of potential — but even fuller of players.

Neobanks, BNPL apps, wallet-based ecosystems — they’re all battling for the same users. And this audience isn’t just digital-first; they’re expectation-first. They want things to work fast, feel seamless, and speak their language. Earning their trust is hard. Keeping it is even harder.

Add tightening regulations to the mix, and you get a high-stakes environment where GTM execution has to be fast, flexible, and bulletproof.

Slice understood this — and they came to ScalePods with a clear mandate: scale responsibly, connect deeply with their Gen Z base, and build a repeatable engine for growth.

The Problem: Early Traction, But a Need for Precision at Scale

Slice had strong early momentum. But like many fintech players, they faced three critical challenges:

How do we scale acquisition without burning CAC?

How do we make our brand feel personal to very different sub-segments within Gen Z?

How do we ensure that product, brand, and sales are moving in sync — not in silos?

To get answers, we had to zoom in on real behaviors, not just broad demographics. We weren’t just chasing numbers. We were chasing alignment.

Our Approach: Building the GTM Engine from the Ground Up

1. Deep Persona Mapping Beyond Demographics

We built real, behavior-based profiles. Instead of vague labels like “young adults,” we mapped specific segments:

Gig workers with unpredictable income streams

College grads with no credit history but high digital confidence

Young professionals transitioning from debit to flexible credit

Each of these cohorts had different needs, adoption triggers, and levels of financial literacy. We tailored the GTM strategy accordingly — down to the language used in every outreach and onboarding message.

2. Value Proposition Reframing

Slice’s core product was solid — but the messaging needed a sharper emotional hook. We helped reposition Slice as not just a financial tool, but as a lifestyle enabler for a fast-moving generation.

We made the narrative more conversational, less institutional. Think: “We get your pace” instead of “Unlock your financial potential.” This subtle but important shift helped increase both engagement and relevance.

3. Syncing GTM Sprints with Product Drops

We didn’t treat go-to-market as a one-time push. Instead, we designed agile GTM sprints that matched Slice’s product release cycles. For every new feature or offer, we launched:

Mini-campaigns with sharp positioning

Landing pages and in-app nudges

Outreach workflows built for performance and speed

Performance dashboards tied to specific cohort behavior

No fluff. Just fast loops of launch, learn, and optimize.

4. Building Modular Systems for Outreach and Retention

To avoid starting from scratch every quarter, we helped Slice build:

CRM automation tailored to lifecycle stages

Outreach libraries mapped to user intent

Trigger-based communications from onboarding through reactivation

Reporting dashboards that tied top-funnel performance directly to LTV and usage patterns

This made their entire GTM system smarter, leaner, and ready to scale without chaos.

Results That Mattered

34 percent increase in qualified user sign-ups across core segments

19 percent drop in CAC in Tier-1 cities

Three GTM campaigns launched in under two quarters, each with measurable improvements in onboarding and activation

Significant lift in card usage through targeted re-engagement workflows

More accurate LTV tracking and better budget allocation for performance teams