India’s Bengaluru-based neobank Fi is shifting its strategic focus from consumer banking to business-to-business (B2B) technology offerings as it navigates a tougher fundraising environment. The pivot aims to leverage the startup’s technology stack and AI capabilities to serve startups, enterprises and financial institutions.
Why Fi is changing course
Fintech funding in India has cooled sharply, prompting many startups to reassess growth plans, tighten costs and prioritise sustainable revenue models over rapid user acquisition. Fi’s leadership says the company’s strongest assets lie in its engineering, artificial intelligence and scalable financial infrastructure—capabilities that can be productised for other businesses.
From consumer neobank to enterprise-focused technology provider
Launched as a digital-first bank targeting young professionals, Fi built consumer products such as savings accounts, spending analytics and financial planning tools. Those consumer-facing innovations helped the company develop compliance processes, product design expertise and back-end systems capable of supporting large user volumes.
Now, the company plans to repurpose that technology to offer B2B solutions—ranging from core financial infrastructure to AI-driven services—aimed at fintechs, banks and corporate clients seeking modular, scalable capabilities.
Leadership response and market realities
CEO Sujith Narayanan has acknowledged fundraising constraints in a communication to stakeholders, noting that capital has become harder to secure even for established fintech names. He said the decision to prioritise B2B offerings reflects a pragmatic effort to build a more resilient, value-driven business.
Product and workforce impact
Fi has confirmed that some consumer products will be discontinued as part of the reorientation, and organisational restructuring will follow. The company emphasised that role changes stem from strategic refocusing rather than individual performance. This is consistent with earlier cost-cutting steps taken by the startup as investor sentiment shifted toward profitability and efficient capital use.
Consumer service remains, but not as the central focus
Fi will continue to support its existing retail customers, recognising the consumer business as the foundation for its product thinking and regulatory know-how. Nonetheless, most new investment and innovation will be channelled into enterprise solutions as the company seeks clearer monetisation pathways.
Broader implications for India’s fintech ecosystem
Fi’s pivot mirrors a wider trend: consumer-first fintechs in India are increasingly diversifying toward B2B and infrastructure-led models as investors demand sustainable unit economics. Industry observers will watch whether Fi can successfully translate consumer-grade design and AI capabilities into enterprise-ready offerings that deliver predictable revenue and scale.
