Financial transactions and content can co-exist: Infibeam’s Vishal Mehta

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₹50 crore, marking its entry into the financial services sector as an aggregator. The investment includes ₹25 crore in equity and ₹25 crore in debt. Rediff.com will continue to operate as an independent subsidiary.

Its standing among the top 1,000 websites by traffic will provide Infibeam with a valuable platform to showcase its financial products, Mehta added. Also read | Luggage upstarts make a dent as young travellers shed their parents’ old baggage “Given how iconic the brand Rediff.com is, it’s an interesting opportunity to synergize Infibeam’s financial services products with Rediff.com’s well-established content distribution capability. Financial transactions and content consumption can go hand-in-hand." Infibeam offers digital payment solutions and enterprise software platforms to businesses and governments.

Mehta expects Rediff.com’s content capabilities to drive medium- to long-term growth. Besides, Infibeam will get access to Rediff.com’s artificial intelligence (AI)-powered cloud-based enterprise email storage, he added. “We are venturing into distribution of financial products, and we think there’s a fairly large scope.

We will focus on cloud enterprise setups for distribution of financial products." Data localization will play a key role in the coming years, Mehta said. The deal will also offer Infibeam an opportunity to diversify its revenue base by onboarding more payments merchants and consumers. Currently, the fintech firm derives most of its business from enterprise software solutions.

“In this Internet world, content does drive traffic. With generative AI, content is not just videos or writeups. For financial information, a mix of various media formats like audio, video and text will certainly help