Pehle Check, Phir Invest; airpay money launches the campaign to bring Financial Wellness to every Indian
FinTech BizNews Service
Mumbai, 24 June 2026: airpay money, India's first comprehensive Financial Wellness app, launched 'Pehle Check, Phir Invest' today. A nationwide campaign anchored in a simple but overlooked idea: Check your financial health before you invest.
The campaign runs across Meta, YouTube, Google Ads, and influencer channels backed by 2 films in 7 languages: Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, and Malayalam. At its core is the Financial Health Check report, an in-app and web feature that assesses insurance, income, savings, spending, and liabilities to give users a clear picture of where they stand, guiding users to select their choice of investment instruments available on the app. The Financial Health Score diagnoses user cohorts specifically around Insurance, Investment, Net Worth, Emergency funds, and financial calculators for their understanding and accessibility.
India has ₹83.47 trillion Average AUM invested, yet first-time investor drop-off remains high, especially in Tier 2 and Tier 3 cities. airpay money is bringing awareness around financial wellness, not just in Tier 1 cities, but with a sharp emphasis in Tier 2 and Tier 3 cities within the country.
“Every smart decision starts with an assessment. Investing should be no different. ‘Pehle Check, Phir Invest’ is designed to help individuals understand their financial wellness before they begin their wealth-building journey,” said Kumar Binit, CEO, airpay money.
Adding to that, Shreyas Deshmukh, AVP Marketing (B2C), airpay, said, Marketing campaigns don’t just drive action, it shapes behaviour. ‘Pehle Check, Phir Invest’ is built around a simple consumer insight: people are increasingly seeking confidence, not just convenience in their financial decisions. By bringing financial readiness into the mainstream conversation, we hope to encourage a more mindful and informed approach towards financial wellness."
Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, said, “Having worked extensively with top BFSI brands, we’ve seen the investment landscape evolve. A core insight is that while Indians are eager to invest, too many rely on market noise and herd behaviour. Because every individual’s life goals and responsibilities are unique, airpay money’s ‘Pehle Check, Phir Invest’ campaign introduces a crucial, missing step in the personal finance journey: self-awareness. By leveraging culturally relatable narratives, this campaign drives a necessary mindset shift, urging people to pause, assess their financial wellness score, and make investment decisions with genuine confidence rather than external influence.”
airpay money's approach begins with a diagnostic guiding every new user through an onboarding that maps their income, savings, insurance cover, and financial goals. The output is a Financial Health Score: a single number that tells users where they stand today and what is missing. From there, a personalised plan outlines what to address first, why it matters, and how to act on it. Built on the belief that financial decisions must follow financial awareness and understanding, airpay money is not just another investment app; it is a platform designed to prepare people for every financial moment that lies ahead.
'Pehle Check, Phir Invest' - because clarity comes before commitment.
Please find below the YouTube links to view the campaign films.
Link 1: https://www.youtube.com/playlist?list=PLTzHKJe59Y2MGLGGFHK5UeYtNizepTf7_
Link 2: https://www.youtube.com/playlist?list=PLTzHKJe59Y2PXAgPVj7MY29dmDN7KXXb3
