New report by NetBramha, powered by Poocho: How Indians decide whom to trust with their money →
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How trust gets built
The language, logic, and lived experience behind how people make sense of financial products.
How trust systems vary
How digital-first users, peer-led decision makers, and offline-first consumers evaluate financial products in different ways.
Where trust is heading
What this means for the future of financial behaviour — from AI recommendations to shifting expectations around credibility and reassurance.
Of all the things we protect, money sits closest to survival. So what does it actually take to trust something with it? 💰
That's what NetBramha went looking for when they spoke to a set of hand-picked, pre-vetted Indians about money, safety, and the systems they hand it to.
What emerged ➡️ trust isn't just given to institutions — it's constructed in layers, tested over time, and rebuilt only under specific conditions.
If you work in financial services — design, marketing, or strategy — this is the consumer logic your decisions are operating inside.
The report maps trust across:
11 qualitative interviews across India with participants aged 20–50 from varied cities, income groups, employment backgrounds, and levels of digital-financial engagement.
This report was produced by NetBramha, who designed and executed the study end-to-end — including research design, discussion guide, session moderation, thematic coding, framework development, and final report writing and visual design.
Poocho provided the research infrastructure that enabled the study, supporting participant recruitment, research operations, and qualitative analysis workflows across the research process.
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