How Freo Built a High-Performing Insurance Cross-Sell Engine Inside India’s Financial Super App

Partner Snapshot

Industry                           Fintech / Financial Super App

User Base                        Borrowers, savers, investors, gig users

‍Insurance Model             Embedded | Cross-sell | Multi-product

Freo is India’s first financial super app, building a unified platform across credit, savings, and payments. As part of its mission to offer holistic financial security, Freo wanted to introduce insurance, not as a single add-on, but as a scalable cross-sell engine tailored to different user cohorts.

The Challenge

Building insurance as a growth lever, not a one-off product

• Needed speed-to-market without disrupting app UX
• No existing insurance cross sell catalogue - starting from zero
• Required multiple products, not a one-size-fits-all cover
• Insurance relevance had to be tested across diverse cohorts
• ‍Needed continuous funnel analysis & iteration to see what sticks

What Freo Needed

• Rapid launch of multiple insurance products
• Cohort-specific product mapping
• Embedded journeys with zero frictionmedical and NML dependency
• Real-time funnel visibility
• Ability to iterate fast based on data, not assumptions

The Symbo Approach

From zero insurance to a live, optimised cross-sell stack

• Enabled end-to-end insurance infrastructure via APIs (issuance, payments, claims)
• Launched 6 insurance products within a week, covering health, accident, fraud, motor, and micro-covers
• Mapped products to user cohorts using behavioural signals (loans, savings, usage patterns)
• Ran continuous A/B tests on pricing, CTAs, bundles, and placement
• Used funnel analysis to double down on products with higher stickiness
• ‍Deployed remarketing nudges to drive assisted conversions