Fello is a game-based savings and investment application designed for Gen Z and young millennials in India, merging finance and gaming to encourage better saving habits and higher returns than traditional bank accounts.
Fello enables users to save and invest small amounts in flexible financial products, rewarding them with gaming tokens for every rupee saved. These tokens can be used to participate in daily and weekly games, with chances to win significant cash prizes—up to Rs. 1 lakh (approximately $1,000) each week. The model is designed to make financial planning engaging, easy, and rewarding, especially for first-time investors and younger demographics.
Just 12 weeks after launch, Fello onboarded 250,000 users, with 92% coming from referrals and 88% being first-time investors. The platform reports high engagement, with users spending over 12 minutes per day saving and playing.
What Technology and Trends Enable Fello's Growth?
Fello operates at the intersection of fintech and casual gaming, leveraging mobile technology and gamification to drive user engagement in personal finance. The company’s approach reflects broader trends in making finance accessible, fun, and social for digital-native audiences. By removing minimum savings thresholds and supporting micro-savings (as low as INR 10 per day), Fello lowers barriers for new savers. Integrating mobile games like Tambola further encourages regular participation.
Who Uses Fello?
Fello primarily serves young, tech-savvy Indians—Gen Z and millennials—who are new to investing and looking for more rewarding, interactive ways to manage their money. The platform’s appeal is strongest among users seeking alternatives to traditional savings accounts, especially those motivated by social and game-based rewards.
Fello's Competitors and Market Landscape
Fello is part of the rapidly growing Indian fintech space focused on digital savings and micro-investments. Key competitors include:
- Jar: Lets users save in 24K gold daily, weekly, or monthly, combining micro-savings with gold investment.
- Dive: A savings app for Gen Z and millennials in India, offering stable interest rates up to 9% and no hidden fees.
- Probo: Focuses on online skill-based gaming, where users can earn by answering event-based questions, blending gaming with financial incentives.
Fello differentiates itself by merging micro-savings directly with gaming incentives and maintaining a low barrier to entry for first-time savers, whereas some competitors focus on specific asset classes (like gold) or pure gaming.
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