Pocketly: What do they do?

Many young adults struggle with managing personal finances, especially when unexpected expenses arise. Traditional lending methods, with their long approval processes and complicated paperwork, are often not an option for those who want a quick fix.

Pocketly solves this gap. The platform provides instant, flexible personal loans ranging from ₹1,000 to ₹25,000 through an easy, fully online process. Targeting young professionals who might not have access to conventional credit, Pocketly offers a quick solution without the hassle.


By cutting out the typical barriers of traditional loans, Pocketly is meeting the needs of young people who want a fast, simple way to get the financial help they need, right at their fingertips.

Finding the Disconnect

Pocketly's app was changing how young Indians got small loans, but when these same people turned to Google for help, the company was nowhere to be found. Pocketly faced a significant challenge in reaching potential customers through organic search.

The data revealed three critical gaps:


• Zero Organic Presence: While offering personal loans up to ₹30,000, Pocketly was completely invisible in search results
• No Blog Infrastructure: Their custom CMS lacked basic SEO functionality, with no fields for meta titles or descriptions
• App-Only Focus: All marketing efforts centered on the app experience, leaving organic channels completely untapped


Most concerning was that potential borrowers specifically searching for small loan amounts - the exact service Pocketly provides - couldn't find them online. Without an SEO team or strategy, valuable opportunities were being missed daily.

Pocketly was built to provide young professionals with quick access to small loans. While our app solved a real problem, we saw an untapped opportunity in organic search - users were looking for solutions like ours, but we weren't showing up.”

Shrey Jain

Data & Product, Pocketly

Building a Strategic Search Foundation

Gushwork approached this challenge with a customized keyword framework, focusing on where potential customers were already searching.

This understanding shaped our comprehensive framework:


1. Amount-Based Content Strategy: Created targeted pages for specific loan values (₹2,000, ₹5,000, ₹10,000) with permutations under ₹30,000, capturing high-intent searches from users looking for exact amounts they needed to borrow.

2. Persona-Targeted Content: Developed specialized content for different borrower segments including students, self-employed individuals, and freshers entering the job market, addressing their unique financial concerns and documentation challenges.

3. Use Case Optimization: Built content around specific loan purposes that aligned with young professionals' needs, from mobile phone purchases to motorcycle financing and emergency medical expenses.

4. Situational Loan Content: Addressed urgent financial needs with content centered on "salary not credited," "delay in salary credit," and “payday loans” - precisely when people typically need quick financial solutions.

5. Geographic Targeting: Built location-specific content like "personal loan in Kerala" and "personal loan in Bangalore" to capture local search traffic across India.
6. SEO Foundation: Implemented proper blog infrastructure on their custom CMS by adding necessary SEO fields, enabling effective content publication and optimization

Gushwork came in with a sharp, data-driven approach, aligning our SEO strategy with real user search behaviour. Their keyword framework targeted specific loan amounts and relevant scenarios, ensuring we connected with the right audience effectively.

Shrey Jain

Data & Product, Pocketly

The Growth Acceleration

A focused six-month SEO strategy delivered remarkable results for Pocketly:


• Visitors increased from 139 to 7778 (56X Growth)
• Search Impressions increased from 5488 to 248914 (45X Growth)

Pocketly now ranks at the top for terms that directly match their ideal customers' search behaviour. Here are a few keywords where they've established dominance:

• #1 for without salary slip personal loan app
• #2 for instant 10000 loan for students
• #3 for loan app without income proof

By meeting young professionals at their exact moment of financial need, Pocketly has turned organic search from a blind spot into their most powerful customer pipeline.

Pocketly Organic Growth Momentum

Pocketly now connects with young adults at the time when they need financial support. Their message of instant, hassle-free loans reaches those searching for quick solutions to their financial challenges.


Each optimized search term brings qualified visitors who convert into loyal customers. What started as an SEO initiative has transformed into Pocketly's primary customer acquisition channel, delivering consistent growth month after month.

The results speak for themselves - 56X growth in visitors and a 45X increase in search impressions. SEO has become one of our strongest acquisition channels, and the process with Gushwork was smooth, strategic.

Shrey Jain

Data & Product, Pocketly

We're proud to partner with Pocketly, helping them break through the digital noise to become a trusted financial solution for India's young professionals.