Loans can be a lifeline when you need them most, whether it’s for education, medical emergencies, travelling, starting a small business, or buying something important for your home. They can open doors to opportunities and make life’s challenges easier to handle. But getting a loan at the right time isn’t always simple. Many people face long, complicated processes, unclear terms, or no access to formal credit. Without the right guidance, borrowers often end up paying high interest rates or getting stuck in financial stress. This gap in accessible and fair lending is exactly where leaders who innovate and simplify the process can make a real difference.
Vivek Katyayan, Chief Operating Officer (COO) at Kissht, plays a key role in making credit accessible and is responsible for millions of Indians, especially in Tier 2 and Tier 3 cities.
He ensures loans are delivered quickly, fairly, and transparently.
Vivek Katyayan drives company growth by:
- Building trust with customers
- Creating innovative credit assessment models
- Optimising collections
- Ensuring regulatory compliance
- Overseeing operations, technology integration, risk evaluation, strategic partnerships, and customer experience
With his support, Kissht has developed proprietary credit models and predictive analytics for collections and expanded into underbanked regions, leaving readers curious to learn more about the strategies behind his success.
Spotting the Gap in India’s Financial System
Kissht was founded based on a simple but important observation: millions of hard-working Indians were still outside the formal credit system. Traditional lenders often struggled to provide loans to people in Tier 2 and Tier 3 cities, especially those without an extensive credit history. At the same time, people’s aspirations were growing, and there was a rising need for affordable financial products to improve the quality of life.
To address this gap, Kissht developed a platform that uses technology and alternative data to make credit accessible, transparent, and quick.
From the start, the focus was on:
- Fast loan disbursal
- Promoting responsible financial inclusion
- Leveraging machine learning and behavioural analytics
- Enabling paperless onboarding
- Ensuring compliance with regulated financial standards
Early Trust Barriers
In the early days of fintech, Vivek Katyayan recalls, one of the biggest challenges was building trust. Customers were often sceptical about borrowing through an app, and financial institutions were cautious about partnering with digital-first platforms. This was addressed through complete transparency—clear terms, no hidden charges, and a strong focus on compliance, which over time helped establish credibility.
Another major challenge was assessing customers who were new to credit and lacked formal bureau records. To tackle this, proprietary credit models were developed using alternative and behavioural data to evaluate repayment capacity and intent. These models have become a key differentiator, allowing the company to responsibly serve customer segments often overlooked by traditional lenders.
Collections also required early innovation. Instead of a one-size-fits-all approach, analytics-driven segmentation models were implemented to tailor communication and repayment strategies according to customer behaviour. This approach ensured high efficiency while maintaining empathy in every interaction. The overarching lesson from these efforts has been that fintech growth relies on trust, not shortcuts, and that sustainable success comes from consistently doing the right things, even when it takes longer.
Commitment to Affordability, Transparency, and Compliance
Kissht sets itself apart through a strong commitment to affordability, transparency, and compliance. Unlike many lenders that focus on rapid growth through aggressive disbursals, the company prioritises building a sustainable model with solid governance. Every loan is guided by three key principles: fair pricing, ethical collection practices, and clear communication with customers.
The company’s in-house technology platform manages the entire lending process, ensuring speed without sacrificing accuracy. Loan decisions are fully automated and data-driven, combining bureau, behavioural, and transactional information for precise risk assessment. This comprehensive approach allows Kissht to serve customers quickly and responsibly.
Additionally, Kissht invests heavily in advanced segmentation and predictive analytics to improve recovery strategies. Rather than relying on reactive collections, the system identifies risk behaviour early and enables timely interventions, which enhances recoveries while maintaining a consistent and respectful customer experience.
Advancing Machine Learning in Credit Systems
Kissht is continuously exploring partnerships to strengthen its AI and ML capabilities across the lending process. The company focuses on increasing automation in credit assessment, customer engagement, and collections. At the same time, it is investing in data-driven decision systems to improve operational accuracy and scalability. From integrating voice-based technology for smoother communication to implementing predictive systems for portfolio management, every collaboration is aimed at boosting efficiency and the customer experience.
Next Phase of Fintech
Vivek Katyayan believes that India’s digital lending ecosystem is entering a phase of consolidation and maturity. With stronger RBI oversight, only transparent and well-governed players will continue to thrive, setting apart long-term institutions from short-term opportunists. Over the next few years, he foresees credit underwriting becoming far more intelligent—powered by AI and real-time alternative data—to make credit more inclusive and accessible.
He also expects deeper partnerships between banks, NBFCs, and fintech companies, forming hybrid models that combine their respective strengths. In this evolving environment, he sees Kissht playing a pivotal role. With its regulated NBFC structure, advanced risk engine, and omnichannel distribution, Kissht is well-positioned to lead responsibly. The company remains focused on Tier 2 to Tier 4 markets, where technology-enabled credit access can drive meaningful social and economic change.
Solve Real Problems, Don’t Follow Trends
Vivek Katyayan advises focusing on solving real problems rather than chasing trends, emphasising that fintech rewards purpose and precision. He encourages testing ideas, learning quickly from failures, and valuing agility over perfection. Vivek also stresses the importance of staying compliant, noting that in a rapidly maturing industry, building within regulatory guidelines is essential. For him, data ethics and customer trust are not optional—they are key competitive advantages. Lastly, he believes in balancing ambition with patience, prioritising sustainable growth and building systems that last rather than temporary spikes.
Quick Takes (It will be designed separately)
➤ One tool or app you recommend:
Tableau. In fintech, data-driven insights separate instinct from intelligence. Tableau helps visualise and predict business performance in real time, enabling better operational control.
➤ One quote that motivates you:
“Control the outcomes, never back down.” It is a reminder to stay resilient, take ownership, and keep driving progress, no matter how complex the challenge.
➤ One piece of advice for young leaders:
Solve real problems, stay resilient, and let data and ethics guide every decision.
➤ A book you recommend:
“Can’t Hurt Me: Master Your Mind and Defy the Odds” by David Goggins, a lesson in perseverance, self-discipline, and mental strength that applies as much to leadership as to life.
Vivek Katyayan’s 5 Impactful Business Mantras
- Solve Real Problems: Focus on genuine needs, not fleeting trends.
- Build Trust: Lead with transparency, ethics, and fairness.
- Stay Compliant: Strong governance ensures lasting success.
- Be Agile: Learn fast, adapt faster, and keep improving.
- Think Long-Term: Prioritise sustainable growth over quick wins.
