Digital for microfinance organisations: online application, disbursement, repayment and the next loan.
Borrowers compare terms in search, apply from their phone and expect a decision in minutes, not hours. We connect the path from ad to repayment: a website with an application and scoring, an account with a payment schedule, a CRM with reminders and ads that pass financial-services moderation.
Six areas for an MFO or pawnshop.
Calculator, short application with scoring and biometrics, licence and effective rate, borrower account, Kaspi repayments, two languages.
from ₸300,000Mobile appBiometric application, limit, schedule and Kaspi repayment, extensions, payment pushes. iOS and Android, from 8 weeks.
from ₸2,500,000CRM & automationApplications from the website, aggregators and WhatsApp, follow-up on abandoned forms, payment reminders, soft collection, repeat loans.
from ₸350,000SEOProduct and city pages, 2GIS and Google maps for branches, Kazakh version, informational articles. Results in 3–4 months.
from ₸200,000/moTargeted adsInstagram and Facebook for secured loans and pawnshops, financial ad moderation, radius around branches, leads to CRM.
from ₸150,000/moSearch adsGoogle Ads and Yandex Direct for loan and pawnshop queries, financial verification, landing pages with the effective rate, analytics to disbursement.
from ₸150,000/moMicrofinance is a niche where the customer arrives with a specific amount and term and leaves for whoever decides faster and explains the terms more clearly. Online MFOs compete on speed: a 5-minute application, biometrics instead of an office visit, contract signing with a one-time code, money on the card. Pawnshops and MFOs lending against cars or property compete on trust and valuation: how much they will give per gram of gold or for a car, and how close the branch is.
Revenue rests not on the first loan but on repeat ones: a customer who repaid on time borrows again if reminded and offered a limit. And overdue debt is cheaper to prevent with a reminder three days ahead than to collect later.
All of this works within strict limits: an ARDFM licence and supervision, mandatory disclosure of the annual effective rate (GESV) in ads and on the website, and financial-ad moderation in Google and Meta. Below is what we do for MFOs and pawnshops in each area.
What MFOs and pawnshops come to us with.
- Online applications are abandoned halfway: a 15-field form, ID photo upload that fails on mobile, a decision after an hour — by then the customer has borrowed elsewhere.
- Ad leads are expensive, and ads are regularly rejected or the account gets blocked under financial-services rules.
- Applications from the website, aggregators, WhatsApp and calls are scattered; nobody knows the cost of a disbursed loan per channel.
- Payment reminders are sent manually or not at all, arrears grow, and soft collection is run by phone from Excel.
- Customers who repaid well get no repeat offer and go to another MFO for their next loan.
- A pawnshop chain has dozens of branches with different phone numbers and hours, 2GIS listings are outdated, and per-gram prices on the website are stale.
What matters specifically in Kazakhstan.
- ARDFM — MFOs operate under the regulator's licence, and the website must show the licence number, full legal name, microloan rules, the annual effective rate and the complaints procedure; both the regulator and ad platforms check this.
- Loan advertising — the Advertising Law and financial-services requirements: the effective rate and key terms in the ad, no "approval for everyone" promises; Google and Meta additionally require financial-services advertiser verification.
- Kaspi — the main way to repay: Kaspi Pay on the website and in the account, payment by contract number via Kaspi payments; without it, paying on time is inconvenient.
- Credit bureaus and biometrics — checks with the First Credit Bureau and the State Credit Bureau, selfie-based biometric identification and contract signing with a one-time code with the customer's consent; the online application must be built into this chain.
- 2GIS — for pawnshops and MFO offices the main way people pick a nearby branch: hours, "open 24/7", directions and reviews drive traffic as much as ads do.
- Two languages — website, public offer, reminders and ads in Russian and Kazakh: in Shymkent, Taraz, Kyzylorda and Turkestan a large share of searches for loans and pawnshops is in Kazakh.
The order that pays off in microfinance.
- A website with a short application and a legal section — licence, effective rate, rules and a calculator. Without these, ads won't pass moderation and customers won't finish the form.
- A CRM with payment reminders and repeat offers — reduces arrears and brings good borrowers back; it pays off faster than any advertising.
- Search ads for high-intent queries — "loan to card", "car title loan", "pawnshop near me"; social ads for pawnshops and secured products, where the rules are softer.
- SEO and maps — a cheap flow by city and product in 4–6 months, especially for a pawnshop chain.
- An app — when repeat borrowers number in the thousands and the browser account is already used every day.
Two models, different tasks.
An online MFO sells speed: the whole journey on a phone, from application to money on the card. What matters is form conversion, integrations with scoring, biometrics and credit bureaus, payment reminders and repeat loans. Main channels: search ads, loan aggregators, SEO.
A pawnshop or secured-lending MFO sells valuation and proximity: how much they will give for gold, electronics or a car, where the nearest branch is and whether it is open now. What matters is 2GIS, branch pages, photo-based online valuation, per-gram prices and sales of unredeemed items. Many companies run both models, and the website must separate them into different sections so customers don't get confused.
Questions from MFOs and pawnshops.
How much does a website for an MFO cost?
A landing page for one product (loan to card, car title loan) costs ₸250,000–400,000; a company website with a calculator, application, legal section and two languages costs ₸600,000–1,200,000; a website with a borrower account and loan-system integration starts at ₸1,500,000. Details on the MFO website page.
Can microloans be advertised on Google and Instagram?
Yes, with restrictions: financial-services advertiser verification, disclosure of the effective rate and terms, no approval promises. TikTok does not allow payday loans. We prepare documents and write ads to fit platform rules and the Advertising Law.
Do we need a CRM if we have a loan management system?
The loan system handles contracts, schedules and accruals, but not the funnel: who abandoned an application, who wasn't called back, who is ready for a repeat loan. A CRM covers that and pulls contract statuses from the loan system via API.
How do we reduce arrears without extra calls?
A WhatsApp or SMS reminder 3 days before and on the due date with a Kaspi payment link, then gentle messages in the first days overdue and only then a call. All within legally permitted hours and with the customer's consent to notifications.
Does an MFO need a mobile app?
Usually not at the start: a responsive website covers applications and the account. An app pays off when thousands of repeat borrowers take loans regularly and push notifications with a limit offer are cheaper than SMS. More on the MFO app page.
Other industries
Run an MFO or pawnshop? Describe your products — we'll tell you where to start and what it costs.
Tell us which products you offer (online loans, car title loans, gold), how many branches you have, your loan system and where customers come from now. We'll reply with a plan and an estimate within 1–2 business days.