Mumbai, 22 June 2026: airpay money, India’s first comprehensive Financial Wellness app, today announced the launch of its nationwide campaign, ‘Pehle Check, Phir Invest’, encouraging individuals to assess their financial wellness before beginning their investment journey.
The campaign is being rolled out across Meta, YouTube, Google Ads, and influencer channels, supported by two campaign films available in seven regional languages, including Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada, and Malayalam. At the heart of the campaign is airpay money’s Financial Health Check (FHC), an in-app and web-based feature that helps users evaluate key aspects of their financial life, including income, savings, spending patterns, insurance coverage, liabilities, and investments, before selecting financial products and investment options available on the platform.
The Financial Health Check generates a Financial Health Score that provides users with a comprehensive assessment across key financial pillars such as insurance preparedness, investment readiness, net worth, emergency fund adequacy, and financial planning. The feature is designed to make financial awareness and decision-making more accessible for individuals across different stages of their financial journey.
India’s mutual fund industry today manages assets worth over ₹83.47 trillion in average assets under management (AUM), yet first-time investor participation continues to face challenges, particularly across Tier 2 and Tier 3 cities, where awareness and financial preparedness often remain limited. Through ‘Pehle Check, Phir Invest’, airpay money aims to bridge this gap by encouraging a more informed and structured approach towards investing.
“Every smart decision starts with an assessment. Investing should be no different. ‘Pehle Check, Phir Invest’ is designed to help individuals understand their financial wellness before they begin their wealth-building journey,” said Kumar Binit, CEO, airpay money.
Adding to this, Shreyas Deshmukh, AVP Marketing (B2C), airpay, said, “Marketing campaigns don’t just drive action; they shape behaviour. ‘Pehle Check, Phir Invest’ is built around a simple consumer insight: people are increasingly seeking confidence, not just convenience, in their financial decisions. By bringing financial readiness into the mainstream conversation, we hope to encourage a more mindful and informed approach towards financial wellness.”
Speaking about the campaign strategy, Unmisha Bhatt, Co-Founder and Chief Strategy Officer, Tonic Worldwide, said, “Having worked extensively with leading BFSI brands, we’ve witnessed how the investment landscape continues to evolve. While Indians are increasingly eager to invest, many still rely on market noise and herd behaviour. Since every individual’s goals, responsibilities, and financial realities are unique, airpay money’s ‘Pehle Check, Phir Invest’ campaign introduces a critical missing step in the financial journey: self-awareness. Through culturally relevant storytelling, the campaign encourages people to pause, assess their financial wellness, and make investment decisions with greater confidence and clarity.”
airpay money’s user journey begins with a comprehensive diagnostic process that evaluates income, savings, insurance coverage, financial goals, and overall preparedness. Based on these inputs, users receive a Financial Health Score, a single indicator that helps them understand where they stand today and identify areas that require attention. The platform then provides a personalized action plan that outlines recommended next steps and financial priorities.
Built on the belief that financial decisions should follow financial awareness, airpay money aims to redefine personal finance by helping individuals prepare for every financial milestone, rather than simply facilitating investments.
’Pehle Check, Phir Invest’ — because clarity comes before commitment.
Please find below the YouTube links to view the campaign films.
Link 1: https://www.youtube.com/playlist?list=PLTzHKJe59Y2MGLGGFHK5UeYtNizepTf7_
Link 2: https://www.youtube.com/playlist?list=PLTzHKJe59Y2PXAgPVj7MY29dmDN7KXXb3
About airpay money:
airpay money is a digital-first personal finance and financial wellness platform that empowers individuals across India with financial awareness, practical tools, and smarter decision-making. Built on the belief that financial wellness should never feel complicated, airpay money helps users understand, manage, and improve their financial well-being through an intuitive platform. Through its proprietary Financial Health Check (FHC), partnerships with over 40 banks and financial institutions, and access to more than 150 financial products, airpay money delivers actionable insights, financial education, and accessible financial solutions to help every Indian make informed financial decisions.
