Livemintconsidered one of India’s main enterprise and monetary information platforms from HT Media Ltd., has partnered with OneBanc, a payroll-integrated neobank serving salaried professionals, to carry premium monetary content material instantly into the day by day lives of India’s white-collar workforce.
The partnership combines Livemint’s trusted journalism with One Banc’s embedded finance ecosystem to ship sensible content material as a wise profit, enhancing worker expertise, monetary literacy, {and professional} consciousness in a single unified expertise
Cracking CAC: Context Over Clicks
With digital CAC rising 40–60% and subscriber churn nearing 30% (Supply: Bain & Firm, Digital Shopper Tendencies Report, 2024), premium content material platforms are below stress to seek out cost-efficient, context-driven acquisition fashions.
India’s white-collar workforce, estimated at 85–100 million professionals (Supply: CMIE & ILO 2024) spends over ₹6,200/yr on cell subscriptions, monetary instruments, and studying platforms (Supply: Kantar Digital Life India, 2024). Actually, main subscription platforms spend an estimated ₹1,200–Rs1,800 crore yearly on buying customers throughout the “India A” city section, digitally savvy professionals with excessive intent and discretionary revenue (Supply: Redseer & BCG India Subscription Financial system Report, 2024).
“Livemint’s readers are high-intent professionals who worth trusted content material,” stated Amrendra Shukla, Vice President of Progress and Digital Subscriptions, HT Digital.
“With OneBanc, we’re not simply scaling attain we’re doing it with relevance decreasing CAC whereas delivering precision entry to India’s most precious section.”
A New-Age Worker Profit with Actual ₹ Worth
India Inc. spends an estimated ₹9.6– ₹11 lakh crore yearly on worker advantages, based mostly on common profit spends of Rs1.2 lakh per worker throughout a proper workforce of 8–9 crore salaried professionals (Sources: NASSCOM Strategic Workforce Insights 2024; CII HR Benchmarking Report 2023).
The whole profit price per white-collar worker sometimes ranges from ₹75,000 to ₹1.2 lakh/yr, together with wellness, tax-saving instruments, studying reimbursements, and insurance coverage top-ups (Supply: Mercer India Advantages Outlook, 2024).
But a big portion of those advantages stays underutilized on account of low consciousness, fragmented entry, and complicated declare processes. For instance, in response to numerous inner estimates solely 12–18% of staff declare the ₹5,000 Books & Periodicals allowance below the outdated regime. Lower than 25% avail studying reimbursements of as much as ₹15,000– ₹25,000. Company wellness budgets ( ₹10,000– ₹18,000) typically go unused on account of lack of customized supply and worker visibility (Supply: Deloitte Whole Rewards Survey, 2024)
This partnership helps faucet that untapped worth by embedding monetary content material into wage accounts and reimbursement journeys customized, contextual, and friction-free.
“CXOs right now urgently demand options that automate backend processes particularly these with worker touchpoints,” stated Vibhore Goyal, Founding father of OneBanc.
“Over ₹25,000 per worker is misplaced yearly in administrative prices, ₹6,000 in errors and missed claims, and one other ₹2,300 in compliance-related overheads. Within the absence of automation, creating a really customized, high-trust worker expertise turns into practically inconceivable.”
“Our mission is to unravel that. We’re embedding monetary readability into on a regular basis workflows boosting utilization, enhancing compliance, and delivering actual return on worker expertise.”
The HR-GPT Layer: Expertise. Compliance. Automation.
For corporates, the price of changing a mid-level worker starting from ₹7 Lakh to ₹9 lakh makes retention and engagement a strategic crucial (Supply: Aon India Wage & Attrition Research, 2024).
OneBanc’s platform acts as an HR-GPT layer, delivering automated, compliant, and customized worker journeys throughout payroll, reimbursements, tax optimization, and now content material. Monetary wellness is now not a perk it’s a strategic benefit.
The macro shift is underway: Belief-based, embedded ecosystems are outperforming ad-driven funnels in each retention and worker NPS.
“This isn’t about bundling subscriptions. Premium content material deserves premium context. This partnership will likely be a benchmark, as AI-led personalization redefines the office.”