ZestMoney, an influential player in India’s fintech sector since its inception in January 2016, is set to shut down its operations by the end of December 2023. The company, once a prominent name in the ‘buy now, pay later’ (BNPL) space, faced a series of challenges leading to this decision.
One of the primary factors contributing to ZestMoney’s downfall was the changing regulatory landscape in India. In June 2022, the Reserve Bank of India (RBI) issued a directive restricting non-bank institutions and fintech companies from loading credit lines onto Prepaid Payment Instruments (PPI). This move severely impacted ZestMoney’s operations and triggered similar effects across the BNPL sector in India.
Another significant setback for ZestMoney was the breakdown of acquisition talks with PhonePe. In late 2022, discussions were underway for PhonePe to acquire ZestMoney, with the potential deal valued between $200 million and $300 million. However, by March 2023, PhonePe withdrew from the negotiations, citing due diligence issues. This development left ZestMoney in a precarious position, forcing them to lay off 20% of their workforce and actively seek a new buyer.
The company also underwent a transition in leadership, with the departure of its founders, Lizzie Chapman, Priya Sharma, and Ashish Anantharaman, in May 2023. This change, combined with the broader industry challenges, added to the difficulties faced by ZestMoney.
Despite previous significant funding rounds, ZestMoney struggled to sustain operations and adapt to market changes. In September 2022, they secured $50 million from Australian BNPL fintech Zip Co., which was part of a larger Series C fundraise. However, by August 2023, the company required an additional $5 million from existing investors to continue operations.
As a result of these compounded challenges, ZestMoney informed its employees in early December 2023 of its impending shutdown and the layoff of around 150 employees. This closure is reflective of the volatile nature of India’s fintech industry, where regulatory changes, market dynamics, leadership shifts, and operational challenges can significantly impact even well-established startups.
Regarding the potential acquisition of ZestMoney, there have been reports of interest from various non-banking financial companies (NBFCs), though specific details and the status of these negotiations are not clear at the moment. This interest from NBFCs indicates that while ZestMoney is closing its operations, its assets and customer base may still hold value for other players in the financial sector.