Veefin Group invests in White Rivers Media

Fintech player Veefin Group has made a strategic investment in White Rivers Media (WRM), marking its 11th such investment. The move is expected to help WRM expand its creative and media solutions, augmenting them with Veefin’s MarTech capabilities. The details about stake transfer and value of the deal have not been revealed by the company.

This investment injection is expected to help Veefin Group fortify its martech ecosystem. The duo will provide brands with an integrated solution offering to scale and grow. The two partners will develop AI-powered marketing automation tools, predictive analytics, and customer engagement models.

Raja Debnath, chairperson, co-founder and CEO, Veefin Group, said, "Veefin Group has built an ecosystem to help businesses with financial technology and digital transformation solutions. Through this strategic investment, we are enhancing our ecosystem with martech expertise and creative digital marketing solutions. This partnership will help combine technology with AI-led, data-driven marketing to drive engagement and business growth."

A fintech player specialising in AI-driven trade finance solutions, Veefin Group services banks and financial institutions globally. With its presence in Asia, the Middle East, and Africa, it offers digital lending, supply chain finance, and martech-led financial solutions. The year 2024 marked the appointment of a series of senior leaders at Veefin.

For instance, it appointed Parag Ekbote, formerly at HSBC and StanChart, as the chief business officer for Veefin and the CEO for GlobeTF, its transaction banking solutions subsidiary. It onboarded Shantanu Bairagi, formerly with ICICI Bank and Axis Bank as the CEO of Veefin Capital and Saurabh Kawar as chief marketing officer and Gitesh Karnik as chief human resources officer during the same year.

Shrenik Gandhi, co-founder and CEO, White Rivers Media, said, "By combining creative and media solutions with MarTech innovation and Veefin Group’s technology-driven ecosystem, we can help brands navigate an evolving digital landscape with precision and scale. Together, we are building future-ready marketing solutions that drive measurable impact and accelerate growth in high-potential international markets."

Known for its campaigns for brands such as Frooti, Dettol, and boAt, Mumbai-headquartered WRM has a 600-member team specialising in creative digital marketing and martech offerings. Earlier in 2024, its founders, Shrenik Gandhi and Mitesh Kothari, were given the opportunity to address first-time attendees and entrants at Cannes Lions.