airpay money Launches ‘Pehle Check, Phir Invest’ Campaign to Promote Financial Wellness

airpay money, which describes itself as India’s first comprehensive financial wellness app, has launched a nationwide campaign titled ‘Pehle Check, Phir Invest’, encouraging consumers to assess their financial health before making investment decisions.

The campaign is based on a simple idea: you should know how financially ready you are before you start building wealth. It’s being rolled out across Meta, YouTube, Google Ads and influencer platforms with two campaign films in seven languages – Hindi, Marathi, Gujarati, Tamil, Telugu, Kannada and Malayalam.

At the heart of the initiative is the Financial Health Check report of Airpay money, which is available on its app and website. It takes into consideration important financial aspects like income, savings, insurance cover, spending patterns and liabilities to give users a picture of their overall financial health before suggesting suitable investment options.

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Check out the campaign here: 

Financial Readiness:

The platform also offers a Financial Health Score that ranks users in categories such as insurance, investments, net worth and emergency funds, and provides access to financial calculators and planning tools.

The campaign comes at a time when India’s investment ecosystem continues to grow rapidly. Despite average assets under management (AUM) crossing ₹83.47 trillion, airpay money pointed out that first-time investor drop-offs continue to be high, especially in Tier 2 and Tier 3 cities. The company said the campaign is designed to raise awareness around financial wellness beyond metro markets and drive more informed participation in 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.

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Shreyas Deshmukh, AVP Marketing (B2C), airpay, said the initiative aims to shape financial behaviour rather than simply drive transactions.

“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,” he said.

Many investors still make their financial decisions based on market sentiment and herd behaviour, said Unmisha Bhatt, Co-Founder and Chief Strategy Officer at Tonic Worldwide, which worked on the campaign.

“Each of us has different goals and responsibilities in life. Self awareness is an important missing link in the personal finance journey and ‘Pehle Check, Phir Invest’ fills that gap. “The campaign is to encourage people to stop, assess their financial wellness score and make investment decisions with real confidence, not external influence,” she said.

The company says each new user is taken through a diagnostic onboarding process that maps income, savings, insurance coverage and financial goals. Post-assessment, users are provided with a personalised action plan that highlights areas in need of attention and recommended next steps.