Jio Financial Services is preparing to bring an AI-powered “personal CFO” to its JioFinance app, marking a deeper push into personalised financial services. The company plans to use a proprietary financial fitness score to assess users’ financial health and provide actionable recommendations, with the aim of making personalised financial guidance available to a much wider customer base. The initiative was announced by Jio Financial Services Managing Director and CEO Hitesh Sethia at the company’s annual general meeting.
The planned conversational AI will conduct financial health checks and identify potential gaps across areas such as insurance protection and savings. Jio Financial has described the service as offering unbiased advice and helping users determine appropriate next steps based on their financial circumstances. This takes the JioFinance app beyond being a platform for accessing financial products and towards a more advisory-led model in which AI becomes part of customers’ ongoing financial decision-making.
The move comes as Jio Financial expands its digital financial ecosystem across lending, payments, investments and insurance. Its digital properties have crossed 25 million unique users, with monthly active users averaging around 9 million during the June quarter. The company also said its recommendation engines currently account for 56% of app conversions through its “Next Best Offer” targeting, while around 130 AI agents have been deployed across its businesses.
Jio Financial is simultaneously scaling its underlying financial businesses. Jio Credit’s assets under management crossed ₹30,000 crore in the June quarter, representing 163% year-on-year growth, while JioBlackRock Asset Management’s assets under management exceeded ₹21,000 crore in July. The company is also preparing to expand its securities broking platform, with a beta launch scheduled for the September quarter.
The AI CFO therefore forms part of a larger strategy to make JioFinance a more integrated financial platform rather than simply a marketplace for individual products. If implemented at scale, the model could also signal a broader shift in consumer finance, where AI moves from automating processes behind the scenes to becoming a direct interface through which people assess, plan and manage their financial lives.
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