JioFinance to integrate AI personal CFO for financial advice

Jio Financial Services (JFS) will introduce an artificial intelligence-powered "personal CFO" feature and a value-back membership program to its JioFinance application. The company aims to leverage its digital scale to reduce customer acquisition costs across its lending, asset management, and payments businesses.

The "personal CFO" tool is designed to provide users with financial advice and actionable recommendations based on a proprietary financial fitness score. According to JFS Managing Director and CEO Hitesh Sethia, the feature will offer unbiased advisory input rather than product-driven suggestions. The accompanying membership program will replace the app's current points-based rewards system with structured value-back rewards for transactions made through the JioFinance marketplace.

These new features support JFS's roadmap through 2026. The JioFinance app operates on an "Agentic AI" architecture and reportedly drives 56% of app conversions through targeted "Next Best Offer" prompts. JFS reported that its digital properties surpassed 25 million unique users, with an average of 9 million monthly active users in the June 2026 quarter, central to its strategy of acquiring customers through its own app ecosystem.

JFS's lending business continues to be its fastest-growing segment. Jio Credit, the company's NBFC arm, reported gross assets under management of approximately Rs 30,667 crore as of June 30, 2026, a 163% year-on-year increase. To support further expansion, JFS's board has approved a joint venture where Bank of America will invest up to Rs 18,268 crore (approximately $1.9 billion) for up to a 49.9% stake in Jio Credit, bringing both capital and expertise.