Background

Olta Fintech, formerly Panth Finmart, had built a credible reputation in Gujarat as a loan and insurance facilitator, particularly in the car refinance domain. Founded by an industry expert, Mr Sachin Lad, it began as a banking distribution network and steadily expanded into a wider portfolio of personal, business, and vehicle loans.

Despite the business evolving to offer a full spectrum of financial (loan & insurance) services, the brand remained widely known as a car loan provider. This gap between perception and capability became a barrier to growth.

The Goal: In a saturated market of aggregators, the goal was to stand out as future-ready financial advisors and product distributors by being consultative and humanistic.

The first step to set the direction right: brand naming

To shape perception and set the right direction, renaming the brand was a critical first step. “Olta” was chosen not just for its simplicity and recall, but for its futuristic and versatile appeal.

We also replaced “Finmart”, a limiting term, with “Fintech” to reflect the brand’s evolved vision and tech-enabled approach. The shift wasn’t cosmetic, rather a strategic one, aligning with the business objectives and evolving digitally savvy audience.

Holistic thinking, human understanding: brand strategy

We began by defining Olta’s brand purpose: to simplify the journey to financial growth through expert guidance, seamless processes, and accessible lending solutions tailored for both individuals and businesses. 

We mapped detailed audience personas, from salaried professionals in metros to self-employed entrepreneurs in Tier 2 cities. Rather than treating them as data points, we explored their real-life struggles, such as confusion around financial products, distrust in lenders, and the need for clarity and convenience.

Olta Fintech was repositioned not as a seller, but as a financial ally, someone who explains, supports, and simplifies. This was a subtle but significant shift from transactional to transformational.

Designing around the customer, not just the product

Design Language: A modern, tech-enabled and human-centred visual system reflecting Olta’s purpose was crafted to stand out with warmth, intelligence, and scalability across audiences, platforms, and financial journeys.

Logo

Illustrations & Collateral

• Custom isometric illustrations for loan types

• Rounded containers and button styles for UI consistency

• Grid layouts and margin systems for digital adaptability

Website design & development

Financial services often overwhelm. Olta’s website was purposefully designed to simplify user experience by using clean spacing for improved readability, responsive breakpoints for all devices, intuitive buttons and links for effortless navigation, and micro-interactions that guide users without friction. 

Communication & interaction: speaking in a language people understand

Tone of voice was key to earning trust and communicating aptly to form the intended perception. We balanced authority with simplicity. Professional enough to be credible, but friendly enough to be understood.

For Consumers (B2C): “We’ve got you” tone|Formal yet accessible/welcoming|Informative yet simplified

For Partners (B2B): “Let’s grow together” tone |Collaborative and Outcome-focused|Professional and Respectful

Impact

• Enabled the brand to take confident strides toward a tech-forward financial identity that aligns with both institutional and retail stakeholders. 

• Improved engagement from its B2B ecosystem, viewing the brand as a credible and value-adding ally. 

• For consumers, the brand has become synonymous with seamless financial support, accessible expertise, and a simplified application experience.

• Increased brand recall and a higher inquiry-to-conversion ratio, particularly in regions like Gujarat, Maharashtra, and Madhya Pradesh.

Panth Finmart wasn’t just rebranded. It was reimagined as a trustworthy companion in an overwhelming financial world. From Finmart to Fintech. From noise to nuance. From selling loans to enabling financial progress.