Meta Platforms Inc. has released a revealing analysis that highlights the transformative impact of digital channels on the purchase journey of financial products in India. The study indicates that digital touchpoints now dominate the consumer path to purchase, with Meta platforms accounting for three of the top six touchpoints. Notably, 57% of users rely on Instagram and 53% on Facebook for making financial decisions, while WhatsApp serves as a critical evaluation tool for one out of two respondents. The research underscores the significant role of Meta platforms during various stages of the decision-making process, from discovery to final purchase, with 81% of consumers using these platforms in the discovery phase, 79% during evaluation, and 83% at the purchase stage. Furthermore, the study shows a growing trend of women making independent financial decisions, with 80% of female respondents spending more time on Meta platforms. Additionally, Publicis Media's collaboration with Meta has led to substantial improvements in customer acquisition and lead generation for financial clients, highlighting the efficacy of Meta's AI-powered advertising tools.