V2I10P59

Upselling Through Value Articulation: Strategies for Promoting Premium Plans in India’s Fintech Sector

Sania Pathan^1*, Rajpal Singh Chundawat², Dr. Sekappa N Makkalageri³

Abstract

India’s fintech industry has transformed tax compliance, with platforms like ClearTax offering tiered services to address diverse user needs. This study explores persuasive strategies for upselling premium plans, specifically the Elite and Luxe tiers, through effective value articulation. Employing a mixed-methods approach, data were collected via surveys (50-60 respondents) and semi-structured interviews (5-10 participants). Findings indicate that while premium plans are recognized for superior benefits, price sensitivity, unclear differentiation, and limited personalization hinder adoption. Trust and responsive support emerged as critical drivers of upgrade decisions. Recommendations include data-driven personalization, transparent pricing, and persuasion techniques to enhance conversions. The study contributes to fintech marketing literature and offers practical insights for promoting premium services in price-sensitive markets.

Keywords:

Upselling, Value Articulation, Persuasive Strategies, Fintech, Premium Plans, Customer Perception, ClearTax