Most Popular MFIs on Social Media

Largest MFIs on Social Media in 2024

The analysis includes 112 companies, of which 58 are registered in at least one of the 5 popular social networks and messengers today:

• Vkontakte;
• Telegram;
• YouTube;
• Odnoklassniki:
• Dzen.

Data was collected for groups found through links from MFI websites or by searching for groups across all five platforms.

As a result, a ranking of the TOP-25 most popular companies on social media in 2024 was compiled:

Rank	MICROFINANCE COMPANIES	Q1 Dynamics	Number of subscribers
1	WEBBANKIR	0,30%	202 529
2	Zaimer Robot	0,79%	175 154
3	MoneyMan	2,42%	91 204
4	Tsentrofinans	-0,08%	83 635
5	DobroZaim	0,18%	78 257
6	GreenMoney	4,10%	57 191
7	Bistrodengi	1,71%	52 713
8	Lime-Zaim	4,41%	50 942
9	EKapusta	0,94%	44 371
10	CreditPlus	0,97%	43 144
11	Moneza	-0,14%	39 824
12	Web-Zaim	20,34%	25 767
13	MigCredit	0,10%	24 809
14	FastMoney	-0,08%	24 687
15	Zaymigo	-0,07%	21 724
16	JoyMoney	22,31%	21 191
17	Chestnoe Slovo	0,15%	19 492
18	Kviku	0,02%	18 053
19	Ezaem	-0,20%	17 691
20	ADengi	-0,33%	15 836
21	Dengi Srazu	3,95%	15 648
22	SMS Finance	-0,03%	15 621
23	Interaction	0,44%	14 719
24	Denga	0,06%	14 516
25	FINTERRA	0,96%	12 461

Companies using SMM in their operations were included for the first time, even though they did not make it into the list of the largest microfinance organizations by social media presence.

MFIs with the Largest Audience Growth on Social Media in 2024

Audience growth is a parameter showing the difference in the number of subscribers to microfinance organization websites between April 1 and July 1, 2024. Audience growth was recorded for only 45 companies, 10 of which made it to the top list:

Rank	MICROFINANCE COMPANIES	Max amount (RUB)	Audience growth
1	Web-Zaim	30 000	4355
2	Joy Money		3866
3	GreenMoney		2252
4	MoneyMan		2155
5	Lime-Zaim	100 000	2150
6	Zaimer Robot	30 000	1371
7	Nado Deneg		1000
8	Caranga	500,000 (car collateral)	940
9	Yukki	30 000	937
10	Bistrodengi	100 000	888

Three companies with active subscriber growth were not included in the ranking:

1. "Nado Deneg" — 12.76%, 24th place in the main list, up 2 positions.
2. "Caranga" — an audience increase of 2,088.89% was recorded, placing it 49th at the end of the 2nd quarter, up 7 lines.
3. "Yukki" — positive dynamics of 88.82% and 44th place, up 2 positions.

The list of the most popular microfinance organizations was compiled excluding companies for which statistics for previous periods are not available.

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Rankings by Individual Social Networks

Across the five platforms examined, 7 companies (12.07% of the total number using SMM to promote microfinance organizations) were identified, the majority of which have groups on 1–2 social networks. Such an approach is used by 21 microfinance institutions. It turns out that the majority of companies, including major players, are not registered on social networks, which does not prevent them from finding clients through other means.

VKontakte

Out of 58 microfinance organizations using SMM for promotion, only one does not have a VKontakte page. A top 20 of the largest companies was compiled:

Rank	MICROFINANCE COMPANIES	Approval	Audience growth
1	WEBBANKIR	High	128 709
2	Zaimer Robot	—	121 205
3	MoneyMan	High	69 294
4	Tsentrofinans	Low	57 892
5	eKapusta	High	44 371
6	GreenMoney	Medium	42 609
7	Bistrodengi		37 799
8	DobroZaim	Low	35 848
9	CreditPlus		28 813
10	Moneza	Medium	26 883
11	Lime-Zaim	High	22 664
12	Web-Zaim		20 542
13	Kviku	Low	18 053
14	Ezaem	Medium	17 691
15	MigCredit		13 789
16	Chestnoe Slovo		13 064
17	Denga	High	11 879
18	Zaymigo	Medium	10 794
19	Joymoney	High	10 694
20	SrochnoDengi	Medium	9383

Odnoklassniki

The second most popular social network among microcredit companies—43 of them have pages there, of which 20 made it into the ranking:

Rank	MICROFINANCE COMPANIES	Repayment terms (days)	Audience growth
1	WEBBANKIR	7-30	69 460
2	DobroZaim	7 — 364	41 466
3	Zaimer Robot	7 — 30	36 590
4	Tsentrofinans	1 — 30	21 525
5	MoneyMan	5-21	18 898
6	FastMoney	7 — 15	17 455
7	GreenMoney	7 — 21	14 582
8	CreditPlus	5 — 20	14 331
9	Moneza	5 — 35	12 941
10	Bistrodengi	3 — 180	12 405
11	MigCredit	5 — 21	10 970
12	Zaymigo		10 930
13	Interaction	3 – 36 months	9014
14	Kredito24	16 — 31	7860
15	SMS Finance	1 — 21	6744
16	Dengi Srazu	1 — 179	6355
17	Chestnoe Slovo	10 — 364	6051
18	Joy Money	10 — 21	5489
19	Lime-Zaim	1 — 365	4473
20	VIVUS	1 — 21	4449

Telegram

A total of 25 companies issuing microloans have Telegram channels, of which 10 made it into the general ranking:

Rank	MICROFINANCE COMPANIES	Loan amounts (RUB)	Audience growth
1	Lime-Zaim	100 – 100 000	22 929
2	Robot Zaimer	1000 – 30 000	16 756
3	ADengi		5866
4	JoyMoney		2615
5	Web-Zaim		2205
6	WEBBANKIR		2041
7	Strana Express		1292
8	Bistrodengi	1000 – 100 000	1199
9	Dengi Srazy		1010
10	Yukki	1000 – 30 000	759

YouTube

Only 17 companies attract clients using promotional videos, of which 5 were recognized as the best:

Rank	MICROFINANCE COMPANIES	Documents required	Audience growth
1	Tsentrofinans	Passport only	3500
2	MoneyMan		1940
3	Strana Express		1060
4	WEBBANKIR		966
5	Bistrodengi		916

Dzen

The least popular social network among the five examined; only 13 microfinance organizations are registered here, with one company having accumulated 1,000 subscribers:

Rank	MICROFINANCE COMPANIES	Borrower's age	Audience growth
1	Nado Deneg	18 – 75 years old.	1000
2	MoneyMan		981
3	Lime-Zaim		827
4	FINTERRA		754
5	Bistrodengi		475

 

Which MFIs Have the Largest Social Media Audience

Among the top 25 market participants, 19 companies operate entirely remotely, without offices. They issue microloans online through applications on their website or mobile app. They make up the majority in the ranking, which is expected since the remote format is the only possible one for them. Therefore, companies pay maximum attention to website development, release client apps, and run SMM-based advertising, which helps increase their reach on social media.

However, the business model is not a key factor, as 6 organizations are universal, accepting applications both online and in the office. Two are among the top five leaders of the top 25, boasting a large audience of 70,000 subscribers and above.

The product lineups of the most popular MFIs in social media and messengers in 2024 deserve special attention:

1. 13 companies issue short-term payday microloans ranging from 1,000 to 30,000 RUB for a maximum of 60 days.
2. Four are universal, offering both small short-term loans and large ones up to 100,000 RUB with the option to use a car as collateral.
3. Seven issue unsecured loans transferred to a card in large amounts ranging from 3,000 to 100,000 RUB with a long repayment period of up to a year.
4. One specializes exclusively in collateralized loans.

The exceptions identified in the analysis show that neither the business model, nor the presence of an office, nor the product lineup affects a company's popularity on social media. Only the chosen SMM promotion strategy matters. Even niche organizations combining online and offline formats are capable of building a large audience. The MFI Caranga showed a record position increase for the second quarter of the current year, moving up 7 lines.

 

General market trends

The total audience across MFI groups in five social networks and the Telegram messenger amounted to 1.31 million people as of July 1, 2024, having increased over the previous months (April–June) by 24,978 people, which showed an increase in performance for 80.36% of companies. Nine, on the contrary, saw a decrease in turnover.

VKontakte is the most popular social network among market participants, leading in the number of registered MFI groups at 56, with Odnoklassniki in second place at 42 communities.