Fintech Landing Page Checklist: 17 Checks for Loan, Card and SIP Sign-Ups

By Yamm Labs · Updated October 2026 · 13 min read

The search ad promises a quick personal loan at a low rate. The page it opens has an eleven-field form and a footer link called “Charges”. The rate in the ad appears nowhere above the fold, the consent line is pre-ticked, and the version compliance approved three weeks ago has since gained a new banner nobody sent for review. Each gap has a cost: a disapproved ad, an abandoned form, a sign-off that no longer covers what is live, or a complaint with no paper trail behind it. A fintech landing page fails on details like these far more often than on design.

What does a fintech landing page checklist cover, and who owns it?

This checklist covers the single page a paid click lands on for a loan, a credit card, a SIP (systematic investment plan) or an insurance policy. It does not cover the ad creative or the app journey after sign-up, though it checks that both match the page. It is written for India first, with a section on the UAE and Saudi Arabia.

Three people own it. The performance or paid media lead runs it, because their budget is the one that burns when a page fails. The product owner answers for every number on the page: rate, fee, tenure, cover. The compliance reviewer owns the stop items and decides whether a “no” can wait. When one person holds all three roles, as at many early-stage fintechs, the checklist matters more, because nobody else will catch the gap.

Run it before the first rupee of spend, after any change to the page, when a rate card or fee schedule changes, and every quarter for always-on pages. A page that passed in April can fail in October untouched, because the product terms moved.

The fintech landing page checklist: 17 checks for loan, card and SIP sign-ups

Answer each check yes or no for every fintech landing page you run. Items marked “stop item” carry a regulator or platform requirement; a “no” on any of them keeps the page off air. The regulatory rows are general guidance, not legal advice. Your compliance team decides how each rule applies to your licence and product.

Rows 15 and 16 have no regulator behind them. They stay because a slow page hides its disclosures, and a page that cannot report approvals gets judged on cost per lead alone.

An approval covers the page compliance saw, not the page that is live today.

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Which regulator and platform rules change the page design?

Several rules decide layout, not only wording. Here are the decisions they force on a fintech landing page, stated so your team can check them on a real screen. This is general guidance, not legal advice.

• The cost block moves up. Google’s financial products policy asks personal loan advertisers to show the minimum and maximum repayment period, the maximum APR and a representative total-cost example on the landing page. On a phone, that means a compact cost panel directly under the headline or beside the form, not a link to a PDF in the footer.
• The verification comes before the creative. Google has required financial services advertiser verification for India since 24 January 2023, and the business details in the application must match the regulator’s records exactly.
• The data ask moves off the ad. Meta’s financial services policy bars ads that directly ask for personal or financial details such as bank account or card information, and limits ads for credit cards, loans and insurance to people aged 18 or over. The ask belongs on your page, behind your own consent notice.
• The key facts link sits at the decision point. RBI’s key facts statement rules, issued in April 2024 for retail and MSME term loans sanctioned from 1 October 2024, require the statement before the contract and make APR part of it. The page carries the link where the applicant decides.
• The warning sits beside the button. SEBI’s advertisement code expects the mutual fund standard warning in audio-visual ads to be shown and voiced clearly, and gives five seconds as a guide. On a SIP page, the same warning belongs next to the call to action, where it is read, instead of in grey footer text.
• The lockup is fixed for insurance. Under IRDAI’s 2024 policyholder regulations, every insurer’s advertisement shows its registered name with its trade name or logo prominently, and an ad issued by a distribution channel needs the insurer’s written approval first. Keep the insurer’s dated written approval on file, because that is the proof a reviewer will ask for.

For insurance pages, our IRDAI advertisement regulations checklist for designers covers the lockup and approval rules screen by screen. For lending marketplaces, RBI’s digital lending rules add one more layout decision: the offer view names every lender, including those that did not match the applicant, with a link to each lender’s key facts statement. That is a table, not a carousel of logos.

How do you score the fintech landing page checklist?

Score it in two passes. The first pass looks only at the 11 stop items. Any “no” there means the page does not take spend, whatever its conversion rate in testing. The second pass looks at the other six checks.

1. Any “no” on a stop item: stop. Fix it, re-score and get a fresh sign-off.
2. Three or more “no” answers on the other six checks: stop and fix before you raise budgets.
3. One or two “no” answers on the other six: launch, log each gap with an owner and a fix date inside a week, then re-score.
4. All yes: launch, file the evidence and set the next review date.

Take a hypothetical NBFC running ₹10 lakh a month of search spend on a personal loan page. Its review finds three “no” answers: the APR range sits in a footer PDF (row 5), the grievance officer details appear only in the terms (row 10), and the form asks for PAN before saying a credit check will follow (row 13). Two of those are stop items, so the page comes down. At ₹10 lakh a month, each day the old page stays live puts roughly ₹33,000 of spend behind a page that could be disapproved or rebuilt. That arithmetic tends to settle the debate about whether the fix can wait for the next sprint.

The less obvious lesson: row 13 was the cheapest fix and the one marketing resisted, because moving the PAN field lowered form starts. Completed applications are the number to watch on a fintech landing page, not starts.

How do you adapt the checklist for a loan, card, SIP or insurance page?

The 17 checks hold for every fintech landing page, but the weight shifts by product. Use the table below to decide which rows to tighten for your segment, and who should sign. The regulatory notes are general guidance, not legal advice.

For SIP pages, two SEBI rules need extra care. Past performance cannot be shown for a scheme that has existed for less than six months, and a scheme advertisement cannot carry statements based on projections. That rules out the “your ₹5,000 a month could become” slider on a scheme page. A compounding illustration belongs in investor education material with no scheme named, carrying the warnings AMFI’s guidance sets.

For card pages, the decision is placement. RBI’s card rules expect the one-page key fact statement to travel with the application, so link it from the apply button itself. The same rules bar unsolicited cards and require explicit consent before a card is issued, so the page cannot imply that a click is an acceptance.

What changes for a UAE or Saudi fintech landing page?

The fintech landing page checklist travels to the Gulf with three additions: language, regulator statement and approval record. Yamm Labs works from Gurugram and builds Gulf pages remotely, with the client’s local compliance team signing off. The notes below are general guidance, not legal advice, and the licensing regulator decides.

• UAE, onshore. The Central Bank of the UAE’s consumer protection standards require advertisements by licensed institutions to be available in Arabic and English, across websites, apps and social media. They also ask for key information shown prominently, legible disclaimers at a minimum font size, and the institution’s name, logo and contact details in view. Build the Arabic page as a twin with its own right-to-left layout, and re-check where the disclosure block lands.
• Dubai International Financial Centre. The DFSA expects a financial promotion to be clear, fair and not misleading and to state the firm’s name, address and regulatory status. A retail promotion that mentions past performance needs a prominent warning that it is not a reliable guide to future performance.
• Saudi Arabia. SAMA’s advertising rules make Arabic the language of advertising, except for ads aimed at non-Arabic speakers. The ad must state that the institution is supervised by SAMA, must not use SAMA’s name or logo, and must list fees and commissions including VAT. The rules restrict credit and insurance advertising to people under eighteen, and the compliance department approves the material in writing before publication.

The Saudi written-approval rule maps onto row 17: keep the approved capture in both languages, with the approval date. Show fees in AED or SAR with VAT treatment stated, never converted from a rupee rate card.

What should you do with a failed checklist item?

Treat a failed item on a fintech landing page as a ticket with an owner, a date and evidence, not as a comment in a review thread. A missing line of copy is a same-day fix. The items that linger are the ones nobody owned. Our guide to performance marketing for fintech covers how the page fits into the wider paid media plan, and the performance marketing articles go deeper on testing and budgets.

1. Classify it. A stop item, such as a missing APR range or RBI key facts link, pauses spend on that page today. Any other item gets a fix date within a week.
2. Name one owner from the table. If the fix needs a new number, the product owner supplies it in writing.
3. Fix the page, not the ad. Deleting the rate from the ad to hide a missing APR block moves the problem to the next review.
4. Re-score the whole page, because fixes break other rows. A new fee panel can push the consent notice below the fold.
5. Send the changed page to compliance and file the new approval with a fresh full-page capture.
6. Write one line in a running log: the item, the date found, the fix and the approval date. That log answers most audit and platform questions.

If the same item fails twice, change the process, not the page. Repeat failures on row 5 often mean the rate card and the page live in different systems. One shared source for rate and fee numbers, read by the page and the ads, removes that failure.

What to tell your compliance team before launch

Reviewers sign faster when they get the same pack every time. Paste a version of this into your launch email: “The page claims the following rate, fee and benefit lines, each traced to the attached rate card. The standard warnings and the key facts link appear at the positions shown in the attached captures. Consent is collected through the attached notice, logged with a timestamp. All 11 stop items are answered yes, with evidence attached. Please confirm or mark changes on the captures.” This is general guidance, not legal advice; your compliance team decides.

For a CFO, add the test budget, the metric tied to revenue (cost per approved application, or cost per first SIP instalment), the test period and the stop rule. If you want to see how other Indian fintechs handle disclosure inside a strong visual system, our list of India’s best fintech brands by design shows the range.

People also ask

What should a fintech landing page include?

A fintech landing page should repeat the ad’s offer, show the full cost (APR range, fees and tenure for loans), name the regulated entity and its address, and link the key facts statement or the mandatory warning near the call to action. Keep the form short and the consent notice separate.

Does Google need to verify a fintech before it can advertise in India?

Yes. Google requires financial services advertisers targeting India to be verified as licensed by, or exempt from, an Indian financial regulator before their ads can show. Approved third parties such as lead-generation agencies need the authorised advertiser to start the process.

Where should the mutual fund standard warning go on a SIP page?

Put the full warning next to the call to action, in readable type, and repeat it wherever a scheme is named. SEBI’s code requires the warning in scheme advertising; placing it beside the button is our design choice so it is read before the click.

How often should a fintech landing page be re-checked?

Before launch, after any change, whenever the rate card or fee schedule changes, and every quarter for always-on pages. A page can fail unedited, because the product terms behind it move, including when RBI or SEBI rules change.