Partner Program Landing Page Checklist for Fintech and B2B Brands

By Yamm Labs · Updated October 2026 · 13 min read

A mutual fund distributor in Indore taps a LinkedIn ad on her phone between client calls. The page it opens promises “Earn up to” a percentage on every investor she brings, shows a stock photo of a handshake and asks for a long list of fields, including PAN and bank details, before it explains anything. It never says whether she needs her AMFI registration number or when commission is paid. She closes the tab. A week later the fund’s compliance head asks who approved “earn up to”. That partner program landing page failed twice, and one checklist run before launch would have caught both failures.

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

A partner program landing page is the public page where a prospective partner learns what your program offers and applies to join. For a regulated brand it does four jobs at once: it filters partners, explains the money, sets the rules of conduct and starts onboarding. The checklist covers all four, because a page that sells well and sets no rules creates a mis-selling risk, and a page full of rules that never states the payout attracts nobody.

Partner types differ by sector, and the page has to name them in the words partners use. A referral partner introduces customers and is paid for qualified introductions. An affiliate promotes your product through its own content or ads and is usually paid on a cost per acquisition (CPA) basis, meaning a fee for each completed customer action. A direct selling agent (DSA) sources loan customers for a bank or non-banking financial company (NBFC) under a written agreement. A mutual fund distributor (MFD) sells schemes and earns commission from the asset management company (AMC). B2B software adds resellers, integration partners and implementation agencies.

Ownership splits four ways, and the checklist assigns each item to one of them:

1. The partnerships or channel lead owns the offer, the partner types and the payout terms.
2. The compliance reviewer owns what partners may say, creative approval, disclosures and registration checks.
3. Product marketing and design own the first screen, the proof and the page structure on a phone.
4. The web and analytics team owns the form, consent capture, speed and tracking.

The CMO or CRO signs off once the four owners have answered. If one person fills in all 18 answers alone, the checklist has already failed. Our partner and affiliate marketing work starts with exactly this split, because a partner page drawn up by one team usually reflects only that team’s worries.

Why does a fintech partner page need compliance decisions on the page itself?

A fintech or insurer is answerable for what its partners say, so the landing page is the first place the rules reach a partner. Calling a page “compliance-aware” tells a partner nothing; the decisions have to show. Below are the four decisions a regulated partner program has to make before the page goes live, with the design choice each one forces. This is general guidance, not legal advice; your compliance team decides how the rules apply to your product.

Decision one: who approves partner creatives. For insurers, the IRDAI (Protection of Policyholders’ Interests, Operations and Allied Matters of Insurers) Regulations, 2024 require an advertisement issued by a distribution channel to carry the insurer’s written approval before it is issued, and every insurer’s advertisement to show its registered name with its trade name or logo prominently. The text is on the IRDAI website.

The design decision follows. The page states that every partner creative needs written approval, names the turnaround the brand commits to, and links to pre-approved banners that already carry the correct name and logo lockup. A partner who can download an approved asset in two clicks has less reason to make one up.

Decision two: what an affiliate may say about a financial product. SEBI’s 2024 rules on finfluencers bar SEBI-regulated entities and their agents from associating with unregistered people who give securities advice or make claims about returns, with exceptions for investor education. So a broker or AMC cannot run an open affiliate page inviting any creator to “earn per investor”. The page has to separate a content track, with no advice and no return claims, from a distribution track open only to registered intermediaries.

For lenders, the brand should list the claims partners may not make, such as guaranteed approval or a rate lower than the one the lender will show in its Key Facts Statement. RBI’s rules on that statement set what a borrower must see before signing, including the annual percentage rate.

Decision three: how commissions are disclosed. The Advertising Standards Council of India (ASCI) lists “Affiliate” among the acceptable disclosure labels in its influencer guidelines and says the label must be upfront and prominent, not hidden in a bio or at the end of a post. ASCI also expects banking, financial services and insurance influencers to state qualifications such as SEBI registration or an IRDAI licence upfront. The partner page should print the label rule in one line and show a correct example post, so the partner sees the label before writing the caption.

Decision four: the distributor and intermediary rules. AMFI, the industry body for mutual funds, says on its distributor page that SEBI’s rules require a mutual fund distributor to pass the NISM Series V-A exam and register with AMFI for an AMFI Registration Number (ARN). Under the Insurance Act, insurers can pay commission for bringing in business only to insurance agents and intermediaries, such as corporate agents, brokers and point-of-sales persons. Lenders remain responsible for what their DSAs do. The page form therefore asks the applicant which registration they hold and routes unregistered applicants to the referral or content track, never to a commission plan they cannot legally use.

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The partner program landing page checklist

Answer each item yes or no. A “yes” counts only if you can produce the evidence named in the last column. The three groups follow the order a partner meets the page.

For B2B software or payments brands, add two items to group A: does the page link to technical documentation or a sandbox, and does it explain deal registration, so a reseller knows a lead it brings is protected from your own sales team.

How do you score the partner page checklist?

Score one point for each “yes” backed by evidence, out of 18. A “yes” without evidence scores zero, as it would for an auditor. Then apply three plain rules, in this order:

1. Three or more “no” answers in group B means stop and fix before you launch or buy traffic, whatever the total score.
2. For a regulated product, any “no” on items 7, 8 or 10 is a stop on its own. These are the items where a partner’s mistake becomes the brand’s breach.
3. Otherwise, 15 or more points means launch and fix the rest within a sprint, 12 to 14 means fix before paid promotion, and below 12 means rebuild the page from the brief.

Take a hypothetical NBFC that scores 14 out of 18. The design looks finished and the payout is stated per funded loan. The four misses are items 2, 8, 11 and 15. Two of those are in group B, so rule one does not stop the launch, but item 8 is a “no” and rule two does. The lender has not written down what DSAs and affiliates may claim about rates. The lesson is that a page can look ready and still fail on a decision no designer can make. The do-and-don’t list is a call for the credit and compliance heads.

Score again after the first 30 approved partners. The questions they send the support contact show which answers the page failed to give.

A partner page is the first compliance document most partners read, so write it like one and design it like a sales page.

How should the partner program landing page change by segment?

The 18 items stay the same; the weight and the wording shift by sector.

Choose the lender version if you are a bank, NBFC or digital lender recruiting DSAs, connectors or loan aggregators. Lead the first screen with the products a partner may source and the payout event, which should be disbursal or a funded loan. The do-and-don’t list in item 8 matters most here, because rate and approval claims are where lending complaints start. Tell partners that customers will see the lender’s own terms before signing.

Choose the insurer version if you are recruiting corporate agents, brokers, point-of-sales persons or web aggregators. Item 7 carries the most weight. Show the approval workflow as a short numbered sequence on the page: submit the creative, compliance review, written approval with a reference, then publish. Pre-approved assets in the library should already show the insurer’s registered name with its trade name or logo.

Choose the investment version if you are an AMC, broker or wealth platform. Split the page into two tracks from the first screen. The distribution track asks for the ARN and is the only one tied to commission. The education track is for creators who explain concepts without advice or return claims, and its terms say so in plain words.

Choose the B2B software version if you sell payments, lending technology or compliance software to banks and fintechs. Your partners are resellers, implementation agencies and integration partners. Add the technical documentation and deal registration items, show the co-marketing rules, and state how revenue share works on multi-year contracts. Bank procurement teams will ask your partner the security questions they ask you, so put a short security summary on the page.

For a Gulf market, keep the structure and change four things. State which jurisdictions the program covers, because a partner in the DIFC and one onshore in the UAE answer to different regulators, and Saudi Arabia has its own.

Name the regulator where it applies, such as the Central Bank of the UAE, the Dubai Financial Services Authority in the DIFC, the UAE’s Capital Market Authority (formerly the Securities and Commodities Authority), the Saudi Central Bank or Saudi Arabia’s Capital Market Authority, and let local counsel confirm the rule. Show payouts in AED or SAR. Publish the first screen and the rules in Arabic, written by an Arabic writer. Yamm Labs works from Gurugram and serves Gulf brands remotely; local legal review comes from the client.

The fintech partner and affiliate marketing service covers these sector versions, from the brief to the approval workflow.

What should you do when a partner page item fails?

Treat a failed item as a ticket with an owner and a date. Most failures are a copy fix, a design fix or a policy gap. Copy and design fixes take days; a policy gap can take weeks, because someone senior has to decide.

1. Log the item number, the owner from the table and the evidence that is missing.
2. Name the fix type. If the page needs a sentence the business has not agreed, such as the payout trigger or the claims list, it is a policy gap.
3. Send policy gaps to the person who can decide, with a draft line for them to approve. Compliance heads approve a draft faster than they write from a blank page.
4. Make the change on a staging page, test it on a phone and re-score only the affected group.
5. File the new evidence: the screenshot, the approved wording, the updated agreement version.

Two fixes to avoid. Do not answer a group B failure by moving the rule into small grey text at the foot of the page, where partners never read it. And do not drop a hard question from the form to raise application numbers. If you need the ARN to route an applicant, a shorter form only moves the problem to review.

When the failures are mostly in group A, the problem is usually the brief, not the page. A brand that cannot say who its ideal partner is cannot design a first screen for them. Look at how the brands in our ranking of India’s best fintech brands by design state one audience and one action per screen, then rewrite the partner brief before you redesign anything.

What to tell your compliance team about the partner page

Send your compliance reviewer a short note before launch. You can paste this: “The partner page states who may apply, the payout trigger and the payment cycle. It lists what partners may and may not claim, the disclosure label partners must use and the approval process for every creative, with our turnaround. The form captures each applicant’s registration and routes unregistered applicants to the non-commission track. The approval log, the claims list and the agreement version are filed in the shared folder.” This is general guidance, not legal advice; your compliance team decides.

People also ask

What should a partner program landing page include?

It should name the partner types you accept, the payout trigger and payment cycle, the rules on what partners may say, how creatives are approved and what happens after applying. For a regulated brand it should also capture the registration each partner type needs. A short form and a named contact finish the page.

Who should approve a fintech partner program landing page?

The partnerships lead, the compliance reviewer, the design lead and the web team each answer their own checklist items, and the CMO or CRO signs off. Compliance should approve the claims list, the disclosure rule and the approval process before launch. Keep the sign-off with the page version it applied to.

Can an Indian fintech pay affiliates for every sign-up?

It depends on the product and the regulator. SEBI’s 2024 rules stop SEBI-regulated entities from associating with unregistered people who give securities advice or make return claims, and insurers can pay commission only to insurance agents and intermediaries. Check with your compliance team before you publish a per-sign-up offer.

How long should a partner application form be?

Ask only what the first review needs: name, firm, partner type, registration where relevant, markets and contact details. Bank details and KYC documents can wait until a partner is approved. Every extra field should have a reason your web team can state.