Bajaj Finance has acquired a 5% stake in TrueFan AI, an AI video platform it already uses at scale for customer engagement and video communication.

The investment sits under Finserv Intelligence, a Bajaj Finserv initiative built around applied research and innovation. This wasn’t a cold decision.

Bajaj Finance has used TrueFan’s platform at scale already, generating millions of personalised videos for customer engagement and dealer enablement.

The two companies now plan to take that further. Future work could include personalised marketing, in-app live avatar assistance, multilingual AI communication, dealer outreach, staff training content, and digital onboarding.

Rajeev Jain, vice chairman and managing director at Bajaj Finance, said the company is deploying AI across its operations, and that this investment came after direct, production-scale experience with TrueFan’s technology.

He framed it as support for homegrown AI innovation. TrueFan has had a busy few months on its own. The Gurugram startup raised $10 million in a Series A round back in June, led by Baring Private Equity Partners India and Z3 Partners.

It now counts over 100 enterprise clients, HDFC Bank, Zomato, Cipla and BharatPe among them, and its systems can churn out up to 500,000 localised videos a minute across more than 175 languages.

Revenue grew 131% year on year to roughly Rs 17.1 crore in FY25. TrueFan is also eyeing growth outside India, with plans to move into Southeast Asia, the Middle East and the US. For Bajaj Finance, this looks like one piece of a bigger plan.

The company has talked about backing early-stage startups, seed through Series B, across AI, cybersecurity, quantum computing, fintech and consumer tech. TrueFan is the first name attached to that strategy so far.

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