Customer, Industry, Product, Use Case

Customer: Groww
Industry: FinTech / WealthTech / Digital Lending
Product(s): Tartan HyperVerify Verification APIs (PAN + UAN + Consent + Audit Logging)
Primary Use Case: Unified, scalable KYC onboarding across investment and lending products

Executive Summary

Groww’s growing user base and expanding product portfolio exposed a systemic issue: fragmented verification flows for KYC and credit onboarding were slowing product launches, increasing engineering and compliance overhead, and jeopardizing seamless user experiences.

To address this, Groww adopted Tartan’s HyperVerify unified API layer, consolidating critical verification checks - including PAN identity and UAN employment verification - into a single verification service running on AWS.

The result was transformative:

• 50% faster launches of new KYC journeys

• Consistent and compliant verification across investment and lending products

• Greater scalability during high-volume onboarding spikes

• Stronger auditability and consent management for regulatory alignment

This shift did more than streamline code: it made onboarding repeatable, scalable, and compliant by design, transforming verification from a friction point into an infrastructure advantage.

The Strategic Challenge: Fragmented Verification Was Slowing Growth

Before integration, Groww maintained separate verification mechanisms for different product lines:

• A PAN verification flow for retail investment KYC

• A UAN-based employment verification flow for lending decisions

• Distinct internal tools and APIs introduced duplication, inconsistencies, and elevated engineering effort

This fragmentation created predictable pain points:

• Slower go-lives for new onboarding journeys, as multiple verification stacks had to be built and maintained

• Inconsistent KYC outcomes, increasing the risk of manual reviews or errors

• Compliance complexity, with scattered audit trails and consent artifacts

• Peak load fragility, where bursts of new users (e.g., during product launches or market movements) stressed verification sub-systems

For a platform that markets itself on speed, simplicity, and trust, fragmented verification was not just an ops problem - it was a strategic bottleneck.

Strategic Insight: In digital financial services, the velocity and consistency of onboarding directly affect customer acquisition, activation, and long-term engagement. Fragmentation in core infrastructure erodes the very experience that drives growth.

The Solution: One Unified Verification Layer

Groww adopted Tartan’s HyperVerify API suite to unify identity and employment verification into a single, modular layer. This included:

• PAN verification for identity validation during investment onboarding

• UAN employment verification for lending risk and income signals

• Centralized consent capture and tamper-proof audit logging

• Bulk verification support for high-volume use cases

Built on AWS with an API-first architecture that scales on demand, HyperVerify also provided:

• Unified consent artefact storage - essential for audit and regulatory readiness

• Configurable scopes for tailored verification requirements

• Cloud-native autoscaling to handle surges without manual intervention

By consolidating verification through a single API layer, Groww eliminated duplicated implementation paths and delivered a consistent trust framework across all onboarding journeys.

Operational Impact: Faster Launches & Greater Reliability

By aligning verification into a single, clean infrastructure layer, Groww removed one of the most persistent sources of execution friction across product and compliance teams.

• New onboarding journeys launched nearly 50% faster because teams no longer had to design, integrate, test, and maintain parallel verification paths for each product. Verification became a shared capability rather than a bespoke implementation, compressing build cycles and allowing product teams to focus on customer experience and differentiation instead of plumbing.

• Verification workflows became consistent and repeatable across investment and lending journeys. This materially reduced manual exception handling, edge-case overrides, and downstream reconciliations that typically consume engineering and operations bandwidth in high-growth environments. Fewer inconsistencies meant fewer escalations - and more predictable outcomes.

• Scalability improved structurally, not tactically. During product launches and demand spikes, verification throughput scaled automatically without performance degradation or operational intervention. This eliminated the historical trade-off between growth velocity and system reliability, enabling Groww to absorb onboarding surges with confidence.

• Just as importantly, compliance readiness became embedded rather than enforced. Centralized consent capture and audit logging ensured that every verification action was traceable, reviewable, and aligned with regulatory expectations by default - reducing audit preparation effort and minimizing compliance risk without slowing down user flows.

• As a result, operational predictability - once treated as a constraint on speed - became the baseline operating model. Teams could plan launches, forecast capacity, and commit to timelines without padding for infrastructure uncertainty.

Insight: When variance is removed from core infrastructure - especially verification - organizations unlock a compounding advantage. Product velocity increases, operational costs shrink quietly in the background, and growth no longer comes at the expense of reliability, compliance, or team burnout.

Business Impact: Compliance, Confidence, Competitive Edge

Groww’s unified verification layer delivered outcomes that ripple through business metrics executives care about:

• Faster time-to-market for verified user journeys reduces acquisition cost per user.

• Stronger compliance and consent-collateralization improves audit readiness and reduces regulatory friction.

• Consistency across product lines creates coherent user experience - strengthening trust and reducing drop-offs.

• Repeatable, scalable infrastructure supports expansion into adjacent verticals (e.g., credit, insurance, payments).

Strategic Insight: When verification becomes a repeatable capability rather than a point solution, it amplifies growth - not just operational efficiency. It reduces cognitive load for engineering teams and builds strategic optionality for product expansion.

Customer Perspective

“HyperVerify gave us one clean verification layer for both investments and lending. Simpler for our teams, seamless for users.”
- Head of Engineering, Groww

This feedback highlights that the value is not just technical - it enables product velocity, governance, and a unified compliance posture that internal stakeholders and external regulators can trust.

What This Enables Going Forward

With a unified verification infrastructure in place, Groww is now positioned to:

• Accelerate rollout of new financial products with minimal incremental engineering overhead

• Operate reliably during peak onboarding surges, such as market rallies or promotional campaigns

• Strengthen its competitive position by delivering consistently fast, compliant user experiences across investment and lending workflows

• Leverage structured verification outputs for risk modeling, personalization, and future automation

Executive Insight:
Infrastructure that is predictable, compliant, and scalable fosters confidence in product strategy and accelerates execution. For digital financial platforms like Groww, this means being able to pursue ambitious growth without operational fragility.

About Tartan

Tartan is a unified API platform that helps businesses automate, verify, and scale workflows across onboarding, compliance, and risk operations - turning manual, fragmented processes into resilient infrastructure that grows with demand.