Rose Merc partners with WhatsLoan to advance AI-driven digital lending

Rose Merc Limited, an investment and marketing firm, has partnered with WTSLN Fintech Private Limited (WhatsLoan), a technology service provider in digital lending. The MoU aims to develop and deploy advanced AI-driven digital lending solutions, specifically targeting Priority Sector Lending (PSL) segments in Western and Northern India, to improve financial inclusion for farmers, consumers, and MSMEs.

The collaboration will involve joint development of platforms like the NeoLending Digital Platform, Digital Kisan Credit Card (KCC), Co-Lending, Embedded Finance, and Loan as a Service (LaaS). Rose Merc will leverage its market expertise to enhance WhatsLoan's reach and efficiency and will explore equity investment opportunities to accelerate WhatsLoan's technological innovation and outreach.

This initiative, announced on October 21, 2025, aligns with Rose Merc's vision to foster financial innovation and support scalable fintech solutions, aiming to reduce processing costs and turnaround times while expanding reach into regions such as Maharashtra, Gujarat, Rajasthan, Uttar Pradesh, Punjab, and Haryana.