[3] In 2017, one of its subsidiaries, Indiabulls Consumer Finance Limited launched an app-based lending platform primarily focused on the personal loans' domain.
[8] Dhani's super app combines an online wallet with buy now, pay later facility plus a subscription fee[11] & primary healthcare services under OneFreedom.
In Dhani OneFreedom's subscription business model, depending on how much credit limit the customer is granted irrespective of the actual limit utilization, the interest charged on it which is termed a monthly subscription exponentially rises.
[11] In its gamified ecosystem, customers use multiple products within the app to perform mobile recharge, loan repayments, and insurance payments.
[14] In 2021, Dhani's super-app was rated as one of the best personal loan applications in India by The New Indian Express.