“We had one mission: Take elders from loneliness to laughter. And that’s why we’re doing what we do today,” shares Nehul Malhotra, CEO of GenWise, a platform dedicated to connecting India’s elderly with meaningful social experiences. Founded in 2023, GenWise was created to help the elderly find community, purpose, and joy in a fast-paced, digital-first world.
With over 2 million app installs, GenWise offers three core experiences: GenWise Saathi, an emotional support feature that connects elders with trained counselors over calls; GenWise Friends, a space for making new connections based on shared interests; and Events, daily sessions where elders can join activities like yoga, learn digital skills, or enjoy social gatherings.
From day one, Razorpay has been instrumental in powering their payments, supporting every micro-transaction seamlessly, and enabling elders to access these services without barriers.
GenWise: Navigating Payment Complexities for Senior Citizens
For GenWise, a platform dedicated to easing loneliness among India’s elderly, accessibility and simplicity are at the core of its design. From the very beginning, the brand set out with the goal of creating an app that would be genuinely user-friendly for senior citizens. Every design detail, from large, clear fonts to audio readouts on each page, was carefully chosen with the elderly in mind, ensuring that the app is not only easy to navigate but also simple to understand. These thoughtful accessibility innovations have made the GenWise experience comfortable and welcoming for an older demographic, even in today’s fast-paced, tech-driven world.
Unlike traditional subscription-based models, the brand operates on a microtransaction basis, meaning elders only pay for the specific services they use, such as emotional support calls or finding new connections. This unique approach, however, required a payment system that was just as intuitive and simple as the app itself. As digital payment methods rapidly evolve, many elderly users find online transactions complicated and, at times, prefer not to make payments themselves. They often choose to have family members handle payments on their behalf, which is where Razorpay’s seamless solutions come in.
Enhancing Payment Experiences
Razorpay’s payment links, QR codes, and UPI options provided the brand with flexible and reliable solutions that allowed family members to effortlessly add funds to the GenWise wallet or pay for specific services. These tools significantly simplified digital payments, helping to bridge the technology gap for seniors while aligning with the brand’s mission to offer accessible, senior-friendly engagement.
By seamlessly integrating Razorpay’s UPI and QR codes into the app, GenWise was able to create a smooth and intuitive payment experience tailored to elders. This integration also helped them maintain their unique microtransaction-based model, ensuring quick, hassle-free payments without the need for long-term commitments. Leveraging Razorpay’s payment links further streamlined the process, making it easy for families to support their loved ones, thereby enhancing convenience and simplifying financial transactions for everyone involved.
I frequently use the GenWise QR to recharge my wallet on the app, and it is a great experience! It allows online payment through QR just like a shop. The transaction process is smooth and simple, with zero waiting time and no complicated steps. I can recharge my wallet in just a few taps
– Ajay Sharma, GenWise user
On the operations front, Razorpay’s comprehensive dashboard and RazorpayX payroll services have streamlined their vendor and payroll management, enabling them to handle everything from large vendor payments to small customer cashback seamlessly. The easy-to-navigate dashboard also simplified the workflow, allowing the brand to focus on user engagement and scaling their impact.
As GenWise continues its journey, Razorpay stands by their mission, committed to making digital transactions as simple as possible—ensuring India’s elderly can access the connections and support they need effortlessly.
