The rapid growth of the FinTech industry in India has significantly transformed digital financial services and customer engagement practices. Increasing competition among digital payment platforms has made customer retention one of the most important strategic challenges for FinTech companies. The present research paper examines the role of Business Analytics in improving customer retention in FinTech companies. The study focuses on understanding how customer data analytics, personalised services, Artificial Intelligence, and predictive analytics influence customer satisfaction, loyalty, and long-term retention.

The research adopted descriptive and analytical research methodology. Primary data was collected from 100 respondents using a structured questionnaire, while secondary data was collected from journals, books, research papers, and industry reports. Statistical tools such as percentage analysis, Chi-Square testing, charts, and comparative analysis were used for data interpretation.

The findings reveal that customer satisfaction, personalised offers, cashback rewards, security features, and customer experience significantly influence customer retention in FinTech platforms. The study also confirms that Business Analytics and customer data analytics play an important role in improving customer engagement and retention strategies. The research concludes that FinTech companies can reduce customer churn and improve long-term profitability through data-driven decision-making and AI-based customer retention systems.

Keywords – Business Analytics, FinTech, Customer Retention, Customer Satisfaction, Artificial Intelligence, Customer Loyalty, Predictive Analytics