WTF, the fintech platform founded by Nikhil Kamath, has acquired BTG Studios, a Mumbai-based independent creative agency.
The transaction marks the second creative agency acquisition for the company, signaling a strategic push to internalize content production capabilities.
Under the terms of the deal, the founders of BTG Studios, including Aaliya Amrin, will retain operational and creative control over the agency's output.
The move underscores a broader trend among platform investors who are increasingly viewing founder-led creative agencies as strategic assets rather than mere service providers.
By acquiring BTG Studios, WTF aims to deepen its content ecosystem, leveraging the agency's expertise to enhance its brand presence and user engagement.
This approach allows the fintech firm to maintain a consistent voice across its digital channels while benefiting from the agility of an independent creative team.