We sat down with Swamy Seetharaman of CRED to understand how the company is working with OpenAI to create premium, concierge-like experiences at scale.

When we started, we were building for India’s most affluent households—a user base that expects trust, transparency, security, reliability, and exceptional design. These principles have guided us from day one.

But as we grew—more products, more teams, more data—it became harder to maintain context and move quickly without compromising quality. The question we ask is, how do we make every single member in every function be 10X? For us, AI has become a huge unlock in that journey. It lets us move fast and stay right, without sacrificing our core principles.

We wanted to move from transactional responses to empathetic conversations, which led us to build Cleo, our AI conversational companion powered by OpenAI models, including GPT‑4.0, GPT‑5, o3.