Apnaloan has entered into revenue sharing deals with horizontal portals like Indya.com and Go4i.com, the customer feedback site Productorium.com (which recently merged with Customerplanet.com), Redforwomen.com (the site which offers flexi careers for women), Smartbahu.com and icleo.com (two women's sites which were recently merged) and the free ISP Cheecoo.com. The site's Chief Marketing Officer Rohit Mull added that Apnaloan was currently in talks with several shopping sites and other horizontals as well. Apnaloan is also in the process of tying up its second round of funds and the deal will be finalised within the next two weeks, according to Apnaloan's Chief Operating Officer, Kasi Viswanathan. Apnaloan has roped in banks like Stanchart, American Express, HDFC Bank, ANZ Grindlays and HSBC Bank and other financial services providers like ICICI, Ford Credit, Cholamandalam Finance, Kotak Mahindra Primus, SBI GE, Tata Finance and Fiat Sundaram to offer loan services to its user base.

"As far as the online alliances go, some involve co-branded pages with the alliance partner while others are links to our site," explains Mull. Apnaloan plans to create joint marketing strategies with its alliance partners using the detailed user profiles that they currently possess. Especially with the women's sites, Mull feels there are several opportunities for co-marketing activities. As far as the shopping sites go (with whom Apnaloan is currently in talks) the site will have a presence at the Point of Purchase itself and can leverage this feature.