Feature/OPED
Why Promote Your App with Video Content?
By Kenneth Horsfall
Creating an app is not something you just wake up one morning and begin to do, it takes you and your team at least months to go from just having a beautiful idea to creating the new app.
Along the way, you probably invested a lot of time, expert software development, graphic design, and expensive focus groups to finally bring your beautiful idea to life.
But there’s a problem: people won’t just download it! Why?
To effectively promote your app on digital platforms, you need to put as much work into your marketing strategy as you did when creating the app. The fact is that people have a lot of options to choose from, so why should they choose you? That’s why you need to think of a plan to get them hyped about your app.
Fortunately, you don’t have to reinvent the wheel! By making videos part of your marketing tool, you can ease your way into promoting your app. But as the best video companies know, there are important details to be clear about creating a video marketing plan.
When should you use a video? What production decisions come with that? How should your video look? These are some of the questions we’ll go through to help you raise awareness about your app.
But first, why video content? They are a lot of other ways to promote an app why should I think of video first.
Videos can boost your app marketing campaign like no other type of content marketing can do. But before going over the critical decisions involved in producing great videos, let’s first compare the two leading app stores.
How do Videos work on Google Play and the App Store?
If you’ve created a multiplatform app, you should have videos ready for both Google Play and the App Store. But the issue is more complex than reusing the same content, as each store has its own unique rules regarding videos.
Previews for the App Store need to be pre-approved by Apple’s team, which has very defined requirements on the types of videos they accept. Some of the most important include:
Videos must be between 15 and 30 seconds.
The footage should be taken primarily from the app and cannot show people, hands, or any other type of real-life footage.
Each video is device-specific: it must be produced for a specific iPhone or iPad screen size.
Why in the case of the Google play store, Google Play doesn’t require prior approval, and its guidelines are more versatile, with almost no limitations. But for many apps, this freedom results in low-quality homemade videos, which you certainly don’t want for your brand.
For that matter, we have these recommendations for you on what to post on Google Play:
When proper, show real people using the app—seeing how a human hand uses the smartphone is easier to follow than random images.
Optimize your video with subtitles or even a professional voiceover if your video demands it, so you can make your message crystal clear to your audience.
Different Types of Videos You Can Use to Promote Your App
By doing quick research on the platform you want to promote your app, you will notice different types of videos that developers use for promotion. There’s simply not a one-size-fits-all style, but there’s a wide catalogue of videos you can choose from to entice your audience, present your app’s features, or even showcase a positive review.
So, let’s go over some of the most popular types of videos to see which one will best fit your purposes.
Explainer Videos
We’ve stressed that you need to distinguish your product from the competition. Many times, it could be hard to convey with a promo video how your solution stands out: in the viewers’ eyes, yours is just another option with nothing particularly special.
With animated explainer videos, on the other hand, you can approach your audiences from a quite different angle. This class of videos focuses not on your app’s looks as such, but on a story. By using colourful animation and engaging characters, you can pose a problem for your viewers, and then explain how your solution can help them improve their lives.
Explainer videos are perfect for productivity and business apps, for which there are generally plenty of indistinguishable options in the Store. By focusing on what your app does best, you’ll get an emotional response from users that could lead them to choose your solution above the rest.
Customer Testimonial Videos
You wouldn’t think that many people (including myself) are hesitant about downloading apps. It’s understandable since apps take up space on our smartphones and, well, we might end up not using them at all!
To feel comfortable about the app they will download, users sometimes need social proof. Luckily, video testimonials can provide just this. These videos feature satisfied customers or experts giving their first-hand take on your product and its features, and how it’s helped simplify their lives.
By showcasing other people who review your app, testimonial videos are the best way to improve your brand image. They give users the validation they need to know that your app is the one they’re looking for and that makes you stand out from your competition.
Preview Videos
When most of us think about mobile app videos, the first images that come to mind are the brief teasers we usually find in social media ads. Previews are the gold standard of app videos because they give viewers the chance to see how the program exactly looks and works.
Of course, in theory, screenshots can work just as well. But there is something to be said about being able to appreciate in advance how we can use the product and whether it really aligns with our expectations and tastes.
Preview videos pair well with any type of app. However, they are particularly valuable for entertainment and gaming apps, as users want to concretely see the basic functionalities and/or stories.
Pro Tips and Tricks
Once you choose the right type of video that best suits your app, you need to know that there are certain production principles that apply to all videos in general.
Producing videos is complex, as the process involves important technical and creative aspects. But there’s no mystery about it!
To simplify the issue, we’ll go into three of the most relevant aspects to keep in mind.
Make Your Video Short, It’s Very Important
With so much information and distractions available online, you have limited time to connect with your viewers. It’s no surprise that after just a few seconds, viewing rates start to drop significantly.
That’s the reason why most mobile app videos tend to be really, really short—about 10 to 30 seconds, 2 minutes maximum. With so little time, you want to keep your video simple and fast-paced, bringing attention to what’s truly interesting about your product.
Easier said than done, right? It’s challenging to keep your video that short, so you want to focus on your app’s main highlights. Figure out which features make your product a distinctive and attractive choice and convey that idea to your viewers.
Take Your Video Through Social Channels
Although we’ve been focusing on the app’s profile page, we can’t downplay the crucial importance of social media. App ads are a constant presence on platforms like YouTube and Instagram because marketers know that that’s where the most important conversations are taking place.
In terms of visibility, launching a thorough social media campaign is a must. But there are other advantages that come with having videos on your social accounts.
Facebook, for example, is particularly useful to run your ads, as the platform offers analytical tools to gather key data about your ads’ performance and how users behave with them. Take advantage of these tools to assess the strengths and weaknesses of your videos and make informed decisions on the
Include Relevant CTAs
Whether you’re uploading your video on social media or your app’s profile, you want to give viewers one last little push to motivate them to download the app. Now, you don’t necessarily have to be too promotional to do this.
By simply adding CTAs (Call to Action) in your video, you can inform users about the next best step to take. To get started, use clear, short phrases like “Sign Up” and “Learn More” to lead audiences to your app’s page. But if you want them to “Upgrade” or “Go Premium,” you can also use these CTAs.
Lastly, in social media videos, remember to always add the platforms where the app is available and can be downloaded by the audience, this is very important.
Takeaways
As videos have the unique quality of being entertaining, informative, and easy to consume at the same time, they are a powerful tool to add to your marketing campaign efforts.
Embed them on your app’s listing page to show users what to expect from your product. Focus mainly on the features that make your app solution distinctive, so that users take notice of your app’s virtues. Finally, take your videos to where your audience is to spread the word and continue the buzz. Thanks for your time.
My name is Kenneth Horsfall and I’m the creative director and founder of K.S. Kennysoft Studios Production Ltd fondly called Kennysoft STUDIOs. Kennysoft STUDIOs is a Nigerian Video and Animation Production Studio. And also, the founder and lead instructor at Kennysoft Film Academy. I can be reached via [email protected]
Feature/OPED
Akintola vs Awolowo, Opposition, and the One-Party Temptation
By Prince Charles Dickson, PhD
Every generation of Nigerian politics likes to imagine that its quarrel is unprecedented, that its betrayals are original, that its intrigue is wearing a crown no earlier intrigue ever touched. But Nigerian politics is an old drummer. It changes songs, not rhythm. The names change. The costumes improve. The microphones get better. Yet the same questions keep returning like harmattan dust: What is opposition for? Is it a moral force, a strategic waiting room, or merely a branch office of the ruling instinct?
To ask that question seriously is to walk back into the haunted chamber of Awolowo and Akintola. What began as a struggle inside the Action Group was not just a disagreement between two brilliant men. It was a collision of political temperaments, ideological direction, ambition, and the larger architecture of power in Nigeria. Awolowo, who moved to the federal centre as opposition leader after 1959, was increasingly identified with a broader ideological project. Akintola, by contrast, came to embody a more conservative, region-focused and business-oriented current, and his openness to working with the Northern-dominated federal establishment deepened the rupture. By mid-1962, Awolowo’s camp had repudiated Akintola; the federal government declared a state of emergency in the Western Region and restored him in 1963. The bitterness of that split, and the wreckage that followed, helped poison the First Republic.
That is why the Awolowo-Akintola feud still matters. It was not gossip in an agbada. It was an early Nigerian lesson that opposition can die in two ways. It can be strangled from outside by a hostile ruling order. Or, more dangerously, it can decay from within, when conviction gives way to access, when strategy becomes personal survival, when party machinery becomes a theatre of ego. The Western crisis was, in that sense, not only about who should lead. It was about whether opposition should remain an instrument of principle or become a bargaining chip in the market of power.
Kano and Kaduna then enter the story like twin furnaces of northern political memory. Kano carries the old radical grammar of Aminu Kano, NEPU, Sawaba, talakawa politics, the language of emancipation rather than patronage. Oxford’s entry on Aminu Kano notes his struggle against corruption and oppression in the emirate order and his commitment to democratizing Northern Nigeria. The PRP’s own profile, lodged with INEC, explicitly roots itself in NEPU’s legacy and recalls that the PRP had two state governments in the Second Republic: Kaduna and Kano. In other words, both states are not accidental footnotes in the story of Nigerian opposition. They are ancestral terrain.
Then came 1999 and the Fourth Republic, with the PDP arriving not merely as a party but as a vast political weather system. Founded in 1998 and quickly becoming dominant, winning the presidency and legislative majorities in 1999 and retained national control for years. Opposition existed, yes, but it was fragmented, regional, underpowered, and often more symbolic than threatening. That era did not abolish opposition. It domesticated it.
The great interruption came in 2013, when the APC was formed through the merger of major opposition forces. That merger worked because it answered a Nigerian truth older than any campaign slogan: power rarely yields to scattered complaint. It yields to a disciplined coalition. The APC emerged from the merger of ACN, CPC, ANPP, and part of APGA, and in 2015, Buhari’s victory marked the first time an incumbent was defeated and the first inter-party transfer of power in Nigeria’s post-independence history. Reuters described it plainly as a historic democratic transfer. For a brief moment, opposition in Nigeria looked like more than lamentation. It looked like a ladder.
But even that victory carried a warning label. The problem with Nigerian opposition is that once it wins, it often stops being opposition in spirit and becomes merely the next landlord in the same building. An academic review of Nigeria’s democratic journey notes that the APC and PDP share many structural defects, and even cites the broader judgment that little distinguishes the two main parties because both are fluid elite networks with weak ideology. That diagnosis is painful because it explains so much. In Nigeria, opposition too often opposes only until the gates open. After that, the vocabulary changes, but the appetite stays the same.
This is where Kano and Kaduna become especially revealing from 1999 till now. Kano has repeatedly shown a willingness to defy neat national binaries, and in the 2023 election, it backed Rabiu Kwankwaso of the NNPP in the presidential race while also electing Abba Kabir Yusuf of the NNPP as governor. Kaduna told a different but equally interesting story: it voted Atiku Abubakar of the PDP in the presidential contest, yet elected APC’s Uba Sani as governor. CDD West Africa described the 2023 election as unusually fragmented, noting that all four major presidential contenders won at least one state and that states like Kano, Lagos, and Rivers split among three different parties. So, Kano and Kaduna have not been passive spectators in the Nigerian democratic drama. They have been laboratories of resistance, fragmentation, coalition, and contradiction.
And now we arrive at the present crossroads, where the phrase “one-party state” is no longer a tavern exaggeration but a live political argument. Reuters reported in May 2025 that the APC endorsed President Tinubu for a second term while the opposition was widely seen as too divided and weak to mount a serious challenge, with high-profile defections strengthening the ruling party. AP later reported Tinubu’s denial that Nigeria was being turned into a one-party state, even as several governors and federal lawmakers had left opposition parties for the APC. By February 2026, major opposition leaders, including Atiku, Peter Obi, and Amaechi, were jointly rejecting the new Electoral Act, calling it anti-democratic and warning that it could help install a one-party order. Tinubu, for his part, has continued to insist that democracy requires room for the minority to speak.
So, is Nigeria now a one-party state? Not formally. Not yet. There are still multiple parties, multiple ambitions, multiple resentments, and multiple routes to elite reassembly. But that is not the only question that matters. A country can avoid the legal shell of one-party rule and still drift into the political culture of one-party dominance. That drift happens when the ruling party becomes the default shelter for frightened politicians, when defections replace debate, when opposition parties become war zones of internal ego, and when citizens begin to see parties not as platforms of principle but as bus stops for the next powerful convoy. The danger is less a constitutional decree than a democratic evaporation.
This is why the ghosts of Awolowo and Akintola are still standing by the roadside, watching us. Their quarrel warned that opposition without internal discipline can collapse into treachery, and that power at the centre always knows how to exploit a divided house. Kano reminds us that opposition can spring from social memory, from the stubborn dignity of people who do not always vote as ordered. Kaduna reminds us that politics is rarely simple, that a state can host both establishment power and insurgent sentiment in the same electoral season. And the Fourth Republic reminds us that opposition in Nigeria only works when it is more than noise, more than wounded ambition, more than a coalition of temporarily unemployed strongmen.
The real Nigerian danger, then, is not that one party will conquer the entire country by brilliance alone. It is that the opposition will continue to fail by habit. If opposition is only a queue for access, then the ruling party will keep eating its rivals one defection at a time. If, however, opposition rediscovers ideology, internal democracy, regional credibility, and the courage to look different from what it condemns, then the old republic may still whisper a useful lesson into the new one.
Awolowo and Akintola were not just fighting over a party. They were fighting over the soul of the political alternative in Nigeria. That battle never ended—May Nigeria win!
Feature/OPED
Tasks Before the Re-elected APC National Chairman
By Edwin Uhara
There is no doubt that the national convention of our great party, the ruling All Progressives Congress (APC), has come and gone, with the former Minister of Humanitarian Affairs and Poverty Alleviation, Professor Nentawe Yilwatda, retained as the National Chairman of the party.
I congratulate him and the new members of the National Working Committee (NWC) of the party, even as I encourage them to brace up for the challenging tasks ahead.
However, I must point out that the new NWC members are not going to enjoy any honeymoon because the time frame for the conduct of party primaries is too short, and as a result, the leadership must roll up its sleeves and hit the ground running because there is no time for a walk in the park at the moment.
In this regard, the party must adopt both proactive and reactive strategies in handling the post-primary election crisis, which will most likely erupt.
I’m not a pessimist, but the new party leadership must anticipate a crisis emanating from some states over conflicts of interest and make arrangements on how to strike a balance between the interests of longstanding members and the interests of new members who now enjoy the attention of the party.
This is where the proactive strategy will work perfectly for the overall interest of the party.
The second strategy is that the leadership must embark on genuine reconciliation immediately after the primary elections are over in order to establish a modus vivendi within the party structure across states.
If this second aspect is not properly handled, anything can happen because politicians always go to where their nest would be feathered.
The Presidential Primary would not be an issue because the President would be given the automatic ticket of the party.
Next time, when our party delegates will be coming back to Abuja, it will be to ratify the automatic ticket that would be given to Mr President.
So, at the presidential level, the leadership will have a field day because there would not be much trouble in this regard, but it will most definitely not be like that at the state level.
This is where the challenge lies, and it requires high-level negotiation abilities and conflict resolution skills to overcome it.
Such a challenge did not arise in Anambra, Ondo and other states that recently witnessed gubernatorial primaries because it’s a staggered primary with minimal interest.
This area is one of the most neglected aspects that led to the downfall of the former ruling party — the People’s Democratic Party (PDP) in the 2015 Presidential Election.
A lot of analysts focused on the immediate cause of PDP failure, but refused to look at the remote cause, which I want to highlight in this piece because I was part of the process.
Towards the end of 2014, the PDP conducted the worst party primary, which it carried over to the 2015 general election year.
Initially, the party encouraged interested members to buy the nomination and expression of interest forms at very high prices and promised that it would give every member a level playing ground.
But during the primaries, the party went against its own rules, and the leadership carried on as if nothing had happened.
Because these aggrieved party members commanded huge followership among the electorates, they decided to protest under the auspices of the PDP Aspirants Forum (PAF), of which I was one of its national spokespersons.
PAF wanted to engage the party leadership to amicably find a lasting solution to the crisis, but some hardliners within the party hierarchy, who thought that the election would be business as usual, frustrated every one of our moves until we decided to go public.
Because our members refused to participate in partisan activities, their non-participation started showing bad and dangerous signals for all the candidates, including President Goodluck Jonathan.
First, public opinion began to go against the candidates. Second, the electorates began to pelt the President with pebbles and sachet waters.
Third, blame and counterblame started creeping into the campaign train.
While all these were happening, General Buhari, who was the candidate of the APC, soared high as he became the main beneficiary of the internal party wrangling.
The Presidency and the PDP refused to recognise the political reality in the country and also underestimated their main challenger, General Muhammadu Buhari and his party, without knowing that the APC had covertly engaged the services of AKPD, which was the political consultancy firm owned by David Axelrod, President Obama’s Chief Campaign Strategist for the 2008 and 2012 United States Presidential Elections.
Because Mr Axelrod had the ear of President Obama, he was able to turn the heart of Mr Obama against President Jonathan.
Accordingly, Obama mobilised David Cameron, who was then the UK Prime Minister and other allies to work against Jonathan’s re-election.
When the Presidency saw the danger ahead, they decided to reach out to PAF by sending the Deputy Director-General of the Jonathan/Sambo Presidential Campaign Organisation, Professor Tunde Adeniran and the traditional ruler of Jonathan’s community in Ogbia, King Asara A. Asara, to the group.
Professor Adeniran urged PAF members not to allow what some persons had done to cause them to leave the party or work against it during polls, noting that there were some party members on the campaign train who did not want President Jonathan reelected.
While speaking on behalf of the President, the Traditional Ruler of Akipelai Community in Ogbia Local Government Area of Bayelsa State, Chief Asara A. Asara, appealed to PAF members not to leave the party saying, “President Jonathan was deeply worried over the way and manner the last primaries were conducted, but, because the automatic ticket granted him by the party was yet to be ratified as at the time the various primaries were conducted, he was very helpless in intervening in the matter. He assured them that the President would soon meet with them.
On March 2, 2015, President Jonathan finally invited PAF members to the Presidential Villa, but most of our members refused to attend.
Some members who honoured the invitation observed that everyone was already in panic mode.
This was when the Director -General of the PDP Presidential Campaign Council, Senator Amodu Ali, told us that the battle was not against Buhari but against the American Government.
Trying to justify his claim, Senator Ali said that Mr Obama was angry with President Jonathan because he refused to allow same sex marriage to be made official in Nigeria, but this narrative fell on deaf ears because the PDP had already lost the sympathy of many Nigerians.
For example, instead of running their campaigns on issues, the party decided to focus on Buhari, making him the campaign issue.
So, after the popular Abuja peace accord, President Obama started sending his then Secretary of State, Senator John Kerry, to Nigeria often and often signalling danger over any plot to rig the election.
After much filibustering, PAF dissected everything within the context of truth and observed that even if we decided to support the PDP, public opinion had already gone against the party.
For example, Hon. Ndudi Elumelu, who was one of the governorship aspirants for Delta State, said that elections had not yet been conducted, but some of the beneficiaries of the kangaroo primaries had started carrying themselves as if they had won the election already.
Other members like the Governorship Aspirant for Lagos State, Chief Babatunde Badamasi, Rivers State, Hon. Gabriel Pidomson, Benue State, Mrs Rosaline Ada Chenge, Imo State, late Chief Bethel Amadi, the Senatorial Aspirant for Edo North, Chief Richard Lamai, Adamawa, Mallam Isa Tambaran, Anambra, Barrister Chike Madueke, House of Representatives Aspirants like Hon. Pat Asadu, Lady Irene Ottih, Chief Mrs Olivia Agbajo and over 150 Aspirants for various State House of Assemblies spoke in a similar direction.
It was at this point that Buhari saw the opportunity and sent a high-powered delegation to the PAF members. Though he has been sending Senator Dino Melaye, who was one of his campaign spokespersons to the group.
So, while some defected to APC, including myself to support Buhari, others remained in PDP but to work against it during polls, which in the end, Buhari gave PDP a very hard blow with a crushing defeat.
Ever since then, the PDP has never recovered from the Buhari blow and from the look of things, they will have no option but to adopt our President as their presidential candidate for next year’s election.
So, with the benefits of hindsight, insight and foresight, I write this piece to arrest things before they go out of hand.
Once again, congratulations to our Chairman and members of the National Working Committee of the party.
Comrade Edwin Uhara is a Political Operative, Public Policy Analyst and former Member of the APC Presidential Campaign Council. He can be reached via email: [email protected]
Feature/OPED
Investing in Women-Led Enterprises Is a Growth Strategy Nigeria Can’t Afford to Delay
By Vivian Imoh-Ita
Across African banking, the conversation is shifting from “inclusion as intent” to “inclusion as performance.” Margin pressure, recapitalisation conversations, digitisation, and tighter risk expectations are forcing a hard question: where will sustainable, low-volatility growth come from in the next cycle? One answer is hiding in plain sight: women-led enterprises, underfunded, underserved, and consistently productive.
In Nigeria’s informal economy, where cash flow is real but documentation is uneven, the institutions that win will be the ones that price risk with better signals, distribute at scale, and convert trust into long-term financial relationships. Too often, women’s economic participation is framed as a social commitment rather than a commercial imperative.
That framing is expensive: when we fail to design capital, products, and distribution around the realities of women in business, we don’t just exclude customers, we misprice opportunity and leave growth on the table. Women in Nigeria are not waiting to be “empowered” before they build.
They are already trading, employing, and sustaining households at scale. The real constraint is not capability; it is the fit between how finance is structured and how women-owned businesses actually operate: cash-flow patterns, collateral realities, and the need for speed, trust, and advisory alongside capital.
Three practical frictions show up repeatedly: Collateral versus cash-flow: many viable women-run businesses are cash-generative but asset-light, so collateral-heavy underwriting excludes the very segment banks say they want. Information gaps: when transactions happen outside formal rails, banks see “thin files.”
But thin files are not the same as high risk; they are a data problem that better design and alternative signals can solve. Time-to-cash matters: entrepreneurs often need small, fast working-capital decisions, not slow processes built for corporate cycles.
Speed is a risk tool when it is paired with the right controls. Nigeria has roughly 23 million women entrepreneurs in the micro-business segment, one of the highest rates of female entrepreneurship globally.
Women account for 41% of SME ownership, and SMEs contribute nearly half of the national GDP. Yet access to formal finance remains disproportionately low: women receive only about 10% of loans from financial service providers, and an estimated 98% of women entrepreneurs still lack access to formal credit.
An internal strategy analysis drawing on EFInA/Global Findex/SMEDAN data shows a structural gap: 41% of Nigerian women are financially excluded (vs 33% for men), and while 39% of women borrowed from multiple sources, only 4% accessed a bank loan.
Across Africa, the financing gap for women-led businesses is estimated at $42 billion. This is not a “nice-to-have” agenda. McKinsey Global Institute’s The Power of Parity estimates that advancing women’s equality could add up to $12 trillion to global GDP.
The IMF has estimated that equal participation by women could lift GDP by as much as 40% in some countries. For Nigeria, an analysis cited by the Council on Foreign Relations, drawing on McKinsey’s data, projects that closing the gender gap in economic participation could increase GDP by 23%.
For banks, the implication is straight-forward: women-led enterprises are not a niche; they are a mass-market growth opportunity. Unlocking it requires moving from “product availability” to “product usability”: cash-flow-based lending, simpler onboarding, distribution through digital and agent rails, and trust-by-design (clear pricing, consumer protection, and strong data privacy). Usage is what creates the data to lend responsibly at scale.
There is also a practical reason the returns are outsized: women tend to reinvest more of what they earn into their families and communities, often cited as up to 90%, driving a multiplier effect that shows up in education, health outcomes, and local employment.
For financial institutions, that multiplier is not just a story; it is a durable pathway to deposit growth, transaction volume, credit performance, and long-term customer value. I have seen this play out across Nigeria, in every state and market. The woman selling clothes in Balogun Market employs three other women and sends five children to school.
The general merchandise trader in Onitsha Market is the economic anchor of her extended family. Each of these women is a multiplier, and each of them started with someone, somewhere, giving her a loan, a skill, an opportunity, a chance. That is the “Give to Gain” principle made real. Giving is not a subtraction. It is, as this year’s IWD campaign puts it, intentional multiplication.
At Union Bank, we treat women’s financial inclusion as a core product strategy, not CSR, because the commercial logic is clear. When a woman builds financial capability, she doesn’t just open an account. She saves, transacts, borrows responsibly, expands her business footprint, and brings others with her.
We also understand that distribution is a strategy. Union Bank’s UnionDirect agency banking network operates over 58,000 agents across rural and underserved communities, extending access to deposits, withdrawals, and micro-lending where branches cannot cover the economics.
We have also disbursed over N50 billion in micro-lending to smallholder farmers, market women, and informal entrepreneurs, because inclusion only becomes real when it is usable, frequent, and local.
In a market where a large share of working women operates in the informal sector, bringing women into the formal financial system through savings, digital banking, micro-lending, and insurance is a material growth frontier. Multiple studies across emerging markets also show women often have lower default rates than men, reinforcing what many banks observe in practice: disciplined cash management and strong repayment culture when products are designed around real operating conditions.
That is why we created alpher, Union Bank’s women’s banking proposition launched in 2020 and aligned with SDG5 on Gender Equality. Alpher is designed for the Nigerian woman, whether she is an entrepreneur, a working professional, or managing household finances. For women in business, alpher combines tailored loans and savings plans with capacity-building, mentorship, and practical masterclasses, because capital without capability yields fragile outcomes. alpher is built around a simple promise: practical financial solutions, support systems, savings and investment options, discounted loans, personal and professional development, mentorship/coaching/networking, discounted healthcare plans, and lifestyle/business discounts.
Operationally, we segment customers into individuals (professionals and entrepreneurs), women-led organisations, and organisations that support women in their workforce and supply chains. Hence, the service is relevant, not generic.
Practically, that has meant designing access to credit with reduced collateral requirements, recognising that traditional collateral models were not built around women’s asset ownership patterns.
It has also meant investing deliberately in skills, entrepreneurship, bookkeeping, pricing, digital commerce, and personal finance, so that funding translates into resilience, not just activity.
One initiative I am particularly proud of is the alpher Fair. In this marketplace concept, we open our premises (and those of partners) to women entrepreneurs to sell directly to customers, employees, and partner networks.
It creates immediate market access, strengthens visibility, and proves a simple point: scaling women-owned businesses is often about building pipelines of customers, information, and trust, not just issuing loans. Beyond our own programmes, we partner to scale outcomes.
In May 2025, through alpher, Union Bank sponsored the Nigerian British Chamber of Commerce (NBCC) Women and Youth Entrepreneurship Development Centre (WYEDC) Cohort 2 Programme, which graduated 125 entrepreneurs who benefited from entrepreneurship training and business grants. At the graduation, we hosted a pitch segment that awarded funding to standout entrepreneurs. This is the point: capability building is not “soft.”
It is pipeline development for stronger businesses and better credit outcomes. Importantly, alpher sits within Union Bank’s broader retail and SME ecosystem, loan products, business advisory, digital payment infrastructure, and growth workshops, so customers can access funding, learn how to deploy it, connect to mentors and peers, and gain visibility for their businesses.
The objective is straightforward: build businesses that last. The next phase of banking growth in Nigeria will favour institutions that translate insight into design products that reflect customer reality, distribution that meets customers where they are, and risk models that recognise performance beyond legacy collateral. Backing women-led enterprise is not a campaign; it is a competitive advantage.
The forward-looking question is whether we will build the rails, capital, capability, digital trust, and market access fast enough to earn the growth already waiting in plain sight. If we are serious about inclusive growth, we should be equally serious about inclusive balance sheets and about building the underwriting, data, and distribution models that make inclusion commercially sustainable.
Vivian Imoh-Ita is Head, Retail & SME Business at Union Bank of Nigeria, with a focus on building retail and SME propositions that drive inclusion, growth, and long-term customer value
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