Brands/Products
Financial Inclusion and Branding – What is the Synergy?
By Fiona Hitchcock
Financial inclusion is one of the most amplified ideologies in many geographical areas. This has led to the implementation of noteworthy efforts to build institutions and systems for the inclusion of diverse socio-economic classes.
According to financial analysts, the past two decades have seen a rapid increase in the interest in financial inclusion, both from policymakers and researchers.
It is evident that structural, as well as policy-related factors, such as encouraging banking competition or channelling government payments through bank accounts, play an important role in achieving financial inclusion.
In Nigeria, the Central Bank of Nigeria (CBN) had set a financial inclusion target of reaching 80 per cent of the total adult population by 2020, but presently, the country is not on track to meet this target which was set out in the National Financial Inclusion Strategy (NFIS) of 2012.
The NFIS had set two financial inclusion targets for the year 2020: an overall financial inclusion rate of 80 per cent of the adult population and a formal financial inclusion rate of 70 per cent of the adult population.
As of 2016, just 58.4 per cent of Nigeria’s 96.4 million adults were financially served and only 48.6 per cent of all adults used formal financial services.
How do we make financial inclusion exciting? How do we encourage consumer consumption? The answer is well thought out through executed branding for financial institutions.
Various financial institutions and societies have taken steps toward financial inclusion, but to be successful, they need to understand how to accurately target and market to their potential customers.
Conventionally, most financial institutions are known to be conservative in their marketing and branding approaches towards this market. As a result of this, customers approach these institutions with a perception of distrust and apprehension.
To address this disengagement between financial solutions and their consumers, financial institutions should ensure that great attention is paid to branding techniques. This is also very important in building a distinctive brand.
Most consumers become less apprehensive to consume a financial product or service when the repetitiveness and recognizability of the branding elements become part of the familiarity of their community environment.
From logos to taglines, tone of voice, advertising styles, these elements present a powerful conviction to customer acquisition. Without these, financial institutions will not connect in a relevant way with their target market and financial inclusion remains unprogressive.
Brands are expected to have a life outside management functions, have a personality and opinion that consumers can relate to. Financial institutions not excluded.
It is, therefore, critical that financial institutions communicate constantly to their target audience to enable a more progressive leap towards financial inclusion. The more people see you, the more they become comfortable, the more they are convinced to try you and (upon successful customer experience) the more they trust you.
Some brands run one successful campaign and then go quiet after that. Out of sight, out of mind. Whatever the case, there must always be something you are saying to your customers.
At Hitchcock Michalski, we believe that the more consumers can rely on an implicit reaction to a brand, the more likely they are to buy that brand – this is a key essence of our outstanding branding practices. Having worked for big financial brands like Access Bank who are making giant strides towards achieving CBN’s 2020 goal, we are even more convinced that distinctive branding plays an important role in aiding financial inclusion.
The year 2020 has taught us that to achieve financial inclusion, institutions in the finance and fintech sector must work towards winning the trust of consumers.
This can only be earned through the non-exhaustive implementation of marketing and branding strategies. For financial inclusion to work, institutions must win the conviction of the end-user.
Conviction is only earned through constant engagement. It is critical to understand the pain points of your customers, to truly understand their needs and what they find difficult when dealing with a financial institution.
We have to develop a well thought out strategy towards bridging the gap between financial solutions and the consumers, always with solving the customers’ needs and challenges in mind, failing which all efforts geared at inclusion for the unbanked and underbanked will remain ineffectual.
Fiona Hitchcock is the Managing Partner for leading brand strategy, design and communication agency, Hitchcock Michalski and has worked with multiple financial brands across Africa.
Brands/Products
Temu Partners Dellyman to Scale Logistics Capabilities Across Nigeria
By Modupe Gbadeyanka
As part of its strategies to aggressively scale its logistics capabilities across key African markets, especially in Nigeria, the fast-growing global e-commerce powerhouse, Temu, has entered into a delivery partnership with Lagos-based logistics startup, Dellyman.
Through this collaboration, Temu customers in Nigeria will experience faster, more predictable, and more transparent deliveries, a critical factor in sustaining the platform’s customer satisfaction as order volumes continue to rise.
Dellyman’s technology-driven approach, spanning rider management, route optimisation, and customer visibility, played a central role in Temu’s selection process.
In the pilot phase, Dellyman completed more than 1,300 deliveries with a 95 per cent success rate, demonstrating its readiness to support large-scale e-commerce operations nationwide.
Founded in 2020, the firm has grown into one of Nigeria’s most reliable same-day and last-mile delivery platforms.
The company recently achieved a 10,000-order monthly delivery milestone in November 2025, contributing to a cumulative total of more than 300,000 lifetime deliveries.
This track record made Dellyman a strong fit for Temu, which is aggressively scaling logistics capabilities across key African markets.
“Our partnership with Temu is a major endorsement of the vision we set out with, to build Nigeria’s most reliable, scalable, and transparent last-mile delivery infrastructure.
“Achieving a 95 per cent delivery success rate during the pilot underscores our readiness to support high-volume e-commerce platforms.
“This collaboration shows that local startups can meet and exceed global standards when given the opportunity,” the chief executive of Dellyman, Mr Dare Ojo-Bello, said.
He further noted that the partnership represents more than operational growth as it signals a shift in how global e-commerce brands view Nigerian logistics capabilities.
“This is not just about fulfilling orders; it is about reshaping perceptions of what Nigerian delivery companies can achieve. We are committed to building the kind of infrastructure that supports international standards, empowers local businesses, and ultimately strengthens consumer trust in the broader digital economy,” he noted.
Mr Ojo-Bello added that Dellyman will continue investing in capacity, fleet expansion, and merchant-facing tools to ensure superior delivery experiences for Temu buyers and other online shoppers nationwide.
Brands/Products
Verve Issues Over 100 million Cards to Customers, Celebrates Milestone
By Aduragbemi Omiyale
Over 100 million cards have been issued to customers by Africa’s leading payments card brand, Verve, across the continent.
This milestone has been described as a powerful symbol of growth, resilience, and the evolving needs of millions of Africans who rely on Verve every day.
The accomplishment has been said to underscore the company’s deep consumer insight, continuous innovation, and unwavering dedication to customer satisfaction.
Verve’s evolution has consistently been inspired by the needs and aspirations of its users. Today, its acceptance footprint stretches across Africa and reaches global markets through strategic partnerships with leading brands, including Google, Netflix, Spotify, AliExpress, Temu, Flywire, YouTube Premium, and others, unlocking broader access to lifestyle, entertainment, commerce, and mobility solutions for millions of cardholders.
“What began as a simple idea, one card designed to empower everyday life, has grown into 100 million stories, 100 million touchpoints, and 100 million reasons to deepen our commitment to delivering secure, seamless, and meaningful payment experiences across Africa,” the Executive Vice President for Group Marketing and Corporate Communications at Interswitch Group, Ms Cherry Eromosele, said at a media briefing in Lagos, where she was represented by the Divisional Head for Growth Marketing (Paytoken and MVNO), Chidi Oluaoha.
Ms Eromosele further noted that the milestone is shared with the broader ecosystem; banks, processors, merchants, regulators, and partners, whose collaboration has fuelled Verve’s remarkable growth.
Most importantly, she celebrated the millions of individuals who carry Verve cards in their wallets and mobile devices, acknowledging that their trust and loyalty continue to inspire the brand’s progress.
With the 100-million-card mark now crossed, Verve is poised to accelerate its expansion efforts, elevate customer experiences, and strengthen its global acceptance network.
Brands/Products
CREDICORP Launches Credit Programme for Easier Acquisition of Phones, Others
By Adedapo Adesanya
The Nigerian Consumer Credit Corporation (CREDICORP) has launched a national digital device credit programme that will make the acquisition of smartphones, laptops, and other essential digital tools easier for working Nigerians.
According to the scheme, which was introduced by the Nigerian government to democratise consumer credit access to Nigeria’s working population, the country’s progress is increasingly driven by access to the tools that help people learn, earn, and participate fully in a modern economy.
Over the past year, CREDICORP has supported thousands of Nigerians to acquire the assets that make daily life easier, from mobility solutions that shorten commutes and increase productivity to renewable energy systems that keep homes and small businesses powered and productive. Each intervention has shown the same outcome: when Nigerians are allowed to access essential tools through fair and responsible credit, their lives improve rapidly.
The new rollout builds on the success of the pilot phase already completed under the partnership. In the first phase, CREDICORP, working through E-Finance Company with technology support from Credlock, enabled over 1,000 Nigerians to access smartphones through affordable credit, many for the first time. The strong repayment performance and the speed of adoption demonstrated both the appetite and the national need for this kind of support.
Via this new phase, CREDICORP is poised to scale the program significantly, targeting over 15,000 Nigerians who will be able to access smartphones or laptops that directly enhance their productivity, income potential, and digital participation.
To deliver this initiative at scale, the organisation is once again working through one of its Participating Financial Institutions, E-Finance Company, with technology support from Credlock, whose intelligent device-collateral system allows for secure, responsible, and efficient access to credit. Together, E-Finance and Credlock will ensure that Nigerians can seamlessly apply for, finance, and collect the digital devices they need, without the heavy burden of upfront payments.
Speaking on the new phase, CREDICORP’s Managing Director, Mr Uzoma Nwagba, noted that this is a natural progression of the institution’s work.
“From mobility to renewable energy, we have witnessed the profound impact that access to credit can have on people’s daily lives. Nigerians are ambitious and hardworking; they simply need fair pathways to acquire the tools that move them forward. Digital devices now sit at the center of learning, earning, and productivity, and expanding access to them is a critical step in building a more digitally ready nation.”
On his part, Credlock’s CEO, Mr Dayo Fabayo, emphasized the power of turning everyday devices into pathways for progress. “Every smartphone represents potential to learn, to work, to access opportunity, and to live with dignity. At Credlock, we believe the device in someone’s hand can be the bridge to their financial future. Working with CREDICORP and E-Finance allows us to scale that vision to millions of Nigerians.”
This initiative is part of CREDICORP’s broader mission to expand consumer credit and improve the quality of life across the country. By widening access to digital tools, CREDICORP is supporting a more connected, productive, and future-ready Nigeria, one where every citizen can thrive.
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