Margaret Banasko is a growth and marketing leader with over a decade of experience building and scaling consumer, technology, and financial services businesses across Africa and Europe. She holds a Master of Science (MS), Strategic Marketing from Cranfield School of Management. Currently, Head of Marketing at FairMoney Microfinance Bank, she is translating financial infrastructure into accessible digital systems that support business resilience and long-term sustainability. She speaks in this interview on advancing economic opportunity for women-led enterprises.
Could you briefly share your professional journey?
My career has been shaped by one core theme: scaling complex businesses across multiple markets through disciplined growth strategy, data-led decision-making, and strong commercial execution. I’ve led regional and international marketing organisations, managed significant budgets, launched products in new markets, and worked very closely with product, finance, and technology teams to drive measurable growth across both mature and emerging markets. As Head of Marketing at FairMoney Microfinance Bank, I’m accountable for growth performance, brand equity, and customer acquisition at scale. I lead our go-to-market strategy across products, channels, and customer segments, ensuring marketing directly supports revenue, portfolio quality, and long-term sustainability. My remit spans demand generation, lifecycle engagement, and market positioning. At its core, my role is about building systems that convert insight into adoption and adoption into sustainable growth.
From a financial perspective, what are the most significant barriers to entry for women-led businesses transitioning to a digital-first model?
The biggest barrier is access to appropriate capital at the right stage of growth. Many women-led businesses are already strong, but without consistent access to formal financing, it’s difficult to scale efficiently or invest confidently in the next phase of growth. In practice, capital follows visibility, so the more digitally legible a business becomes, the easier it is for the financial system to support it. The second barrier is how digital finance is positioned. Too often, it’s introduced as a product rather than as a system for visibility, control, and leverage. When these tools are clearly framed as drivers of stability and strategic choice, adoption accelerates naturally.
What do you see as the primary economic triggers pushing Nigerian women entrepreneurs to move from traditional brick-and-mortar operations to digitally-led business models in 2026?
Economic pressure is the real catalyst. Rising costs, currency volatility, and shrinking margins are forcing business owners to operate with precision rather than intuition. At the same time, consumers now expect speed, flexibility, and digital access. Businesses that cannot meet these expectations lose relevance. Digital models allow women entrepreneurs to expand reach, stabilise cash flow, and reduce operational friction while decoupling growth from physical expansion. That shift is no longer optional. It is structural.
How can female entrepreneurs build a secure digital financial footprint?
Creditworthiness is built through visibility and consistency. Women entrepreneurs need to separate their business and personal finances and maintain continuous records of income and expenditure. This creates a verifiable financial identity. Formal institutions do not fund potential. They fund patterns. A clear digital footprint converts everyday transactions into economic proof and positions the business for growth capital.
How should women entrepreneurs be leveraging the data generated by digital financial tools for their businesses?
Data removes uncertainty. Sales trends reveal demand cycles. Transaction frequency highlights customer loyalty. Inventory turnover exposes inefficiencies. Women entrepreneurs who actively review this data can price more accurately, stock efficiently, and market with intent. Data-led businesses are able to allocate resources where returns are demonstrable.
Digital bookkeeping is foundational for control and transparency. Structured savings tools protect businesses from shocks and enforce capital discipline. Digital credit and insurance provide leverage and risk protection. Together, these services shift a business from survival mode to institutional thinking.
How should the industry evolve its messaging to ensure digital financial literacy reaches the last mile, particularly women in the informal sector?
The industry needs to focus on real-life experiences, and messaging should clearly demonstrate how digital finance protects income, improves stability, and increases control. Education must be practical, visual, and grounded in everyday business realities. Trust is built when women see themselves reflected in the message and recognise value immediately.
What advice would you give to Nigerian female entrepreneurs aiming to scale both this year and long-term?
Start by building strong foundations and let scale follow. Digitise your payments, track your performance, and really understand your numbers not because you have to, but because it gives you freedom and choice.The women who build enduring businesses are the ones who invest early in systems and clarity. Structure gives you leverage. It gives you resilience. And most importantly, it gives you options. The goal isn’t just to grow fast. It’s to build something that lasts and that gives you authority in your market.
