The Nigerian FinTech industry continues to experience remarkable growth and advancements, thanks to cutting-edge technologies that are revolutionising not just business processes and operations alone, but also lives and livelihoods.

The foundation for this growth of the FintTech ecosystem was laid by the Central Bank of Nigeria (CBN) in 2007 when it launched the Payment System Vision (PSV) 2020.

In the middle of this revolution is the propelling force of digital marketing, impacting deeper penetration for financial inclusion, democratising finance, and empowering users for self-service within the FinTech industry.
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Nsongrura Myra Abasisakara is a certified digital marketing expert, and an associate member of the Chartered Institute of Marketing (CIM) UK, who oversees all digital marketing activities at Nigeria’s foremost payment service bank, 9 Payment Service Bank (9PSB). 9PSB is a fully digital start-up bank that provides unique banking services to the unbanked, underbanked and banked through simple and accessible online and offline digital banking experiences. At 9PSB, she has demonstrated the impact of digital marketing on Fintech startups, through several campaigns to drive lead generation and conversions, mobile app downloads, and product adoption, while ensuring high retention.

A significant attribute of digital marketing is the widespread reach and exposure of desired content to a specific audience or demography. Through targeted social media campaigns, Nsongurua is making 9PSB’s user-friendly mobile banking and digital wallets more accessible to the unbanked and underbanked. With interactive content in local dialects, she is accomplishing the bank’s mission of bridging the financial exclusion gap and driving community-based financial education for the unbanked in collaboration with other industry players.

Recording rapid growth in customer onboarding and mobile app downloads is another transformation 9PSB has experienced through digital marketing, where Abasisakara doubled the company’s customer account base in four weeks using an influencer marketing reward campaign. Sustaining the result with lead nurturing and conversion campaigns through email marketing, she has built an online community of engaged users, keeping them informed of product updates, benefits and secure financial practices. Part of her growth strategy for the bank was increasing its mobile app download and usage, which she achieved through app download campaigns by 410%.

Before joining 9PSB she spent some time at FastCredit Limited, a FinTech start-up as well where she executed all marketing activities and campaigns to grow brand awareness among the target audience and easy accessibility to credit for them.

She executed a highly successful email marketing campaign that made a direct impact on sales revenue, and impressive annual growth of over 15% within just six months. Her strategic approach to targeting the right audience and crafting compelling email content played a key role in driving conversions and revenue growth, elevating the brand’s visibility.

Using optimal search engine optimization (SEO) practices, she built a positive brand reputation and effectively highlighted the product offerings that contributed significantly to enhancing the user experience and attracting potential customers. Her efforts led to substantial growth in the follower base and organic engagement by over 100%, showcasing her ability to engage and captivate audiences through compelling storytelling and creative strategies.

Before Abasisakara, who’s making strides in the Fintech world, was a digital marketing enthusiast who grew from managing online communities for financial service brands like Zedvance Finance, and FirstBank among others, to building and executing tailored digital strategies for business transformation.

She is convinced that the future holds interesting prospects for both FinTech and digital marketing worlds. As technology evolves, so will the transformation of lives and businesses. For FinTech start-ups, we’ll see the rise of more tailored financial solutions based on financial goals, and increased use of artificial intelligence to provide financial education, guidance and user support. Likewise, we’ll anticipate more personalised messaging and meaningful connections with users based on their needs or levels in the marketing funnel for digital marketing.
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