According to the newly released State of UX in Financial Apps: Nigeria Report 2025 by Interswitch, the days of winning customers with sleek interfaces alone are over.

The report, which draws on extensive user research, surveys, and evaluations of leading platforms, reveals that while Nigerians are increasingly comfortable with digital banking, their expectations for speed, transparency, and support have hit an all-time high.

The ‘Help’ Crisis: A 71% Failure Rate

The most striking finding of the 2025 report is a massive breakdown in digital customer service. A staggering 71% of Nigerians surveyed described the help options within their financial apps as ineffective.

Despite the industry’s push toward automation and AI-driven chatbots, users frequently cited:

• Vague Error Messages: Notifications that fail to explain why a transaction failed.
• Lack of Real-Time Guidance: Difficulty in getting immediate resolution for time-sensitive issues.
• Complex Interfaces: Support journey paths that feel like a maze rather than a solution.

The data suggests that while core transactions like transfers generally perform well, secondary tasks like bill payments and airtime purchases still suffer from significant usability friction.

UX is the Product, Not the Wrapper

Speaking on the launch, Cherry Eromosele, executive vice president, Group Marketing and Communications at Interswitch, emphasized that user experience has evolved from a cosmetic layer into the core value proposition of financial institutions.

“User experience is no longer a cosmetic layer in financial services, it is the product itself,” Eromosele noted. “Trust, simplicity, and reliability are what truly differentiate one platform from another… improving experience is essential to deepening inclusion and sustaining the next phase of digital finance growth.”

Benchmarking Against Global Standards

Interswitch utilized globally recognized usability principles, including those developed by UX pioneer Jakob Nielsen, to audit the Nigerian ecosystem.

The study evaluated apps based on:

• System Feedback: How well the app communicates its status to the user.
• Error Prevention: Designing systems that stop mistakes before they happen.
• Flexibility & Accessibility: Ensuring the app works for diverse user needs across various socio-economic classes.

While the report notes progress in transparency and reliability, it highlights a massive opportunity for banks and fintechs to win long-term loyalty by adopting more human-centered design frameworks.

The Bottom Line

As an infrastructure giant connecting banks, fintechs, and merchants, Interswitch’s report serves as a health check for the $1 trillion economy’s digital pipes.

The message for 2026 is clear: the winners in the next phase of Nigeria’s digital revolution will not be those with the most features, but those who can make their existing features understandable, trustworthy, and supportive.

Techeconomy’s view: For investors and stakeholders in the fintech space, this report underscores a shift in Capex priorities.

To maintain market share, financial institutions must pivot from aggressive customer acquisition to retention strategies centered on robust, real-time in-app support and error-handling infrastructure.

That was the highlight of Interswitch’s message yesterday, June 25, 2025, as it premiered its latest brand campaign, “Powering Moments That Matter,” at its Innovation Lab in Victoria Island, Lagos.

With fintech jargon overwhelming daily lives today, Interswitch chose to step back, focusing on the deep human impact on individuals across Africa, asking the question; what’s the point of all this technology if it doesn’t help us live better, fuller, more human lives?

Beyond a product reveal or marketing campaign, the Interswitch TVC Premiere was a reflection on the moments we live for, the ones we usually overlook, and the technology that makes them possible. 

Be it a father paying for emergency treatment, a young woman starting her dream business, or a child walking into their first classroom, Interswitch wanted us to see that money is only meaningful when it powers something real.

“This is not just about the business or the brand, it’s about people, it’s about the story we tell that touches lives,” said Dr Cherry Eromosele, executive vice president and group chief marketing & communications officer at Interswitch.

“It has not been an easy journey working in a space that people see as very technical. One of the biggest challenges is: how do you humanise a brand like ours? We’ve had to co-create with customers, listen deeply, and develop solutions that truly matter to them.”

From enabling daily transactions to life-changing moments, like urgent hospital payments, entrepreneurial breakthroughs, and first-time home purchases, Interswitch’s campaign zooms in on the value of its infrastructure. 

The commercial, created entirely in Africa by African talent, not AI, is a visceral insight that behind every payment is a person, a story, a dream.

Tomi Ogunlesi, divisional head of Brands and Communications, took attendees through Interswitch’s brand evolution, spotlighting its core belief that technology only matters when it connects meaningfully to human experiences.

The Interswitch new campaign builds on a rich legacy of storytelling. In 2015, Interswitch began by establishing trust as the core currency in fintech. In subsequent years, it embraced curiosity and innovation, and later encouraged customers to “see beyond the big picture.”

The latest phase goes even further, placing human experience at the centre of the brand’s ethos.

“We see money move, we process billions of transactions,” said Ogunlesi. “But what really matters are the moments behind those transactions. From a child’s school fees to a last-minute flight to see a loved one, Interswitch is there, quietly powering it all.”

This campaign reiterates Interswitch’s footprint across the continent, having been shot in multiple African countries, including Nigeria, Kenya, and Uganda, with the objective of representing a shared African identity. 

Casting and production were painstakingly curated to ensure audiences could relate universally, regardless of geography.

Paul Otu, divisional head, Design, Research & User Experience, explained: “It was important to tell authentic stories, stories everyone can see themselves in. Everyone knows someone chasing a dream, someone battling illness, someone trying to build a future. And in all those stories, Interswitch is quietly there, enabling those moments.”

Innovation with Meaning

This past financial year alone, Interswitch achieved commendable milestones, from sponsoring the Africa Magic Viewers’ Choice Awards and Uganda’s Developer Summit, to collaborating with governments in Lagos, Sierra Leone, and Kenya to drive fintech innovation. 

The company introduced tech solutions like CipherTrust, enabled YouTube subscription payments in naira, and reached a historic 70 million debit cards issued milestone. Their continued role in nurturing Africa’s tech ecosystem, through platforms like TechConnect 4.0 and the Spark National Science Competition, stresses its focus and dedication to the continent’s sustainability.

“We’re not just a payments company anymore,” Dr Eromosele stated. “We’re a technology enabler across sectors; healthcare, education, energy, and more. We are here to make sure the technology you rely on is invisible when it works and unforgettable in the moments it enables.”

No AI, All Heart

Interestingly, while the fintech world highly utilises AI-generated content, Interswitch took a contrarian route, going all-human. “Fintechs use AI to create full commercials,” said Ogunlesi. “But we’re doubling down on human connection. This was created 100% in Africa by Africans, for Africans.”

The final commercial, a 90-second video which took weeks of creation, was rich in emotion. It does not show POS machines or app interfaces like normal Fintech ads. Instead, it shows a life saved, a small business breaking even, a mother happy to see her unborn child and many more. Calm, but powerful.

“When you see this ad, you might forget the platform behind it,” said Dr Eromosele. “But you won’t forget the moment it represents. That’s when we know we’ve done our job.”

With a strong internal culture built on mantras like “speedy execution with accuracy” and “do the right thing the first time,” Interswitch remains committed to bolstering Africa’s digital space. The company’s 4.5.6 +Xb strategy, places sustainable growth and human-centred design at the core of its business.

As the curtains closed on the event, the Interswitch personnel reiterated that this is not the end, not even the peak. It’s just a new chapter.

“We’ll never stop telling stories that matter,” said Ogunlesi. “We’ll never stop humanising technology, and we’ll never stop moving Africa forward, one moment at a time.”

This year’s edition promises to be the most exciting yet, featuring instant discounts and rewards for Verve cardholders.

Starting August 15, 2024, to December 31, 2024, Verve cardholders will enjoy up to 10 per cent instant discount or rewards on every transaction at selected outlets.

All you need to do is use your Verve card at any participating outlet, including NNPC, Addide, The Place, Sweet Sensation, Chowdeck, among others. across Nigeria and enjoy this amazing offer.

The Verve Goodlife Promo 5.0 offers cardholders numerous opportunities to enjoy these rewards.

This initiative is Verve’s way of appreciating its cardholders, offering them an opportunity to save while spending on the things they need and love.

Vincent Ogbunude, managing director, Verve International, emphasized that the Verve Goodlife Promo is more than just a rewards program.

Ogbunude said that it is a testament to Verve’s commitment to understanding and meeting the evolving needs of its customers.

He added that,

“Verve is continuously expanding its footprints across the continent and beyond. As such we are continuously exploring ways to stay ahead of the curve and competition. We have seen a growing number of Nigerians and Africans at large choosing the Verve card, and their steadfast loyalty motivates us to continue providing outstanding value. We encourage more Nigerians to join the Verve family comprising millions of people from across Africa and beyond and enjoy the fantastic benefits and surprises we have prepared,” Ogbunude remarked.

Speaking at the launch, Cherry Eromosele, executive vice president, Marketing and Corporate Communications, Interswitch Group, said:

“We are excited to launch another edition of the Verve Good Life Promo, which demonstrates our commitment to improving the lives of our customers amid our current economic realities. We understand that the pressure on consumers’ disposable income has increased, so, we want to cushion this effect on our cardholders.”

“We believe that everyone deserves a good life, and we’re dedicated to making that a reality through initiatives like this. By offering instant rewards, we empower our cardholders to enjoy the good things of life they love” Eromosele added.

To participate in the Verve Good Life Promo 5.0, Verve cardholders simply need to use their cards at any of the designated outlets.

The 10 per cent discount will be applied instantly – no coupons, no hassle.

Non-Verve cardholders can also enjoy the promo benefits by visiting their banks and requesting a Verve card.

The grand finale promises a memorable experience for fitness enthusiasts and wellness seekers, as it will feature an esteemed lineup of fitness experts and dance instructors who will guide attendees through invigorating workout sessions and exciting dance routines.

Culminating in the unparalleled fusion of fitness, and music, attendees will also be treated to great performances by premium band, Alternate Sound, and on the sidelines, there will be breakout sessions, and other wellness-promoting activities.

In line with its unwavering commitment to providing top-tier and holistic experiences for fitness enthusiasts, Verve has partnered with renowned brands such as global sportwear brand, adidas as well as Technogym, Aquafina, Pocari Sweat and others.

Commenting on the VerveLife 6.0 grand finale, Cherry Eromosele, Executive Vice President, Group Marketing and Communications at Interswitch Group said that the VerveLife Initiative is a demonstration of the firm’s commitment to empower Africans to embrace a healthier lifestyle.

She said that following the successful round of VerveLife 6.0 satellite events organized in select cities across country, and beyond, where more enthusiasts were given a taste of the fun, fitness, food and music that is Vervelife’s consistent signature, the stage has been set to host the VerveLife grand finale on the first Saturday of November, at the popular Landmark Event Center, Victoria Island, Lagos.

She said “Celebrating the journey towards fitness and well-being is at the heart of VerveLife 6.0. We believe that health is not just a destination; it’s a lifelong adventure. By joining hands with distinguished brands such as adidas, Technogym, Aquafina and Pocari Sweat, we are excited to elevate this celebration to new heights, ensuring that our attendees are left with nothing short of an exciting blend of fitness, music, and wellness that gives them a breath of fresh air”.

“VerveLife is a testament to our commitment to inspire and uplift individuals on their quest for a healthier and happier life. In line with this year’s theme, “Breathe” we invite everyone to take a soothing deep breath while on this journey of well-being and to embrace life the Verve way.”

To make this year’s VerveLife event even more memorable, the finale event will culminate in an electrifying evening afterparty concert that will be headlined by Alternate Sound.

For the past six years, the VerveLife event has continued to raise the bar in uniting fitness enthusiasts and wellness seekers across Nigeria under one umbrella. In an effort to extend its message of fitness and well-being beyond Nigeria’s borders, VerveLife has been successfully introduced in the East African countries of Kenya and Uganda, making it a truly pan-African event.

This prestigious recognition is a testament to her exceptional transformational leadership, immense contributions to humanitarian efforts, and remarkable dedication to national development.

Eromosele currently holds the position of Executive Vice President, Marketing and Communications for Africa at Interswitch Group, where she plays a pivotal role in the company’s senior leadership team.

Her creative vision, deep understanding of company values and exceptional business leadership skills have been instrumental in driving brand differentiation, market leadership, and maximizing returns on marketing investments.

With a bachelor’s degree in Biological Sciences Education from the University of Benin, Eromosele has consistently pursued professional growth and development.

She has participated in executive, functional, leadership, and management programmes offered by prestigious institutions such as Cranfield School of Management, Columbia Business School, Wharton Business School, Kellogg Business School (Northwestern University), and the Oxford Fintech Program at Said Business School.

Throughout her illustrious career spanning over 25 years, Eromosele has amassed versatile and multi-industry functional and leadership experience. She has excelled in product and marketing innovation across various sectors, including FMCG (alcoholic beverages), telecommunications, fast-moving consumer healthcare, and most recently, fintech/e-payments across key African markets. Her ability to consistently deliver exceptional results when venturing into new territories has set her apart as a dynamic and performance-driven professional.

Eromosele’s significant contributions to the marketing landscape in Nigeria have garnered widespread recognition.

In 2015, she was honoured as the Marketing Personality of the Year in Nigeria by Marketing Edge. Additionally, she was named one of the top 50 Marketing Professionals in West Africa at the 7th edition of the annual Marketing World Awards held in Accra, Ghana in 2019.

In 2020, she received the Most Outstanding Marketing Professional of the Year award in the Financial Technology category at the Women in Marketing & Communications Conference/Awards (WIMCA).

Furthermore, Cherry Eromosele has been consecutively named among the Global Top 100 Marketing Leaders in Technology by Hot Topics in 2021 and 2022.

Alongside her recent doctoral conferment,  Eromosele has been certified as a Fellow of the Ecolerite Institute for Peacebuilding (FEIP). This prestigious certification acknowledges her deep commitment to fostering peace, justice, and sustainable development within communities.

As a Fellow of the Ecolerite Institute for Peacebuilding, Cherry Eromosele joins a distinguished group of global leaders dedicated to promoting peace and fostering understanding among diverse populations.

Speaking on the recognition, Eromosele said, “I am deeply humbled and honoured to receive this prestigious recognition from Prowess University and to be certified as a Fellow of the Ecolerite Institute for Peacebuilding. It is a testament to the power of transformational leadership and the impact that can be made through dedicated efforts in business and community development. I am also deeply grateful for the support and guidance I have received throughout my career.”

With these exceptional recognitions, Eromosele is further inspired to continue her pursuit of excellence, driving positive change, and creating transformative impact in both her professional endeavours and philanthropic initiatives.

Inaugurated in 2017 with the aim of encouraging a healthy lifestyle among Verve cardholders and fitness enthusiasts in general, Verve Life has quickly grown to become regarded as West Africa’s biggest fitness platform, attracting thousands of fitness enthusiasts from Nigeria and beyond each year.

Highlights of the Verve Life fitness platform include exciting workout sessions and dance routines led by renowned fitness experts and dance instructors, fitness challenges and immersive masterclasses on nutrition, mental health, and other related topics, all in addition to a multi-city train of satellite fitness events pan-Nigeria, touching over seven cities this year.

The collaboration with PUMA arose from both brands’ shared passion for fitness and is expected to numerous benefits for members of the VerveLife and PUMA communities including free PUMA merchandise, product discounts, access to exclusive events and brand equity consolidation, among other benefits.

Speaking on the collaboration with PUMA, Cherry Eromosele, Executive Vice President, Marketing and Communications, Interswitch Group, reiterated VerveLife’s focus on promoting fitness, healthy living, and wellness.

According to her “We are pleased to welcome PUMA on board as one of our partners for VerveLife 5.0. Last year, we successfully delivered an extraordinary event that left attendees demanding more. This year, we are set to up the ante, working with key partners like PUMA as we jointly advocate for a healthy lifestyle for Nigerians.”

Commenting on the collaboration with Verve, Ladun Bamgbose, the Marketing Coordinator of PUMA Nigeria said “This partnership allows PUMA to promote the brand in what is arguably Sub-Saharan Africa’s largest annual fitness event. We believe that fitness and sports have the power to transform and empower individuals and societies at PUMA, which is why Verve life 5.0 is an ideal partner for us as their ‘Never Stop’ theme aligns with our brand mantra, Forever Faster.”

Similarly, Tomi Ogunlesi, Group Head, Brands and Communications at Interswitch Group, said Verve’s partnership with PUMA underscores its determination to treat members of the VerveLife community to an enriching experience. He said, “The partnership complements our efforts to deliver the best VerveLife experience year-on-year, exceeding the expectations of our growing community.”

The buildup of events for VerveLife 5.0 kicked off recently, with satellite events in Uyo and Asaba. Other Nigerian cities billed to host VerveLife satellite events include Enugu, Port Harcourt, Benin, Ibadan, and Abuja, ahead of the highly anticipated grand finale in Lagos on 5^th of November.

The fitness event is also expected to make it debut on the Kenyan scene, with its first event in Nairobi scheduled to hold in October.

Beyond the provision of seamless, secure, and innovative payment solutions, Verve continues to support the lifestyle needs of Nigerians by nurturing their appetite for fit and healthy living.

In this new capacity, Eromosele will be expected to provide leadership and direction, as well as inspire Interswitch’s marketing and corporate communications teams across all its operations in Africa to execute dynamic marketing, communications and stakeholder engagement programmes and initiatives, geared toward achieving critical objectives of maintaining and enhancing brand awareness, preference and equity, customer acquisition, transaction growth and sustainable social responsibility.

She will also be accountable for developing and institutionalizing sound and sustainable processes that help realize Interswitch’s brand, marketing and communications objectives, whilst providing strategic marketing counsel to the Board/C-level & Business Leadership.

Taking to her LinkedIn page to make the announcement, Cherry Eromosele, wrote, “Hats off to the real MVPs, my formidable Interswitch Marcomms family (past and present) whose dedication, talent, and passion continue to shine through. We’ll continue to achieve amazing things together.

 “If I have seen farther, it is because I have stood on the shoulders of giants. Sincere appreciation to all (too many to mention here) who have mentored and shaped my career outlook over the years.

“As we continue our quest at Interswitch Group to inspire Africa to greatness through innovation, value-creation, and excellence, I couldn’t be more thrilled to start this exciting chapter. The best is yet to come!” she enthused.

Recall, just last year, Cherry Eromosele was recognised as one of the Global Top 100 B2B Marketing Leaders in Technology in 2021 in the annual list released by the global business leadership community, HotTopics.HT.

Eromosele who is a dynamic and performance-driven professional with over 25 years of versatile, multi-industry functional and leadership experience, has distinguished herself professionally with a proven track record of success in product and marketing innovation, hence her recognition as one of the amazons changing the landscape in the global marketing space.

Her recent elevation comes as no surprise as her achievements in the marketing communications industry in Africa has earned her recognitions across platforms, globally. She has been recognised by the prestigious Women in Marketing Communications Conference, WIMCA, as ‘Outstanding Female Marketing Professional for the Year’ in 2020; recognised as one of the Top 50 Women in Marketing Communication in 2020 by Brand Communicator; Marketing Personality of the Year by Marketing Edge and special recognition amongst the Top 50 Marketing Professionals in West Africa at the 7th edition of the annual Marketing World Awards held in Accra, Ghana.

Her passionate support for women empowerment and the girl child development, has also seen Eromosele named as one of the 100 Most Inspiring Women in Nigeria by ‘Leading Ladies Africa’, a compendium honouring phenomenal Nigerian women.

Before joining Interswitch, Eromosele worked with Diageo where she progressed through the ranks to become Marketing Manager, Guinness Brands. She later joined MTN as Senior Manager, Segment Marketing, and later GlaxoSmithKline (GSK) as Head of Marketing for Nutritionals.

She has completed executive programs from Columbia University, Cranfield University, Wharton Business School, Kellogg Business, Lagos Business School and The Fintech Program at Oxford University Business School.

An alumnus of the Senior Management Programme (SMP) of Lagos Business School (LBS), she is a fellow of the Nigerian Institute of Marketing and a Biology graduate from the University of Benin.

The event serves as a community-building platform for tech enthusiasts to discuss the possibilities of cloud infrastructure and the adoption of DevOps in Nigeria and across the globe.

Through its sponsorship of the event themed, ‘Building to Scale’, the African technology payments giant consolidated its investment in the Nigerian tech ecosystem and showcased its support by providing its robust Application Programming Interface (API) infrastructure at no cost to all interested developers at the meetup.

Asiya Yunusa, a DevOps Engineer at Interswitch, while speaking at the event guided other DevOps engineers in attendance on how to use the application, pointing out the API integration platform had a feature that fosters community among developers. 

Participants at the meetup, made up of a mix of DevOps engineers, Cloud, and Site Reliability Engineers (SRE), were treated to implementation protocols that are in continuous delivery with Policy as a Code and Open Policy Agent, components of the API. 

To ensure that the event was enjoyed by developers unable to be physically present, the meetup was streamed live.

Cherry Eromosele,The Group Chief Marketing and Corporate Communications Officer, Interswitch Group, commenting on the sponsorship, restated Interswitch’s commitment to supporting the tech ecosystem, describing Interswitch as a foremost player in providing for and enabling communities and platforms that showcase Nigerian and African talents in the tech space.

Eromosele said, “We are excited to be supporting the Localhost community, where tech enthusiasts, who are poised to shape the future, gather to discuss how technology can be used to shape the African narrative by providing bespoke solutions to address our local challenges.

“At Interswitch, our goal remains providing enabling systems for the coming generation of tech experts. For this reason, we want to familiarise developers with our API that can be integrated into their various solution packages, at zero cost.”

Other speakers at the event include Interswitch’s DevOps Engineers, AbdulBasit Kabir; Observability Lead at Paystack, Ibukunoluwa Itimi; and Cloud Native Engineer at Container Solutions, Opeyemi Alao.

Localhost, previously known as DevOpsng, holds its Meetup quarterly across Nigeria and beyond, providing opportunities for sharing knowledge and networking within the Nigerian tech community.

The Consumer Promo which will run for an eight-week period from February 1 to March 31, 2022, is being organized in collaboration with First City Monument Bank (FCMB), Union Bank, United Bank for Africa (UBA) and Zenith Bank.

During the promo period, inactive Verve cardholders from the participating banks can look forward to an exciting time as the prizes to be won are over N50 million as cashback rewards in addition to other fascinating prizes like power generating sets, television sets etc.

Customers with the highest transaction counts will stand a chance to get a 10% cashback weekly when payments are made with their Verve card on Automated Teller Machines (ATMs), Point of Sale (POS) terminals and online platforms.

In addition, at the end of The Verve Good Life Promo period, the top 100 most transacting card users will be rewarded with N10,000.

Finally, the top 50 transacting cardholders from the four banks with highest transaction counts will be selected for a raffle draw and 15 winners will be rewarded with power generating sets or television sets.

Speaking on the promo, Cherry Eromosele, Group Chief Marketing and Communications Officer, Interswitch Group, restated the firm’s focus on introducing initiatives that will not only improve cardholders’ experience across the Verve brand’s touchpoints, but also reward their loyalty.

She said “The Verve Good Life Promo is designed to strengthen cardholders’ finances and reward them for their unwavering loyalty to Verve. The promo seeks to impact the lives of Nigerians positively, especially at this time when people are recovering from heavy expenses associated with the Yuletide season and the beginning of the year.”

She further said that rewarding customers is in the DNA of Verve, as the brand is always excited to support its loyal customers.

She further reiterated that transacting with the Verve card is indeed the rewarding way to make payment in today’s dynamic world.