Traditional banks demanded collaterals, guarantors, and endless paperwork, effectively shutting out a large portion of the population working in the informal economy.

FirstBank’s digital lending model flipped the script. With the launch of its digital lending model, the bank eliminated collateral requirements and slashed approval times from weeks to under five minutes.

Loans now flow through multiple channels including *894# (the Bank’s USSD service), FirstMobile, LitApp, and the FirstMonie agent network, reaching market traders, civil servants, rural farmers and everyday individuals.

When FirstBank disbursed its first instant digital loan in August 2019, the transaction seemed like a bold experiment in tech-driven finance.

Today, just six years later, the 131-year-old financial institution has announced cumulative disbursements of over N1 trillion in digital loans, a milestone that redefines the scale of retail digital lending in Nigeria’s financial services industry.

This achievement reflects a deep shift in the way and manner Nigerians (salary earners, small and medium scale entrepreneurs, and the financially excluded) access loans.

Credit, once a privilege for the wealthy or formally employed, is now a tap away for millions of Nigerians. FirstBank is helping people to grow their businesses, seize opportunities, and stay afloat in challenging times.

The numbers tell a compelling story: over 1.5 million unique borrowers have accessed loans through FirstBank’s digital platforms. For a banking system historically constrained by bureaucracy, and rigid risk models, the existence of collateral-free, instant digital loans comes as a relief.

FirstBank has tapped into an unmet demand that traditional lending channels have struggled to capture. Its digital lending ecosystem, designed with Artificial Intelligence and Machine Learning, is tailored to assess high-risk segments that conventional credit scoring often overlooks.

In Nigeria, where over 40 percent of the adult population are still underbanked or completely unbanked, FirstBank is reshaping what inclusion looks like.

The issue is not that Nigerians lack ambition or the ability to repay loans; it is that traditional banking systems have long struggled to assess their creditworthiness.

Legacy models simply could not capture the financial realities of people outside the formal economy.

FirstBank is rewriting that narrative. Through a range of digital loan products (FirstAdvance for salary earners, FirstCredit for individuals without formal employment, and Agent Credit for micro-businesses operating within the FirstMonie Agent network), the bank is showing how financial inclusion can be scaled with smart, data-driven tools.

These products are tailored to meet people where they are, using technology to bridge gaps that paperwork once made impassable.

FirstBank’s digital lending strategy deeply aligns with Nigeria’s broader financial inclusion goals. The 2023 EFInA Survey Report on Access to Financial Services in Nigeria (A2F) shows that 64 percent of the Nigerian population is now formally included in the financial system.

Much of this progress is thanks to the increased adoption of mobile money and digital financial services, which are making banking accessible even in the most remote corners of the country.

The implications for micro, small, and medium enterprises (MSMEs) are profound. According to the Small and Medium Enterprises Development Agency of Nigeria (SMEDAN), MSMEs contribute nearly 50 percent to the country’s GDP and employ over 80 percent of the labour force, yet access to formal credit remains one of their greatest constraints.

Through Agent Credit, FirstBank empowers small traders, artisans, and shopkeepers, many in areas far from any bank branch, with quick, affordable capital.

This redistribution of financial access fosters economic participation and resilience at the grassroots.

The significance of this model extends beyond Nigeria. Across Africa, where an estimated 350 million adults lack access to formal financial services, FirstBank’s model offers a blueprint.

African banks can leverage existing mobile adoption, behavioural data, and agent networks to build credit ecosystems suited to local realities, utilising digital lending as a bridge between exclusion and empowerment. It is proof that banks can be more than just gatekeepers; they can be catalysts for inclusive growth.

Industry analysts see FirstBank’s digital lending milestone as part of a broader evolution in Nigeria’s digital economy. In the past decade, the proliferation of mobile banking and agent banking has pushed the boundaries of accessibility. Yet, access to credit has remained a stubborn bottleneck. While savings and payment platforms grew quickly, lending stayed cautious. Banks were held back by the risk of defaults, weak identification systems, and limited credit histories. FirstBank is showing how that equation can be changed.

By using data aggregation, alternative credit scoring models, and digital channels, the bank is unlocking new ways to assess risk and extend credit more confidently.

However, scaling digital credit also raises questions about sustainability and customer protection. In Kenya, for example, the rapid growth of digital loans over the past decade led to concerns about over-indebtedness, data privacy, and predatory lending practices by unregulated operators.

Nigeria’s regulatory environment will need to balance innovation with safeguards, ensuring that customers are included and protected.

FirstBank is ahead on this, leveraging AI not only for loan approvals but also for proactive risk management, ensuring defaults are minimised and repayment behaviour is nurtured responsibly.

Another dimension is the competitive landscape. Many fintech lenders have built reputations on offering fast, collateral-free loans. Yet, their model has often been characterised by exploitative interest rates and coercive repayment tactics, and regulatory headwinds.

FirstBank, with its balance sheet strength, established reputation, and nationwide presence, has a competitive edge in blending the agility and flexibility of fintech with the resilience of traditional.

With over N1 trillion digital loans successfully processed, the bank demonstrates the ability to serve Nigerians with speed while providing a level of institutional trust many customers still value.

The milestone also reflects a cultural shift in how Nigerians relate to their banks. For decades, traditional banks were perceived as conservative institutions, more interested in corporate customers than on individuals struggling with school fees, rent, or working capital for their shops.

By embedding loan access into its digital channels and the FirstMonie Agent network, FirstBank has repositioned itself as a partner in everyday life.

Whether customers use smartphones or basic feature phones, they now have equal access to credit and are no longer sidelined by technology gaps or administrative hurdles.

From an economic perspective, the ripple effects of FirstBank’s digital lending ecosystem are far-reaching. Beyond consumption smoothing for households, instant digital loans catalyse economic activity in local markets.

Traders can restock quickly, farmers can purchase farm inputs when they are needed, and artisans are able to meet unexpected orders.

When aggregated, these micro-impacts contribute to broader productivity and growth, helping to stabilise the informal economy that forms the lifeblood of local commerce.

As FirstBank marks this landmark achievement, it also confronts the responsibility that comes with scale. Digital lending at this magnitude is not merely a product line; it is a public utility shaping how millions experience financial security.

Sustaining this momentum will require continuous innovation and a firm focus on customer empowerment, values that are deeply ingrained in the bank’s DNA.

This trio of cutting-edge technologies marks a bold new chapter in TV evolution uniting cinematic picture quality, AI-driven personalization, and industry-first wireless capabilities.

While each product line is tailored to suit different viewing preferences and lifestyle needs, they all share a single mission: to redefine the future of television through immersive visuals, intelligent sound, and seamless smart home connectivity.

From the refined elegance of OLED to the vibrant brilliance of QNED, and the proven performance of NanoCell, LG continues to set the standard in premium viewing experiences offering something extraordinary for every type of viewer.

“Whether it’s the cinematic mastery of OLED, the bold brilliance of QNED, or the vibrant clarity of NanoCell, LG’s 2025 lineup is designed to reflect the way people live, play, and connect today,” said Mr. Choongbae Seok, general manager, Media Entertainment Solutions, TV Division, LG Electronics West Africa. “We’re not just building televisions; we’re creating personal entertainment ecosystems for every Nigerian home.”

A Tale of Two Titans: OLED evo vs QNED

At the core of LG’s 2025 TV offerings are two powerhouses: the OLED evo, known for its self-lit pixel precision and cinematic blacks, and the QNED, which pushes the boundaries of LCD through Mini LED backlighting and LG’s proprietary Dynamic QNED Color technology.

Though different in their technological foundations, both platforms are unified by LG’s latest Alpha AI processors and webOS 25, delivering smarter, more personalized user experiences.

OLED evo: The Gold Standard in Picture Precision

For the purist, LG’s OLED evo models now led by the G5 and C5 series are unrivaled in delivering perfect blacks, infinite contrast, and award-winning design.

Powered by the Alpha 11 AI Processor Gen2, the OLED evo TVs boast Brightness Booster Ultimate, achieving brightness levels three times higher than traditional OLEDs.

Certified by UL and Intertek for Perfect Black and 100% Colour Fidelity, these displays promise breath-taking realism in any environment.

Gamers will especially value the OLED evo’s 4K 165Hz VRR, a world first, along with NVIDIA G-SYNC and AMD FreeSync Premium certification, ensuring tear-free, ultra-responsive gameplay.

Additional creator-focused tools like Dynamic Tone Mapping Professional and Filmmaker Mode with Ambient Light Compensation position OLED evo as both a home theatre essential and a creator’s canvas.

QNED: Next-Level LCD with a Premium Edge

For those seeking a high-performance alternative to OLED, the QNED series delivers striking visual depth through Mini LED and Dynamic QNED Color, replacing traditional quantum dot technology. With precise light control managed by the Alpha AI processor, these TVs offer brilliant contrast and clarity, rivaling OLED’s excellence in large, well-lit environments.

The 2025 QNED models also shine in the gaming arena with 4K 144Hz support, low latency, and a built-in LG Gaming Portal featuring native apps and cloud services, no console required.

And with sizes extending up to 100 inches, QNED brings ultra-large cinematic viewing to a wider audience, making it ideal for modern family rooms and smart homes.

NanoCell TV: Feel the essence of Pure Colours

If you’re after a TV that delivers rich visuals and smart features without overwhelming complexity, the LG 75Nano80A NanoCell TV is a standout choice.

From resolution that is four times that of full HD to Nano Colour technology designed to change the way you view everything, LG’s NanoCell TV is raising the standards in TV innovation.

Powered by webOS 25, this TV brings a smooth, personalized experience to your living room with helpful AI suggestions, effortless navigation, and seamless integration with your favourite apps and devices.

From movie nights to music streaming to smart home control, the NanoCell 75Nano80A makes every day viewing feel refreshingly premium.

Whether you’re streaming Netflix, playing music via AirPlay2, or syncing with your smart home devices, NanoCell makes it all simple and beautiful.

A Choice of Excellence

The 2025 OLED evo and QNED lineups underscore LG’s ambition to cater to every home entertainment preference, whether you crave the flawless precision of OLED or the luminous vibrance of QNED.

Each brings its own strengths, yet both share the same DNA: advanced AI, cutting-edge wireless innovation, and unmatched personalization. With LG, the future of TV is not just seen as it’s lived.

Visit your nearest LG authorized dealer today to experience the future of TV. Your next favourite screen is waiting. For more information just click here.

In this article, I delve deep into the pivotal role of evangelism and education in nurturing a healthy PR measurement culture within organizations.

The Evolution of PR Measurement

Gone are the days when PR success was solely measured by the number of press clippings or the reach of a media mention.

Today, in the age of digitalization and data abundance, PR professionals have access to an array of sophisticated tools and metrics that enable them to quantify the impact of their efforts accurately.

However, harnessing the full potential of PR measurement requires more than just technological prowess—it demands a cultural shift within organizations.

Evangelism: Championing the Cause of PR Measurement

At the heart of any successful PR measurement culture lies evangelism—the fervent advocacy for the adoption and integration of measurement practices into the fabric of an organization. As a Chief Media Analyst, I have learned that evangelism begins with instilling a deep-seated belief in the transformative power of data-driven decision-making.

Building Awareness and Understanding

One of the primary challenges in fostering a culture of PR measurement is dispelling the notion that PR is an intangible art form immune to quantification.

Evangelism involves educating stakeholders at all levels about the tangible benefits of measurement, from informing strategic planning to demonstrating return on objectives (ROO) and investment (ROI), when applicable.

By building awareness and understanding, evangelists lay the foundation for a receptive environment where PR measurement is valued and embraced.

Cultivating Advocates Across Departments

Evangelism extends beyond mere rhetoric—it entails cultivating advocates for PR measurement across marketing and communications departments and hierarchies.

These advocates serve as catalysts for change, championing measurement initiatives within their respective teams and spearheading collaborative efforts to integrate measurement into everyday PR practices.

By fostering a grassroots movement, evangelists ensure that the commitment to measurement is not imposed top-down but cultivated organically from within.

Aligning Objectives with Organizational Goals

A crucial aspect of evangelism is aligning individual and departmental objectives with overarching organizational goals.

PR professionals must understand how their efforts contribute to broader business outcomes, whether it is enhancing brand reputation, driving lead generation, or supporting crisis management efforts.

By emphasizing the direct correlation between PR activities and organizational success, evangelists inspire alignment and commitment towards measurement objectives.

Education: Empowering PR Professionals for Excellence

While evangelism ignites the spark of change, education fuels the flames of progress. As a Chief Media Analyst, I have recognized that education is paramount in equipping PR professionals with the knowledge and skills necessary to execute effective measurement strategies.

Continuous Learning and Professional Development

In a rapidly evolving landscape, stagnant skills are a recipe for obsolescence. Continuous learning initiatives, including workshops, seminars, and online courses, play a pivotal role in keeping PR professionals abreast of emerging trends, methodologies, and technologies in PR measurement.

By investing in professional development, organizations empower their teams to adapt to changing demands and leverage cutting-edge measurement practices effectively.

One key learning hub for PR professionals is https://www.mateplus.com.ng/ the platform also delivers reliable PR measurement and evaluation resources, educational content, and learning solutions specially designed for the Nigerian communications and public relations industry to prove value, ROO (return on objective), and make better communication and PR decisions.

Mastery of Measurement Tools and Techniques

Effective PR measurement requires proficiency in a diverse array of tools and techniques, from media monitoring platforms to sentiment analysis algorithms.

Education initiatives should prioritize hands-on training and skill development, enabling PR professionals to navigate these tools with confidence and extract meaningful insights from complex media data sets.

By mastering measurement tools and techniques, PR professionals enhance the accuracy and reliability of their analyses, ultimately driving informed decision-making and actionable insights.

Cultivating a Data-Driven Mindset

Education transcends technical proficiency—it cultivates a fundamental mindset shift towards data-driven decision-making.

PR professionals must learn to embrace data as a strategic asset, leveraging insights to optimize campaigns, mitigate risks, and capitalize on emerging opportunities.

By instilling a culture of curiosity, experimentation, and evidence-based decision-making, education empowers PR professionals to unlock the full potential of PR measurement and drive measurable impact across the organization.

The Symbiotic Relationship: Evangelism and Education

In the quest to cultivate a healthy PR measurement culture, evangelism and education are not disparate endeavors but symbiotic forces working in tandem towards a common goal. Evangelism ignites the passion for change, fostering a shared belief in the value of PR measurement, while education equips PR professionals with the knowledge and skills necessary to realize that vision.

Amplifying Impact Through Collaboration

When evangelism and education converge, the impact is amplified exponentially. By fostering a collaborative ecosystem where PR measurement consultants and PR professionals work hand-in-hand, organizations can accelerate the adoption of PR measurement practices and maximize their impact on business outcomes.

Whether through cross-functional workshops, knowledge-sharing sessions, or collaborative projects, synergistic efforts enable organizations to harness the full potential of PR measurement and drive sustainable growth.

Nurturing a Culture of Excellence

Ultimately, the goal of evangelism and education is to nurture a culture of excellence—a culture where PR measurement isn’t just a task but a mindset ingrained in the DNA of the organization.

By fostering a shared commitment to measurement excellence, organizations empower their teams to transcend mediocrity and achieve greatness, driving continuous innovation, improvement, and value creation.

Conclusion: Embracing the Future of PR Measurement

As the PR landscape continues to evolve, organizations must adapt to the changing realities of the digital age.

The era of guesswork and intuition is giving way to a new paradigm of data-driven decision-making, where insights reign supreme and outcomes are quantifiable. In this landscape, the importance of evangelism and education for nurturing a healthy PR measurement culture cannot be overstated.

By championing the cause of PR measurement and equipping PR professionals with the knowledge and skills necessary to excel, organizations can navigate the complexities of the modern PR landscape with confidence, agility, and foresight.

As a pioneer of PR measurement in Nigeria, I remain steadfast in my commitment to advancing the principles of evangelism and education, driving transformational change, and shaping the future of PR measurement for generations to come.

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Philip Odiakose is the Chief Media Analyst and Managing Consultant at P+ Measurement Services and TMKG Consulting, members of the Media Monitoring and Audit Group (MMAG). Both agencies are members of AMEC and PAMRO.