While many rightly argue that this success should be replicated in other sectors, a key takeaway for new fintech companies is that marketing now requires more than just elegant code and deep funding.

Real traction lies in understanding how Nigerians already relate to money, communally, emotionally, and socially, not just digitally.

Across villages and megacities alike, millions still rely on informal saving and lending systems grounded in trust and shared responsibility.

These frameworks flourish not because of technology, but because they are interwoven with cultural habits and human touch. Unsurprisingly, research shows that fintech products perform better when they extend these traditions, rather than replace them.

This cultural heartbeat has become even more crucial as regulations tighten. The Central Bank continues to champion financial inclusion and transparency, while users now judge fintechs not only by speed or sleek design, but by how safe, relatable, and respectful they feel.

Messaging filled with futuristic buzzwords often floats above people’s lived realities. What truly resonates are promises that address everyday needs: the security of one’s savings, access to capital for trade, protection from inflation, and straightforward transactions that ease the rhythm of daily life.

This is why OPay, PalmPay, Moniepoint, and Kuda have earned their place not through technology alone, but through presence, with POS agents in street corners, dashboards in local languages, and products tailored to market stalls and transport hubs.

The task becomes even more delicate for technical sub-sectors, such as cryptocurrency. Here, education alone is not enough.

Marketing must navigate not just knowledge gaps but cultural wiring: how does this product fit into the way Nigerians already understand risk, value, and communal responsibility? There is no single answer, and often, no straight line.

Product design must equally honour local behaviours. Tools that demand heavy data use, long registration processes, or advanced financial literacy can quietly exclude the very people they claim to serve.

By contrast, products that embrace familiar channels such as USSD, airtime payments, or assisted sign-ups provide a bridge from traditional systems into digital finance.

As regulatory structures crystallise, companies will need to demonstrate more than compliance. They will need to prove cultural intelligence, seeing customers not as users, but as people whose financial choices are tied to trust, tradition, and survival.

Ultimately, the fintech platforms that win in Nigeria will not be those with the loudest campaigns or flashiest features, but those that understand a simple truth: in this society, finance is first a social practice, only then is it a product or platform.

By embedding themselves in the deeper patterns that shape how Nigerians save, spend, borrow, and share, fintech innovators can transform momentary interest into enduring loyalty.

*Jesujoba Ojelabi  is the Chief Marketing Officer at FlashChange, a fintech platform focused on secure and fast digital asset exchange. He is a results-oriented marketing professional passionate about helping organizations articulate their brand offerings, purpose, and impact effectively to drive measurable results.

The post When Product Meets Culture: Why Understanding Local Financial Habits is Critical for Fintech Growth in Nigeria  appeared first on Tech | Business | Economy.

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Whether you’re a die-hard football fanatic or a fantasy sports mastermind, this is your chance to build your dream team, compete with thousands of others, and feel the adrenaline of every matchday.

“The FlashChange FPL is all about blending the thrill of football with exciting rewards and friendly rivalry,” said Joba Ojelabi, chief marketing at FlashChange. “For millions of our users, football represents passion, strategy, and community and we’re here to take that to the next level. With weekly prizes of ₦50,000 and a grand price of ₦1,000,000, the stakes have never been higher!”

How to Join the Action for FREE:

1. Go to the FPL Competition Tab and join our league here
2. Enter the League Code: p8y9yj
3. Build  your dream team and start competing as the season kicks off.
4. Stay ahead of the game with updates on our WhatsApp and Telegram channels.
5. Join our FlashChange WhatsApp Community for special prediction games and even more ways to win.

From cash prizes and exclusive merchandise to in-app bonuses, every week is a new opportunity to rise to the top. And the best part? Entry is absolutely free, all you need is your competitive spirit.

FlashChange isn’t just changing the game in fintech, we’re making football more rewarding than ever.

The pitch is ready, the fans are waiting, and the only question is: are you?

For more info, visit our website or follow @FlashChange on all social media platforms.

The post FlashChange Brings Football Fans Together with its Fantasy Premier League (FPL) 2025 Showdown appeared first on Tech | Business | Economy.

Increasingly, it sits at the intersection of product design, regulation, user behaviour and trust.

For Joba Ojelabi, whose work spans both healthtech and fintech, this evolution has been practical, not theoretical. Campaigns may attract attention, but alignment sustains growth.

In healthtech, the stakes are immediate. During his time working with Advantage Health Africa, a company focused on improving access to genuine medicines and strengthening pharmaceutical distribution, Ojelabi approached marketing as a credibility engine rather than merely a promotional tool.

The World Health Organization has consistently highlighted the risks posed by substandard and falsified medicines in parts of sub Saharan Africa. In such a context, communication cannot rely on aesthetics alone.

At Advantage Health Africa, his work centred on translating complex healthcare messages into a language that pharmacies, healthcare providers and last mile users could understand and trust. Rather than positioning the platform with aggressive growth rhetoric, he aligned communication with compliance realities and the guiding principles of the organization with respect to medications- access, quality and affordability.

The transition into fintech introduced a different but equally sensitive terrain. Nigeria remains one of Africa’s most active fintech markets, attracting significant venture funding while operating under regulatory scrutiny.

Advisories from the Securities and Exchange Commission and ongoing debates around digital assets reinforce the need for disciplined financial communication. Consumer skepticism, shaped by past disruptions and policy shifts, remains strong.

At FlashChange, where Ojelabi leads marketing, this environment required a recalibration of growth strategy.

Instead of optimising solely for downloads and impressions, his campaigns prioritised funded accounts, active transactions and repeat usage.

Initiatives such as structured referral programmes and community driven content were designed to link storytelling with measurable product interaction. The focus was not merely awareness but activation.

This approach aligns with broader global fintech insights from firms such as McKinsey, which highlight retention and customer lifetime value as more reliable indicators of sustainability than acquisition spikes.

At FlashChange, product marketing was structured to support these deeper metrics. Messaging around speed, transparency and cross-border convenience was tied directly to demonstrable product performance, reducing the gap between promise and experience.

Another defining feature of Ojelabi’s work at FlashChange has been the integration of community validation into growth strategy. DataReportal’s 2024 digital report underscores the expansion of social media usage in Nigeria, particularly short form video platforms. Consumers increasingly evaluate financial services on platforms like TikTok, where comment sections function as informal review systems.

Across both Advantage Health Africa and FlashChange, a consistent pattern emerges in Ojelabi’s perspective. Product marketing is not an isolated communications function. It is connective tissue between engineering, compliance, operations and growth. In emerging markets where infrastructure gaps, regulatory flux and economic volatility coexist, misalignment between product reality and marketing narrative can quickly erode trust.

By aligning communication closely with product capability in healthtech, and by structuring fintech campaigns around measurable engagement and community validation, Ojelabi’s work reflects a broader maturation within Nigeria’s startup ecosystem.

As the ecosystem grows more disciplined, moving beyond campaigns becomes less about reducing marketing activity and more about redefining its role. In emerging markets, sustainable growth depends not on louder messaging but on credible execution.

For Ojelabi, product marketing is not setting up ads and campaigns. It is strategy anchored in the principles the product itself embodies.

The post Beyond Campaigns: Ojelabi on Product Marketing in Emerging Markets appeared first on Tech | Business | Economy.