Brief
In Nigeria’s fast-growing fintech sector, standing out requires more than just functional services—it demands strong brand awareness, public trust, and a clear value proposition. To understand how one of the leading digital payment platforms fares against major competitors like OPay, Moniepoint, Kuda, and FairMoney, Webhaptic Intelligence was commissioned to carry out a nationwide consumer study by a prominent player in Nigeria’s digital payments ecosystem.
The goal was to assess brand familiarity, consumer perception, and competitive positioning to support better-informed marketing and brand development strategies.
Approach
A large-scale face-to-face quantitative survey was conducted with 1,500 respondents spread across key urban centers—Lagos, Abuja, Port Harcourt, Kano, Kaduna, Oyo, Ogun, and Anambra.
The study examined:
- General brand awareness and recall
- Sentiment toward digital loan services
- Consumer trust and satisfaction
- Perceptions of service reliability and ease of use
- Awareness of promotional and marketing campaigns
- Negative sentiments or areas of concern
Both users and non-users of the platform were surveyed, providing a broad view of public perception and brand positioning in the context of everyday financial habits.
Impact
The findings highlighted how the platform stacks up against its peers in the eyes of Nigerian consumers. The results revealed strengths in user recall and market penetration in certain regions, but also pointed out key areas—like transparency in loan services and customer service—that needed improvement. Insights from the study are now being used to shape outreach strategies, refine service delivery, and strengthen the brand’s competitive edge across the country.