Strategic Growth & Acquisition – FinTech (2025)

Role: Performance & Growth Marketer
Company Type: Leading Nigerian FinTech
Year: 2025

. Scaled Acquisition to 1,000+ Daily Sign-ups

Despite limited budgets and a narrow audience segment, I optimized campaign targeting, funnel steps, and creative angles to drive:

1,000+ sign-ups per day, consistently

Improved lead quality after retargeting adjustments

Reduced cost per signup through better channel balancing (Meta, Google, TikTok, Twitter)

This became the highest daily acquisition volume the company had seen in months.

I ran a backend funnel audit and discovered:
Over 100,000 existing users were in the system but not activated.
Less than 6% of Nigerians earn ₦250k+, meaning our target audience was too small to scale acquisition sustainably.
Majority of spend was chasing a tiny pool instead of nurturing the larger warm audience.
I presented a reality-based funnel strategy grounded in customer psychology and probabilities, not just paid ads.

B. Expand Target Audience With Tiered Credit Access
Not everyone earns ₦250k.
But everyone can use credit at their own level.
I proposed a tiered credit product:
Offer smaller loans to lower earners
Build their repayment history
Use that history to gradually increase their credit limit
This grows usage, trust, and brand loyalty.

Instead of chasing new expensive signups, we activate people already in the funnel.

Delivered consistent 1,000+ daily signups
Identified major leakage in the funnel
Reframed company strategy from “hunt new users” to “activate existing value”
Proposed a scalable, psychologically aligned product positioning
Created a long-term, sustainable monetization model
Combined marketing, product thinking, and data insights to shape roadmap conversations