Download and gain access to our toolkits and other relevant resourcess


Download and gain access to our toolkits and other relevant resources

The Customer Segmentation Framework

The Customer Segmentation Framework presents a new way of thinking about financial services consumers, particularly those who have been marginalised or excluded by the ecosystem. The Nigeria segmentation is part of a larger study across 6 countries. [Visit the Human Account website]

The Nigeria Customer Segmentation Framework contains six customer archetypes / profiles.

These profiles provide illustrative descriptions of Nigerians within the marginalized segment, using their dominant gender, location, occupation and income sources. The profiles also highlight their financial health (and behaviors) as well as disposition to savings and credit products. Readers will understand each persona’s coping mechanisms during periods of financial shocks and crises — the strength of their social networks and who they turn to for support, counsel and intervention.

The personas also illustrate psychometric attitudes like locus of control and self-efficacy.

Customer-Centred Design Toolkit

Building on the Customer Segmentation Framework, the SIDFS team has established a Product Development and Prototyping Lab with the mandate of supporting financial service providers (FSPs) to bring innovative products and services to currently underserved segments. The Lab will equip providers with human -centered design (HCD) skills to dig deeper into the lives of the Nigerian consumer to understand their financial needs, behaviours and motivations, and also to reimaging products and service offerings that will better fit into the everyday lives of consumers.

This Customer-centred design toolkit is part of The Lab, and introduces a customer-centric design process that will support FSPs to design innovative and commercially viable products and services that satisfies the needs, motivations, and aspirations of their customers.

Gender Toolkit for Financial Inclusion

There is an urgent need for womenfolk to be viewed as a separate market segment with unique financial services requirements, without masking financial products and services as gender-neutral. To enable this change, in-depth knowledge of the social and behavioral barriers impacting women is required to enhance the design of financial products and service offerings that speak to their realities.

The Gender Toolkit for Financial Inclusion is also part of the Product Development and Prototyping Lab, and presents a way for financial service institutions to design and implement products and services that will offer compelling value propositions specifically for women.

This toolkit will be of interest to financial service providers, donor agencies and Non-Governmental Organisations (NGOs) working on programs seeking broader empowerment outcomes for women.