Access unbanked population for African financial services provider

Banked consumer interviews.
Unbanked consumer interviews.
Marketplace discussions.


A South African financial services provider with significant presence across the African continent.


The client wanted to expand its geographical reach and cater to the needs of the unbanked population in East Africa.


SG Analytics business consulting team studied the target market to identify available modes of reaching the unbanked population. We devised a market entry model by conducting the following primary and secondary research measures:

Conduct a socio-economic analysis of East African consumers:
  • SG Analytics' primary research analysts held interviews with 500+ banked and 500+ unbanked respondents to understand their behavior and attitude toward banking solutions.

Marketplace discussion with competitors:
  • We also held 20+ marketplace discussions with financial service providers in the region to gauge their offering and the level of competition posed by them.

Gap Analysis:
  • Our experienced secondary research analysts performed a gap analysis on the data from the consumer and marketplace discussions to generate insights and highlight the appropriate mode of expansion for the client.

Based on the findings, SG Analytics’ Business Advisors developed a market entry strategy and provided recommendations on Fintech innovation, potential technology partnerships, and the user interface.


The final delivery included recommendations on digital strategy and related technology collaborations.
The client successfully expanded its geographical reach in the target region.