Cowrywise Cracking and Segmenting the Next Million Customers
Insights Edge Podcasts Summary
The boardroom was busy as Razaq, the CEO of Cowrywise, reviewed the performance report with his team. The team had secured its first million customers in seven years by targeting a niche segment the underserved middle class and millennials with little or no access to savings and investment products. Yet, it was now clear to the team that the consumer segment for the first million may need to be quite different from the next. Moreover, the firm needed a new retention strategy to engage the existing and new segments. The competitive landscape had evolved, consumption habits were changing, and new opportunities emerged. A huge opportunity for disruption was unfolding- something had to be done quickly. To get into the story, watch the introductory video here.Author(s)
Prof. Uchenna Uzo - uuzo@lbs.edu.ng
