Persona Segmentation Toolkit

Data is an essential tool for creating customer-centric financial products and services that are sustainable for financial service providers and truly work for low-income customers.

To drive inclusive finance in Nigeria, EFInA and WSBI’s Scale2Save program are launching the Persona Segmentation Toolkit which allows financial institutions in Nigeria to use the EFInA financial access data, demographic, and socio economic household data in a simple, practical way.


 Chart with data on men and women in urban areas

The advantages of the toolkit include:

  • Determine the size of business development opportunities specifically for under-served market segments, such as smallholder farmers, informal traders, and young people.
  • Offering insights into customer characteristics, such as livelihoods, income, and financial portfolios
  • Support strategic business development discussions and segmented product innovation process.