Fidelity Bank
Sector
Financial Services · Ghana
Focus
Youth banking strategy, customer intelligence and digital experience
Shaping an insight-led youth banking strategy for Fidelity Bank
We partnered with Fidelity Bank Ghana to define a compelling youth banking proposition grounded in student needs and market evidence. Combining primary and desk research with market and competitive intelligence, we translated insights into strategic priorities, actionable segments and a phased roadmap for future delivery.
The challenge
Fidelity Bank wanted to strengthen its position in Ghana’s youth banking market. It needed a clearer understanding of students’ financial needs, behaviours and expectations to inform a more differentiated, relevant banking proposition.
The challenge was to integrate customer and market evidence, uncover friction across digital experiences, assess the competitive landscape and establish where the bank should focus future investment and innovation for young customers.
Our approach
We combined student survey responses and regional focus groups with Senti360 to understand customer sentiment, unmet needs and key pain points across the overall experience.
We benchmarked digital experiences across eight banks and assessed competitive opportunities. We synthesised the research into four customer segments, actionable personas and answers to five strategic questions guiding future proposition development and delivery priorities.
The outcome
Fidelity gained a clear, evidence-based strategic direction for youth banking, including prioritised customer segments and actionable personas. The findings informed a differentiated value proposition grounded in student needs and market insights.
A phased roadmap translated strategic opportunities into delivery priorities.
A research-led roadmap for youth banking growth.
Customer intelligence translated into clear, actionable strategic priorities.
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