Marketing objectives and my firm

The objective is to be the most trusted financial services firm in West Africa. In pursuit of this objective, we are committed to providing top-class financial product solutions to retail investors, high-net-worth individuals, and Institutional and corporate clients across life cycle stages, subject to their risk and return profiles.

The four Ps of marketing can help in the realisation of the set objectives as shown below:

Product: Our financial services products are designed to serve individuals across the economic life cycle. Our clients leverage our fixed-income alpha fund to ensure adequate liquidity to meet short-term educational-related needs of children due in less than a year. At the same time, the investment need of a 30 to 40-year-old earning adult with a relatively high-risk appetite can be met with a customised portfolio tilted to equities. The breadth of our product offerings is also broad, providing flexibility to cater to the uniqueness of certain client needs. Some of our unique product offerings are as follows:

Short to medium-term Naira fixed income notes;

Short to medium-term treasury bills investments;

NGN bonds for long-term strategic investors or traders;

Separately managed accounts created for clients seeking to invest in various asset classes (and obtaining regular updates) without bothering with the hassles of managing the portfolio; and

Eurobond investment notes for clients desirous of hedging against the weakening of the domestic currency and rising inflation. We also consciously seek to explore cross-selling opportunities across all the companies in the group. 

• Price: We offer some of the most competitive interest rates and returns on our fixed-income-related products in the Nigerian market. Our brokerage commissions are also one of the lowest in the industry. We also actively engage target clients and leverage our expertise to provide investment yields that are competitive with the market.

• Promotion: Via new and old media, we continuously educate clients on the uniqueness and superiority of our product offerings compared to the competition. Our engagements are directly targeted at peak hours when most clients are easily accessible. For instance, in the recent past, we have deliberately timed radio engagements from 6.45 am to 7.00 am, when middle-class professionals usually listen in while they are in transit to the office. We also take advantage of billboards along busy commutes, TV interviews on popular stations, twitter spaces, and other social media to ensure our products are at the top of clients’ minds. 

In addition, we leveraged growing technology to reach a diverse pool of clients locally and internationally. Furthermore, our products are mostly accessible via online platforms and are primarily targeted at higher margin mass affluent and high net worth customers. That said, we have invested heavily in infrastructures expected to unlock more value from our retail offerings in the coming years. 

People: To build a world-class investment firm and to position ourselves as the most trusted financial advisor, we invest in our people. Our people are highly entrepreneurial, dedicated professionals who take pleasure in bringing top-class solutions to our teeming clients. We encourage and celebrate excellence and challenge the ordinary. #MEMBA11