As more Nigerians struggle to save amid rising living costs, financial technology platforms are seeking creative ways to make saving more appealing.
One of such moves is a new partnership between digital savings platform Jollof+ and streaming service Showmax, aimed at encouraging financial discipline through lifestyle rewards.
The collaboration allows new users who sign up and activate savings plans on the fintech App to receive Showmax subscription vouchers — a marketing approach that connects financial literacy with entertainment consumption among Nigeria’s youth and working-class audience.
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Eric Ntumba, chief executive officer of Baobab Nigeria, the parent company of Jollof+, said the partnership stems from the need to “help Nigerians find balance between saving and living fully.”
Adding that, “Partnering with Showmax gives us the perfect opportunity to reward users with something fun while reinforcing our commitment to helping them build healthier savings habits.”
Launched in 2023, the fintech company has attracted growing user adoption, with the company claiming to have surpassed N13 billion in savings in its first year. The platform positions itself as a Central Bank-regulated and NDIC-insured product, backed by Baobab’s 38 branches nationwide.
Under the partnership, new savers receive Showmax vouchers giving access to premium content including African originals.
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Adedotun Adegbite, senior specialist for partner communications at Showmax West Africa, said the initiative “rewards people for making smart choices,” noting that digital entertainment and financial prudence “can coexist.”
Nigeria’s fast-growing digital savings sector has become a key entry point for financial inclusion, particularly for young professionals and small business owners seeking better control over spending.
The fintech company says its focus is on building user confidence through secure transactions and creative engagement.
