In a market filled with digital-only financial products, Smartsave is charting its own path. The platform was built around a simple but often ignored truth: millions of Nigerians still rely on cash, not because they reject technology, but because trust is yet to be earned.
For Eniola Temitope Taiwo, CEO of Smartsave, financial inclusion is not a slogan. It is a measured, data-led process shaped by daily realities in communities where digital tools remain unfamiliar.
Seeing the Market Beyond the App
Taiwo’s earliest insight came from studying the habits of cash-dependent Nigerians. Her findings were consistent. People wanted to save, but preferred systems that they could verify physically. They liked structure, but not pressure. They valued reassurance over speed.
“Data helped us see that the barrier wasn’t willingness,” she told BusinessDay. “It was trust. And once we understood that clearly, it was obvious that the solution had to begin offline.
Rather than launch an app and hope users would adapt, Taiwo built Smartsave around existing cash behaviour. The company introduced a physical-to-digital model in which customers deposit cash through trained account officers who record transactions instantly using Smartsave’s internal system. Within moments, users receive a wallet credit alert and can see their updated balance on the app or web platform, even if they registered offline. For many, this is their first positive encounter with a digital financial tool they can trust.
“Trust is built the moment customers see their cash reflected immediately,” Taiwo said. “That small moment gives them the confidence to try digital features.”
SmartSave’s model is built on detailed behavioural analysis. Taiwo and her team tracked: Patterns of hesitation among first-time savers; How often and when users preferred to deposit cash; Onboarding challenges faced by low-literacy customers; How users verified their balances; What triggers reduced anxiety during transactions
These insights informed several design choices, including: Instant wallet reconciliation to prevent mismatches, Rules that eliminate double posting, Clear balance displays for users new to digital tools and field reporting systems that guide how officers interact with customers
“We were not guessing,” Taiwo said. “Every feature reflects real questions, real deposits and real conversations.”
Leadership Grounded in Observation and Adaptability
As the company expanded, Taiwo continued working closely with both customers and field officers. Her approach blends analysis with presence. She listens, observes and adjusts based on what people experience, not just what the numbers show.
“Numbers tell you what is happening,” she noted. “People tell you why.”
This steady, trust-led model has transformed how many offline customers relate to digital tools. Smartsave has processed more than ₦200 million across savings and bill payments, driven largely by user satisfaction rather than aggressive marketing.
Customers who started with simple cash deposits now use Smartsave for recurring contributions, bill payments and consistent financial planning. This shift shows a growing comfort with digital finance among a group often overlooked in mainstream fintech strategies.
To Taiwo, Smartsave demonstrates that technology should adjust to people, not the other way around.
“Offline communities are disciplined and financially intelligent,” she said. “They only need a system that respects where they are starting from. With the right design and clear data, digital adoption becomes natural.”
A Quiet but Meaningful Shift
While many fintech companies pursue fast growth, Smartsave is focused on something steadier: building confidence among users who have long been underserved. The company’s hybrid model challenges the assumption that inclusion begins on a smartphone. Instead, it begins with understanding people and designing tools that align with their daily lives.
In a sector where loud announcements often overshadow real problem-solving, Smartsave stands out for its grounded approach. By meeting people where they are and guiding them toward digital confidence, the company is quietly contributing to Nigeria’s financial evolution, one trusted transaction at a time.
