Queen Martins, a seasoned marketing strategist and FinTech growth leader, has leveraged her expertise from Amazon Studios and Taptap Send to drive financial inclusion across Africa.
In this interview, Martins discussed how she uses transaction patterns and community feedback to tailor financial services for diverse markets. Her approach has led to significant adoption rates, particularly in underserved African communities. CHISOM MICHAEL brings the excerpts:
How have you used data-driven strategies to expand into new African FinTech markets?
Data has been at the heart of everything I’ve done. At Taptap Send, for instance, we used transaction patterns and demographic clustering to identify diaspora communities with high remittance potential.
But we didn’t stop there; we layered on local insights from community leaders and store owners to craft campaigns that felt personal. Our team built dashboards in Power BI to monitor adoption rates and pivot quickly. That combination of tech and trust helped us achieve triple adoption in less than 90 days. It’s all about using data to see people, not just numbers.
How does your work at Amazon Studios and TaptapSend inform your approach to financial inclusion through technology?
Funny enough, my experience at Amazon helped me understand how tech meets emotion. At Amazon Studios, I used AI to predict what content would resonate in different regions. I took that same philosophy to Taptap Send: How do we personalise financial services for different communities? It’s not just about sending money; it’s about sending care, and technology can help communicate that. AI and machine learning helped us tailor onboarding flows, optimise push notifications, and reduce churn. Whether it’s entertainment or FinTech, people are more likely to engage when they feel understood.
What market intelligence tools or methodologies do you find most effective in tailoring campaigns for culturally diverse African audiences?
I’m a big fan of combining data dashboards with grassroots listening. I use tools like Google Analytics and Tableau to track performance, but I also lean on WhatsApp groups and informal surveys.
During one campaign in Ghana, we adjusted the visual language on posters mid-rollout because community feedback said it looked “too foreign.” That change increased engagement by 35%. I also use social listening tools like Sprinklr to capture a sentiment in real time. The tech tells you what’s happening. The community tells you why it’s happening. You need both to win.
How do you formulate marketing policies that support growth and trust in emerging markets?
Trust is non-negotiable, especially in underbanked or previously underserved regions. So, when I create marketing policies, I start with inclusion and clarity. At Taptap Send, we instituted a policy of multilingual rollout, transparency in pricing, and community validation.
Before any mass campaign, we’d test messaging with local ambassadors. If it didn’t land or feel off, we’d return to the drawing board. Our policies also mandated fast-response loops for user complaints, monitored via CRM systems. Growth is excellent, but sustainable growth comes when people feel safe, respected, and heard.
What role has AI played in your ability to scale FinTech solutions in Africa?
AI has been a total game-changer. At Amazon, I used AI to enhance content discoverability, and at Taptap Send, we used it to predict transaction frequency, user drop-off, and preferred payout corridors.
That helped us tailor promotions to specific behaviors—like offering free first transfers or customising referral incentives. But beyond marketing, AI helped with fraud detection and customer support prioritisation. The key is not just automation but intentional automation. AI makes the experience smoother and more human when done right, even if it’s behind the scenes.
How do you identify and evaluate strategic partners for FinTech market expansion?
Partnerships are essential in FinTech when you’re expanding into new territories. I always look for three things: reach, relevance, and trust. We once partnered with a primary telecom provider in Nigeria because they had a broad reach and data bundles we could leverage.
However, we also partnered with smaller community churches because they had trust. I use stakeholder mapping tools in Salesforce to assess alignment and influence. Then, I do in-person visits. You learn quickly if the partnership will scale or stall. I go where the influence is, and sometimes, that’s offline.
How do you balance digital campaign execution with grassroots community engagement?
I believe in hybrid campaigns because visibility doesn’t equal conversion. Our digital ads might generate buzz, but the in-person community events drove actual sign-ups. For example, in Kenya, we ran Facebook ads to announce our services but then held activation events in local markets where people could ask questions in Swahili. We trained local reps to follow up via WhatsApp. That personal touch made all the difference when people see that you’re not just a “tech company” but a community partner; adoption skyrockets.
What’s your approach to managing cross-functional teams during a FinTech rollout?
Managing cross-functional teams is like conducting an orchestra—everyone has a role but needs to be in rhythm. I always start by clarifying the shared objective. Then, I map out dependencies using Asana and host weekly alignment calls across marketing, product, legal, and customer service.
We worked across three time zones and two continents during our Nigerian expansion. I kept communication open via Slack and WhatsApp and made space for cultural nuance. Execution improves when everyone feels seen, heard, and respected. That’s how we deliver, together.
How do you measure success when introducing FinTech products into underserved communities?
We track KPIs like adoption rates, cost per acquisition, and churn. But honestly, my favorite success metric is community ownership. In one Ethiopian pilot, local women formed a savings circle using our app within weeks.
That told me we weren’t just delivering a product but enabling empowerment. We also monitor Net Promoter Scores and sentiment analysis through social listening. When do people start referring friends or hosting meetups to teach others? That’s a real impact. Success is when your solution becomes part of their daily lives.
What’s your long-term vision for FinTech’s role in transforming African economies?
My vision is that anyone, whether a small-scale farmer or a student in Lagos, can access financial tools to help them thrive. I see FinTech as a bridge connecting the informal economy to formal systems without stripping away cultural context.
I want to build products that not only digitise but also humanise finance products rooted in equity, empathy, and local wisdom. I’m committed to designing ecosystems that uplift, not just scale. If we do this right, we won’t just grow companies—we’ll grow communities, futures, and economies.
