Growth Bi-Weekly · Internal
Growth &
Savings Review
April 26, 2026
CONFIDENTIAL — FIDO INTERNAL USE ONLY
Agenda
April 26, 2026
Growth & Savings Bi-Weekly
01
Goals Snapshot
Target vs. actual — KYC, L0, Savings
02
Growth Execution
Product shipped/in progress · Marketing campaigns & channels
03
Discussion: Growth
Top funnel drops — what are we doing?
04
Savings — Ghana
Product · Campaigns, activation & engagement
05
Summary & Actions
Decisions · Owners · Deadlines
01 · Goals Snapshot
01
Goals Snapshot
Target vs. Actual — KYC · L0 · Savings
01 Goals Snapshot · 1 of 3
KYC Approval Rate — Target vs. Actual
April 2026 · Apr 1–25 MTD · Sign-up → KYC Verified
🇺🇬 Uganda — Apr MTD
51.2%
Target: 70%  ·  Gap: −18.8pp
12,939 verified  ·  25,280 sign-ups
73% of target
🇬🇭 Ghana — Apr MTD
52.8%
Target: 70%  ·  Gap: −17.2pp
34,657 verified  ·  65,590 sign-ups
75% of target
UG MoM Change
+2.0pp
vs. March 49.2%
↑ Improving
GH MoM Change
−2.7pp
vs. March 55.5%
↓ Slight dip
🇺🇬 Uganda 51.2% · Target 70%
🇬🇭 Ghana 52.8% · Target 70%
Metric: KYC_VERIFIED / SIGN_UPS. April = MTD × (30/25) projected. UG survey-start basis is unreliable (>100% monthly boundary artifact).
01 Goals Snapshot · 2 of 3
L0 Acquisition — Target vs. Actual
April 2026 · Projected month-end (25 of 30 days) · New first-loan customers
🇺🇬 Uganda — Apr MTD
4,277
Projected: 5,132  ·  Target: 7,079
72% of target (proj.)
🇬🇭 Ghana — Apr MTD
17,577
Projected: 21,092  ·  Target: 26,214
80% of target (proj.)
UG MoM Growth
+36%
vs. March 3,775
Target up ~80% MoM
GH MoM Growth
−2%
vs. March 21,610
Consistent ~80% pace
🇺🇬 Uganda 5,132 proj · 72%
🇬🇭 Ghana 21,092 proj · 80%
April = MTD × (30/25) projected. UG April budget is a near-2× step-up vs March (3,928 → 7,079).
01 Goals Snapshot · 3 of 3
Savings Activations — Target vs. Actual
Apr 1–25 MTD · Projected month-end (25 of 30 days) · Ghana
🆕 New Activations — Apr MTD
5,513
Projected: 6,616  ·  Target: 11,736
56% of target ⚠️
🔄 Returning Activations — Apr MTD
2,373
Projected: 2,848
+returning on top of new
📊 Total Activations — Apr MTD
7,886
Projected: 9,463  ·  Target: 11,736
81% of target (proj.)
💰 Active Savers — Apr 25
44,761
New + Returning clients with active savings
Stock metric
⚠️ New activations pace (56%): New-only run rate dropped from 327/day (Mar) to 220/day (Apr). However, including returning activations, total pace = 81% of the new-only target. Jan–Mar total (new+returning) consistently exceeded new-only budget. Root cause for new acquisition drop requires investigation.
02 · Growth Execution
02
Growth Execution
Ghana & Uganda · Product · Marketing
02 Growth Execution · Product
Product — KYC & Onboarding
Sprints 80–83 · Product discovery board · GH & UG

✓ Complete

  • S80PDT-945 KYC failure reason CT journey
  • S80PDT-906 KYC fallback — image manipulation GH
  • S80PDT-881 Add event — Address error
  • S80PDT-943 Change Luminance threshold
  • S81PDT-922 Suggest ID upload/scan if one failed
  • S81PDT-967 Upload ID issues
  • S83PDT-743 Guidelines — good Selfie image

◦ In Sprint · Backlog

  • S81PDT-873 Input field error state (KYC address)
  • S81PDT-910 KYC GH — UNCERTAIN monitoring
  • S81PDT-913 Research — MediaPipe iOS performance
  • S81PDT-919 Models for granular KYC failures
  • S81PDT-937 Research — classify uploaded IDs
  • S81PDT-940 Research — Chenosis GH analysis
  • S81PDT-944 CT journey — non-MTN users KYC
  • S81PDT-955 Research — image manipulation UG
  • S81PDT-958 A/B Textract — personal details GH
  • S82PDT-914 Research — Luminance threshold
  • S82PDT-941 Address autocomplete — Google
  • S82PDT-964 Remove ID pre-pop after failure — A/B
  • S82PDT-995 A/B Exposure + Liveness metering
  • S83PDT-572 Removal of stepper — A/B
  • S83PDT-744 Guidelines — good ID picture
  • S83PDT-837 WhatsApp bot — KYC funnel drops
  • S83PDT-938 Personal details tracking events
02 Growth Execution · Marketing
Marketing — April 2026
Cross-market initiatives · Ghana · Uganda

📬 CRM & Lifecycle

  • GH+UG End-to-end journey restructure — onboarding → active retention
  • NEW 180-day engagement framework — automated 6-month lifecycle journeys
  • NEW Frequency capping & anti-spam logic integrated

📣 Paid Media

  • META Full account restructure GH & UG — agent-assisted setup
  • GOOGLE Strategic account restructure GH & UG — agent-assisted setup
  • LIVE Real-time campaign follow-up & scaling — continuous agent monitoring
  • FLAG Meta delivery issues GH & UG — Apr 20–24

🔗 Referral Revamp

  • A/B TEST LP: Variant A (financial incentive) vs Variant B (product affinity — "Share the Love")
  • SOCIAL Referral-focused content launched across all platforms
  • VIDEO "Referral How-To" video produced to reduce invitation flow friction

🇺🇬 Uganda

  • TV Sanyuka TV — 3 field visits · 3 daily ads · 3 presenter mentions
  • SOCIAL Weekly posts NBS & Sanyuka X · TikTok
  • INFLUENCER TikTok & Instagram campaigns
  • OOH Billboards live
  • RADIO Galaxy FM & KFM · Galaxy Radio
  • ORGANIC +18.92% organic growth (Apr 24 vs Mar 31)

📊 Attribution

  • NEW Full-funnel attribution live: LP Views → Clicks → Install
02 Growth Execution · Highlights
Highlights / Lowlights
April 2026
🪪
ID upload experiments
A/B tests and research underway to reduce ID upload friction — scan vs upload, pre-population removal, failure recovery.
📊
Attribution funnel
Full-funnel attribution now live: LP Views → Clicks → Install. First time we can measure top-of-funnel efficiency end-to-end.
📶
Welcome screen — no internet
Improved experience when users open the app without connectivity — reduces drop-off at the top of the funnel.
03 · Discussion
03
Discussion: Growth
Top funnel drops — what are we doing about them?
03 Discussion · Growth
Discussion: Growth
April 26, 2026
1 — Top of the funnel — April (Sophie)
  • The target was increased, but the top of the funnel has not grown month over month
  • What are the blockers and how best can we address them?
2 — Top drops in KYC
3 — Top drops in overall onboarding
4 — Offline campaign tracking (Sophie)
  • How can we better track offline campaigns?
5 — Eligible-to-L0 customers (Nicholas)
  • Number of eligible customers without a loan increasing — low approved amounts after uploading more documents
  • Definition of "More Money" still not clear to customers
6 — We are not hitting targets. What more can we do?
04 · Savings — Ghana
04
Savings — Ghana
Product · Marketing · Activation · Engagement
04 Savings · Product
Savings Product — Execution
Sprints 80–82 · Product discovery board · Ghana

✓ Complete

  • S81PDT-645 Savings promotion
  • S82PDT-803 Default deposit amount in Savings
  • S82PDT-864 Margins KYC call changes for Savings

◦ In Progress · Planned

  • PLANNEDPDT-542 Savings in Uganda — awaiting BOU approval
  • PLANNEDPDT-1005 Update Savings interest rates
  • PLANNEDPDT-758 Fixed Deposit Savings — product spec shared with Access Bank
04 Savings · Marketing
Savings (EasySave) Marketing — April 2026
Ghana

Active Initiatives

  • LIVE L-band ads on YouTube creators channel
  • LIVE TikTok creators producing EasySave content
  • LIVE Referral campaign launched
  • IN PROGRESS LinkedIn partnerships — targeting formal sector individuals
  • IN PROGRESS Campus Ambassadors programme (with BizDev)
  • IN PROGRESS World Cup partnership conversations started

Strategy Note

📌 Paid marketing on hold. EasySave paid marketing deliberately delayed — organic, creator-led, and partnership channels are the current focus.
📉 CRM experiment — reverted. SMS blasts were reduced and consolidated into automated journeys, alongside an overall reduction in Savings campaign investment. Change was reversed after the reduction negatively impacted activations.
05 · Discussion
05
Discussion: Savings
Ghana · Open questions & priorities
05 Discussion · Savings
Discussion: Savings — Ghana
Open questions to resolve
Questions on the table
  • [Question / topic TBD]
  • [Question / topic TBD]
  • [Question / topic TBD]
Open discussion — decisions & owners to be captured in action items
Summary
Summary & Action Items
April 26, 2026 · Decisions & owners
# Action Owner Due Topic
1 [Action TBD] [Owner TBD] [Date TBD] Growth
2 [Action TBD] [Owner TBD] [Date TBD] Growth
3 [Action TBD] [Owner TBD] [Date TBD] Savings
4 [Action TBD] [Owner TBD] [Date TBD] Savings
5 [Action TBD] [Owner TBD] [Date TBD] Product