Project Date
Nov 2022
Solutions Provided
Go to market strategy
Africhange
DownloadAfrichange is a remittance app designed to make sending and receiving money across borders a seamless experience.
The Problem
Africhange is a global remittance product helping African immigrants send and receive money across borders. Africhange needed our help to launch the product across different corridors, build out a growth team and influence product direction.
The solution
We stepped in with expertise as a Fractional Chief Marketing Officer (CMO) and go-to-market strategist. Our role entailed crafting a comprehensive marketing strategy, establishing a growth team, and providing influential insights on product development, all geared towards propelling Africhange to the forefront of global remittance services.
The outcome
Thanks to our strategic guidance and marketing acumen, Africhange achieved a milestone of over $500 million in transaction volume. The platform experienced a surge in adoption, with more than one hundred thousand users joining the service. We successfully launched Africhange in pivotal sending corridors, including Canada, Nigeria, the UK, and Australia, thereby expanding its global footprint and reinforcing its position as a leading remittance service provider.
The approaches & solutions
Our approach centered on developing a robust marketing playbook from the outset. This strategic document served as the cornerstone of our efforts, outlining a detailed plan for brand positioning, market penetration, user acquisition, and retention strategies. This playbook was instrumental in guiding the marketing team's day-to-day activities and long-term objectives, ensuring consistent messaging and alignment with the company's vision.
Key takedowns
Strategic Marketing Drives Growth: The development of a tailored marketing playbook was crucial in defining the brand's direction and scaling its operations effectively across new and existing markets.
Data-Driven Decision Making: Leveraging data analytics to understand user behavior and market trends informed our strategy, enabling targeted campaigns and product enhancements that resonated with the user base.
User-Centric Product Development: Continuous engagement with users and stakeholders helped refine the product offering, ensuring that Africhange met the evolving needs of its customers while staying ahead of industry trends.
Building a Scalable Growth Team: Assembling a dynamic growth team equipped with the right skills and tools was vital in executing our strategic marketing initiatives and achieving aggressive user acquisition targets.