In the dynamic landscape of Nigeria’s fintech sector, the recent six-week freeze on customer onboarding imposed by the Central Bank of Nigeria (CBN) has had profound implications. This regulatory move, designed to tighten oversight and enforce compliance among financial technology companies, has notably slowed the demand for payment cards among two of Nigeria’s leading fintechs: OPay and Moniepoint. The freeze, which barred these companies from onboarding new customers during this period, resulted in a significant decline in card issuance a trend that underscores the intricate relationship between customer acquisition and product demand in the fintech space.
The Onboarding Freeze: A Regulatory Move with Far-Reaching Effects
The CBN’s decision to halt the onboarding of new customers was primarily aimed at ensuring that fintech companies adhered to stringent Know Your Customer (KYC) and anti-money laundering (AML) regulations. While this move was necessary for maintaining the integrity of Nigeria’s financial system, it had an immediate and tangible impact on fintech operations, particularly in the realm of card issuance.
OPay and Moniepoint, two of the most prominent fintech players in Nigeria, were among the companies affected by this freeze. Both companies had previously enjoyed robust growth in their card distribution efforts, with OPay having distributed approximately 13 million cards and Moniepoint around 4 million cards by mid-2023. These figures highlight the significant scale at which these fintechs were operating, with a large portion of their customer base relying on physical cards for various financial transactions.
Declining Card Demand: The Ripple Effect of Onboarding Restrictions
The freeze on customer onboarding led to a notable decline in the demand for payment cards, as reported by multiple point-of-sale (POS) agents across Nigeria. According to an OPay executive, who requested anonymity, the drop in card demand was closely linked to the pause in account openings. “A lot of people [opening] new accounts also want a card that just makes them feel that they are completely financially included,” the executive explained. The natural progression from account opening to card issuance was interrupted by the onboarding freeze, leading to a reduced need for new cards.
This decline in demand prompted both OPay and Moniepoint to adjust their card distribution strategies. For instance, Moniepoint reduced the number of cards allocated to distributors from packs of 30 to just five. This significant reduction reflects the broader slowdown in card adoption and highlights how the onboarding freeze indirectly influenced the operations of fintech companies at multiple levels.
Shifting Trends in Card Usage: Beyond the Onboarding Freeze
While the onboarding freeze was a catalyst for the immediate drop in card demand, other underlying factors also contributed to this trend. Notably, the increasing adoption of online transfers has begun to eclipse the need for physical cards in many instances. As digital transfer speeds improve and more businesses start accepting bank transfers as a standard form of payment, the reliance on physical cards has naturally diminished.
Moreover, the early explosive growth in card issuance particularly following OPay’s aggressive launch of cards in 2021 has started to level off, following the classic law of diminishing returns. According to an OPay executive, “We expected it. We were very aggressive when we launched cards in 2021. Naturally, the pace at which it was growing two years ago is not the same now.” This observation points to a broader market maturation, where the initial rush to acquire new customers and provide them with cards has stabilized.
The Role of Banking Agents: A Critical Link in the Fintech Chain
Another important factor influencing the demand for cards is the role of banking agents, who act as mini bank branches for many fintech customers. Unlike some fintechs where customers can apply for cards through mobile apps, OPay and Moniepoint rely heavily on these agents to distribute cards. These agents, who operate across various local governments, fulfill both online and offline requests for cards. However, with the onboarding freeze in place, the flow of new customers and by extension, the demand for new cards was significantly curtailed.
As the demand for cards slowed, fintechs like OPay and Moniepoint had to recalibrate their strategies. For many customers, the convenience and efficiency of online transfers began to outweigh the need for physical cards, particularly as the fintech ecosystem in Nigeria continued to evolve. This shift in consumer behavior highlights the adaptability of the market and the need for fintechs to continuously innovate and respond to changing customer preferences.
Looking Ahead: Navigating Regulatory Challenges and Market Shifts
The six-week freeze on customer onboarding by the CBN serves as a reminder of the delicate balance fintech companies must strike between rapid growth and regulatory compliance. For OPay and Moniepoint, the decline in card demand during this period has prompted a reassessment of their card distribution strategies and a broader reflection on the future of physical cards in an increasingly digital financial landscape.
As fintechs in Nigeria and other emerging markets continue to navigate regulatory challenges and market dynamics, their ability to adapt to changing consumer behaviors and regulatory landscapes will be crucial. The experience of OPay and Moniepoint during the onboarding freeze provides valuable insights into how fintech companies can manage growth, regulatory compliance, and product demand in a complex and evolving environment.
In conclusion, while the CBN’s onboarding freeze temporarily slowed the momentum of card issuance for OPay and Moniepoint, it also highlighted the importance of flexibility and innovation in the fintech sector. As the demand for traditional payment cards evolves, driven by technological advancements and consumer preferences, fintech companies will need to stay ahead of the curve to maintain their competitive edge and continue serving their customers effectively.
