Ampersand is seeking to enter the fintech industry but requires strategic direction on the most viable product line and target market. The company is evaluating opportunities in both the Nigerian and U.S. markets, aiming to identify an underserved segment with strong growth potential. The goal is to uncover a niche that offers a competitive advantage, ensuring a differentiated and sustainable market entry strategy.

Ampersand faced challenges in determining the most promising fintech sector—whether lending, payments, investment, or digital banking—for a successful market entry. Additionally, uncertainty about whether to focus on the Nigerian or U.S. market further complicated the decision-making process. To establish a competitive edge, the client required a data-driven analysis to uncover unmet market needs and identify the most viable opportunities for growth.

BFG Global Consulting conducted a comprehensive market analysis of the Nigerian, African, and global fintech landscapes, evaluating key product categories, historical market trends (over the past 5–10 years), and external factors shaping the industry.

Using SWOT and gap analyses, we identified underserved customer segments and untapped opportunities. These data-driven insights equipped Ampersand with a strategic foundation to enter the fintech market with a strong competitive advantage.