By Modupe Gbadeyanka
A nationwide marketing campaign signalling a strategic shift toward proof-led messaging in Nigeria’s fast-evolving fintech sector has been launched by Smartcash Payment Service Bank (PSB).
At the unveiling of this initiative in Lagos on Tuesday, the Airtel-owned digital financial services platform said the No Be Cho Cho Cho campaign represents a new chapter for Smartcash, following its earlier Money Matter Na Sense positioning, reflecting the company’s rapid growth and increasing role in Nigeria’s digital financial ecosystem. The platform now serves nearly three million active wallets, with users spanning students, traders, households and small businesses across the country.
The phrase, Cho Cho Cho, a popular expression in Nigerian street parlance meaning “talking without action,” is used deliberately by the company to challenge the hype-driven marketing culture that has often characterised the fintech sector. Instead, Smartcash says the campaign will focus on demonstrable performance and measurable value for customers, which means “Smartcash dey show workings”.
The initiative centres on the three pillars of reliability, transparency and demonstrable service delivery and addresses what the company describes as a widening trust gap in Nigeria’s digital payments market.
The chief executive of Smartcash PSD, Mr Ayotunde Kuponiyi, described financial inclusion as a critical pillar of the United Nations Sustainable Development Goals, noting that with the launch of No Be Cho Cho Cho, the firm is proving its commitment to this vision.
“We have built an accessible banking service that breaks barriers for everyone, from corporate executives to the previously unbanked, pulling them from the sidelines to centre stage. Through our flagship zero-charge service, we promise no fees on P2P transfers or bill payments.
“Furthermore, our savings account offers 15 per cent per annum compounded interest, paid daily without penalties. Unlike conventional banks, we charge you nothing, ensuring your money truly works for you,” he explained to newsmen at the event.
Smartcash’s zero-charge model, which eliminates fees on transfers and bill payments, has become one of the platform’s defining features, alongside instant transfers and everyday payments for utilities, airtime, data and cable TV.
Mr Kuponiyi noted that the campaign reflects a broader philosophy of accountability in digital finance, saying, “Nigerians have experienced inconsistency and unclear charges across various platforms in the past. With No Be Cho Cho Cho, we are saying clearly: don’t just listen to what we say; experience the proof.”
Smartcash operates as a PSB licensed by the Central Bank of Nigeria and is wholly owned by Airtel Nigeria, a part of the Airtel Africa Group, which operates across 14 countries. This backbone allows the platform to serve customers through both smartphone applications and USSD channels, enabling access for users without smartphones or traditional bank accounts.
Beyond consumer banking, the platform is also expanding its footprint through a nationwide network of agents that facilitate transactions and financial services in underserved communities.
Providing further insight into the bank’s financial architecture and long-term roadmap, Mr Kuponiyi emphasised that the campaign reflects the strength of the institution’s operational foundation.
“At Smartcash, we have matched our ambitious growth targets with disciplined investment in secure, high-volume processing capabilities. The No Be Cho Cho Cho initiative is a testament to our financial health and our unwavering focus on driving financial inclusion through sustainable incentives that provide real value to the Nigerian economy,” he said.
As part of the rollout, the No Be Cho Cho Cho campaign will run nationwide across television, radio, outdoor advertising and digital platforms, targeting young, mobile-first consumers while also reaching traders and small businesses through agent networks and USSD channels.
For Smartcash, the campaign marks more than a marketing refresh; it signals an attempt to redefine how financial technology companies communicate with Nigerian consumers in an increasingly competitive sector.
As Kuponiyi concluded at the launch: “The evidence is plenty. Nigerians can see it for themselves.”
