Credit Direct Redefines Financial Access in Nigeria with Groundbreaking Digital Solutions

At a vibrant product demonstration event titled “This is Credit Direct,” held in Lagos on March 29, 2025, Credit Direct, a prominent Nigerian financial services provider, unveiled a suite of innovative fintech solutions, marking its bold transition from a traditional lender to a full-fledged digital finance powerhouse. With a legacy spanning 18 years, the company introduced offerings aimed at revolutionizing payments, retail investments, and flexible credit options for both individuals and businesses.

Historically known for its lending services, Credit Direct is now embracing a digital-first identity, delivering financial tools through diverse channels such as a mobile app, web platform, USSD codes, API integrations for merchant sites, WhatsApp, and an AI-powered assistant. This strategic shift reflects the company’s ambition to make finance seamless and accessible across Nigeria.

Among the standout products launched is the Credit Direct Mobile App, a comprehensive platform that allows users to manage payments, invest, and earn daily interest on their funds with no restrictions or minimum balance requirements. Complementing this is CLARA, an AI-driven assistant designed to simplify financial decision-making and enhance user experience. For merchants and shoppers, Credit Direct Checkout introduces Nigeria’s first fully digital Buy Now, Pay Later service, enabling instant credit at the point of purchase. Additionally, Yield by Credit Direct offers a wealth-building tool that grows users’ money daily, catering to both individual and business needs.

This launch is the culmination of a three-year digital transformation journey that began in 2022. During this period, Credit Direct’s hourly revenue surged from ₦1.6 million to over ₦9 million, and its share of Nigeria’s consumer lending market grew from 18% to 30%. “This isn’t just a product reveal—it’s a declaration of our vision for transformation and leadership in the financial sector,” said Chukwuma Nwanze, Managing Director and CEO of Credit Direct. “We’ve created a highly efficient, purpose-driven platform that has generated over ₦90 billion in profits, boasts a return on equity exceeding 80%, and maintains one of the industry’s lowest non-performing loan ratios—all without a major capital infusion in over 15 years.”

The company’s technological leap has slashed loan processing times from eight hours to under five minutes, doubled staff productivity, and boosted employee satisfaction scores from 32 to 75. “Our mobile app isn’t just a tool—it’s designed for real-life financial needs,” explained Nifemi Oluboyede, Chief Product Officer. “Your money earns interest daily, even without active investing. It’s a platform you’ll turn to for every financial move—whether it’s paying, saving, or borrowing.”

Credit Direct’s expansion targets Nigeria’s financial inclusion gap, breaking down barriers to formal banking for underserved communities and small businesses through its multi-channel approach. “Our digital evolution is powered by a people-centric transformation,” said Edwina Olanipekun, Chief People Officer. “Technology is the enabler, but it’s our team’s adaptability, culture, and data-driven insights that bring it to life. This synergy is key to our growth and our plans to scale across Africa.”

The unveiling comes at a time of fierce competition in Nigeria’s fintech landscape, where both startups and established banks vie for dominance in a market of over 200 million people, many of whom remain unbanked. Credit Direct’s innovative solutions position it as a frontrunner in reshaping how Nigerians access and manage their finances.