Credit Direct, a leading Nigerian financial services provider, made a bold leap into the digital finance space on March 29, 2025, unveiling a suite of innovative fintech solutions at the “This is Credit Direct” event in Lagos. In its 18-year history, the company launched products that revolutionised retail investments, flexible credit options for individuals and businesses, and payments.
Credit Direct, once recognised for its lending services, is now adopting a digital-first identity and providing financial tools via various platforms, including a web platform, mobile app, USSD codes, API integrations for merchant websites, WhatsApp, and an AI-powered assistant. The company’s goal to make finance easy and available throughout Nigeria is reflected in this strategic change.
The digital solutions
The Credit Direct Mobile App, a feature-rich platform that lets users manage payments, invest, and earn daily interest on their money without any limitations or minimum balance requirements, is one of the most notable products released. CLARA, an AI-powered assistant created to improve user experience and streamline financial decision-making, is a perfect complement to this. Credit Direct Checkout offers instant credit at the point of sale to merchants and customers through Nigeria’s first fully digital Buy Now, Pay Later service. Furthermore, Yield by Credit Direct provides a wealth-building tool that meets the needs of both individuals and businesses by growing users’ money every day.
The three-year digital transformation journey that started in 2022 has culminated in this launch. Credit Direct’s hourly earnings increased from 1.6 million to over 9 million naira during this time, and its market share in Nigeria’s consumer lending industry increased from 18 percent to 30 percent.
“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 N90 billion in profits, boasts a return on equity exceeding 80 percent, and maintains one of the industry’s lowest non-performing loan ratios—all without a major capital infusion in over 15 years,” he added.
Advantages of Credit Direct’s digital solutions
The company’s technological innovation has doubled staff productivity, increased employee satisfaction from 32 to 75, and cut loan processing times from eight hours to less than five minutes.
“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.”
The goal of Credit Direct’s expansion
The goal of Credit Direct’s expansion is to close the financial inclusion gap in Nigeria by removing obstacles to formal banking for small businesses and underprivileged communities via its multi-channel strategy.
“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 announcement coincides with intense competition in Nigeria’s fintech market, where established banks and startups fight for market share in a population of over 200 million, many of whom lack access to banking. Because of its creative solutions, Credit Direct is at the forefront of changing how Nigerians access and handle their money.
