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Market analysis and positioning

Market analysis and positioning


Genesis has built diverse expertise in conducting market-sizing and positioning exercises across Africa and the Middle East, working with a variety of financial services, including credit providers, large financial institutions and donor organisations.

We have helped multinational credit providers in Africa to understand the size of the markets for their products by breaking down the addressable market into target segments. In addition, we have assisted large financial institutions, including pan-African commercial banks, in sizing the retail, business banking, and corporate and investment banking revenue pools in their markets.



    Assessing affluent card market in 6 African countries

    Genesis generated a report and a go-to-market strategy for an international card association was looking to enter the affluent card market in a number of African countries.


    Making Access Possible in Malawi: RoadMAP to MSME success

    Genesis, in partnership with FinMark Trust, was commissioned to carrying out an evidence-based diagnostic study of the MSME of Malawi to identify key barriers and opportunities in the market.


    Analysing the future of South Africa’s card acquiring market

    Due to innovation and competition increasing, a global payment service provider wanted to better understand the market to engage new partners and increase their market share. This required a strategy and go-to-market approach across the various acquiring channels.


    Quantifying the true cost of cash in South Africa

    South Africa has a high proportion of banked adults but cash still accounts for over 50% of the total value of all consumer transactions. Genesis partnered with MasterCard to quantify the true cost of this reliance on cash for consumers in South Africa.


    Impact of fintech on state of MSME finance in Kenya

    The Financial Sector Deepening Trust (FSD) Kenya commissioned Genesis to carry out an in-depth analysis on how and to what extent MSMEs had been impacted by the significant developments in the country's financial sector since 2005.


    Sizing retail and business banking markets in Botswana

    Genesis was asked to develop a model to size the revenue pools of the retail and business banking segments of the Botswana banking sector by a pan-African bank.


    State of access to finance for Ethiopian woman traders

    Genesis was appointed by the IFC to run a diagnostic study on the state of access to finance in Ethiopia for women traders during the COVID-19 crisis and beyond.


    Sizing Africa’s Vehicle and Asset Finance (VAF) market

    A large Pan-African bank approached Genesis to conduct a market-sizing exercise for vehicle asset finance (VAF) across its operations in 10 countries encompassing personal, business and commercial vehicles.


    Socio-economic impact of debt forgiveness Bill

    Genesis was appointed by the dti (on behalf of Parliament) to undertake an independent socio-economic impact assessment of the National Credit Amendment Bill 2018, a separate debt review regulatory regime and process for a defined lower-income segment, called debt intervention.

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