Nedbank's new digital offering is available only to people younger than 25, which may limit its appeal to older smartphones users
Nedbank, one of the big four banks that is fighting to protect its market share from new entrants such as Discovery Bank, is betting on the youth market to stay relevant.
“We realised that young people were starting to lose resonance with the Nedbank brand. It was a shame on us that we hadn’t put anything in the market to respond to their needs. We’ve spent a lot of time on this and all the indicators are that we are starting to regain resonance with young people,” said Mutsa Chironga, the managing executive of consumer banking at Nedbank.
The approach to resonate with youth aspirations is similar to that of TymeBank, which is marketing itself as a bank that wants to help young people realise their potential. Chironga said two years ago, Nedbank would have struggled to have competed with the likes of TymeBank in the youth segment but given the value-add benefits it had on the new platform, it now could.
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