Kenya’s Small Giant

Family Bank shares brand attributes with Kenya’s biggest 3 banks, as recently revealed in Consumer Insight’s Bank Brands Survey. But it still remains a much smaller player, and less than 5% use it as their main bank. This is despite a spontaneous awareness above 50%, meaning they are not unknown – just ignored. Converting just a portion of this 50% into new accounts could potentially launch them into the tier one club. What’s holding them back?

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