Building for the Diaspora: An Underserved $100B Market

The Diaspora Opportunity

The African diaspora sends over $100 billion home annually in remittances alone. But the opportunity is much bigger than money transfer. Diaspora Africans need banking, investment products, insurance, e-commerce, and services that connect them to home. Most of these needs are underserved.

Chipper Cash grew rapidly by making it easy for diaspora Africans to send money home. But the next wave of diaspora-focused products will go beyond remittances to address broader financial and cultural needs.

Understanding the Customer

Diaspora customers aren't monolithic. A Nigerian in London has different needs than a Kenyan in Dubai or a Ghanaian in Toronto. First-generation immigrants differ from second-generation. Understanding these segments is crucial for building products that resonate.

The emotional connection to home is powerful. Products that help people maintain ties—whether financial, cultural, or personal—tap into deep motivations. This creates loyalty that's hard to compete against with purely functional products.

Go-to-Market for Diaspora Products

Community-based marketing works well for diaspora products. Churches, professional associations, and cultural organizations are gathering points. WhatsApp groups and Facebook communities are influential. Word of mouth travels fast in tight-knit diaspora communities—which means both good and bad experiences spread quickly.