LemFi needed new senders and an honest read on the Nigerian diaspora in New York. FOLIO recruited seven researchers to pitch LemFi face to face at the Nigerian Independence Day Parade, and to bring back what they heard.
Against a target of 15 new senders
Team tally, before referral data
On the team tally alone
Community organizations ready to meet
Every conversation doubled as research. These are the findings that changed how LemFi should show up.
LemFi's rate on the day was NGN 1,340 per dollar against Taptap Send's NGN 1,341, and attendees checked on their phones mid-conversation. For some, a $1 to $6 difference is enough to switch between apps they already have.
Attendees typed card details, security code included, standing in a crowd. The most trusting sent on the spot. The more careful said they would send later.
A full signup and first transfer took about 15 minutes. Registration took 2 to 3. Adding money took 3 to 15, with manual card entry, billing address declines and details wiped after every error.
A few past users who had lost their login were asked to complete ID verification before adding money. New users could send first and verify later, so clearer messaging or the same flexible path could help returning users pick up where they left off.
One of the most common objections, mostly from younger attendees, who are often on the receiving side. Interest without a recipient ends the conversation.
Many attendees already used LemFi. One existing user referred a friend on the spot, who sent $100. It mirrors the informal market, which runs entirely on trusted contacts.
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