MAL 17/17 MAL 17:17 MARKETING AFRICA | Page 60

XPRESS MONEY THE REMITTANCES MARKET: XPRESS MONEY By Isaac Ngatia R emittances play a significant role in development across countries in the world. It is among the top export earner in several countries in the continent. According to the African Economic Outlook (2016), total remittances to Africa were at 3.28% of GDP, forming over 20% of GDP in some countries such as Gambia, Lesotho, Liberia and Comoros. Nigeria and Egypt takes the bulk of remittances, accounting for about two-thirds of the amount to the continent. The mobile money services are growing and becoming a key channel. According to the GSMA’s Mobile money report 2017, there were 277 live mobile money services worldwide in 92 countries. Overall, the FinTech space is growing rapidly, especially across Africa. To better understand how the players in the sector are meeting the customer needs, especially across Africa, we had a discussion with Xpress Money, a player in the remittances market. The Chief Operating Officer, Mr. Sudhesh Giriyan, as well as the Vice President - Global Marketing, Mr. Ashwin Gedam took us through key areas in navigating this market. 58 MAL 17/17 ISSUE Country Amount $ USD (2015) Nigeria 20.8 B Egypt 20.4 B Morocco 6.7 B Tunisia 2.3 B Algeria 2.0 B Ghana 2.0 B Kenya 1.6 B Senegal 1.6 B South Africa 1.0 B Uganda 0.9 B Mali 0.9 B Ethiopia 0.6 B Liberia 0.5 B Sudan 0.5 B Total 61.8 B What is Xpress Money and what is your mode of operation? We are an international money transfer organization, among the top 3 brands today by volume and network. Our network covers both pay in and payout i.e. for sending and receiving money. We work with many partners including players in the banking, non- banking areas; financial corporations; retail as well as telecom partners for remittance business. Xpress Money started in 1999 in the UK, and then started growing the global network by putting up an agency here in the Middle East, and then South Asia and South East Asia, then expanded to Africa. Overall, we are in over 160 countries around the world and we are looking forward to covering over 200 countries in the next 12–18 months, especially for cash payout services. What types of services do you offer your customers? The main services include; cash payouts and also account credits. The global remittance business today is about US$ 600 billion, out of which 75% is via account credit, and 25% via cash payment. Account credit is where the money gets to the beneficiary’s account. Cash payout is where one sends money to a receipt for payout over the counter. Then also via mobile money transfer, and other FinTech intermediaries, which are becoming key enablers in the business. Account credit may be few in volume, but high in value, at about US$2,000 to US$2,500, while the cash payout is high in volume but remit about US$ 350 – US$400 per transaction. What are your main corridors of remittances across Africa? North Africa has been an area under our coverage – Tunisia, Egypt,