Croissance et innovation dans la banque de détail en Afrique

Authored by:
Mutsa Chironga
Luis Cunha
Hilary De Grandis
Mayowa Kuyoro
Global Banking February 2018
Roaring to life: Growth
and innovation in
African retail banking

1Roaring to life: Growth and innovation in African retail banking 1
Contents
Executive Summary 3
Overview: African banking’s next growth frontier 6
Chapter 1. Draw the right map 15
Chapter 2. Right segments, compelling offers 22
Chapter 3. Leaner, simpler banking 29
Chapter 4. Digital first 36
Chapter 5. Innovate on risk 47
Conclusion 53

Africa’s banking markets are among the most ex-
citing in the world. The continent’s overall bank-
ing market is the second-fastest-growing and
second-most profitable of any global region, and
a hotbed of innovation. The retail banking sector
in particular is a locus of new business models,
emerging in response to challenges including low
levels of banking penetration, heavy use of cash,
sparse credit bureau coverage, and limited
branch and ATM networks.
In this fast-growing, complex market, there are
vast differences in performance between leading
and lagging banks. This report focuses on the
drivers of these differences—and explores five
themes that separate winners from losers:
1. Draw the right map. Geography matters.
About 65 percent of African banks’ profitability
(measured by return on equity, or ROE) and 94
percent of their revenue growth, are attributable
to their geographic footprint. Importantly, there is
a shift underway in exchange rate-adjusted rev-
enue pools towards North Africa, East Africa and
Francophone West Africa, and away from South
Africa and Central Africa. There are also huge
variations in growth and profitability at the coun-
try level, with nations such as Côte d’Ivoire,
Ghana, Kenya, Mali, and Morocco featuring pos-
itively.
2. Right segments, compelling offers. Our re-
search indicates that 70 percent of the growth
in Africa’s retail banking revenue pools to 2025
will come from the middle segments, defined as
individuals with annual income between $6,000
and $36,000. The mass market—individuals
earning less than $6,000 per annum—will ac-
count for just 13 percent of this revenue-pool
growth, but it is the fastest-growing segment
and one to watch. Whichever segments banks
choose to serve, it is critical that they develop
compelling propositions targeted to those con-
sumers. We surveyed 2,500 customers across
six African countries, and found that price and
convenience are the leading factors in cus-
tomers’ choice of bank, followed by service.
There is also huge room for growth in meeting
unmet needs for borrowing, saving, investing,
and protecting: fewer than 20 percent of African
banking customers hold products such as lend-
ing, deposits, insurance, and investments.
3. Leaner, simpler banking. Africa has the sec-
ond-highest cost-to-asset ratio of any region in
the world, at 3.6 percent—and this has wors-
ened in the recent past. High margins have
tended to protect African banks from a dramatic
worsening of cost-to-income (CTI) ratios, but
margins are likely to come under pressure in the
years ahead. In response, banks must act now
to create simpler, leaner banking models. It can
be done: This report spotlights eight banks in
Africa that have made dramatic improvements
in cost-to-asset ratios, through a combination of
end-to-end digital transformation, sales produc-
tivity, and back-office optimization.
4. Digital first. Some 40 percent of the African
banking customers we surveyed prefer to use
digital channels for transactions, roughly the
same share as those who prefer branches. In
four of the continent’s major banking markets,
the share of customers who prefer digital chan-
nels is significantly higher than the share prefer-
ring the branch channel. Banks can adopt one
of four distinct digital strategies: The first is to
digitally transform their existing operations, to
increase their share of digital sales and transac-
tions to beyond 60 to 70 percent on each
measure, as Kenya-based Equity Bank has
done. Second, banks can partner with telcos or
fintechs to deliver mobile financial services to
their clients at a cost below that of the branch
network. An example, also from Kenya, is M-
Shwari, the mobile-based loans application
formed in partnership between Commercial
Bank of Africa and Safaricom. The third digital
Executive Summary

4 Roaring to life: Growth and innovation in African retail banking4
strategy is to build a digital bank from scratch—
as Nigeria’s Wema Bank did in launching ALAT,
Africa’s first fully digital bank, in 2017. Finally,
banks can build an ecosystem or platform of
banking and non-banking services. Alipay in
China and the Commercial Bank of Australia
have applied this approach at scale in areas
such as travel and hospitality (Alipay) and home-
buying (CBA).
5. Innovate on risk. African banking still has the
second-highest cost of risk in the world, not
least because of a paucity of credit bureaus,
combined with immature risk management
practices in many banks. A number of exciting
innovations in credit risk management are
emerging, however. Bank-telco partnerships like
M-Shwari are one example: the platform deliv-
ers 80,000 consumer loans per month, but just
1.9 percent of its loan book is nonperforming.
Another option is partnering with fintechs like
Jumo, which aggregates data and algorithms to
enable its partners, such as Barclays Africa and
Old Mutual, to grant 50,000 loans per day be-
tween them. A third approach to credit risk
management is the use of payroll lending to se-
cure repayments. One example is Letshego,
which has more than 340,000 borrowing cus-
tomers across 11 African countries. Such inno-
vations on risk will help unlock the consumer
credit opportunity in Africa: today only 17 per-
cent of African banking customers have con-
sumer loans, compared to over 97 percent with
a transactional product.
Technology makes rapid progress in many of
these themes attainable. Robotics are offering
ever-cheaper ways to automate processes; ma-
chine learning can process massive data lakes to
support higher sales productivity or improved
credit assessment; mobile technology is continu-
ally reducing the marginal costs to serve cus-
tomers; and cryptocurrencies raise the potential
for very low-cost payments processing.
We are privileged to be part of the exciting
growth story of African banking. This report
draws on the experience of our partners and col-
leagues serving banks across the continent. It
also draws on McKinsey’s Global Banking Pools
research; a proprietary database of the financial
performance of 35 of Africa’s leading banks; a
survey of executives from 20 banks and financial
institutions across Africa; and the broad-based
survey of 2,500 customers mentioned above.
Africa’s retail banking markets are ripe with po-
tential and present huge opportunities for innova-
tion and further growth. The following pages offer
an up-close tour of those opportunities, in all
their richness and diversity.

1
The Phoenix Rises: Remaking the Bank for An Ecosystem World, McKinsey Global Banking Annual Review, October 2017.
2
African currencies typically depreciate over time versus international currencies such as the US dollar and the euro. When the im-
pact of currency movements is considered, the growth rate projected for 2017-22 of 8.5 percent is reduced to 4.5 percent.
3
These figures and growth rates are in fixed US dollars. If past and projected depreciation of African currencies are considered,
growth rates would be lower.
Globally, the banking industry is facing disappoint-
ing returns and sluggish growth. For seven consec-
utive years its ROE has been stuck in a narrowly
defined range, between 8 percent and 10 per-
cent—a level that most consider the industry’s cost
of equity. At 8.6 percent for 2016, ROE was down
a full percentage point from 2015. Moreover, the in-
dustry’s global revenue growth rate slowed to 3
percent in 2016, down from an annual average of 6
percent over the preceding five years.1
Africa’s banking sector provides a refreshing con-
trast. Its markets are fast-growing and nearly twice
as profitable as the global average. Although com-
petition is heightening and regulation is tightening,
there is still much room to grow: Africa’s retail
banking penetration stands at just 38 percent of
GDP, half the global average for emerging markets.
Africa’s banks face challenges aplenty, including
low income levels in many countries, widespread
use of cash in most economies, and poor cover-
age of credit bureaus. But some banks are al-
ready tapping the opportunities inherent in these
challenges, for example harnessing Africa’s
widespread mobile-phone coverage to create
low-price offerings and innovative distribution
models. Driven by such innovation, African retail
banking’s revenue growth could accelerate signif-
icantly in the next five years.
Africa’s fast-growing, profitable banking markets
Global media reports are more likely to highlight
Africa’s social and political problems than its rise
as a business market. Yet the reality is that the
continent is in the midst of an historic accelera-
tion that is lifting millions out of poverty, creating
an emerging consumer class, and propelling
rapid economic growth in many economies. Re-
flecting this broader economic progress, Africa
today is the second-fastest-growing banking
market in the world, taking both retail and whole-
sale banking together. Between 2012 and 2017,
African banking revenue pools grew at a com-
pound annual growth rate of 11 percent in con-
stant 2017 exchange rates. We expect the
African banking market to remain a growth leader
going forward, growing at a rate of 8.5 percent
over the next five years.2
Africa is also the global banking industry’s sec-
ond-most profitable region: the ROE of its banks
in 2017 stood at 14.9 percent, second only to
Latin America and comparable to other regions
such as Emerging Asia and the Middle East (Ex-
hibit 1). The ROE of African banks was more than
double the 6 percent achieved by banks in devel-
oped markets. African banks’ profitability in 2016
was marginally higher than in 2012, driven by im-
proved margins—although these gains were
largely offset by higher risk costs. Indeed, as we
will see later, African banks increased their mar-
gins by 0.9 percentage points over this period to
6.8 percent, while globally, margins remained flat
at 3.8 percent.
In terms of size, Africa’s banking market is today
approximately $86 billion in revenues before risk
cost. Our projected growth for Africa banking rev-
enue pools of 8.5 percent a year between 2017
and 2022 will bring the continent’s total banking
revenues to $129 billion. Of that total, $53 billion
will be in retail banking—up from $35 billion in
2017 (Exhibit 2)—an absolute growth in retail
banking revenues of $18 billion.3
Another notable feature of Africa’s banking land-
scape is the staggering growth in the number of
Overview: African banking’s next
growth frontier

8.07.0 9.02.0
15
0
0 1.0
25
10
4.0 5.0 6.03.0
5
20
Latin America
Africa
Middle EastDeveloped World
Emerging Asia
Eastern Europe
Exhibit 1
Size of revenue pool 2017, $ billionReturn on equity, 2017
%
Banking revenue pool CAGR 2017-22E1
%
1
Client-driven revenues before risk cost; constant 2017 exchange rates.
Source: McKinsey Global Banking Pools
Africa’s banking market is the second-fastest in terms of growth, and
the second-most proﬁtable
2012-17WholesaleRetail 2017-22E
76
(59%)
51
(59%)
53
(41%)
10.3
12.1
8.4
8.6
35
(41%)
31
(61%)
20
(39%)
2022E
86
2012
51
129
2017
456171Banked adults
Million
298
4823Bancarization rate
% of adults
35
8.5% p.a.
11.0% p.a.
Exhibit 2
Africa banking revenue pools before risk cost1
$ billion
CAGR
%
1 Client-driven revenues before risk cost; constant 2017 exchange rates.
Source: EFInA; Finscope; FSD Kenya; McKinsey Global Banking Pools; World Bank Findex
Africa’s banking revenue pools are projected to grow 8.5% per year
until 2022, with similar growth rates in retail and wholesale

people becoming banked. As of 2017, there are
almost 300 million banked Africans, up from 170
million in 2012. By 2022, we project 450 million
banked Africans. By 2022, close to half of
Africans will be banked, compared to just over
one-third today.
African banking is a rich tapestry of 54 country
markets. Below, we look closely at the different
types of markets.
A varied geographic landscape
Africa’s banking markets show stark differences
in size, infrastructure, bancarisation (or banking
penetration), and use of digital, to name but a
few variables. We have identified four archetypes
among African banking markets—each with
markedly different per capita income, banking
penetration, revenue growth, profitability, and fi-
nancial infrastructure (Exhibit 3).
The first is the relatively mature market, which
includes countries such as Egypt and South
Africa, with higher GDP per capita and asset pen-
etration. These markets have higher branch pen-
etration—17 branches per 100,000 adults, versus
the African average of five. They also have higher
credit bureau penetration of 22 percent of adults,
double the African average. Retail banking tends
to be a higher share of the revenue pool in these
markets, and more sophisticated financial ser-
vices such as asset management and mortgages
are also more prevalent. This is partly because
the share of adults earning more than $5,000 per
annum is higher at 51 percent on average, versus
15 percent for Africa as a whole.
The second archetype market is the fast-grow-
ing transition market, which covers countries
like Ghana, Cote d’Ivoire, and Kenya, where
banking penetration is ahead of the curve.
These are competitive retail banking markets,
with high levels of mobile banking and other in-
novations. The growth rate is relatively high in
these markets, with an annual average of 14
percent between 2011 and 2016. Profitability is
also the highest in this archetype, with ROE at
17 percent in 2016.
Third are the sleeping giants such as Angola
and Nigeria, large markets where banking pene-
tration is lower than would be expected at their
income levels. Notably, the sleeping giants are all
oil exporters. The prominence of oil in a national
economy often steers banks away from lending
more to other sectors, or to the consumer mar-
ket. In these markets we also see credit bureau
coverage of only three percent—the lowest of the
four archetypes—and less innovation in arenas
such as mobile money.
The final archetype is the nascent market,
which includes countries such as Ethiopia and
Tanzania, where both GDP per capita and asset
penetration are still low. These markets present
the biggest challenge for foreign players seeking
positive returns; indeed, some nascent markets,
such as Ethiopia, restrict or prohibit entry of for-
eign banks. However, some nascent markets
have very large populations—for example, around
100 million in Ethiopia and 60 million the Demo-
cratic Republic of Congo—and are fast growing,
and thus represent outsized potential for banks
that can negotiate regulatory approval to enter,
and create winning business models.
A competitive landscape, with clear winners
Within this challenging and varied landscape,
competition in the African retail banking land-
scape is increasingly fierce. In this environment,
some banks are proving to be true African lions—
standing head and shoulders above the rest in
terms of profitability, revenue growth, efficiency,
and credit control. Others are struggling.
No trade-off between profitability and growth in
African banking
We analyzed the performance of 35 of Africa’s
largest banks in the continent’s key markets over a
five-year period from 2011 to 2016. One of the

most striking findings is that there is no trade-off
between profitability and growth in African banking.
Banks in the top quintile of ROE achieved 37 per-
cent ROE over this period, roughly four times the 9
percent ROE achieved by banks in the bottom
quintile (Exhibit 4). The top-quintile banks in terms
of ROE grew revenues at 23 percent per annum,
almost 2.5 times the 9 percent of banks in the bot-
tom ROE quintile. It seems the traditional view of a
trade-off between ROE and growth is a myth, at
least in Africa. Banks can set ambitious goals for
both profitability and market share growth.
Perhaps less surprisingly, the top-performing banks
on ROE were also impressively lean: their average
cost-to-income ratio over this period was 40 per-
cent, versus 57 percent for bottom-quintile banks.
They also manage risk better—their average credit
loss ratio, at 1.1 percent, was exactly half that of
the low performers. There will of course be varia-
5,500
0
9,500
20
6,500
40
10
50
120
100
90
80
70
60
290
110
5000
30
1,000 3,5002,000 3,000 4,0002,5001,500 5,0004,500 6,000
ZambiaUganda
South Africa
Mauritius
Ghana
Algeria
Tunisia
Kenya
Zimbabwe
Nigeria
Morocco
Democratic Republic of the Congo
Ethiopia
Angola
Tanzania
Senegal
Botswana
Mozambique
Egypt
Namibia
Côte d’Ivoire
Exhibit 3
2016 assets ($ billion)
Banking penetration
% of GDP, 2016
Nominal GDP per capita
$, 2016
Asset CAGR 2012-16 <8%
Asset CAGR 2012-16 >13%
Asset CAGR 2012-16 8%-13%
Nascent markets
Transition markets
Sleeping giants
Relatively mature
Source: IMF; McKinsey Global Banking Pools
Africa’s banking markets can be grouped into four archetypes

tions based on a bank’s geographic spread, but
these figures can help Africa’s banks benchmark
themselves and set aspirations.
Five challenges, five winning practices
What drives the stark differences in performance
we noted earlier between the top- and bottom-
quintile banks? Winning banks in Africa display one
or more of five winning practices, and these prac-
tices are direct responses to five specific chal-
lenges that all African banks face (Exhibit 5).
Fragmented market. Africa is a continent of 54
countries, leading to some inevitable fragmentation
of the banking opportunity. We estimate that the
top five banking markets in Africa—South Africa,
Nigeria, Egypt, Angola, and Morocco—account for
68 percent of the total banking revenue pool, com-
pared to over 90 percent for the top five regions
such as North America, Latin America, Middle
East, and Emerging Asia. For Africa, this means
that the remaining 49 countries represent only 32
percent of the revenue pool. Furthermore, Africa’s
banking markets exhibit high variation in growth
and profitability. It thus becomes extremely impor-
tant for banks to draw the right map—the first of
the winning practices we believe will be crucial to
success in the coming years.
First National Bank (FNB) is arguably the best-per-
forming retail bank in the continent’s largest retail
banking market, South Africa. First Rand, FNB’s
parent company, had an ROE of 25 percent in
2016, compared to the county’s other “big four”
banks, which had ROEs of 14 to 15 percent. FNB
has been relatively selective in its expansion into
other markets. For example, they have a top-four
presence in neighboring Namibia and Botswana,
and have also expanded to three other promising
markets—Ghana, Zambia, and Tanzania. In each
case, they have successfully brought their digitally
focused proposition to customers; in Zambia, for
example, they grew their market share from 0 to 8
percent within the five years of entering the market.
Large low-income population. While African in-
comes are rising steadily, its population on average
remains poor by global standards. Fully 85 percent
1.1
2.2
40
57
23
9
37
9
Exhibit 4
Bottom quintileTop quintileGrowth and proﬁtability for top- and
bottom-performing banks
Average ROE
2011-16, %
Revenue CAGR
2011-16, %
Average
cost-income ratio
2011-16, %
Average
credit-loss ratio
2011-16, %
Source: SNL; McKinsey analysis
On average, there is no trade off between proﬁtability (ROE) and
growth; top-quintile banks outperform on both

of individuals have incomes below $5,000 a year—
compared to 80 percent in Emerging Asia and 49
percent in Latin America. The implications are
twofold: first, banking revenue pools are relatively
concentrated in the middle- and higher-income
segments; second, African customers have a
strong need for affordable financial solutions, which
points directly to the second winning practice in
African retail banking: targeting the right segments
with compelling offers.
Challenges Winning practices
5
13
1717
32
68
9892 91
100
8580
49
62
5
3.6
1.7
4.0
2.0
2.6
1117
79
13
100
Exhibit 5
Draw the right map
Risk innovation
Digital first
Top 5 markets
as % of total,
2017
Adults with
credit bureau
coverage,
2016, %
Bank
branches per
100,000
adults, 2015
Fragmented
market
Right segments,
compelling offers
Percent of
population
with less than
$5,000
income,1
PPP2
Large
low-income
population
Leaner, simpler
model
Cost-to-
assets, 2016,
%
High-cost
models
Low credit
bureau
coverage
Low branch
penetration
North
America
AfricaEmerging
Asia
Latin
America
Middle
East
1
Weighted average of countries included in McKinsey Global Banking Pools database; population = total population (including
children) in households earning less than $5,000 (PPP adjusted) per annum.
2
Purchasing power parity.
Source: IMF; Canback Income Distribution Database; McKinsey Global Banking Pools; McKinsey Global Payments Map; World Bank
Five for ﬁve: For each of Africa’s banking challenges, a winning
practice applies

Nigeria’s GTBank is a good example of this second
winning practice. The bank’s average ROE of 30
percent between 2011 and 2016 outperformed
Nigeria’s other top five banks, which posted ROEs
of 11 to 22 percent. GTBank has had great suc-
cess in Nigeria’s affluent segment, based on high
service levels. It has been rated best in class in
terms of CSAT, a measure of client experience. Fo-
cusing on the higher-income segments has also
enabled GT to keep their branch network smaller
relative to those of their competitors. The results
are compelling: GTBank has almost doubled cus-
tomer numbers from 4.7 million in 2012 to 8.6 mil-
lion in 2016, and grown market share from 10 to
12 percent in that time.
High-cost models. African banks benchmark poorly
on productivity. The cost-to-assets ratio for African
banks is second-highest in the world at 3.7 per-
cent. (Latin American banks are at 4 percent.)
African banks generally have more manual pro-
cesses, more tellers, and more cash-related costs
relative to international peers. Indeed, across
Africa, more than 90 percent of all transactions are
carried out in cash. The only region with compara-
ble cash usage is Emerging Asia. (By way of a
global benchmark, cash usage is 41 percent in
North America.) The high cash usage adds costs to
the African banking system. The third winning
practice in African banking is therefore the move
toward leaner, simpler banking.
Poland’s mBank is a good example of the leaner,
simpler bank. It was the first fully Internet-based
bank in the country, and now has more than four
million retail clients, and a six percent market
share. mBank aspires to be a “paperless bank,”
and to “simplify, streamline, automate, and digitise”
all processes. As an example, customers can se-
cure loan approvals in 30 seconds through mobile
phones, or discuss mortgage options with sales
agents on Skype. mBank has also achieved high
levels of self-service on mobile channels, with 55
percent of clients logging in via the mobile app in
2017, almost double the 28 percent that did so in
2015. Simplicity seems to be paying off for
mBank—in 2016 and 2017, it sustained a cost-to-
income ratio of 46 percent, compared to a 2016
CTI ratio of 58 percent for the overall Polish bank-
ing industry.
Very few bank branches. Bank branch coverage in
Africa is by far the lowest in the world. There are
just five branches per 100,000 adults compared to
13 in Emerging Asia and 17 in Latin America or the
Middle East. On the other hand, mobile penetration
is very high; winning banks therefore need to take a
digital-first approach to distribution.
Kenya-based Equity Bank is a good example of
digital-first. Equity has achieved high shares of
transactions (66 percent) and loan sales (85 per-
cent) on the mobile channel. The bank partnered
with a telco, Airtel, to deliver Equitel, a mobile vir-
tual network operator that gained two million
clients within 18 months of launch. At the same
time, recognizing the continued dominance of
cash, Equity Bank developed a network of
30,000 agents. This allows the bank to deploy a
variable-cost form of physical distribution to en-
able clients to cash in and cash out—as opposed
to using branch and ATM infrastructure, which
comes with a large fixed-cost component. Be-
yond simple cash in and cash out with agents,
Equity Bank clients can open accounts, pay bills,
and make deposits.
In Nigeria, Diamond Bank partnered with mobile
operator MTN in 2014 to launch its “Y’ello” prod-
uct, a bank account that provides financial and
lifestyle benefits through mobile banking. There are
30,000 Diamond Y’ello agent locations. In three
years, Diamond gained seven million new cus-
tomers through this partnership.
Low credit bureau coverage. Only 11 percent of
Africa’s population have their credit information
recorded by private credit bureaus, compared to
17 percent in Emerging Asia and 79 percent in
Latin America. This puts a major brake on con-
sumer lending and creates a need for alternative

consumer credit models, and points to our fifth
winning practice: risk innovation.
Kenya’s Commercial Bank of Africa partnered with
a telco, Safaricom, to deliver M-Shwari, a product
that, among other things, offers loans through the
mobile channel, leveraging telco data for underwrit-
ing. M-Shwari processes 80,000 loan applications
daily, with an average ticket size of $32 and an av-
erage loan duration of 30 days. M-Shwari enjoys a
non-performing loan (NPL) ratio of 1.9 percent, ver-
sus an industry average of 5.3 percent.
■ ■ ■
How fast Africa’s retail banking penetration in-
creases in the years ahead will depend on how
bold its banks are in innovating to overcome the
challenges they face. In our base-case sce-
nario, retail banking revenues across the conti-
nent will grow at a compound annual rate of 8.5
percent between 2017 and 2022. If more banks
emulate the winners and roll out low-cost models
and innovative partnerships, growth will be even
faster. In this aggressive growth scenario, we
project an increase in the banked population of
five percentage points per year, versus the his-
toric rate of three percentage points per year. We
also see potential for growth in consumer finance
as more innovation occurs in underwriting tech-
niques. As a result, in this aggressive growth sce-
nario, we expect retail banking revenue growth to
increase to 12 percent a year (2017 to 2022) ver-
sus our base projection of 8.5 percent per year.
Attaining this higher growth trajectory will require
more innovation, and for more African banks to
enter the ranks of the “winners.”
Our analysis and experience suggest winners in
Africa’s retail banking landscape will focus on one
or more of the following winning practices:
1. Draw the right map
2. Right segments, compelling offers
3. Leaner, simpler banking
4. Digital first
5. Innovate on risk
The remainder of the report explores each of
these drivers of success in African retail banking
in greater detail.

4
These figures and growth rates are in fixed US dollars. If past and projected depreciation of African currencies are considered, the
growth rates would be lower.
Chapter 1. Draw the right map
Geography matters
Where you are in Africa matters—in a big way.
Our analysis of 35 leading banks, and the differ-
ence between top-quintile and bottom-quintile
banks in terms of growth and profitability, re-
sulted in some striking insights.
Ninety-four percent of the difference in revenue
growth between top- and bottom-quintile banks
is determined by the markets they operate in;
only 6 percent is attributable to gaining market
share in those markets (Exhibit 6). Furthermore,
65 percent of the differences in profitability be-
tween top- and bottom-quintile banks is at-
tributable to the stark differences in profitability
across markets, with the remaining 35 percent
driven by banks’ performance versus peers in
their market.
Because “drawing the right map” matters so
much, we looked into which countries and re-
gions of Africa’s banking market offer the greatest
prospects for banking growth and profits.
Pinpointing the Africa banking opportunity
In the opening chapter, we noted that we expect
Africa’s banking revenue pools to grow at 8.5
percent a year between 2017 and 2022, bring-
ing the continent’s total banking revenues to
$129 billion (before risk cost). Of that total, $53
billion will be in retail banking—up from $35 bil-
lion in 2017, an absolute growth of $18 billion.4
Three quarters of the $18 billion in absolute retail
revenue growth will be concentrated in 10 coun-
tries. In absolute terms, the greatest growth will be
in South Africa, which will account for $4 billion, or
65%
35%6%
94%
100% 100%
Exhibit 6
ROE
% 2011-16
Growth, in revenue CAGR
% 2011-16
Difference in
performance
between top- and
bottom-quintile
banks
Geographic
footprint
How a bank
competes
Source: McKinsey Global Banking Pools; McKinsey analysis
For Africa’s leading banks, geography drives outperformance in
growth and proﬁtability

well over one-fifth of African retail banking growth
(Exhibit 7), by 2022. Other leading growth markets
include Egypt, Nigeria, Morocco, Ghana, and
Kenya.
Stepping back to look at Africa’s 30 largest bank-
ing markets gives another perspective on varying
growth and profitability dynamics (Exhibit 8).
Three of the 11 largest banking markets—Algeria,
Cote d’Ivoire, and Kenya—have shown strong
profitability through the cycle, delivering ROE
above cost of equity (COE). These markets are
also projected to grow by 5 percent per annum or
more, adjusting for currency, for the next five
years. Three additional large banking markets—
Morocco, Ghana, and Egypt—have also grown
by 5 percent per annum or more, but have nar-
rowly missed returning their cost of equity. South
Africa, the largest market, has slightly outper-
formed its cost of equity, and is expected to grow
at a steady 2 percent in currency-adjusted terms.
Markets such as Angola, Tunisia, and Nigeria
South Africa 4.0
Kenya
2.4
0.5
Morocco
Ghana 0.9
0.8
1.2
Nigeria
Egypt 2.5
Total Africa 17.8
Tunisia 0.3
4.3
Tanzania
Rest of Africa
Côte d’Ivoire
Angola 0.3
Algeria
0.2
0.3
100
15
22
7
13 62%
5
2
4
2
2
3
2
24
Exhibit 7
Absolute retail revenue
growth,1
2017-22E
Fixed $ billionCountry
Share of
total Africa
income
growth
%
1
Includes only client-driven revenues
Source: EIU: IMF; McKinsey Global Banking Pools
Africa’s top five retail banking markets will account for 60% of growth
up to 2012

have had returns well below COE, and are pro-
jected to grow at 4 percent or less. Finally, Tanza-
nia, while fast growing (11 percent per annum
currency adjusted growth), has also fallen short in
terms of profitability.
There are other fast-growing, profitable African
markets like Mali and Ethiopia, along with a group
that show strong growth (6 percent or more) but
which have failed to return their COE; these in-
clude Uganda, Mozambique, and Senegal. All told,
profitability after cost of capital across Africa’s
banking markets ranges from -20 percent to +20
percent, and growth ranges from -1 to 15 percent.
These varying growth rates are resulting in a
marked rebalancing of Africa’s retail banking rev-
enues (Exhibit 9, page 18). Adjusting for actual
(2012-17) and projected (2017-22) exchange-
rate movements, it becomes clear that North
Africa will have grown dramatically from 24 to 30
percent of currency-adjusted revenue pools over
the decade between 2012 and 2022. Similarly,
dramatic increases are seen in East Africa (8 to
12 percent over the same period). A milder in-
crease is seen in Francophone West Africa (3 to
5 percent), which benefits from both high GDP
growth rates and a currency that is pegged to
the euro.
10
15
10
0
-25
-1 15
-5
11 13 163
25
9872 41 50
-10
6
20
12
-20
5
14
Tunisia
Burkina Faso
Zimbabwe
Senegal
Mauritius
Algeria
Gambia
Swaziland
Togo
Lesotho
Egypt
Ethiopia
Size of revenues
Mali
Ivory Coast
Morocco
Botswana
Uganda
Sierra Leone
DRC
Angola
Kenya
Rwanda
Benin
Zambia
Tanzania
Nigeria
Namibia
Ghana Mozambique
South Africa
Exhibit 8
Proﬁtability after cost of equity,1
2012-17
%
Revenue before risk cost CAGR (variable $), 2012-17
%
1
ROE after cost of equity has been deducted. Cost of equity = local 10-year bond or equivalent + (average bank beta * average
Sub-Saharan equity risk premium)
Source: Central Bank Reports; McKinsey Global Banking Pools; PWC Valuation Survey
Growth ranges from -1% to 15% in Africa’s top banking markets, with
wide variability in economic proﬁtability

Adjusting for currency, the big loser in terms of
banking revenues will be South Africa, which ac-
counted for 37 percent of the African revenue
pool in 2012, and will account for 26 percent in
2022. This reflects not only real economic growth
that is slower than the rest of the African conti-
nent, but also steep depreciation in the South
African Rand over this period. Foreign investors in
South African financial services companies that
are listed in London, such as Barclays PLC and
Old Mutual PLC, have been selling down their in-
vestments in part because they need to return
hard currency returns to UK investors, even while
the South African economy’s growth relative to
the rest of Africa and the world diminishes. Read-
ers should note that at the time of writing, South
Ghana
Morocco
Egypt
Ethiopia
Zambia
Algeria
Cote
D'Ivoire
South
Africa
Nigeria
Tanzania
Angola
Kenya
Mozambique
Tunisia
Senegal
Exhibit 9
Banking revenue
before risk cost1
Variable $ billion
Share of revenue before risk cost, 2012-22
%
South Africa2
North Africa
Southern Africa
Anglophone
West Africa
Francophone
West Africa
Central Africa
East Africa
4
7
24
118
7
7
30
30
12
7
6
5
7
26
13
28
13 14
37
3
80 86 108
2012 20173
2022E
1
Client-driven revenues before risk cost.
2
South African client-driven revenues are materially higher than accounting bank reported revenues.
3
Partial-year estimates.
North, East, and West Africa will gain revenue share at South Africa’s
expense

On average, banks in Africa with significant regional
or pan-African footprints have not performed as well
as their domestic peers. Average ROE in 2016 for
the 13 regional banks in our sample was 8 percent,
compared to 13 percent for the 26 domestic banks
(Exhibit 10). Furthermore, domestic banks grew
faster between 2011 and 2016—their average rev-
enues increased at an annual rate of 20 percent,
compared to 14 percent for regional banks.
For a few reasons, it is unsurprising that cross-bor-
der banks attain lower ROEs than domestic players.
Cross-border cost synergies are limited, especially in
retail banking, as each country requires some form of
physical distribution. Furthermore, pan-African banks
have to deal with multiple markets developing at
varying speeds, with different regulators, and various
infrastructure challenges. This heterogeneity makes it
very difficult for pan-African banks to effectively con-
trol their operations and deploy coherent business
models in all the markets they serve.
There are of course many strategic reasons for being
a regional bank—including pursuing growth opportu-
nities, diversifying earnings risk, and creating a net-
work for cross-border corporate clients. More than
half (55 percent) of bank executives we surveyed7
said geographic expansion was “somewhat” or
“very” important to their growth strategies, account-
ing for 10 percent or more of their projected growth
over the next three years. However, our analysis is a
vivid reminder that banks need to tread carefully in
selecting markets for expansion, and then develop a
profitable cross-border operating model.
Cross-border banking
20
14
13
8
1.6 x 1.4 x
Exhibit 10
ROE
% 2016
Growth, in revenue CAGR
% 2011-16
Regional/
Pan-African
banks
Regional/
Pan-African
banks
Domestic
banks
Domestic
banks
Note: Number of banks: domestic (26); regional (13).
Source: McKinsey Global Banking Pools; McKinsey analysis
Domestic banks have outperformed regional banks in terms of both
proﬁtability and growth
7
We conducted a survey of banking executives 20 financial institutions from across Africa in the fourth quarter of 2017, asking for their per-
spectives on the retail banking opportunity in Africa. Eighty-five percent of respondents were from banks, and 15 percent from nonbank at-
tackers. Thirty-five percent were from Southern Africa, 25 percent from East Africa, 20 percent from West Africa, 15 percent from Angola,
and 5 percent from an international (non-African) bank operating in Africa. The respondents were typically the heads of retail, or in some
cases, the CEO of the bank.

Africa was undergoing a political transition, which
could reverse some of the recent trends of slow-
ing growth and depreciating currency.
■ ■ ■
Drawing the right map is a fundamental step for
winners in African retail banking. Beyond this, win-
ners and losers within markets will be determined
in large part by how they answer the following
questions: Are we competing in the most attractive
segments? And do we have a compelling proposi-
tion for the customers in that segment? It is to
these questions that we turn next.

6
Adults in Africa’s 20 largest banking markets.
7 Respondents were spread across income segments; 77 percent were urban and 23 percent rural; and respondents were split
equally between male and female. Approximately 50 percent of the sample were employed, 40 percent self-employed, and 10 per-
cent unemployed.
Opportunities in segments—particularly middle-
income
To pinpoint opportunities, African banks need to
understand not only the relative growth of differ-
ent markets but also the dynamics of customer
segments. In 2017, just 15 percent of Africa’s
adult population had an annual income above
$5,000. But this proportion is growing steadily,
as is Africa’s overall population—with the result
that the number of Africans6
earning $5,000 a
year or more is expected to increase from 140
million in 2017 to 175 million in 2022.
As some banks (for example, Equity Bank) have
demonstrated, there is also considerable oppor-
tunity to serve the large majority of Africans
earning below $5,000. We expect the banked
population in Africa to swell by more than 150
million people, from nearly 300 million in 2017
to 450 million by 2022, and much of this growth
will be at levels of income lower than $5,000
per year. Finally, Africa’s affluent consumers,
though they make up only one percent of the
population, have significant and fast-growing
spending power.
Our analysis of banking revenue growth for four
specific customer segments—mass market (in-
come below $6,000 a year), core middle
($6,000-$12,000), middle ($12,000-$36,000),
and affluent (above $36,000)—shows that the
bulk of the absolute growth in banking revenues
will be driven by the middle and core middle
segments; together, they will account for 69 per-
cent of absolute revenue growth between 2017
and 2022. Add the affluent group, and 87 per-
cent of growth will come from the top three seg-
ments (Exhibit 11). We should note that the
growth rate is fastest in the mass and core mid-
dle segments—approximately 11 percent and 13
percent respectively.
The relative growth of different income segments
will vary significantly by region. In North Africa, we
project that the middle and affluent segments will
experience the greatest absolute revenue growth,
while the core middle and middle segments will
dominate growth in both East and West Africa. An-
glophone West Africa will also see significant rev-
enue growth in the mass segment, while South
Africa will see most growth in the middle segment,
followed by equally strong absolute growth in the
core middle and affluent segments.
Compelling offers
To compete effectively, banks will need to de-
velop compelling value propositions. Those with
clear value propositions tend to outperform peers
in their respective markets on growth and prof-
itability. But what is a compelling value proposi-
tion? What do customers want?
Our customer research,7
which covered 2,500
banked adults in six African countries, provides
some guidance. When we ask clients to state the
reason for choosing their main bank, three fac-
tors stand out (Exhibit 12, page 23).
First, price was selected by 25 percent of respon-
dents—unsurprising given Africa’s relatively large
share of low-income households. Capitec’s price-
and simplicity-focused value proposition has
helped it gain significant share in the South
African market. According to our retail banking
customer survey, 57 percent of Capitec’s cus-
tomers said pricing was their primary reason for
selecting the bank; this compares to percentages
ranging from 23 to 33 percent for the other “big
four” South African banks.
Chapter 2. Right segments,
compelling offers

Convenience is an equally important factor in
bank selection, also chosen by one in four cus-
tomers surveyed. Of those, four-fifths described
“convenience” as banks with a nearby branch or
agency, and the remainder defined it as a great
digital banking offer. Equity Bank is a prime ex-
ample of a bank with a compelling offer in the
realm of convenience, delivered through a
30,000-strong agency network, as well as a mar-
ket-leading mobile banking offering.
The third-most cited factor in bank choice is ser-
vice. Nigeria’s GTBank has had great success in
the affluent segment based on its reputation for
great client experience, delivered by professional,
courteous, and responsive staff.
Cross-sell opportunities: savings, credit, and
payments
A further finding from our survey is that approxi-
mately 95 percent of respondents—all of whom
14
5
3
8 22
3 15125
11
13
9
69% of
retail
growth
Total
Affluent
Middle
Core middle
Mass
19
44
25
13
9 18 5335100
4 9
2 6
Exhibit 11
Revenue
growth,
2017-22E
Fixed $ billion
Share of
growth
%
CAGR
%
Revenue, 2017 Growth, 2017-22
Note: Affluent annual income = >$36,000; middle = $12,000-$36,000; core middle = $6,000-$12,000; mass = $0-$6,000.
Source: Canback Dangle; McKinsey Global Banking Pools; McKinsey analysis
The middle banking segments will account for 69% of retail banking
growth until 2022

were already “banked”—had a transactional
product, confirming the idea that new banking
customers typically start with transactional prod-
ucts (Exhibit 12).
That said, cross-sell opportunities abound across
the continent. As we see in Exhibit 12, only 17
percent of banking customers our sample had a
lending product, while 15 percent had a deposit
product, 13 percent insurance, and 9 percent an
investment product. These four product cate-
gories therefore represent important growth op-
portunities for banks.
To put another lens on the cross-sell opportunity,
we see that the number of products per customer
varies considerably across countries. It is highest
in South Africa, at approximately 2.9 products
Lending2
Transactions1
Investments5
Insurance4
Deposits3
17
95
9
13
15
25
20 25
12
11
9
8
5
4
Convenience
Service
Pricing
Employer
requirements
Referrals
Brand
Products
and services
Security if
bank closes
Digital
banking
Physical network
Exhibit 12
Reason for choosing main bank
% of clients
Clients with product
% of clients
1
Current/checking account, savings account, bank account linked to debit card, nonbank prepaid card
2
Credit card, mortgage, renovation loan, car loan, unsecured personal loan, overdraft account
3
Time deposit, foreign currency savings/time deposit
4
Life insurance, health insurance, auto insurance, home insurance
5
Securities (equities and bonds, mutual funds, margin account, pension/retirement
Price, convenience, and service are most important to banking
customers; cross-sell opportunities abound

per customer, roughly 2 in Morocco, Kenya, and
Angola, and as low as 1.7 in Nigeria and Egypt
(Exhibit 13). These numbers suggest there are
some countries where product penetration could
be significantly higher. For example, Morocco and
Egypt have a higher per capita income than
Kenya, but fewer banking products per customer.
It also interesting to note that higher-income seg-
ments seem to be underpenetrated in countries
such as Kenya and Morocco.
Which product areas offer the greatest opportuni-
ties in revenue terms over the next five years?
Deposits—both from transactional and savings
accounts—will be the single-largest contributor to
retail banking revenue growth in Africa, contribut-
ing approximately $11 billion to absolute revenue
growth between 2017 and 2022 (Exhibit 14, page
26). We estimate that deposits are likely to grow
at compound annual rate of at least 11 percent
between 2017 and 2022. This rapid growth is
Annual income
South
Africa Nigeria Egypt Morocco Kenya Angola
1.75
2.92
2.65
4.30
3.87
1.73
1.36
2.18
1.42
1.91
1.22
1.69
1.73
2.12
1.98
1.69
2.06
2.43
2.41
1.98
2.20
1.95
1.99
1.42
2.94
2.54
2.06
1.83
>$36,000
1.99
$12,600-
$36,000
2.63
2.06
$3,600-
$12,600
<$3,600
Total
1.60
2.30
1.69
1.67
13.4 5.9 13.0 8.6 3.5 6.8
Exhibit 13
GDP per capita
Purchasing power
parity, $ million
Number of bank accounts per banked customer
% of respondents ranking1
Source: McKinsey Africa Retail Banking Consumer Survey, 2017
On average, African banking customers hold just over 2 banking
products, but there are significant country variations

driven partly by the expected increase in the
number of Africans who are included in the bank-
ing system. It also reflects the relatively high cost
of funding in Africa—interbank rates can be 10
percent or more in most African markets—which
makes deposits a relatively lucrative product.
The next-largest area of growth is mortgages (ap-
proximately $4 billion of growth), followed by con-
sumer finance ($2 billion), and payments ($1
billion). Interestingly, in our survey of executives
from 20 leading African banks and financial insti-
tutions, consumer finance was rated as the num-
ber one opportunity among the major product
categories. It was selected by 55 percent of ex-
ecutives, well ahead of payments and current ac-
counts, selected by 30 percent of executives.
Consumer finance is significantly underpene-
trated in Africa. As we discuss in Chapter 5, ad-
vances in credit assessment—driven by
digitization and the use of broader types of
data—should fuel growth in the category.
Mortgages
33.3
2017 Consumer
finance
2022PaymentsDeposits
9 6611
53%
9
48%
50.31-2
2-3
26.6
14.0
11.0
16.8
10-11
5.3
4.5
3-5
3.4
3.4
Exhibit 14
Africa retail banking revenue before risk cost, 2017-22E
Fixed $ billion
CAGR,
2017-22E
%
Mortgages
Payments
Consumer finance
Deposits
Source: Canback Dangle; McKinsey Global Banking Pools; McKinsey analysis
Deposits and consumer ﬁnance are the fastest-growing businesses

Cash usage is still extremely high in many
African countries, but the push to digital pay-
ments has begun. The volume of cashless
transactions in Africa grew by 13 percent per
annum between 2014 and 2016, driven by the
improved availability, reliability, and security of
electronic channels. This made Africa the
world’s second-fastest-growing payments
market after Asia-Pacific; Africa also has the
second-highest revenue per cashless transac-
tion.
To sustain this momentum, Africa will need
faster roll-out of point-of-sale (POS) infrastruc-
ture, which supports around 70 percent of the
continent’s retail electronic payments. Al-
though the volume of POS transactions in-
creased at an annual rate of 14 percent
between 2012 and 2016, the number of POS
devices increased at only 5 percent a year
over the same period.
Payments are still dominated by banks, but a
sizeable opportunity outside banking has
emerged as a result of disruptive digital inno-
vations. For example, Nigeria-based fintech
Paga allows customers to make money trans-
fers and online shopping payments via their
mobile phones; since its launch in 2009 it has
signed on nearly six million active users. Mo-
bile money application M-Pesa, launched by
Kenyan mobile operator Safaricom in 2007,
today has over 26 million customers. Newer
players include Nigeria-based Paystack, which
enables users to make payments via social
media. Banks have responded with their own
innovations, such as South Africa-based
FNB’s GeoPayments application, which allows
payments between any users within 500 me-
ters of one another; it has gained 1.5 million
active users since its launch in 2012.
International remittances are an adjacent and
profitable line of business. We expect the
African international remittance market to
bounce back in 2018 after currency devalua-
tion in markets such as Egypt and Kenya put it
under pressure in 2015 and 2016. Formal re-
mittances are forecast to reach $66 billion in
2018, up from $61 billion in 2016. Of that,
more than 80 percent is made up of remit-
tances from outside Africa.
Payments and remittances

Chapter 3. Leaner, simpler banking
Though African banking as a whole is enjoying
buoyant growth and profits, there is a wide gap
between the leaders and the rest of the industry.
If more banks are to achieve healthy profitability,
they will need to make significant gains in pro-
ductivity. In fact, we see productivity as the next
frontier of improvement for African banking—with
digitization, sales productivity, and back-office ra-
tionalization as the key thrusts.
Some progress on costs, but more work needed
African banks have made progress in reducing
their cost-to-income (CTI) ratios in recent years.
Among the African banks in our global sample,
CTI ratios fell from 56 percent in 2011 to 52 per-
cent in 2016. This is lower than the global aver-
age of 59 percent, and significantly better than
the average for banks in North America and Eu-
rope. It is also in line with CTI ratios in other
emerging markets, such as the Middle East (47
percent in 2016), Latin America and Caribbean
(48 percent), and Asia-Pacific (50 percent).
Africa’s reductions in CTI are encouraging, but
only tell part of the story. The reality is more
sobering: Africa’s improved CTI ratios have been
driven by widening margins (measured by in-
come-to-assets ratio) rather than by consistent
Cost-to-income ratio
%
Cost-to-assets ratio
%
Margins, income-to-asset ratio
%
30
75
45
60
15
0
52.2
58.8
201615
53.4
60.160.1
55.0
12
56.0
2011
59.3
54.7
14
60.760.8
13
53.9
0
2
4 3.5
12
2.3 2.3
2016
3.63.5
15
2.2
14
3.6
2.2
13
2.3
3.5
2.3
3.3
2011
3
9
0
6
13
3.8
6.6
3.8
2016
6.8
15
3.7
14
6.6
3.8
6.4
12
3.8 3.8
5.9 6.4
2011
Exhibit 15
Global average Africa average
Source: SNL; McKinsey analysis
The decline in Africa’s cost-to-income ratio is due to rising margins
rather than improvements in cost-to-assets

1
2
3
4
5
2011 2012 2013 2014 2015 2016
Global Average
Africa
Middle East
Europe
Asia-Pacific
US and Canada
Latin America
and Caribbean
+0.1
+0.3
-0.2
+0.1
0.0
-0.3
-0.44.04.04.04.0
4.2
4.4
3.3
2.9
2.8 2.8 2.8
2.7
2.6
2.0
1.9
1.8
2.0
1.7 1.71.71.71.7
2.32.32.3
2.2 2.2
2.3
2.0
2.2
3.5 3.5 3.5
3.6 3.6
1.7
1.81.81.8 1.8
Exhibit 16
Cost-to-assets by region,1
2011-16
%
Change,
2011-16
% points
1
Local currency ratio, weighted by $ income for each year.
Note: Banks in sample (947): LatAm and Caribbean (6); Africa (35); US and Canada (625); Middle East (19); Europe (142); Asia-
Pacific (120)
Source: SNL
At 3.6%, African banks have the second-highest cost-to-asset ratio in
the world
progress in improving productivity, as measured
by cost-to-assets (Exhibit 15, page 29). In fact,
at 3.6 percent Africa has the second-highest
cost-to-assets ratio in the world. Eventually,
margins will fall in Africa as they are doing in the
rest of the world. African banks should therefore
not be complacent. They need to improve their
underlying efficiency.
The trend line is also worrying: Africa’s cost-to-
assets ratio is going in the wrong direction (Ex-
hibit 16). In all other regions, with the exception
of Europe, productivity as measured by cost-to-
assets improved over the last five years. But then
Europe is at already less than half Africa’s level.
Africa is falling behind on productivity, and banks
need to act to arrest the decline.
Three levers to improve productivity
Our analysis, together with our survey of African
retail banking executives, points to three main
levers for improving productivity.

End-to-end digitization
The first lever is the digitization of customer jour-
neys, which includes migrating transactions and
sales from physical to digital channels, and au-
tomating processes from end-to-end. Nearly
three-quarters (74 percent) of the executives in our
survey identified these two elements as among the
most important ways to increase productivity.
Africa’s banks have a long way to go, as digital
sales and transactions remain a very small propor-
tion of the total (Exhibit 17). Just 16 percent of
Africa’s banking transactions in 2016 were digi-
tal—compared with 55 percent in Latin America
and 82 percent in Asia-Pacific. Similarly, just 4
percent of African banking sales were digital in
2016, compared to 18 percent in Asia-Pacific.
Banks can take number of actions to drive these
numbers higher. The first step, of course, is to
make services available on digital channels; then
comes the work of educating clients about digital
channels, pricing digital transactions attractively
compared to those in physical channels, provid-
ing rewards programs for increased use of digital
channels, and so on. Progress can be dramatic in
a short period of time: McKinsey’s Finalta bench-
mark on digital in banking shows that the five
20
5
20
10
15
40 7550 908060
0
55 85455 15 65 70100 3025 35
US and Canada
Latin America
Africa
Asia Pacific
Europe
Exhibit 17
Share of total sales that are digital,1
2016
%
Share of total transactions that are digital,2
2016
%
1
Core products include current accounts, deposit accounts, credit cards, unsecured personal loans, non-life insurance, and
mortgages.
2
Financial transactions include all customer-initiated third-party payments and inter-account transfers, including set up of
standing orders and direct debits. Actual subsequent automated transactions are excluded.
Source: Finalta; SNL
Africa’s banks still have room for growth in digital sales and
transactions, relative to other regions

most improved banks globally on share of digital
sales improved this measure by seven percent-
age points per annum over a five-year period.
Automating core processes from end-to-end
must run in parallel with growth in the share of
digital sales and transactions. McKinsey analysis
suggests most banks run about 600 processes.
However, automating the top 20 processes is
likely to capture 45 percent of the benefits of digi-
tization. Processes that typically offer dispropor-
tionate rewards from end-to-end automation
include account opening, mortgage onboarding,
personal loan applications, credit card issuing,
cash handling, and basic client inquiries, such as
balance requests.
Frontline productivity
Nearly one-third of the executives we surveyed
tagged improvements in frontline productivity,
leveraging analytics and data as a priority. African
banks are often below emerging market bench-
marks on measures such as on cross-selling, ac-
quisition rates, and active accounts as a
percentage of the total. Advanced analytics and
frontline productivity can help banks meet and
exceed these benchmarks.
We have seen several successful approaches. A
bank in Kenya launched a series of data-driven
cross-sell campaigns that achieved conversion
rates of around 20 percent, about five times the
previous rate. The same bank introduced a sim-
pler cross-sell process at onboarding, resulting
in an increase in the number of products sold at
onboarding from 1.5 to 2.5. Banks in South
Africa and Kenya have introduced specialists to
support frontline staff in selling more sophisti-
cated products, such as investments and insur-
ance. A Nigerian bank introduced a
service-to-sales initiative encouraging all staff in
the branch to turn simple enquires or teller
transactions into opportunities to surface client
needs and introduce sales opportunities.
A final emerging trend in raising frontline produc-
tivity is personalization in marketing. Here, banks
use advanced analytics to predict the “next-best
product” for each customer. They then offer per-
sonalized product features; in the case of a loan,
for example, a personalized interest rate and loan
amount. The best banks globally will also make
the offer on a digital platform, with a customized
marketing message. For example, having ob-
served the client searching home-renovation
sites, the message might read: “Hi Kwame, ready
for your next home renovation? You're two clicks
away from a loan of $5,300 at an exclusive inter-
est rate of 12.5 percent.”
Consolidate head- and back-office costs
Many African retail banks have excessive back of-
fices in branches, often with as many staff in the
branch back office as there are in the branch
front office. The staff often labor under paper-
heavy, manual processes. Furthermore, relative to
benchmarks, African banks often have a higher
share of their total staff in support functions such
as IT, risk, marketing, HR, and finance.
First, African banks need to consolidate opera-
tional processes in “factories,” from their current
decentralized presence across branches and
product lines. This source of synergy, long cap-
tured by banks in the developed world, is not
used to its full potential by African banks. Sec-
ond, demand management and process re-
design can eliminate redundant steps that bring
little value to clients. Third, technologies such
as robotics and artificial intelligence (AI) can de-
liver striking benefits. Robotics can be used to
automate most repetitive operational tasks at
little cost, while AI-enabled chat bots can han-
dle up to 50 percent of client communication in
call centers.
Finally, banks can do more to optimize non-staff
costs. An example is the use of building space.
Many banks have multiple “head offices” in one

city—and often in the more expensive parts of
town. Consolidating the number of head offices,
reducing square meters used per person through
initiatives such as open-plan seating, and shifting
to lower-cost locations, can all contribute to re-
ducing costs. Another example is procurement in
categories such as IT, where virtualization can
save 30 to 50 percent of data storage costs, and
marketing, where return on marketing investment
optimization can deliver 15 to 20 percent savings.
7.7 8.1
3.0
7.99.7
13.215.3
6.4 5.8
9.6
5.77.07.17.5
3.9 3.7
9.6
3.84.24.24.6
4.7 4.3 4.64.0
5.14.95.5
4.8 5.0 4.64.94.44.96.0
6.1 5.8 4.65.26.17.8
5.7
1.3
2.4
1.00.91.20.90.8
1.4 1.2 1.31.0
1.9
1.31.3
0.3
1.1
1.5
1.8
-0.1
7.5
0.5
0.8
Cost-to-assets trend
%
0.26
14 15 Country
CTI 2016
1613122011 14 15 Country
CTA 2016
1613122011
32 35
55
34384448
50 50 5548525760
53 53 5542525155
58 57 7053575463
70 67 70636666
89
61 61 7052626467
39
54
3023
474746
40 31 3527
505356
Capitec
Bank
KCB
Group
CBA
Zenith
Bank
UBA
Ecobank
Nigeria
Banque
Misr
Banque
Extérieure
d’Algérie
North
Africa
West
Africa
East
Africa
South
Africa
29
26
11
12
22
14
15
13
Exhibit 18
Cost-to-income trend
%Region Bank
CTI/CTA reduction, 2011-16
% points
NOTE: Ecobank, UBA, Zenith, KCB, and Capitec CTI ratios as published in the banks' annual reports/results; Banque
Misr, Bank Extérieure d'Algérie, and CBA CTI ratios, and all individual bank cost-to-assets (average assets), calcu-
lated using bank annual report/results data extracted via SNL. Central bank data used to calculate country averages.
Source: Bank annual reports and results presentations; Central bank supervision reports; SNL; McKinsey analysis
A number of African banks have achieved material step changes in
productivity

10
https://www.capitalfm.co.ke/business/2015/04/banks-spend-sh5bn-to-lay-off-900-staff-in-the-past-three-years/
Showing the way: Africa’s productivity leaders
A number of Africa’s leading retail banks can
serve as real-world examples of how these ele-
ments can lead to step changes in productivity.
Our analysis identified eight banks across the
continent that reduced their CTI and CTA ratios
substantially between 2011 and 2016 (Exhibit 18,
page 33); most ended up with CTI and CTA ratios
significantly below the average in their home
countries. Not all of these outperforming banks
used all three levers: most were able to drive up
productivity by focusing on just one or two. This
suggests that even for top performers there may
be further potential for improvement.
Consider Nigeria’s Ecobank, which reduced its
CTI ratio by nine percentage points in a single
year—from 61 percent in 2015 to 52 percent in
2016—by focusing on headcount reduction,
changes in procurement practices, and closure
of branches. These were part of an explicit pro-
ductivity improvement program the bank devel-
oped in response to worsening macroeconomic
conditions and declining earnings. Staff numbers
were reduced from 10,000 to 6,800 between
January 2016 and September 2017, while 50
branches were closed (in part to complete post-
merger integration following Ecobank’s 2012 ac-
quisition of Oceanic Bank in Nigeria). Ecobank
also took an innovative approach to reskilling
staff that had lost their jobs; for example,
Ecobank partnered with Uber to train 1,500 laid
off drivers as Uber drivers. The bank appointed
a new procurement team that renegotiated sup-
plier contracts and signed on new suppliers—re-
sulting in a reduction in procurement costs of 40
to 50 percent.
A second example is Kenya Commercial Bank
(KCB), which reduced its CTI ratio by 12 percent-
age points—to 48 percent—between 2011 and
2016. KCB started with a restructuring program
in 2011, which included a reduction in director-
level posts from 22 to 7, and the release of 120
staff.10
In addition, KCB has been pursuing digiti-
zation through automation of front- and bank-end
processes, and investment in digital channels.
For example, with the introduction of mobile
banking, loan applications skyrocketed. New loan
disbursements increased to nearly four million in
2015, up from a historical average of approxi-
mately 200,000 per year. Although the loan val-
ues are small ($25 to $30), they contribute
significant revenue, and are cost-effective as the
bank has reduced loan-processing time from
three days to 60 seconds.
■ ■ ■
African banks face a productivity challenge. At
3.6 percent, their cost-to-asset ratio is the high-
est of any region in the world, and has worsened
in the recent past. While African banks’ produc-
tivity challenge is masked by high margins for
now, this will not always be the case. Eventually
margins will fall. Banks need to take action now,
to become significantly more productive—and
several trailblazers are already showing the way.

Chapter 4. Digital first
Africa’s retail banks have compelling reasons to
embrace digital transformation. Firstly, African
banking customers are among the most enthusi-
astic adopters of mobile and digital channels of
any developing region. Second, a number of dis-
ruptive competitors, including numerous mobile
money players and digital attackers such as
Tyme Bank in South Africa or Alat in Nigeria, are
emerging and posing a threat to revenue share.
Third, advances in technology are raising the
bar—and the opportunity—for innovation; these
include increased affordable computing power
for processing big data; the rise of artificial intel-
ligence and machine learning; robotics lowering
the cost of automation; and blockchain. Finally,
ecosystems, which have emerged most notably
in China, are likely to become more of a feature
in the African economy, and banks will need to
have the digital sophistication to play a role as
they develop.
In thinking about digitization in banking, it is im-
portant to first understand the voice of the cus-
tomer; with this in mind, this chapter discusses a
few insights into the behavior of the African bank-
ing consumer with respect to digital, and then
outlines four approaches banks are taking in digi-
tal innovation.
African banking consumers have embraced
digital
Africa’s banking customers are more connected,
more “online” than their counterparts in many
other developing countries. Our research finds
that 52 percent of urban Africans regularly use
the Internet—the same proportion as urban Chi-
nese, and well ahead of urban Brazilians (45 per-
cent online) and Indians (24 percent). The large
majority of African Internet users access the web
via mobile devices—and most of them are young.
One-quarter of urban Africans are online at least
10 hours a week.
Given how digitally savvy they are, it is no sur-
prise that African consumers express a strong
preference for mobile and Internet banking over
traditional branches. In our survey of 2,500 bank-
ing customers in six African countries, we looked
at which channels clients prefer for specific bank-
ing activities (Exhibit 19).
The first conclusion is that a significant share of
consumers prefer digital channels for transac-
tions (38 percent), servicing (24 percent), and
sales (20 percent).11
Second, in some segments and for some activi-
ties, digital channels are preferred to the branch
channel. For example, for transactions overall,
branches have the overall edge, with 43 percent
preferring branches, and 38 percent favoring
digital. But customers in the two higher-income
segments prefer digital. More than half (53 per-
cent) of customers in the affluent segment pre-
fer either Internet or mobile channels, compared
to 26 percent that prefer the branch. The story
is very similar in the middle market, where even
more customers (55 percent) prefer digital
channels over the branch (28 percent). Middle
market customers are also the biggest fans of
digital channels when it comes to sales—45
percent prefer Internet or mobile, compared to
40 percent favoring the branch. The branch is
clearly far from dead, but we see a preference
for digital channels in certain segments and for
certain activities.
Third, among the digital channels, the future is
clearly tilted towards mobile. Two to three times
as many clients prefer mobile to Internet channels
11
Transactions in this context include making a payment or transferring money. Service includes balance inquiries, changing account
details or passwords/PINs, resolving technical problems with Internet or mobile banking, and complaints about products and ser-
vices. Sales relates to opening an account or receiving advice on complex products.

across transactions, services, and sales. Mobile
is also preferred to Internet banking across seg-
ments. This is consistent with data that shows
that relative to Africa’s population of 1.3 billion,
there are just over 1 billion mobile connections in
Africa—some Africans, of course, have more than
one mobile connection.
Regional differences in client preferences for digi-
tal channels are also striking. Almost 40 percent
of Africans prefer digital channels for transac-
tions, compared to 43 percent that prefer the
branch (Exhibit 20, page 38). Interestingly, in four
of the six countries surveyed, more customers
prefer digital channels to the branch for transac-
Call centerATMBranchMobileInternet
Transactions1
Overall
Affluent
>$36,000
Middle
$12,600-
$36,000
Mass
<$3,600
43 17 6 6 14 71 5
556231010727 431318262924 6
6
755129581515 649239 73
828
11
104035101075125616284312
518 57 9 102711
2
Core middle
$3,600-
$12,600
Servicing2
Digital = 38%
Digital = 53%
Digital = 55%
Digital = 24%
71070101859166
Sales3
Digital = 20%
Digital = 45%
Income
segments4
3
2
2
1 33 44
Exhibit 19
Q: Please indicate which channel you prefer for specific banking activities
Percent of total consumers
1
Includes payments, money transfer, etc.
2
Includes balance inquiries, changing account details or passwords/PINs, resolving technical problems with internet
and mobile banking, complaints about products and services, etc
3
Includes opening an account, advice on complex products (e.g., investments, life insurance, mortgages) etc.
4
Annual income, $.
Source: McKinsey Retail Banking Customer Survey 2017
Four in ten African banking customers prefer digital channels for
transactions; with higher percentages in higher-income segments

tions. For example, in Nigeria, 59 percent of cus-
tomers prefer digital, compared to 15 percent that
favor branches. Digital channels are also preferred
to branches for transactions in South Africa (56
percent of customers versus 27 percent), Angola
(45 versus 40 percent), and Kenya (43 versus 33
percent). Conversely, customers in Morocco and
Egypt show little preference for digital.
Responding to digital disruption
While there are variations based on geography
and level of assets, the overall picture shows that
African banking customers are enthusiastic about
digital banking channels. The question that fol-
lows is whether banks will be able to answer the
call and provide these services. This question
should be foremost in the minds of banking exec-
Call centerATMBranch
0.9x
3.9x
2.1x
1.1x
1.3x
0.3x
0.1x
Kenya
1
Africa
2
174311 27
49
Digital = 38%
10 15 25
142732 24
369 40 15
23337 36
3
314
10786 5
646 12
2
2
Nigeria
Angola
Morocco
South Africa
Egypt
Exhibit 20
Q: Please indicate which channel you prefer for transactions1
% of total consumers
Digital-to-
branch ratio
1
Credit and money transfers.
Source: McKinsey Retail Banking Customer Survey 2017
Four in ten African banking customers prefer digital channels for
transactions, and four major countries’ customers prefer digital to
branch
MobileInternet

utives across the continent, as digital disrupters
from outside the traditional banking arena are ac-
tively seeking to capture the opportunity—as are
several innovative bricks-and-mortar banks. In-
deed, fully 50 percent of African banking execu-
tives in our banking executive survey cited digital
as their number one priority, and an additional 40
percent cited it as “very important.”
The level of urgency is high. Banks need a rapid,
robust response to digital disruption. We see four
approaches open to African banks: end-to-end
digital transformation, partnering for digital reach,
building a new digital bank, or building an
ecosystem.
End-to-end digital transformation
End-to-end digital transformation has two pri-
mary objectives: a significant upgrade of cus-
tomer experience and a radical reduction in
costs. To get there, banks must embark on a
far-reaching digitization of customer journeys
and other bank processes.
In its end-to-end digital transformation, Lloyds
Bank, in the UK, focused on ten customer jour-
neys, using agile delivery, deploying cross-func-
tional customer journeys, and empowering
product owners with P&L responsibility. Lloyds
also modernized its IT architecture to extend the
use of microservices, and cloud environments.
The results were dramatic. Between 2014 and
2016, the number of customers using Lloyds’ mo-
bile channel grew from five million to eight million.
Customer experience (as measured by Net Pro-
moter Score) also improved rapidly, from 44 per-
cent in 2011 to 59 percent in 2015. Finally,
Lloyds’s cost-to-income ratio fell from 55 percent
in 2012 to 49 percent in 2015.
Closer to home, Kenya’s Equity Bank successfully
pursued its own digital transformation, introduc-
ing digital products and platforms including the
flagship Equitel mobile banking and telephone
service. Equity provides a full range of banking
products on its digital channels; for example,
Equiloan, a small-size, short-duration loan avail-
able on mobile phones. Like Lloyds, Equity also
focused on digitizing certain customer journeys—
for example, customer onboarding—on an end-
to-end basis. In addition, Equity Bank migrated
customers to digital channels, launching cus-
tomer education programs in branches to on-
board customers onto the mobile channels, and
rapidly expanding the network of merchants who
had point-of-sale payments acceptance devices,
so there were more places for customers to
transact digitally.
The results of Equity Bank’s digital transformation
are dramatic (Exhibit 21, page 40). By December
2016, Equity Bank had moved two-thirds (66 per-
cent) of its transactions to the mobile channel,
from just 46 percent a year earlier—an increase
of 141 percent, given total transactions them-
selves significantly rose from 207 million to 344
million in the same period. For the Equiloan prod-
uct, Equity moved 85 percent of loan disburse-
ments to digital channels, from 75 percent the
preceding year. This represented an annual in-
crease in loans disbursed in the digital channel of
207 percent. In both transactions and loans dis-
bursed, the mobile channel is far eclipsing the
branch and other channels at Equity Bank. Banks
across Africa can look to Equity Bank as an ex-
ample of how quickly these metrics can be
shifted.
Our experience suggests three main success fac-
tors for end-to-end digitization. The first factor is
fundamental but often overlooked: a robust digital
strategy that is a top priority of the bank’s leader-
ship. Leadership needs to be intricately involved
in crafting the strategy, and then serve as role
models and ambassadors for the transformation.
Second, digital transformation requires true ex-
cellence in execution, often based on the intro-
duction of agile methodology. ING in the

Netherlands is the seminal example of how to in-
troduce agile into an organization at scale. Third,
successful digital transformations depend on
adapting or adding to a bank’s existing IT sys-
tems in multiple ways; for example, introducing a
library of microservices or APIs, using cloud com-
puting at scale, and leveraging technologies such
as robotics and artificial intelligence.
Partnering for reach and innovation
The second response to digital disruption in-
volves a bank partnering with a telco or a fintech
to transform its reach and accessibility to cus-
tomers, and in product innovation. Partnerships
can make sense for banks seeking a cost-effec-
tive model to serve low-income segments. It is a
less resource-intensive option, making it a suit-
able play for a bank facing constraints in financial
resources or talent.
Commercial Bank of Africa (CBA) is a high-end
bank in Kenya that focuses on the corporate
sector and high-income individuals, with a high-
touch service model. CBA decided to enter the
63
207
344 million207 million100% =
Merchants
Agency
Equitel
(mobile
banking)
Branch
ATM
Mobile
Branch
100% = 6.3 million2.3 million
December
2016
December
2015
December
2016
December
2015
18
66
11
25
15
3
6
7
46
85
75
15
25
3
-18
21
141
-14
26
Exhibit 21
Volume of transactions
%
Loans disbursed
%
CAGR
%
CAGR
%
Source: Equity Bank financial reports and website; press articles
Equity Bank is rapidly migrating both transactions and sales to
digital channels

mass market, but with a low-cost model. The
result was a partnership with Safaricom,
Kenya’s largest mobile network operator, and
the launch of M-Shwari in 2012. M-Shwari com-
bines interest-bearing savings, payments, and
microloans. The account is issued by CBA, but
must be linked to an M-Pesa account (M-Pesa
is a mobile wallet offered by Safaricom) in order
to withdraw and deposit funds. M-Shwari inno-
vatively solved three challenges banks often
face in serving the mass market—all through
the power of the mobile phone as a channel for
financial services.
Cashing in and cashing out. Withdrawals and■
deposits must be done through M-Pesa via
Safaricom’s network of 130,000 agents. Thus,
the cost of payments and cash remain vari-
able to CBA, which is spared the huge fixed
cost of deploying an extensive branch network
and hundreds of tellers to serve the transac-
tional needs of Kenya’s mass market.
Onboarding and KYC. Onboarding onto M-■
Shwari is a seamless process for existing M-
Pesa clients. They simply find the M-Shwari
application in the menu of their M-Pesa ser-
vice and apply. The account is activated within
30 minutes. CBA cross-references existing
KYC records collected by Safaricom and M-
Pesa with the national ID system.
Credit scoring. Credit scoring is done using a■
combination of transaction history and telco
usage data. M-Shwari offers a 30-day loan with
an average loan size of $32, and a 7.5 percent
facilitation fee. Application is via phone; if ap-
proved, the loan can be disbursed in seconds.
M-Shwari can process 80,000 loan applica-
tions daily, and has kept nonperforming loans
to a creditable 1.9 percent; in consumer fi-
nance this ratio can easily reach 7 to 8 percent.
The results of this partnership have been impres-
sive. Total registered M-Shwari users have climbed
from 2.9 million in 2012 to 17.3 million, an annual
increase of 56 percent. Total deposits connected
to the product have grown on average 100 per-
cent per annum (2012-16) to reach $90 million.
CBA was one of the best-performing banks in
Kenya between 2012 and 2016 (Exhibit 22, page
42), with growth of 23 percent per year during the
period, second only to Bank of India, which has a
small presence in the market. Profitability at CBA
has also been robust, with ROE averaging 25
percent—among large banks, only Equity had a
higher ROE during the period. Non-interest rev-
enues have grown 21 percent per year, and profit
before tax has surged to $76 million after remain-
ing below $50 million the preceding four years.
While CBA’s performance cannot be solely at-
tributed to M-Shwari, the innovative product
clearly had an important role.
Elsewhere in Africa, Nigeria’s Diamond Bank
forged a partnership with MTN to launch the Dia-
mond Y’ello account in 2014. The service offers
financial, telecom, loyalty, and lifestyle benefits,
and allows Diamond to reach unbanked and un-
derbanked customers in Nigeria at reasonable
cost. Financial products offered include an inter-
est-bearing account; microloans; transfers, de-
posits and withdrawals, and bill payment.
Diamond Bank’s number of customers trebled to
12 million between 2014 and 2017. Seven million
of the 12 million had joined through the mobile
channel, a clear demonstration of Y’ello’s impact.
Similar to CBA’s experience with Safricom’s
agent network in Kenya, Diamond Bank bene-
fited greatly from access to MTN’s 50,000-agent
force in Nigeria. There were also benefits for
MTN’s 58 million customers—including cheaper
call rates for MTN-Y’ello users, and the opportu-
nity to earn loyalty points by transacting on
Y’ello. By 2017, Diamond Bank had reached a
remarkable level of 80 percent of overall transac-
tions through digital channels.

Building a digital bank
A third response to digital disruption is to create
a standalone digital bank—that is, a bank where
most transactions, sales, and servicing is done
through digital channels. Digital banks typically
have a very limited branch footprint, relying in-
stead on digital channels and partner merchant
or agent networks for distribution.
The digital bank option is most relevant for uni-
versal banks seeking to disrupt the market with a
new brand without changing their own; or for
banks seeking to accelerate their digital transfor-
mation without the cumbersome challenge of
doing so on their legacy IT platforms. A digital
bank can rapidly be designed and launched
within 12 to 18 months, without having to com-
pete with other priorities, and is usually staffed by
new, specialist talent.
ALAT, Africa’s first fully digital bank, was
launched in May, 2017 by Wema Bank in Nige-
ria. ALAT targets the youth segment based on
the three pillars of convenience, simplicity, and
reliability. Customers need never enter a bank
branch: they can open an account via mobile
phone or Internet in under five minutes. Debit
cards are delivered anywhere in Nigeria within
two to three days, free of charge. ALAT also
promises “no paperwork”: photos of KYC docu-
ments can be uploaded via mobile app or web-
site. Products include simple, automated
savings plans that are goal-based and earn an-
nual interest of 10 percent—triple the typical
bank rate. Wema/ALAT was named Nigeria’s
“Best Digital Bank” and won “Best Mobile Bank-
ing App” in Nigeria in the 2017 World Finance
Digital Banking Awards.
22212019181716151413111090-1 3 71-2
32
28
24
23 27
16
-26
24
20
2 12
0
8 26
8
4
302928
12
25
Prime Baroda
Stanbic CFC
CBA
I&M
GTBank
Citi
Housing Finance
Diamond Trust
Bank of Africa
National Bank of Kenya
CTB
Equity
Co-op
Ecobank
Barclays
Kenya
Family
Standard
Chartered
Bank of India
Exhibit 22
Average return on equity, 2012-16
%
Revenue before risk cost, 2012-16
%
Source: Annual reports; McKinsey analysis
CBA has been a leader in both growth and proﬁtability

Another example is Air Bank, in the Czech Re-
public, launched in 2011 with the goal of becom-
ing “the first bank that people like.” The bank
aims for transparency and simplicity. There is a
one-page price list with no small print, no hidden
fees, and just five basic products—a current ac-
count, a savings account, a debit card, and loan
and mortgage offerings. There are 34 stylish,
cashless Air Bank branches in high-profile loca-
tions across the Czech Republic, most open from
9am to 9pm, seven days a week. With its innova-
tive but simple approach, Air Bank became prof-
itable within three years of launch and captured 4
percent of the market within five years.
Building or joining an ecosystem
McKinsey's 2017 Global Banking Annual Review
went into depth about “platform companies” that
aggregate multiple producers of different prod-
ucts or services to make it easy for consumers to
purchase them, typically on their smartphones.
Platform companies such as Uber, Amazon, and
Alibaba are blurring traditional industry bound-
aries, creating “ecosystems” in areas such as
housing, education, healthcare, B2C market-
places, travel, and hospitality.
Platform companies that orchestrate these
ecosystems will become the de facto interface for
customers across multiple services; and financial
services players are at risk of being reduced to
white-label manufacturers for the platform player.
Already, in China, digital attackers managed $6.5
trillion in transactions in 2015, five times the level
just two years earlier, and exceeding the $6 tril-
lion in offline point-of-sale transactions handled
by traditional banks in 2015. Similarly, digital at-
tackers increased their share of the unsecured
lending market in China from 1 percent in 2013 to
25 percent in 2016.
Alipay, which builds on Alibaba's ecosystem, is a
“one-stop lifestyle app” that gives customers ac-
cess to several services, including travel, hospi-
tality, taxis, and mobile payments at merchants.
Alipay grew from 100 million users in 2012 to 451
million users in 2015. In the same period, Alipay
grew transactions from $0.3 trillion to $1.8 trillion.
Alipay commands 48 percent market share of on-
line payments, and 68 percent market share on
in-store mobile payments.
Banks seeking to participate in the ecosystem
economy can take one of several approaches.
They can participate in an existing ecosystem as
a provider of financial services, such as pay-
ments, credit, or savings. More ambitiously,
banks can orchestrate providers involved the
end-to-end customer journey in a particular area;
in housing, for example, the journey would in-
clude searching for property, obtaining finance,
moving services, renovations and more. Banks
such as Denmark's Danske and Australia's CBA
have taken this approach. Finally, and most ambi-
tiously, banks can seek to build their own ecosys-
tem, and coordinate the partners required across
multiple ecosystems.
■ ■ ■
Digital transformation is a must for Africa’s retail
banks. Customers prefer digital. Disruptive com-
peting offers are emerging in country after coun-
try. The technologies to accelerate digital
transformation are readily available at increasingly
reasonable costs. Retail banking leaders now
need to decide which path to take in their digital
transformation, then execute.

To succeed in their digital transformation, Africa’s
incumbent banks must strive to emulate the
speed, dynamism, and customer-centricity of dig-
ital players. In other words, they require a high
degree of organizational agility—the ability to
quickly reconfigure strategy, structure, processes,
people, and technology toward value-creating
and value-protecting opportunities.12
Previous McKinsey research has shown that 70
percent of “agile” companies rank in the top quar-
tile in terms of organizational health, as measured
by McKinsey’s Organizational Health Index (OHI)
(Exhibit 23). This translates into significantly bet-
ter operational results compared to traditional
peers. For example, an agile organization’s aver-
age time to market is one month versus 12 for
traditional companies; productivity is 30 percent
higher at an agile company than a traditional
company; and employee engagement is one-third
higher.
In 2015, inspired by companies such as Google,
Netflix, and Spotify, ING initiated a shift to an
agile model. ING’s own executives define agility
as “flexibility and the ability of an organization to
rapidly adapt and steer itself in a new direction.
It’s about minimizing handovers and bureaucracy,
and empowering people.”
The role of agile in digital
transformation
1
-90%
+20 pts
+27%
Exhibit 23
Distribution of agile companies by quartile
of Organizational Health Index1
%
Time to market
Months
Employee engagement
%
Productivity
%
AgileTraditional
70
12
60
100
80
127
25
5
Top
quartile
Middle
quartiles
Bottom
quartile
1
Organizational health as measured by McKinsey's Organizational Health Index (OHI)
Source: McKinsey Corporate Agility KIP; McKinsey Organization Practice
Agile companies demonstrate superior organizational health and
ﬁnancial performance compared to non-agile peers
12
“How to create an agile organization,” McKinsey & Company, October 2017

In developing its agile model, ING focused on the
“delivery” part of the organization; that is, on the
people that make digital and non-digital “products”
for customers. They excluded sales, support func-
tions, and operations. The bank established about
350 nine-person multidisciplinary “squads” that
comprise a mix of marketing specialists, product
and commercial specialists, user-experience de-
signers, data analysts, and IT engineers—all fo-
cused on solving a specific customer problem. The
squads are organized in 13 “tribes,” each with an
average of about 150 people.
Each tribe has a mission. For example, the mort-
gage tribe might have a mission to help customer's
find, finance and move into their dream homes, with
peace of mind, speed, and a great experience. The
tribe will then have a number (e.g., 15) squads de-
livering products that relate to that mission. Each
squad needs to deliver a product every quarter. And
every quarter, there is a ceremony where the tribe
leads explain the accomplishments of the squads in
their tribe, what the tribe will focus on for the next
quarter, and any dependencies the tribe has on
other tribes.
ING has already improved time to market, boosted
employee engagement, and increased productivity.13
Adopting the agile approach has helped ING position
itself as the leading mobile bank in the Netherlands.
The bank releases software on a two-to-three-week
basis, rather than the previous five or six times a
year. Customer satisfaction and employee engage-
ment scores are up several points.
13
“ING's agile transformation,” McKinsey Quarterly, January 2017.

As large numbers of African households have en-
tered the consuming class for the first time, and
businesses across the continent have grown their
footprints, banks have expanded their loan books
rapidly. But credit risk management practices
have lagged behind, across the major steps of
the credit value chain, including defining risk ap-
petite, underwriting, loan monitoring, and collec-
tions. Nonperforming loans (NPLs) are thus a
significant issue for Africa’s banks. Some banks
are now taking decisive action to improve their
credit risk and rein in NPLs.
African banks trail other regions in credit risk
Despite the buoyant performance of Africa’s
banks, they have the second-worst cost of risk in
the world, at 1.8 percent of assets in 2016—up
from 1.4 percent in 2011. Only Latin America’s
banks have a higher risk cost, at 2.8 percent of
assets. The uptick in African banks’ risk cost is
particularly concerning given that banks in most
other regions have reduced risk cost over the
past five years (Exhibit 24).
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
2011 2012 2013 2014 2015 2016
Global Average
Africa
Europe1
Asia-Pacific
US and
Canada
Latin America
and Caribbean
-0.7
-0.5
0
-0.2
+0.3
-0.3
+0.4
1.1
1.7
1.0
0.9
0.8
0.9
1.4
1.4
0.8
0.40.40.4
0.8
0.8 0.7
0.7
1.1
3.3
3.0
2.6
1.9
2.8
1.8
2.8
1.8
0.5
0.7
Middle East
0.6
Exhibit 24
Credit risk cost, 2011-16
%
Change,
2011-16
% points
1
Italy, Greece, Portugal, and Ireland contribute to Europe’s NPL
African banking’s cost of risk is second-highest among global regions
Chapter 5. Innovate on risk

Africa also has the second worst NPL ratio of any
region, at 5.1 percent of all bank loans. Reflecting
the recent slowdown in several of the continent’s
largest economies, African banks’ NPL ratio has
crept up by 0.7 percentage points over the past
three years.
A five-year view reveals strong geographical differ-
ences both on current risk cost and the trajectory in
different parts of Africa. Between 2011 and 2016,
banks in West Africa experienced a sharp increase
in risk cost—from 2.3 percent to 4.1 percent. The
increase reflects declining demand for commodities
and reduced oil prices that have put a strain on
economies, resulting in high NPLs. East Africa, too,
has seen risk cost roughly double to 1.7 percent. In
2016, for example, the Central Bank of Kenya tight-
ened supervision of lending practices in nation’s
banks, a move that saw three banks go into re-
ceivership. North Africa also saw cost of risk
roughly double to one percent, with high NPL ratios
resulting from several major corporate bankruptcies
in the oil, real estate, and maritime transportation
sectors—but the situation is improving. In South
Africa, the risk cost and NPL picture actually im-
proved in the five years to 2016, thanks to the
country’s recovery from the 2008 financial crisis.
A new approach to credit risk management
Our survey of African banking executives shows
that better credit risk management is a key priority
for banks—including making improvements in credit
monitoring, adjusting risk appetite, and strengthen-
ing credit underwriting. Forty-three percent of exec-
utives said better credit monitoring was the most
important area to strengthen, while 38 percent cited
better credit underwriting, and 19 percent said ad-
justing risk appetite was most important.
The survey also shows that banks across Africa
have implemented a wide range of credit under-
writing innovations in recent years. The most com-
monly adopted innovations are the use advanced
analytics, including machine learning (cited by 63
percent of respondents), and the use of nonbank
data (52 percent). Fully 47 percent reported using
social media data in their credit underwriting, while
37 percent use telco data. To manage and miti-
gate credit risk losses effectively, banks must con-
tinue to innovate and implement improvements
across the credit value chain.
We see three main avenues for innovation for
banks seeking to profitably serve the growing con-
sumer lending opportunity in Africa:
Underwriting
To improve underwriting, banks can partner with
telecom operators to gather additional data on their
customers’ airtime purchase and consumption pat-
terns. Advanced analytics models can draw on cus-
tomer data from both external and internal sources
and provide input for improved underwriting.
At least three Kenyan banks are taking this route.
CBA, Equity Bank, and Kenya Commercial Bank
(KCB) have each partnered with a telecom com-
pany to use borrowers’ mobile data, voice ser-
vices, and mobile money usage as an indicator
of their income and ability to repay. This has al-
lowed the banks to underwrite loans for the
mass markets with credit loss rates well below
the industry average.
Other innovations of note include the use of retail
store purchase data to run digital credit assess-
ment (DCA) for loan underwriting. A Central Ameri-
can bank used granular purchase data—including
the location of purchase, the mode of payment,
the item bought, and the price paid—as an indica-
tor of borrowers’ income and ability to repay
loans. This helped the bank unlock growth in a
new lending market, and reduce its credit losses
by 30 percent.
In India, a nonbank financial institution used cus-
tomer data such as age, marital status, residence
ownership, total credits to account, balance fluc-
tuations, and obligations to build a sophisticated

underwriting model that determined the total credit
it should underwrite for each customer.
Payroll lending
Several African banks are offering loans to salaried
employees of governments or reputable compa-
nies, under a signed agreement to deduct the loan
payment from the employee’s pay, at the time the
employer pays it to the employee. The maximum
loan tenure for these “payroll” or “scheme” loans is
typically determined by the borrower’s employment
status (i.e., whether they are on a permanent or a
fixed contract) and their years to retirement age.
The loan amount is usually calculated according to
the client’s “affordability”—some fraction (e.g., 50
percent) of the client’s disposable income after tax
and other deductions. The interest rate is typically
negotiated between the bank and the employers.
Several banks and microfinance institutions are
notable examples. Access Bank in Nigeria, which
issues loans of up 75 percent of an employees’
net annual salary, achieved a remarkably low NPL
ratio of 2.14 percent in 2016—compared to an in-
dustry average of 14 percent in West Africa. Let-
shego, headquartered in Botswana, issues smaller
loans across 11 African countries, and its 2016
NPL ratio was just 3.2 percent. Bayport offers pay-
roll lending in seven African countries, and two in
Latin America.
Portfolio monitoring and collections
Other African banks are proactively managing
credit risk and the collections of NPLs. An East
African bank that was experiencing high NPL ra-
tios and high NPL growth—caused in part by his-
torical debt that had gone into arrears—took
action by instilling proactive credit management
practices across the credit value chain—helping
the bank reduce its credit risk cost by 50 percent
and double the amount recovered. Key steps in
achieving these outcomes included:
Improving credit monitoring and portfolio con-■
trols. The bank segmented clients in early ar-
rears to prioritize them efficiently, and ensured
that the strongest collectors were assigned to
the largest loans. The bank also expanded its
early arrears team and strengthened their ca-
pabilities; improved its process for acting on
early arrears; and made greater use of auto-
mated SMSs and emails to encourage cus-
tomers to make repayments.
Enhancing collection strategies. The East African■
bank boosted the size and capability of its NPL
recovery team, and engaged external debt col-
lectors. It also improved the cadence of NPL re-
covery to improve performance; for example, it
introduced a daily “check in” and “check out” for
its recovery team, to review daily accomplish-
ments and priorities. Finally, an incentive pro-
gram for the recovery team recognized and
awarded the highest collectors on a weekly
basis. Beyond this example, there have been
significant advances in collections stemming
from the profusion of customer touch points—
e.g., digital, SMS —and analytics that pinpoint
which customer profiles to contact, and the
type, timing, and tone of the contact. Latin
American banks, in particular, have some of the
most technologically advanced collections tech-
niques to be found in emerging markets.
■ ■ ■
Africa’s banks have performed poorly on risk cost.
They have seen cost of risk rise from 1.4 to 1.8
percent between 2011 and 2016, a level that is
second only to Latin America at 2.8 percent. All
other regions, bar Asia-Pacific, saw risk costs de-
cline in this period. This rise in risk costs has coin-
cided with huge opportunities for African banks in
consumer finance, as discussed earlier. Innovat-
ing on risk therefore becomes critical—in under-
writing, monitoring, and collections. Data and
analytics are opening new possibilities for prof-
itable business models, especially when com-
bined with the use of mobile as a channel for
consumer lending.

Africa’s banks need to keep a close watch on
changing regulations and strengthen their compli-
ance processes. Across the continent, regulators
are increasing the volume, frequency, and en-
forcement of regulatory changes—leading many
banks to rethink their revenue-generation models.
In our executive survey, senior managers of
African banks identified capital adequacy, con-
sumer protection, and know-your-customer (KYC)
regulations as the areas most likely to impact
profits over the next five years. Recent banking
regulation in Africa has focused on five categories
(Exhibit 25):
Anti-money-laundering/KYC. The Central Bank■
of Nigeria introduced anti-money-laundering
regulations in 2013, with enforcement in 2017.
South Africa’s Financial Intelligence Centre Act
(FICA) was updated in 2016 to ensure banks
had sufficient controls to prevent money laun-
dering and the financing of terrorism.
Increased consumer protection. In 2016,■
Kenya capped interest rates at four percent-
age points above the central bank’s reference
rate while requiring that deposit rates must be
at least 70 percent of the central bank refer-
ence rate.
Reduction of public-sector deposits. In 2017,■
the government of Tanzania directed that bil-
lions of shillings held in commercial banks by
ministries, public corporations, and local gov-
ernment authorities be immediately transferred
to the Bank of Tanzania. Under Ghana’s Public
Financial Management Act 2016, the govern-
ment set up a unified structure of government
bank accounts, enabling consolidation and
optimum utilization of government cash re-
sources.
Increasing capital adequacy. In 2017, Tanzania■
increased the capital adequacy ratio (CAR) by
2.5 percent to 12.5 percent and 14.5 percent
for core and total CARs respectively. Nigeria, in
2016, increased CAR to between 15 and 16
percent for systemically important banks.
IFRS9. Under this new accounting standard,■
banks will have to recognize credit losses
sooner than under previous reporting stan-
dards. While South African banks are adopt-
ing IFRS9 in 2018, most African countries are
still in preparation mode; Kenya banks, for
example, have been granted a five-year
grace period
We analyzed the impact of some of these regula-
tions in the countries where they have been ap-
plied, to gauge potential impact (in the absence
of any mitigating actions by the banks). For ex-
ample, Kenya’s capping of interest rates in 2016
provides a taste the impact of increasing con-
sumer protection: in the first half of 2017, Kenyan
banks saw their income from interest fall by a re-
ported 16 percent and profits decline by 11 per-
cent.14
If unmitigated, the impact on Kenyan
banks’ ROE could be as high as 4 to 4.5 percent.
Also if unmitigated, We estimate similarly high im-
pacts of regulation related to reduction in public
The regulatory scene
14
“Interest rates cap shaves Sh26bn off banks’ income,” Business Daily Africa, September 12, 2017.

0.7-1.0
4.0-4.5
4.5-5.0
4.5-5.0
1.0-1.5
Exhibit 25
Anti-money
laundering
(AML)/KYC
Nigeria: Central Bank of Nigeria AML regulations
South Africa: Financial Intelligence Centre Act
Tanzania: Anti-money laundering declaration of
foreign currency and bearer negotiable
instruments 2016
2017
2016
2016
Kenya: Interest rate caps for loans and deposits
South Africa: Interest rate and fee caps
Egypt: Interest rates on loans to SMEs should not
exceed 5%
2016
2016
2016
Tanzania: Ministries to hold deposits at the Bank
of Tanzania
Ghana: Public Financial Management Act 2016
consolidated government cash resources
Nigeria: All government revenue, collections, and
payments to be made through the single treasury
account
2017
2016
2016
Tanzania: Increase in CAR by 2.5% to 12.5% and
14.5% for core and total CARs
Ghana: Minimum capital requirements for
commercial banks trebled from 120 million cedis
(~$27 million) to 400 million cedis (~$90 million)
Nigeria: Increased CAR to 15%-16% for
systemically important banks
2017
2018
2016
South Africa: FRS9 Financial Reporting
Standards became effective in South Africa in
January 2018
2018
Increasing
consumer
protection
Increasing
capital
adequacy
requirements
Complying
to IFRS 9
standards
Reduction
of public
sector
deposits
Category Examples of regulation
Impact on RoE
%
Source: Regulator websites; McKinsey analysis
Regulators are tightening policies on AML, consumer protection,
public deposits, capital adequacy, and reporting standards
deposits, and increased capital adequacy re-
quirements. A lower impact, in the range of 1 to
1.5 percentage points of ROE, is expected from
AML/KYC and IFRS 9 regulations.

Africa’s banking markets are roaring to life. They
will grow robustly over the next five years, and as
a group, Africa’s banks are the second-most prof-
itable on a global level. At the same time, Africa’s
banking markets continue to present a set of
challenges—including large numbers of low-in-
come customers, high usage of cash, and low
levels of physical distribution—and are also highly
varied, from the relatively advanced markets of
South Africa and Morocco, to the nascent mar-
kets of Ethiopia and DRC.
Against this complex backdrop, there is a clear
delineation between the winners and the also-
rans. Leading banks are significantly outperform-
ing their peers in terms of growth and profitability,
and are characterized by their focus on one or
more of five themes: drawing the right map; se-
lecting the right segments and offering compelling
propositions; offering leaner, simpler banking;
putting digital first; and innovating on risk.
If more African banks were to focus effectively on
these themes, we would expect retail banking to
grow at 12 percent per year, versus the baseline
projection of 8.5 percent. We look forward to this
future of greater, more widespread innovation and
growth in Africa’s banking markets. The technolo-
gies that enable this growth have never been
more widely available, and the market needs re-
main as large as ever.
Conclusion

54 Roaring to life: Growth and innovation in African retail banking
For more information about this report, please contact:
Mutsa Chironga
Partner, Johannesburg
mutsa_chironga@mckinsey.com
Luis Cunha
Senior Partner, Johannesburg
luis_cunha@mckinsey.com
Hilary De Grandis
EMEA Banking Practice Manager, Johannesburg
hilary_de_grandis@mckinsey.com
Mayowa Kuyoro
Consultant, Lagos
mayowa_kuyoro@mckinsey.com
Acknowledgements
The authors would like to thank the executives from 20 leading banks and financial services
companies across Africa who were interviewed in the research leading up this report. Your time and
insights were invaluable.
We also thank Mayuree Chetty, Siongo Kisoso, Marianne Mbatha, Caroline Mutuku, and Gavin
Thompson, who played an extensive role in the research and analysis in the report. Michael
Charnas and his team at Catalyst did an excellent job conducting the customer survey in six African
countries. Colin Douglas and Paul Feldman provided invaluable writing and editorial support.
Thanks also to Vuyisile Sisulu and Natalia Quesada for designing and producing the cover image,
and Derick Hudspith for overall design of the report.
We thank several other colleagues in the McKinsey Banking Practice and Africa Office, who
provided input and advice on the report, in particular, Jalil Bensouda, Jacob Dahl, Kwaku Debrah,
Chika Ekeji, David Entwisle, Ahmed Fjer, Simonika Govender, Levente Janoskuti, Francois Jurd de
Girancourt, Omid Kassiri, Szabolcs Kemeny, Matthieu Lemerle, Susan Lund, Stefano Martinotti,
Rogerio Mascarenhas, Claudia Meek, Munya Muvezwa, Mayven Naicker, Edward Porter, Enrico
Risso, Sebastian Schneider, Yassine Sekkat, Sechaba Seilalia, Tawanda Sibanda, Shenin Singh,
Tebogo Skwambane, Frederick Twum, and Yassir Zouaoui. Finally, thanks to our publishing and
external relations team: Matt Cooke, Bonita Dordel, Nadine Moodie, and Monica Runggatscher.

Croissance et innovation dans la banque de détail en Afrique

More Related Content

What's hot (15)

Similar to Croissance et innovation dans la banque de détail en Afrique (20)

More from Othmane Ghailane (17)

Recently uploaded (20)

Croissance et innovation dans la banque de détail en Afrique