Repositioning a 72-year-old bank for 17-year-olds.
How ALAT became more than a digital banking app — and helped a legacy institution show up where younger Nigerians actually were.
When Wema Bank launched ALAT in 2017, the bank was already over seven decades old. Trusted? Yes. Established? Absolutely. But culturally relevant to younger Nigerians entering a mobile-first world? That was the bigger challenge.
ALAT became more than a digital banking app — it became a repositioning vehicle. Rather than forcing a traditional banking image onto a new generation, the brand created something that felt digitally native, culturally aware and designed around how younger audiences actually lived: fast onboarding, app-first experiences and a more lifestyle-led identity.
But the real shift happened beyond the product itself.
Through initiatives like Hackaholics, Wema Bank positioned itself at the centre of conversations around innovation, startups and entrepreneurship, building credibility within Nigeria's growing tech ecosystem. Campus tours and youth-focused activations helped drive visibility where younger audiences already were, while campaigns like the now-famous "10 for 10" promo generated widespread participation and social conversation across the country.
The brand also leaned into culture and community through initiatives like the Game On football tournament, showing up alongside some of Nigeria's most recognised tech-driven brands in spaces that mattered to younger consumers.
Over time, ALAT evolved into one of Nigeria's most talked-about digital banking platforms, helping transform public perception of Wema Bank itself — from legacy institution to forward-looking digital brand.
Sometimes, repositioning isn't about changing who you are. It's about changing where — and how — you show up.