Andrew Uaboi, vice president & cluster head, Visa West Africa in this interview with BusinessDay’s Wasiu Alli shares how Visa’s Affluent Rewards Program is expected to reshape the financial and lifestyle landscape of Africa’s most populous nation: Excerpt
The Affluent Rewards Program has just launched in Nigeria. How does this reflect Visa’s broader vision for premium consumers in West Africa?
This launch marks a significant shift in how Visa is thinking about the premium consumer segments in Nigeria, not just as high-volume spenders, but as consumers whose lifestyles, aspirations, and mobility are increasingly global. For us, it’s not enough to provide seamless payments; the goal is to embed value, prestige, and relevance into every transaction. We believe affluent and mass-affluent customers should see their Visa card as more than a means to pay but, it should open doors.
In Nigeria, we’ve seen Visa do this before with our Card Linked Offers partnership via Reward to deliver hyper-personalised offers from leading global and local merchants, tailoring them based on individual cardholder behaviour.
With the Affluent Rewards Program, what we’re doing is building on that foundation: curating premium, lifestyle-driven touchpoints, offering global access but ensuring local relevance, and signalling that Visa is ready to lead the way in redefining what “premium payments” mean in this region.
What trends are driving Visa to deepen its focus on affluent and mass affluent consumers right now?
We are seeing converging trends that make this a timely move. First, the recovery of travel, both within Africa and internationally, is renewing demand for payments that support more than just domestic spend. Second, digital commerce is accelerating; Nigerian consumers increasingly expect online shopping, delivery, and the ability to engage with global platforms seamlessly. Third, there is sophisticated demand: affluent consumers no longer settle for basic discounts; they expect curated, personalised experiences, fine dining, exclusive access, wellness, fashion concerns, and more.
Visa has been tracking this via our work with fintechs and banks: for example, in Nigeria, we partnered with Reward to roll out personalized, hyper-tailored merchant-funded offers via Visa Card Linked Offers. That shows consumers are ready for offers built around their tastes and spending patterns.
Finally, regulatory environments and consumer protections are improving, giving us the confidence to deliver premium secure services, because affluent customers expect high standards in fraud prevention, cross-border payments, and reliability. In summary, these trends make it clear: the time is now for Visa to double down on the premium consumer proposition across West Africa.
Cross-border commerce is central to affluent consumer lifestyles. How is Visa positioning itself as the bridge between local spending and global access?
Cross-border activity is no longer a fringe benefit; it is central to the identity of many premium customers. Whether it’s business travel, schooling abroad, e-commerce from international merchants, or payments while in transit, affluent Nigerians are living globally. Visa’s network already supports such global reach, but our ambition is to ensure that the same ease you have while abroad, or with global merchants, is felt domestically.
For instance, Visa’s Benefits and Offers platform (across Africa) already includes airport lounge access, fast-track lanes, global hotel and travel discounts, and embedded benefits in partnership with local and international brands.
The Rewards Program is designed to leverage those global-local linkages, ensuring that you earn the prestige and benefits of global travel, while also getting meaningful, elevated local lifestyle perks, whether that’s premium dining, wellness and spa experiences, or exclusive access to cultural or fashion events, plus the reassurance of trust, fraud protection, and service you expect from a top global brand.
Merchant acceptance is crucial for affluent cardholders who travel often. What steps is Visa taking to expand acceptance both locally and globally?
Visa operates in over 200 countries and territories, and our goal is to ensure that affluent cardholders can use their cards with confidence everywhere they go. Locally, we collaborate with banks, fintechs, and merchants to expand acceptance of contactless payments and enable more seamless crossborder transactions. This ensures that affluent customers enjoy smooth, secure payment experiences both at home and when traveling abroad.
Globally, Visa’s partnerships with leading airlines, luxury hotels, and premium retailers give affluent cardholders access to exclusive rewards and offers—underpinned by Visa’s unmatched global acceptance network.
Beyond transactions and short-term adoption, what does Visa hope to achieve in terms of brand equity through this program?
At the core, this is about deepening emotional loyalty. Payments are a highly competitive space, but when a consumer sees Visa as more than a payment tool but as a partner in their lifestyle, that becomes a powerful differentiator. Through the Affluent Rewards Program, we want Visa to become synonymous with exclusivity, prestige, and trust in Nigeria. In the long term, this strengthens brand equity not just with the affluent but also with aspirational segments who see Visa as their gateway to the lifestyle they desire. It positions Visa as an enduring brand of choice, not just for today, but for future generations of consumers.
Read also: Visa, PEMANDU to transform digital services in 14 African countries
How does Visa see this program contributing to Nigeria’s broader economy and affluent/luxury ecosystem?
The affluent economy is a significant driver of growth in sectors such as hospitality, fashion, wellness, etc. By creating structured partnerships with premium local merchants, the Visa Affluent Rewards Program is not only serving cardholders, but also strengthening the ecosystem of businesses that cater to them. The program channels spending into local experiences and creates opportunities for Nigerian entrepreneurs to thrive in the premium segment. Over time, this helps build Nigeria’s reputation as a hub for world-class luxury experiences, with ripple effects across the wider economy.
Visa is known for innovation in digital payments. How will technology play a role in enhancing the Affluent Rewards Program experience for cardholders?
Technology is at the heart of this program. Affluent consumers are tech-savvy, and they expect bespoke experiences. We are leveraging Visa’s digital platforms to provide seamless access to rewards and real-time offers, through digital interfaces. Beyond convenience, technology also enables us to better understand preferences and tailor offerings in a way that feels personal.
The affluent Nigerian values memory driven rewards and family inclusive benefits. How does the Affluent Rewards Program reflect these insights in its design?
That is an excellent point. Our research shows that today’s affluent Nigerians are not only focused on personal luxury but also on shared experiences with their families. This is why we built family-inclusive benefits into the Affluent Rewards Program. For example, cardholders can access curated wellness offers designed for couples or families, and premium dining experiences to enjoy with loved ones. Beyond the transaction, we are focused on creating memories and experiences that become stories cardholders carry with them. This emotional connection deepens loyalty.
What role do partnerships with Nigerian banks and fintechs play in bringing this program to life
Collaboration is the foundation of this program. We are working closely with issuing banks to ensure seamless enrolment and cardholder servicing, and with fintechs to embed digital experiences into the program. For merchants, the value lies in targeted engagement with premium customers who are already seeking curated offers. Together, this ecosystem approach ensures that the Visa Affluent Rewards Program is not just a set of benefits, but a living and evolving experience powered by trusted partners across Nigeria’s financial and lifestyle sectors.