12% of Nigeria | 13 million people
self-confident, steadfast, skeptical
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"There are so many people in my village I have to help, but I can’t always provide support and that pains me."
Chigozie is a 50 year old man from Anambra. He is married and though he doesn’t have any children, he financially supports other people in his family. Chigozie did not finish primary school, but instead received vocational training in masonry. His wife has a college degree and until recently worked as a teacher. Together they earn a living by farming three plots of land they rent in their village, a skill Chigozie learned as a child. They dream of one day conceiving a child and building their own house. However, a few years ago, Chigozie got into a motorbike accident that resulted in the depletion of his savings and severe injuries that now limit his ability to work. Though this incident led to a major financial setback, he has still been able to meet his regular expenses.
How has Chigozie managed to remain financially solvent after sustaining a
major financial emergency?
by the numbers
Like Chigozie, Questioning Cultivators are predominantly middle aged, rural, married men with below average education and primary household decision-making power. Approximately 13 million people (12% of the Nigerian population) fall in this segment and are mostly from rural backgrounds.
SOCIOECONOMIC (SES 1-3)
HIGH INCOME VOLATILITY
Most Questioning Cultivators are among the lowest income segments in Nigeria, with the lowest levels of education and technology use. Their financial health is mixed. While they manage income volatility, build reserves, and cultivate receivables more effectively than their peers, they are the weakest planners and struggle more than the average Nigerian to cover expenses.
Financial Behavior & Attitudes
SAVINGS BEHAVIOR & ATTITUDES
Their frequent saving, robust use of informal financial groups, and high rates of land and livestock ownership strengthen their financial resilience. Across all segments, they are the most likely to believe that they earn enough to save.
They primarily manage their money through family, financial groups, and friends. They are by far the most robust users of informal group savings in Nigeria, though a significant minority save through formal accounts or mobile wallets.
BORROWING BEHAVIOR & ATTITUDES
Three-quarters of Questioning Cultivators borrow frequently at rates above average in Nigeria. Despite this, they do not consider themselves to be highly dependable or comfortable holding debt, though their relatively strong social ties and willingness to share with others helps them build goodwill among their community.
Most participate in informal group borrowing with family and friends. Just one in eight Questioning Cultivators has ever borrowed through a mobile money account or from a formal provider.