Credit Direct expands into embedded finance to boost loan access

Credit Direct, the consumer lending subsidiary of FCMB Group, is moving into embedded finance to make loans and other financial services easier for individuals and businesses to reach. Victoria Arinze, who is the product marketing lead at Credit Direct, spoke about this shift at Moonshot by TechCabal in Lagos.

Embedded finance places financial services directly inside the platforms where people already make payments. This means customers can get loans without needing to visit a financial institution on their own. Arinze stated that credit remains the core of the organisation, but people also need to pay for things as they live their lives. The continent has 50 million small and medium-sized enterprises facing a funding gap of more than 330 billion dollars, and Credit Direct wants to help close this.

Lending Data and Business Products

Credit Direct started in 2007 and has spent nearly two decades lending to Nigerians. Its 2025 Nigeria Credit Landscape Report used data from over 300,000 borrowers. The report showed that the average loan amount went up by 23.5 percent to ₦449,178, which is 326.75 dollars, in 2025. The top three reasons customers borrowed money were rent, medical bills, and school fees.

The company also runs a newer product called CreditDirect Business to support small and medium-sized enterprises. This product provides general-purpose loans, invoice-backed financing, and loan purchase order contract financing. Eligible businesses can access loans of up to ₦50 million, which is 37,130 dollars, depending on cash flow, existing obligations, and the nature of the business. Arinze noted that the company is gathering customer feedback to shape how these products evolve.

Regional Expansion Plans

Credit Direct is looking to work with partners rather than compete directly with banks and fintechs. Arinze shared that the company is currently holding discussions to expand into other West African markets. Specific countries and timelines were not mentioned in the announcement.