The target audience is low-income heads of households such as tradesmen and farmers. The product will have the ability to store money, send money, save money, buy airtime, pay bills, access credit, and act as a bank card. All of these services will be available on mobile phone using USSD, once an individual has been registered by an agent. By using simple solutions such as USSD, they are providing a lower barrier to entry, thereby making the fintech market more inclusive.