Building a Multi-Market Lifecycle Automation Engine

Fido’s product portfolio spans multiple customer needs and lifecycle moments, from onboarding and credit to savings, business finance, top-ups, and device financing. The lifecycle system needed to support different customer behaviours and market contexts without becoming a collection of disconnected campaigns.

As the portfolio and market footprint expanded, customer communication needed a repeatable architecture: clear entry criteria, exclusions, channel logic, timing, experimentation, measurement, and ownership.

Foster owns the end-to-end lifecycle programme across Ghana, Uganda, South Africa, and Zambia, covering journey strategy, orchestration, monitoring, optimisation, and cross-functional alignment.

The operating challenge was coherence. Every journey needed to respond to customer context and a product objective while remaining part of one measurable lifecycle system across markets and channels.

The programme uses a common decision flow to translate customer signals into coordinated action and learning.

• Organise journeys by lifecycle stage and product objective.
• Define behavioural entry and exit conditions.
• Coordinate SMS, Push, In-App, and Email.
• Use exclusions and frequency controls to reduce conflicting messages.
• Review journey health and funnel movement.
• Use experiments and performance evidence to refine journeys.

Measurement connects journey health, funnel movement, experiments, and outcome evidence. The aim is to separate activity from useful customer and business movement, then feed what is learned back into journey decisions.

The programme now comprises 69 automated journeys across four markets and supports a customer base of more than 3.8 million people.

Lifecycle scale is not the number of campaigns sent. It is the quality of the decision system connecting customer context, product intent, channel choice, and measurement.