Why Do 95% of Nigerian Businesses Fail by Year Five? MarTech Africa 3.0 Tackles the Growth Bottleneck
On Saturday, February 28, 2026, at Miva Open University Auditorium, Yaba, Lagos, Martech Africa—organised by Yournotify, a growth and automation marketing platform—will host the third edition of MarTech Africa. The conference brings together Nigeria’s leading marketing professionals to confront a pressing challenge: how businesses can sustainably acquire, engage, and retain customers in an increasingly volatile economy.
Running a sustainable business today hinges on one core capability—the ability to consistently acquire customers, engage them meaningfully, and retain them long-term. For many small and medium-scale businesses, startups, and even large enterprises, this has become a critical bottleneck.
In recent years, Nigerian businesses have navigated unstable economic policies that have disrupted operations. The 2023 devaluation of the naira following the unification of exchange rates, alongside the removal of fuel subsidy—which triggered a sharp rise in transportation costs and inflation—placed enormous strain on businesses, forcing some to shut down.
Beyond macroeconomic pressures, structural inefficiencies in customer acquisition and retention continue to weaken businesses. According to a recent report by Moniepoint, over 50 percent of Nigerian businesses fail within their first year, and by the fifth year, nearly 95 percent cease operations.
The question, then, is not whether the economy is tough. It is whether businesses are building growth systems strong enough to survive it.
MarTech Africa 3.0 is designed to answer that question.
Across acquisition, engagement, and retention, 13 industry leaders spanning fintech, edtech, logistics, FMCG, and hospitality will share practical frameworks, case studies, and battle-tested strategies.
On customer acquisition, speakers including Priscillia Otukoya (Head of Growth & Revenue, Tuteria), Judah Adewusi (Head of Marketing, Notch HR), Richard Oyome (Co-Founder & COO, Raenest), Oyindamola Olaniyan (Head of Marketing & Brand Communications, Matta), and Shola Asiru (Group Marketing & Communications Manager, Payaza) will explore cost-efficient growth strategies in a capital-constrained environment.
For engagement, John Onuroah (Growth Marketing Manager, Food Court) will lead a practical case study session, joined by Osato Evbuomwan (Marketing Director, Moët Hennessy Nigeria), Raymond Ibileke (Head of Marketing & Communications, AB Microfinance Bank), and Bidemi Alfred (Marketing & Corporate Communication Manager, Veritasi Homes and Properties), who will dissect how brands turn attention into lasting connection.
Retention—often the most overlooked lever despite research showing retained customers spend more—will feature insights from Ima Ekpo (Head of Marketing, Shuttlers), Oke Umurhohwo (Marketing Director, Startimes Nigeria), Timilehin Ajimuda (Head of Marketing, Melbet), and Jesujoba Ojelabi (Chief Marketing Officer, FlashChange), focusing on building loyalty systems that outlast economic cycles.
Speaking ahead of the event, Martins Avbiorolo, Sales and Business Development Manager at Yournotify, said:
“In today’s market, growth is no longer about aggressive spending—it is about building intelligent systems. Businesses must rethink how they attract, nurture, and retain customers. MarTech Africa 3.0 is built to provide practical, immediately applicable insights that help brands move from scattered efforts to structured growth.”
As economic uncertainty persists and consumer behaviour continues to evolve, MarTech Africa 3.0 positions itself as a platform for clarity—helping businesses replace guesswork with strategy and short-term wins with long-term growth systems.