- Combines legacy and innovation to build trust and deliver accessible financial solutions.
- Leverages digital platforms and creative strategies to deepen client relationships and expand market presence.
ARM is transforming the way Nigerians engage with financial services. In this exclusive interview, Oluwatayo Oshanimi, senior creative and brand analyst at ARM, shares how the company combines decades of trusted experience with innovative platforms and digital strategies to deliver accessible, seamless, and client-focused investment solutions. From leveraging social media and webinars to launching mobile-friendly investment programs, ARM’s approach demonstrates a commitment to both legacy and modernisation in Nigeria’s financial market.
Q1: Could you tell us a bit about yourself, your role at ARM, and give a quick overview of what the company does?
A: My name is Oluwatayo. I work in marketing and corporate communications at ARM. My role focuses on shaping and sharing the ARM story, ensuring our brand is both trusted and relevant in people’s lives. This is achieved through campaigns, brand identity activation, marketing, and strategic communication. ARM, which stands for Asset and Resource Management, is one of Nigeria’s largest non-banking financial institutions. This year, we celebrated our 32nd anniversary. Over the years, we have built trust, created innovative products, and remained committed to the long-term growth of our customers and stakeholders.
Q2: From your perspective, what makes ARM’s brand unique, and what is its biggest strength in Nigeria’s financial market?
ARM is unique in how we combine legacy with innovation.
A: We are intentional in how we engage our stakeholders, showing credibility through years of reliable products and services. We continue to evolve, launching investment platforms and programs that connect with people where they are, whether on their phones or at activation events. This approach makes investment accessible and builds strong, lasting relationships with our customers.
Q3: When you worked on revamping ARM Securities’ brand, what was the biggest challenge, and how did you ensure the new identity connected with clients?
A: The biggest challenge was creating a brand identity that respected our heritage while evolving for the future. We involved everyone—from IROs and C-suite managers to clients—to gather input and align perspectives. The result was a brand that balances our legacy with forward-looking solutions, meeting all audiences and delivering seamless financial services.
Q4: How is ARM using digital platforms and creative strategies to strengthen client relationships and grow its presence in the market?
A: Digital platforms are central to how we connect with clients. We use social media, email, webinars, activations, and online investment tools to build meaningful relationships. Our content is simplified and visually engaging to help clients understand financial topics. Webinars allow direct Q&A, and post-webinar follow-ups provide detailed answers. Every touchpoint—tweets, app notifications, or activations—is designed to feel useful, trustworthy, and personal. This strategy deepens client relationships while growing ARM’s market presence.
