Nigeria’s digital savings platform Jollof+ has joined forces with streaming giant Showmax to launch a campaign that rewards savers with premium access to top-tier entertainment.
The initiative, announced on October 21, 2025, introduces a “Save and Stream” model that grants new Jollof+ users Showmax subscription vouchers upon activating a savings plan — allowing them to enjoy blockbuster films, hit series, and African originals while building their financial discipline.
Bridging Lifestyle and Finance
According to Eric Ntumba, CEO of Baobab Nigeria, the parent company of Jollof+, the campaign reflects the realities of modern Nigerians who want to balance smart financial habits with leisure.
“We understand that Nigerians want balance — to save responsibly but still live fully. Partnering with Showmax gives us the perfect avenue to reward users with something enjoyable while promoting a culture of savings,” Ntumba explained.
Showmax’s Partner Communications Specialist, Adedotun Adegbite, said the collaboration aligns with their mission to engage Nigeria’s rapidly growing digital audience.
“We’re excited to connect entertainment with financial empowerment. This partnership lets us reach users where finance meets lifestyle,” Adegbite noted.
A Growing Savings Movement
Launched in 2024, Jollof+ has already accumulated over ₦13 billion in total user savings, cementing its place among Nigeria’s leading fintech startups. The platform simplifies saving through goal-based plans and lifestyle incentives — a model that has particularly resonated with young professionals.
With Showmax joining the mix, Jollof+ aims to make financial planning less intimidating and more rewarding. New users who open and fund a savings plan will receive a Showmax voucher, unlocking access to thousands of local and international shows.
Why It Matters
This collaboration marks a major evolution in Nigeria’s financial technology landscape — blending entertainment with empowerment.
Fintech meets lifestyle: The partnership merges digital finance with emotional rewards, transforming saving from a chore into an experience.
Boosting financial inclusion: By pairing savings with popular entertainment, Jollof+ could drive adoption among younger, tech-savvy Nigerians.
Cultural synergy: For Showmax, the partnership strengthens local engagement and reflects a deeper understanding of Nigerian consumer habits.
Looking Forward
Industry watchers say this “save-and-stream” concept could inspire similar collaborations between fintech firms and lifestyle brands. Analysts predict that if the initiative sustains user engagement, it could reshape how Nigerians view personal finance — making saving not just practical, but also pleasurable.
As the boundaries between money management and leisure continue to blur, Jollof+ and Showmax may have just created a new category in Africa’s digital economy — where smart saving meets smart entertainment.
