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Yemi Atanda, Group Head of ePayments at Guaranty Trust Bank (GTB), takes us behind the scenes of GTB 737, GTB's wildly successful USSD service.Yemi shares the origin of 737, from how they selected the specific numbers 737, to usage trends, to the wildly successful mass marketing campaign that helped introduce the financial product to everyday Nigerians.In this episode, we talk about01:06 - Yemi's journey from mechanical engineering to digital banking03:34 - What USSD is, and how 737 came to be11:56 - Building out 737 with human-centered design13:22 - The various use-cases for 737, and the one that trumps them all16:55 - [Paystack Merchant Alert] Introducing Renmoney paystack.com/renmoney17:46 - The typical 737 customer19:08 - How the team came up with the popular 737 jingle20:25 - Marketing 737 to the average Nigerian22:17 - Preventing fraud on 73723:50 - Exploring plans to expand 737 outside of Nigeria25:27 - Learning about Nigerian behaviour through the lens of 737 usage trends27:23 - The future of 737 as a USSD service30:59 - The most important questionFollow UsThe The Decode Fintech Newsletter is a weekly email summary of the most important news in African fintech. Subscribe to receive original commentary and curated stories, as well as the latest episode of the podcast.Subscribe to the Decode Fintech NewsletterFollow Decode Fintech on TwitterDecode Fintech is brought to you by PaystackPaystack helps Africa's most successful fintechs build powerful and scalable financial service products with the industry's best-documented APIs. Please visit paystack.com/fintech to find out more.