Nigeria’s Herconomy secures 3 Silver Lions at Cannes for ‘Breastmilk Money’
Herconomy, a prominent Nigerian fintech platform dedicated to bringing women closer to financial freedom, has achieved a significant international milestone, clinching three Silver Lions at the prestigious 2025 Cannes Lions International Festival of Creativity.
The company was awarded for their innovative product, ‘Breastmilk Money,’ across the Creative Data, Direct, and Health and Wellness categories.
‘Breastmilk Money’ introduces a novel financial solution that offers an annual interest rate of 14.3% on breastfeeding, a pioneering concept designed to incentivise and support maternal and child health. This initiative directly correlates with improved child development outcomes, as highlighted by a study from Oxford University.
The World Health Organisation (WHO) emphasises breastmilk as the safest feeding option and the primary form of immunisation for newborns. However, in Nigeria, only approximately 34% of infants are exclusively breastfed, significantly below the global average of 48%.
The product also addresses the economic burden on non-breastfeeding parents, who reportedly spend about 34% of their household income on formula. Herconomy’s ‘Breastmilk Money’ aims to transform this care into tangible capital for families, bridging a critical gap in financial support for parents.
Herconomy’s success at Cannes Lions, the world’s most esteemed creativity and marketing awards, establishes its position as a trailblazer in purpose-driven marketing and innovative financial solutions for women across Africa.
The platform was nominated in seven categories, including Titanium, Innovation (two shortlists), and Creative Business Transformation, reflecting its comprehensive strategy in tackling women’s economic challenges through creative excellence.
Ifedayo Durosinmi-Etti, Founder and Chief Executive Officer of Herconomy, commented on the achievement: “These awards represent far more than recognition for our creative work—they validate our unwavering commitment to transforming the economic landscape for women across Africa. Every campaign we create, every initiative we launch, is rooted in our deep understanding of the barriers that prevent women from achieving financial independence…
To see Breastmilk Money recognised on the global stage at Cannes Lions reinforces our belief that purpose-driven creativity has the power to drive real, meaningful change in society.”
This recognition adds to Herconomy’s growing list of accolades, reinforcing its dedication to excellence in both product development and marketing communications.
The company continues to expand its services and reach across Africa, providing access to credit, savings products, and financial education tailored to women’s needs, thereby contributing significantly to closing the gender gap in financial inclusion.
