Thank you for the opportunity to help you with your question!
Equity bank is the largest customer based bank in the region, having only sprung up as a building society. The strategy behind Equity banks success is their customer target. Equity bank realised some people don't have access to banking services due to high requirements to hold a bank account. Their strategy of scrapping account operational charges, offer cheap loans and commit good ground level banking services through agents has made Equity a huge success in the banking sector.
Equity seems to be heading to the right direction, as indicated their financial postings, that's to huge deposits by the millions of customers they hold. Their strategy of targeting the lower market segment paid of in a big way!
Please let me know if you need any clarification. I'm always happy to answer your questions.