Episode overview: Prince Nwadeyi spent years providing market research that unlocked South Africa's R600 billion (~USD 34.4 billion) informal economy for blue-chip clients. The likes of Swiss Re, Liberty, NASPARS all wanted the insights. Few wanted the execution risk. In conversation with Andile Masuku, Nwadeyi explains why his holding company SAG Ventures stopped selling insights and started building businesses. From Mustard Finance Group (formerly Setana Capital) providing working capital to township spaza shops (micro convenience stores), to Purchase Pal embedding funeral cover into everyday groceries, Nwadeyi's ventures share a common thread: aligning incentives across entire value chains whilst playing a longer game than quarterly-focused corporates can stomach. His journey from UCT postgrad researcher to operator deploying millions in credit with a claimed 99.9% repayment rate offers a masterclass in strategic patience and the power of granular consumer understanding. Key insights: - On why insights alone don't create impact: "We realised that some of the executives were not willing to take the risk, not for any risk of their own, but really just how the incentive structure set up within corporate." Nwadeyi discovered that knowing differently doesn't translate to acting differently when bonuses hang in the balance. The solution? Stop asking permission and build the innovation yourself. - On aligning incentives to unlock impossible markets: Working capital finance to informal retailers seemed impossible until Nwadeyi mapped the ecosystem. Wholesalers wanted more sales but couldn't offer credit. They did have transaction data. "Can we build a technology solution that interprets that data at scale to enable unique insight that traditional finance institutions don't have access to?" The result: finance the stock purchase to the wholesaler, the SME repays over 14 days, everyone wins. One of their spaza shop clients recently scaled from one store to three and bought her first house for R1 million (~USD 57,400) cash. - On thinking in decades whilst executing in months: "You don't have to think in days. You have to think in decades." Purchase Pal (what Nwadeyi claims to be "the world's first FMCG-embedded funeral insurance") represents one piece of a five-year strategy spanning multiple financial services verticals. The long game enables patient execution whilst maintaining corporate relevance. "What's my exit point? What's my entry point? Am I wanting to build this alongside?" - On why research beats assumptions every time: A tearful interview during his MPhil research - a woman describing the humiliation of borrowing money to bury her mother whilst neighbours gossiped about her poverty - sparked the Purchase Pal concept. "What if we could unlock quote unquote, what I call, no cost insurance?" Years of ethnographic research revealed the margin structure in FMCG goods, the cost burden of traditional insurance intermediation, and the customer stickiness problem facing consumer goods manufacturers. Research made the impossible obvious. Notable moment: The pivot from consultant to operator: Walking through a Cape Flats township, Nwadeyi's co-founder encountered a spaza shop owner struggling for financing. "All I ever wanted to do is to feed myself, feed my family or feed my business." That human story, repeated across thousands of township retailers, shifted SAG from insight provider to solution builder. Traditional finance wouldn't touch these operators. Nwadeyi's team reportedly deployed over R100 million (~USD 5.7 million) and achieved 99.9% repayment rates. Image credit: SAG Ventures