Tag: White Labeling

  • Is Africa’s Growth-Driven Fintech Boom Built to Last?

    Is Africa’s Growth-Driven Fintech Boom Built to Last?

    Contributed by Ajibola Awojobi, founder and CEO of BorderPal.

    As the sun rises over Lagos, Adebayo, a young Nigerian fintech entrepreneur, stares at his computer screen. His brow furrowed in concentration and his startup, a mobile money platform to bring financial services to the unbanked, has just secured significant funding from a Silicon Valley venture capital firm. It should be a moment of triumph, but Adebayo feels a gnawing sense of unease. The numbers on his screen tell a troubling story: his company is spending $20 to acquire each new customer, yet the average revenue per user is a mere $7.

    Adebayo’s predicament is not unique. Across Africa, fintech startups are grappling with a challenging reality: the cost of customer acquisition often far outweighs the immediate returns. This scenario raises a critical question: Is Africa’s venture capital-backed fintech model sustainable or fundamentally broken?

    VCs and the Promise of African Fintech

    The African continent has long been considered the next frontier for fintech innovation. With a large unbanked population and rapidly increasing mobile phone penetration, the potential for transformative financial services seemed boundless. Venture capitalists, enticed by the prospect of tapping into a market of over a billion people—half without any formal bank account—have poured billions of dollars into African fintech startups over the past decade.

    These investments have fueled remarkable innovations. From mobile money platforms that allow users to send and receive funds with a simple text message, to AI-powered credit scoring systems that enable microloans for small businesses, African fintechs have been at the forefront of financial inclusion efforts.

    However, as Adebayo’s experience illustrates, translating these innovations into sustainable businesses has proven to be a formidable challenge.

    While Adebayo grapples with his early-stage startup’s challenges, a major African fintech player with a customer base of 300,000 users has just raised a mammoth $150 million, which brings its total funding to nearly $600 million. Based on a customer acquisition cost and revenue per customer established earlier, the economics of this deal seem precarious at best. A quick calculation reveals that the company would have spent around $6 million just to acquire its current user base while generating only $2.1 million. The funding, while impressive, thus raises serious questions about the sustainability of this model and the investors’ expectations.

    These scenarios serve as a stark illustration of the broader challenges facing the African fintech sector. It highlights the disconnect between the vast sums of venture capital flowing into the industry and the on-the-ground realities of customer acquisition and revenue generation. For a company to justify such a massive investment, it would need to dramatically increase its user base, significantly reduce its customer acquisition costs, or find ways to generate substantially more revenue per user. Achieving any one of these goals in the complex African market is a tall order; achieving all three simultaneously is unarguably a Herculean task.

    The funding also underscores the potential for overvaluation in the African fintech space. While such large investments can provide companies with the runway needed to scale and innovate, they also create immense pressure to deliver returns that may not be realistic given the current state of the market. This pressure could lead to unsustainable growth strategies, prioritizing user acquisition over building a solid economic foundation. 

    Balancing Profitability & Cost of Growth

    The core of the problem lies in the high cost of customer acquisition. According to a McKinsey analysis, some fintech companies in Africa spend up to $20 to onboard a single customer, only to generate $7 in revenue from that customer. This imbalance is staggering and points to deeper structural issues in the market.

    Several factors contribute to these high acquisition costs. First, there’s the challenge of digital literacy. Many potential customers, particularly those in rural areas, are unfamiliar with digital financial services. This necessitates extensive education and handholding, driving up the cost of onboarding.

    Secondly, Africa’s diverse linguistic and cultural landscape requires tailored marketing approaches for different regions. A strategy that works in urban Lagos may fall flat in rural Tanzania, forcing companies to invest heavily in localized marketing efforts.

    Infrastructure challenges also play a significant role. The lack of robust digital infrastructure in many African countries is partly responsible for the high customer acquisition costs. Poor internet connectivity, limited smartphone penetration, and unreliable power supply in some areas make digital onboarding processes more difficult and expensive. Moreover, many consumers are wary of new financial services, requiring significant investments in building trust and credibility.

    The high customer acquisition costs are reflected in the overall profitability of digital banks globally. A BCG Consulting analysis revealed that only 13 out of 249 digital banks worldwide, or 5%, are profitable, with 10 of those firms being in the Asia Pacific region. This statistic underscores the challenges digital banks face, particularly in emerging markets like Africa.

    This reality presents a conundrum for venture capital firms accustomed to the rapid scaling and quick returns seen in other tech sectors. The traditional VC model, focusing on exponential growth and relatively short investment horizons, may not be well-suited to the realities of building sustainable financial services in Africa.

    Rethinking the Model

    As awareness of these challenges grows, both entrepreneurs and investors need to rethink their approaches to fintech in Africa, taking into consideration the high cost of acquiring customers and the state of the continent’s digital infrastructure.

    One promising avenue is the development of white-label infrastructure. By creating common technological solutions that can be customized and branded by different companies, fintechs can significantly reduce their development costs. This approach could be particularly effective for services like Know Your Customer (KYC) systems or payment processing platforms.

    Taking the white-label concept further, an innovative solution is emerging: white-labeled services provided by community leaders with large networks in rural settings. This approach could help fintechs lower the cost of building their customer base. By leveraging the trust and influence of local leaders, companies can reduce the cost of onboarding and education. Word of mouth spreads faster in close-knit communities, potentially accelerating adoption rates and lowering acquisition costs.

    Partnerships with established institutions are another strategy gaining traction. By collaborating with banks, telecom companies, or large retailers, fintech startups can leverage existing customer bases and distribution networks, potentially lowering acquisition costs.

    Some companies are shifting their focus from B2C to B2B services. Targeting businesses rather than individual consumers could lead to lower acquisition costs and higher average revenue per user. For instance, providing payment processing services to small businesses or offering financial management tools to cooperatives could be more cost-effective than trying to onboard individual users one by one.

    There’s also growing interest in impact-focused investment models. These approaches prioritize long-term social impact alongside financial returns, potentially allowing for longer runways and more sustainable growth strategies. Such models might be better suited to the realities of building financial infrastructure in emerging markets.

    What Does the Future Hold?

    As Adebayo contemplates his startup’s future, he realizes the path forward will require a delicate balance between growth and sustainability. The dream of bringing financial services to millions of unbanked Africans remains as compelling as ever, but the route to achieving that dream may need to be recalibrated.

    The future of African fintech likely lies in a more nuanced approach to growth and funding. Rather than pursuing rapid scaling at all costs, successful companies must focus on building sustainable unit economics from the ground up. This might mean slower growth in the short term, but it could lead to more robust and impactful companies in the long run.

    This shift may require adjusting their expectations and investment strategies for venture capital firms. Longer investment horizons, more hands-on operational support, and a greater focus on a path to profitability rather than just user growth could become the norm.

    The story of African fintech is far from over. The potential for transformative impact remains enormous, and the ingenuity and determination of entrepreneurs like Adebayo continue to drive innovation across the continent.

    However, realizing this potential will require a reimagining of the current VC-fintech model. By addressing the challenges of high customer acquisition costs, exploring alternative business models, and fostering more supportive regulatory environments, the industry can evolve into a more sustainable and impactful force for financial inclusion.

    As the sun sets on another day of hustle and innovation in Africa’s tech hubs, one thing is clear: the future of fintech on the continent will be shaped not just by technological breakthroughs, but by the ability to create sustainable, profitable businesses that truly serve the needs of Africa’s diverse populations. It’s a challenge that will require patience, creativity, and a willingness to rethink established models – but for those who succeed, the rewards could be transformative, not just for their businesses, but for millions of Africans seeking access to vital financial services.

    This article was contributed by Ajibola Awojobi, Founder & CEO of BorderPal.

  • Undiscovered Founders in African Fintech

    Undiscovered Founders in African Fintech

    Contributed by Ajibola Awojobi, founder of BorderPal.co by ErrandPay.

    Flashy new tech companies and cutting-edge tech get a lot of buzz. But for investors, the real excitement lies in booming tech hubs, areas where new companies are constantly popping up, fueled by money from around the world. These up-and-coming hubs offer a chance for quick profits compared to the crowded tech industries in more advanced markets.

    That has been the tale of fintech in Africa over the past few years. Many in the global investment community have looked at the continent as the “future” or “next frontier” of financial technology, with investments flooding into the sector at an unprecedented rate.

    From 2016 to 2022, funding for African startups grew 18.5x, 45% of which was attributable to fintech, per a McKinsey report. In the eight years to 2023, nearly $4 billion in equity funding was poured into fintech startups, while the sector accounted for around half of the total financing raised last year.

    The surge in funding is partly behind the boom in Africa’s fintech, propelling it to rank as one of the fastest-growing in the world. But the concentration of investor capital on a select few players (in 2023, 75% of all equity funding secured by African fintech startups went to just ten companies) has inadvertently made the sector a “land of giants” of some sort. This top-heavy ecosystem may overlook a vast untapped potential. 

    A handful of well-known names dominate fintech headlines and funding. Companies like Flutterwave, Chipper Cash, MNT Halan, TymeBank, Wave, Jumo, and OPay have become household names, nearly all valued at over $1 billion. While their success is commendable, this concentration of resources raises a crucial question about the broader impact on financial inclusion across the continent. It limits innovation and creates a narrow funnel for financial services distribution, potentially leaving millions underserved.

    Despite the growth of fintech, financial exclusion remains a significant challenge in Africa. Sub-Saharan Africa’s banked population jumped from only 23% in 2011, but most Africans still do not have bank accounts.

    Around 360 million adults in the region do not have access to any form of account—roughly 17% of the global unbanked population, per World Bank estimates. This vast number represents not just a challenge but an enormous opportunity for a different kind of financial innovation and venture building. 

    “Undiscovered Founders”

    Traditional financial institutions and even fintech startups have struggled to reach these populations due to various factors, including low urbanization rates, infrastructure limitations, high operational costs, and a lack of tailored products. This is where the power of undiscovered founders lies.

    These religious leaders, community leaders, and small business owners have established trust, credibility, and deep connections within their local communities. Still, they may lack the technical expertise or capital to launch fintech ventures. They understand their neighbors’ financial needs and challenges, acting as bridges between the formal and informal economic sectors.

    The power of these untapped networks cannot be overstated. In many African communities, trust is currency, and these leaders have spent years building social capital. For instance, a pastor in a rural Nigerian village might have more influence over financial decisions in their community than any glossy marketing campaign from a Lagos-based fintech company.

    While these potential founders hold immense potential through their network and trust, they face significant challenges in leveraging these to provide tech-driven financial services.

    Access to capital is a major obstacle. Banks view them as high-risk borrowers, while traditional venture capital rarely reaches these individuals, making it difficult to secure funding for starting or expanding financial service offerings. In addition, many lack the technical skills to build and maintain fintech platforms, while navigating the complex world of financial regulations can be daunting.

    Here’s where the concept of white labeling emerges as a game-changer. Put simply, white labeling is the practice of one company making a product or service that other companies rebrand and sell as their own. This model could be adapted to empower undiscovered founders by providing them with ready-made, compliant fintech solutions (technological infrastructure and core services) that they can brand and distribute within their networks.

    Imagine a community leader partnering with a fintech company to offer their congregation or local businesses branded mobile wallets or microloans. The established company handles the complex back-end technology and regulatory compliance, while the community leader leverages their trusted network for customer acquisition.

    This approach solves several problems simultaneously: undiscovered founders get affordable access to advanced technology, existing trust networks are leveraged for customer acquisition, and regulatory compliance is ensured through the central platform. It also offers a distinct advantage over traditional funding models. Empowering multiple “mini-startups” across the continent through this model could prove more cost-effective than pouring resources into a single large-scale venture. 

    The analogy of Coca-Cola’s distribution system comes to mind. Its success in reaching even the most remote parts of Africa is attributed to its micro-distribution centers (MDCs) in Africa — small hubs that distribute beverages to small retailers.

    Over 3,000 are usually run by individuals who live in the community; they employ local people and handle the last-mile distribution. They create around 20,000 jobs and generate millions of dollars in annual revenue. Similarly, empowering undiscovered founders creates a capillary network of financial service providers, reaching the farthest corners of the continent.

    Consider the cost-effectiveness: Imagine funding 100 local leaders, each reaching 1,000 individuals, compared to funding one large fintech startup aiming to reach 100,000. The white-labeling model fosters a more cost-efficient and geographically expansive approach to financial inclusion. Instead of one company trying to penetrate diverse markets, hundreds or thousands of local leaders could adapt services to their specific communities.

    Beyond financial inclusion

    Increasing account ownership and usage could increase GDP by up to 14% in economies like Nigeria. By leveraging undiscovered founders, we could accelerate this growth while ensuring it’s more evenly distributed. However, the implications of this model extend far beyond just increasing access to bank accounts or broad financial services. 

    Empowering local leaders as fintech distributors could increase job creation, as each mini-startup creates multiple jobs within its community. Profits from financial services would stay within local communities, and local founders would be best positioned to understand and meet their communities’ specific needs, thereby creating more tailored products. 

    As trusted figures introduce these services, they could play the crucial role of financial educators, dispelling myths and building trust around formal financial services.  Financial literacy is essential for making informed financial decisions and avoiding predatory lending practices. Undiscovered founders can bridge the knowledge gap, fostering a financially responsible citizenry.

    While promising, this model is challenging. Ensuring quality control across numerous mini-startups, managing regulatory compliance, and preventing fraud are all significant considerations. There’s also the question of identifying and vetting potential undiscovered founders, but these challenges are manageable. With proper systems in place, including rigorous vetting processes, ongoing training, and robust monitoring systems, these risks can be mitigated.

    The concept of undiscovered founders represents a paradigm shift in our thinking about fintech distribution in Africa. We can create a more inclusive, resilient, and far-reaching financial ecosystem by leveraging existing trust networks and empowering local leaders.

    This approach aligns with the African proverb, “If you want to go fast, go alone. If you want to go far, go together.” While the current model of concentrated investment may lead to rapid growth for a few companies, empowering undiscovered founders could take us much further in achieving true financial inclusion.

    As we look to the future of fintech in Africa, it’s time to broaden our perspective. The next big innovation in financial inclusion might not come from a tech hub in Nairobi or Lagos but from a small shop owner in rural Tanzania or a community leader in suburban Ghana. By providing these undiscovered founders with the tools they need, we can unlock a new wave of innovation and inclusion, bringing financial services to millions who traditional models have left behind.

    The potential is enormous for financial returns and social impact, economic empowerment, and the realization of Africa’s full potential in the global digital economy. It’s time to discover the undiscovered and rewrite the story of fintech in Africa.