Francophone Africa is an increasingly attractive market for startups due to its growing middle class with disposable income. Companies like MDaaS, a healthcare startup, and Omniretail have recently expanded into the region. Additionally, Ivorian fintech HUB2 raised $8.5 million in Series A funding in 2024 to fuel its regional expansion.
Startbutton, a Norrsken-backed startup that helps businesses expand internationally without physical offices, is launching in seven Francophone African countries—Benin, Togo, Senegal, Mali, Guinea Conakry, Burkina Faso, and Cameroon. This expansion enables companies to enter these markets seamlessly while accepting local payments without setting up a local entity.
Despite these opportunities, foreign businesses often face challenges such as complex regulations, language barriers, and limited payment infrastructure—especially when dealing with mobile money and foreign currency transactions. Startbutton addresses these pain points by enabling businesses to accept local payments while still pricing in foreign currencies.
By streamlining compliance, simplifying payments, and unlocking access to a rapidly growing online customer base, Startbutton accelerates market entry for businesses.
“We are leveraging local partnerships with banks to drive adoption, working with trusted financial and business networks,” said Malick Bolakale, CEO of Startbutton. “In addition, we are engaging high-growth businesses, educating the market through strategic content, and positioning Startbutton as the go-to solution for expansion into Francophone Africa.”
With this expansion, Startbutton now operates in 15 countries, focusing on industries like travel, education, and digital services—sectors where businesses often struggle with language barriers and mobile money adoption. Many companies must price in EUR or USD, which can deter local customers accustomed to transacting in their own currency. Startbutton’s Direct Currency Converter (DCC) solves this by allowing businesses to maintain foreign currency pricing while enabling customers to pay in local currencies. This frictionless payment experience improves accessibility and increases market adoption.
Startbutton will compete with players like DLocal and local payment providers such as Julaya. However, unlike these competitors, Startbutton offers more than just payment processing—it also ensures local tax compliance, removing a major operational hurdle for foreign businesses.
“Our differentiation lies in compliance-first expansion—helping businesses navigate regulatory complexities while streamlining their payment flows,” Bolakale added. “Unlike pure payment processors, we ensure businesses don’t just process payments but also meet tax and legal requirements, allowing them to operate seamlessly.”
Startbutton claims to process over $5 million monthly, earning a 0.5-1% commission per transaction. With its Francophone expansion, the company expects to process an additional $2 million from the region.
Currently, the startup serves over 100 businesses across 20 countries, primarily in aviation, gaming, and e-commerce. It also holds key licenses, including an International Money Transfer Operator (IMTO) license in Nigeria and a Financial Conduct Authority (FCA) license in the UK.
“The next phase is about expanding beyond payments to becoming the default infrastructure for business expansion in Africa—ensuring companies can pay, get paid, and operate seamlessly across borders,” Bolakale said.
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