Startbutton, a Norrsken-backed startup known for enabling businesses to expand without physical offices, has officially launched in seven Francophone African countries which includes Benin, Togo, Senegal, Mali, Guinea Conakry, Burkina Faso, and Cameroon.
The aim of this move is to ease market entry for companies looking to operate in the region while ensuring seamless local payment processing. Francophone Africa is increasingly attractive to businesses due to its growing middle class and rising consumer spending power. Startups like MDaaS and Omniretail have already ventured into the region, and fintech companies like HUB2 have secured major investments, such as an $8.5 million Series A in 2024, to scale their operations.
However, foreign businesses still face significant hurdles, including regulatory challenges, language barriers, and a fragmented payment infrastructure. Startbutton is tackling these pain points by simplifying payment acceptance, allowing businesses to charge in foreign currencies while enabling local customers to pay using mobile money.
“We are leveraging local partnerships (with banks) to drive adoption, ensuring we work with trusted financial and business networks,” said Malick Bolakale, CEO of Startbutton. “Additionally, we will execute direct outreach to high-growth businesses, educate the market through strategic content, and position Startbutton as the default choice for companies expanding into Francophone Africa.”
Scaling beyond payments.
With its expansion into Francophone Africa, Startbutton now operates in 15 countries, focusing on industries such as travel, education, and digital services. One of the biggest challenges for businesses in these sectors is reaching local customers, many of whom rely on mobile money rather than international payment methods. Additionally, pricing in EUR or USD often discourages customers who prefer transacting in local currencies.
To bridge this gap, Startbutton’s Direct Currency Converter (DCC) allows companies to maintain foreign pricing while enabling local payments, reducing friction and boosting accessibility for customers. The company is entering a competitive landscape that includes DLocal and regional players like Julaya. However, unlike competitors that primarily focus on payments, Startbutton also provides local tax compliance solutions, an essential feature for foreign companies navigating complex regulatory environments.
