Startbutton, a Norrsken-backed startup that helps companies expand globally without physical offices, has announced its launch in seven Francophone African countries—Benin, Togo, Senegal, Mali, Guinea Conakry, Burkina Faso, and Cameroon. This expansion aims to help businesses enter these markets quickly and accept local payments, removing significant barriers to market entry.
Francophone Africa has become an attractive destination for African startups due to its growing middle-class population with increasing disposable income. Companies like MDaaS and Omniretail have already expanded into the region, while Ivorian fintech HUB2 raised $8.5 million in 2024 to scale its operations across these markets.
However, foreign businesses often face regulatory complexity, language barriers, and limited payment infrastructure when trying to establish a presence. Accepting local mobile money or settling transactions in foreign currencies presents significant challenges. Startbutton offers a localized solution by enabling companies to accept local payments and charge in foreign currencies, simplifying expansion and improving customer access.
Accelerating Market Entry and Reducing Barriers
“We are leveraging local partnerships with banks to drive adoption, working 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.”
With this move, Startbutton now operates in 15 countries, focusing on travel, education, and digital services sectors in French-speaking markets. These industries frequently face hurdles like language barriers and limited access to customers who primarily use mobile money instead of international payment methods.
Startbutton’s Direct Currency Converter (DCC) addresses this challenge by allowing businesses to maintain foreign currency pricing while letting end users pay in local currencies. This localized payment flow reduces friction, increasing customer satisfaction and business growth.
Competing in the Francophone Payment Space
Startbutton’s expansion brings it into competition with DLocal and local payment companies like Julaya. Unlike these competitors, which focus primarily on payment processing, Startbutton provides additional services such as local tax compliance, removing a significant operational barrier for foreign businesses.
“Our differentiation lies in compliance-first expansion, helping businesses navigate complex regulatory landscapes while streamlining their payment flows,” said Bolakale. “We ensure businesses can operate legally and seamlessly, not just process payments.”
Startbutton currently processes over $5 million monthly, earning a 0.5–1% commission per transaction. With the Francophone expansion, the startup expects to process an additional $2 million in monthly transactions.
Future Ambitions: Beyond Payments
Serving over 100 businesses across 20 countries, Startbutton’s clientele spans aviation, gaming, and e-commerce sectors. The startup holds an International Money Transfer Operator (IMTO) license in Nigeria and a Financial Conduct Authority (FCA) license in the UK, giving it regulatory leverage for cross-border operations.
“The next phase is about expanding beyond payments to becoming the default infrastructure for business expansion in Africa,” Bolakale said. “Our goal is to help companies pay, get paid, and operate seamlessly across borders, enabling them to thrive in multiple markets.”
As Startbutton positions itself as a key player in Francophone Africa, its compliance-driven model and integrated payment solutions offer businesses a comprehensive toolkit to expand and scale without the usual operational headaches.