Venture capital into African tech started to decline after 2022, forcing founders to ask if it was better to sell to consumers who can’t spend, or sell tools to the businesses that still can.

The economics of a difficult choice

I used to think consumer-first was the fast lane, but not anymore. Today, more costs of customer-acquisition, shrinking disposable incomes and selective VC chequebooks mean the logic of “growth at all costs” is a gift very few Nigerian founders can afford.

Recent industry reviews show venture capital flows into African tech softened over the years, with total African tech VC around $2.2 billion in 2024, a pullback in deals and more picky investing. Funders are backing fewer startups and favouring those with clear unit economics. 

So founders face a practical choice to keep focusing on individual consumer startups, and highly expensive attention, or pivot to B2B, embedded finance and infrastructure, where unit economics are clearer and customers (businesses) have repeatable budgets.

The B2C problem: why many consumer startups are burning out

Consumer startups in Nigeria are facing three structural challenges at once:

1. Higher customer-acquisition costs (CAC). Because everyone’s vying for clicks and impressions, the cost of customer acquisition has ballooned. Digital ad marketplaces are commoditised and pricey; getting someone’s first purchase now costs far more than it did in 2019–21. Benchmarks show CAC increasing across channels as competition for attention also increases. When you’re paying heavily just to get someone to try your app, your ROI horizon stretches uncomfortably long.
2. Squeezed spending power. Inflation has battered households. Nigeria’s headline inflation eased to 18.02% in September 2025, down from 20.12% in August, the sixth straight month of deceleration. But even at 18%, people are prioritising food, rent, transport, discretionary spends suffer.
3. Funding winter and selective capital. In tough times, VCs favour capital efficiency over growth stories. The IFC reports that venture funding across Africa has shifted toward startups with stronger unit economics and clearer paths to cashflow. 

So consumers have to prove real retention, strong margins and defensibility.

Why B2B (and embedded-finance) looks safer right now

If B2C is the high-variance play, B2B is the steady hand. Here’s why:

• Lower CAC per dollar of revenue. Selling to a business usually requires a longer sales process, but the ticket sizes are higher and the lifetime value is more predictable. When the numbers line up, monthly recurring revenue (MRR) beats one-off consumer spend every time.
• Clearer ROI for customers. Businesses pay for cost savings, compliance, productivity profits or revenue enablement. Those returns are easier to quantify, so you can price accordingly.
• Embedded finance & infrastructure scale. When you integrate payments, credit, or financial tools into business workflows, you capture value across transactions. Fintech firms embedding services into merchant flows or enterprise stacks are winning in this period.
• Reduced churn risk. Consumers abandon services quickly when times are hard. Businesses, even the informal ones, and especially those tied into operations, tend to stick unless value disappears.

In short, B2B gives you fewer customers, but each one is more likely to stick and to pay.

Hybrid doesn’t mean compromise: the smartest founders don’t treat this as binary

It’s not B2C or B2B, it’s how smart founders mix them.

The most resilient startups are those that:

• Build an infrastructure layer (payments, logistics, procurement) that serves businesses, and then expose consumer-facing products on top; or
• Start as B2C but quickly develop monetisable B2B channels (merchant tools, analytics, advertising for retailers); or
• Market directly to small businesses (MSMEs) that both buy and sell to consumers, a customer group with recurring cash flow. That’s monetising through cross-sell, e.g. merchant tools, data analytics, credit, even if the front door is consumer-facing.

In Nigeria, the informal economy, shops, kiosks, and traders, accounts for a huge share of activity. Moniepoint’s Informal Economy Report shows that 85% of informal businesses are sole proprietorships and only 40% employ labour; they buy goods via transfers and remain cash-heavy but represent concentrated purchasing power in local markets. 

Startups that serve these businesses indirectly serve consumers, while enjoying steadier revenues.

The founder’s checklist: questions you should ask now

If I were advising a founder deciding between consumer startups (B2C) or B2B today, I’d insist on answers to these:

• Can you prove payback in less than 12 months without heavy subsidy? If not, think twice about continuing consumer-first growth spend. If your cost to acquire a user is more than their lifetime value, you have a problem.
• Does your customer have a predictable spend line you can influence? Businesses that buy monthly or seasonally are better customers than an unstable consumer base.
• Is your product infrastructure-led? If others can replicate your consumer UI, you’ll be permanently on the defensive. The more you embed into workflows (payments, data, finance), the stickier your products become.
• Can you monetise through multiple channels? Can you diversify your revenue streams? Merchant fees, data services, and B2B subscriptions diversify risk. Don’t depend only on subscriptions or single product lines.

If you can’t answer them confidently, you risk building a house on sinking sand. In this market, metrics (downloads, DAU) are not a strategy.

Practical plays that work (examples and tactics)

Here are tactics I’ve seen succeed in Nigeria and across Africa:

• Merchant-first payments: Begin with payments or checkout solutions for small businesses, then layer credit, procurement, and analytics on top.
• Vertical SaaS + embedded payments: If you serve a vertical (e.g., agri-traders, clinics), embed payments, insurance and credit inside the software. You capture more of the value chain.
• Cost-reduction products: Logistics optimisation, energy-efficiency tools, inventory finance including products that reduce OPEX for clients are easier to sell in tight times.
• Anchor clients, then scale: Land a few enterprise contracts to validate your model, then expand horizontally.

These are high-leverage moves. They may require more sales tactics early, but bring more reward over time.

Where I’d put my chips now

If I were placing chips today, I’d lean into B2B and hybrid models while keeping a careful consumer startups arm alive for brand depth. The consumer market is fractured, loyalty is weak, attention is expensive, and regressions are common.

But businesses will always need tools, margin relief, and financial products. If you build what they can’t easily do without, you win.

So yes, B2C (consumer startups) is very much alive, but in this season of limitations, B2B is safer. And the hybrids? They’re the ones who will tell who thrives next.

The competition recognises some of the continent’s most innovative startups in financial technology and other high-impact solutions that address Africa’s financial sector.

Now in its seventh edition, the challenge centres on the theme, “You Build, We Scale,” and seeks to empower founders ensuring access to finance across Absa’s eight key markets which include Botswana, Ghana, Kenya, Mauritius, Mozambique, Seychelles, Uganda, and Zambia.

The selected startups are developing solutions that cut across payments, credit access, cross-border trade, agri-fintech, and financial literacy, all aimed at rethinking how money moves and works for Africans.

Ashwin Ravichandran, portfolio advisor at MEST Africa and MAC Lead, described the semi-finalists as visionary entrepreneurs whose ideas merge technology with community-focused problem-solving. 

“Each of these founders represents a unique path toward reimagining how finance works for Africans,” he said. “Their ideas pair technology with empathy, proving that lasting change comes from solving real problems within their own communities. We’re proud to provide a platform that connects them with investors, mentors, and global opportunities.”

Absa’s collaboration with MEST emphasises its focus on driving digital inclusion and innovation across Africa’s financial ecosystem. 

Speaking on the announcement, Tawanda Chatikobo, head of Digital for Absa Regional Operations (ARO), Retail and Business Banking, said: “Congratulations to the top 20 finalists and to all applicants. The quality of submissions has been exceptional, showcasing the depth of innovation and entrepreneurial drive across Africa. These startups are not only solving real challenges; they’re building the foundation for inclusive growth and lasting impact. 

“Our partnership with MEST and our active participation in the MEST Africa Challenge 2025 reflect our commitment to open collaboration within the FinTech ecosystem. At Absa, we see ourselves as partners in this journey, guided by a purpose to make banking simpler, more accessible, and more relevant for our customers.”

The 20 startups, selected from hundreds of applications, include:

Botswana:

• mystock.africa – A retail investing platform offering Africans access to stocks, ETFs, and alternative assets.

Ghana:

• Brydge – Simplifying cross-border trade for African businesses.
• Kutana Technologies Limited – Enabling B2B payments and trade using stablecoins and AI-powered credit scoring.

Kenya:

• Logistify AI – Optimising procurement and supply chains for SMEs and cooperatives.
• Farmsky Ventures – Providing digital lending and crop insurance for smallholder farmers.
• Investa Farm – Offering voucher-backed loans for climate-resilient farm inputs.

Mauritius:

• Black Swan – Building credit scores for Africa’s unbanked using AI and alternative data.

Mozambique:

• Simulador Bancário – A platform for financial planning and loan simulations.

Uganda:

• Paytota – Simplifying fragmented digital payments through a unified payment gateway.
• Xzerra – Facilitating cashless transactions with biometric fingerprint technology.
• Kanzu Finance Limited – Providing digital banking solutions for cooperatives and microfinance institutions.
• Axiom Zorn – Enabling smallholder farmers’ access to finance and markets through data innovation.
• Credify Africa, Inc. – Bridging Africa’s SME finance gap with trade finance and logistics solutions.
• eMaisha Pay – Promoting financial inclusion for agro-traders and small businesses.

Zambia:

• Ebusaka Green Technology Limited – Turning waste to value through digitised recycling incentives.
• KreativBox Technology – Offering salary-backed loans to civil servants.
• Mighty Finance Solution Inc – Providing embedded digital loans for SMEs and women entrepreneurs.
• Devdraft AI – Supporting freelancers with cross-border payments using stablecoin wallets.
• Homer Price Agency Solutions Limited – Operating a digital banking network of over 550 agents nationwide.

Seychelles:

• Fusepay – A licensed Payment Service Provider building a digital finance hub for frontier markets.

The semi-finalists will present their pitches virtually in the week of October 27, 2025. Only 10 startups will proceed to the final round in Cape Town, South Africa, scheduled for 26 November 2025. 

The overall winner will secure a $50,000 equity investment, gain access to MEST Africa’s global mentorship network, and explore pilot opportunities with Absa’s business divisions.

Tamu Dutuma, head of Strategy and Transformation for ARO Technology, said the competition unearths ideas capable of accelerating digital transformation across the continent. 

“Through this challenge, we’re seeing solutions that are not only innovative but strategically aligned with Africa’s evolving technology landscape. Some of these ideas have the potential to accelerate digital transformation and unlock new value for our customers,” she said.

Since its founding in 2008, MEST Africa has supported more than 2,000 entrepreneurs and invested in over 90 startups. The MEST Africa Challenge is a key platform for identifying, nurturing, and scaling promising technology-driven ventures that are building Africa’s economy sustainably.