Africa's cross-border payment landscape is rapidly evolving, with local fintechs and banks emerging as clear winners in driving both pay-ins and payouts. According to industry experts, a key marketing strategy for driving cross-border payment solutions in Africa is leveraging existing payment methods and channels, such as mobile money. This approach has proven successful in quicker go-to-market (GTM) and ultimately winning business for local and global companies looking to expand into the space.

Another effective tactic is partnering with local and pan-African fintech influencers to promote products. Expanding into new markets can be a significant challenge, as customers in those regions may not be familiar with a brand, making it harder to earn their trust and attention. Collaborating with influencers who have strong connections with the target audience can help solve this problem. This approach, although not always the first thought in B2B marketing, has been shown to be effective.

A great example of this approach is LemFi, which teams up with local influencers whenever they enter a new market. This helps LemFi build awareness and credibility faster than traditional advertising campaigns could. The key is to be deliberate, choose influencers whose audience aligns with the product, and create campaigns that feel genuine and relevant to the local culture.

Customizing messages to unique audiences is also crucial for success in cross-border payments in Africa. The continent is diverse, with people responding differently to marketing strategies based on cultural and behavioral nuances. For instance, in Cameroon, where both French and English are spoken, a one-size-fits-all approach won't resonate. Similarly, incorporating Swahili into messaging in Uganda shows that a company has done its homework. Relying solely on English because of being a Nigerian brand limits impact. To grow, companies need to think like a pan-African brand; their messaging must reflect that mindset.

LemFi demonstrates this approach, tailoring content for each market and balancing local language and cultural relevance. Thought leadership also plays a critical role in market education, breaking down the complexity of the industry and building confidence and trust. People buy from those they trust, and trust is built on actual knowledge and thought leadership.

Measuring success for growth campaigns is also essential. The metrics for evaluating fintech campaigns often depend on the brand, its business model, and the campaign's specific objectives. However, some metrics consistently provide valuable insights. The most important measure of the success of a payment initiative is total payment volume. In the cross-border space, revenue can be driven by several external factors, so isn't always the best gauge of performance. Consistent volume growth is a better measure of the relevance of a solution.

Partnering with market leaders in each market – regional or in-country – also plays a critical role. From elements such as insights into consumer behavior, regulatory requirements, and market nuances to more important technical elements such as API integrations, partnerships are a clear winning formula. Telco partnerships, in particular, are an excellent channel for client acquisition and an effective distribution channel for fintech solutions for cross-border solutions.

A recent survey on growth strategies for 2025 revealed that the top three strategies to drive growth in 2025 are partnerships, localized marketing campaigns, and leveraging blockchain for payments. Partnerships aid expansion and reduce operations costs, localized messaging ensures marketing communications resonate with the target audience, while blockchain will make payments faster and cheaper.

In terms of marketing channels, influencers are key for driving growth for B2C brands, while content is king for B2B cross-border marketing. Other top channels are affiliate and performance marketing. To acquire new users in 2025, founders and product managers must ensure that their products provide fast transactions, competitive transaction fees, and multicurrency payment options. Enhanced security and fraud measures will also impact customer perception and trust.

As the cross-border payment landscape in Africa continues to evolve, companies that adopt these strategies and tailor their approaches to the unique needs of each market are likely to emerge as winners. By leveraging existing payment methods, partnering with local influencers, and customizing messages to unique audiences, companies can drive growth and success in this rapidly expanding market.