When the world’s biggest companies in payments and tech gather in one city, the goal is simple: shape what’s next. This year’s Money20/20 Europe in Amsterdam was particularly timely, given that generative artificial intelligence is rapidly transforming every aspect of work and life. Flutterwave’s participation was beyond just joining the AI hype or simply checking a box. It was primarily an opportunity to further amplify Africa’s fintech story in the global payments dialogue. 

Building Global from Africa, GB on “Everything is Fintech” Podcast

Anyone who’s ever built a startup, especially in Africa, will tell you that succeeding is much more than having the experience, innovation, and endless resources, if ever available. It is more of a continuous iterative process, and constantly evolving, sometimes against all odds. That’s the reality our Founder and CEO, Olugbenga “GB” Agboola, discussed in his appearance on the “Everything is Fintech” Money 20/20 podcast with hosts Zach Anderson Pettet and Micky Tesfaye. 

Speaking alongside Benjamin Fernandes, CEO of Nala, GB shared how Flutterwave’s journey is not one of shortcuts but of compounding clarity — clarity about what Africa needs, and how technology can serve that need at scale.

“We didn’t record our current success because the journey gets easier; we did because, as the market changes, competitors emerge, and regulations shift, amongst many other odds, our vision got clearer, and we became more resilient because we are solving real, not perceived problems,” GB explained. 

Marketing Fintech in an AI World Demands More Trust

In a world where AI is louder, ‘smarter’, and gaining wider adoption than ever, fintech marketing is increasingly becoming about being more meaningful, relatable, and trusted rather than simply being loud and seen everywhere. That was a key insight from the panel session where our Head, Branding & Storytelling, Yewande “Wendy” Akomolafe-Kalu, joined Rory O’Neil and Soha Hohnecker, the Chief Marketing Officers from Checkout.com and Amazon Pay, respectively. 

Moderated by Kathryn Frankson, VP Marketing at Money 20/20, the session titled Fintech Marketing: The CMO’s Guide to Genuine Traction, explored marketing complex, abstract, and highly regulated products, while remaining human and gaining the trust of all stakeholders.  

Reflecting on her experience, Wendy reminded the audience why storytelling is so important to industry leaders like Flutterwave. “We don’t just market features,” she noted. “We tell stories of the people navigating real payment problems, of the people solving these problems, and the values we created.” 

This approach to marketing fintech brings the point closer to home, reminding customers and other stakeholders that behind every seamless payment is hard work and an unreserved commitment to securing their money, appreciating their time, as well as gaining and keeping their trust. 

Engaging Stakeholders Where It Matters

For any ecosystem’s innovations to thrive, a solid community —one where the people and interests that matter can converge—is key. Money20/20 Europe exemplifies this, providing our team with the opportunity to deepen relationships with partners and explore new avenues for growth. 

However, for African startups, while global events offer unmatched visibility, access, and validation, participation must be intentional, not just another item on a checklist. To borrow from George Orwell, “all events are equal, but some are more equal than others.” That is, while we’ve seen a proliferation of fintech events in recent years, not all of them will meet all companies’ needs. In the end, choosing what events to attend should be about measurable ROI, not just another photo op. 

And Again, Flutterwave Showed Up for Africa

As a company, Flutterwave has never believed in waiting for the world to notice Africa; we believe in taking Africa to the world. Whether it’s enabling seamless cross-border payments for multinationals and local enterprises or supporting Africans abroad to stay connected with their loved ones and families at home through remittances, our mission has always been rooted in connecting Africa to the world and vice versa. Our presence at Money20/20 Europe understood the assignment. With every interaction, we reminded the industry leaders of what’s possible when African solutions, built with global standards in mind, are supported to achieve their full potential. 

Let’s Continue the Conversation

Thanks for a wonderful time in Amsterdam, we hope to see you at Money 20/20 USA. And if you’re building in fintech or need payment solutions across Africa, we’ve laid the foundations so you won’t have to build everything from scratch. Bá wa sọ̀rọ̀, parlez-nous, talk to us!