Insights from us at Propel

Ironically, building has never been easier. No-code platforms, open-source APIs, and AI have lowered the barriers to launching products. A team can ship an MVP in days. But distribution remains a thorny, expensive, and complex problem, especially in African markets where infrastructure, culture, language, and local nuance differs radically from one region to another. A fintech product that succeeds in Lagos (Nigeria) may falter in Lusaka (Zambia) if the distribution strategy doesn’t adapt to local context. This infrastructure reality means that distribution strategies must account for both connected and offline users, often within the same market.