Emerging markets witness the unveiling of a refreshed brand and a new online platform by Cross Switch, designed to fuel their expansion.
Cross Switch Simplifies Digital Payments in Emerging Economies
Cross Switch, an infrastructure layer for digital payments in emerging economies, is making strides to simplify the path forward for businesses in these markets. The company's strategy revolves around providing a unified orchestration platform tailored for the unique needs of regions like Africa and Latin America.
The refreshed brand identity of Cross Switch, complete with the slogan "Switch on, Scale up", reflects its scale and growth opportunities. This rebranding was handled by Calleo, who also managed the messaging and content strategy for Cross Switch. Meanwhile, Liquid Thought led the visual rebrand and website build, ensuring clarity, confidence, and a strong representation of Cross Switch's mission.
Cross Switch's CS+ platform is at the heart of its strategy. This platform enables easy acceptance and disbursement of payments in local currencies, supports compliant cross-border expansion, and streamlines payment operations for merchants, fintechs, and payment providers via a single integration.
Key elements of Cross Switch's strategy include regional expansion and local partnerships. The company is expanding operations in key African markets such as South Africa and Kenya, securing important regulatory licenses like the Third-Party Payment Processor (TPPP) license from the Payments Association of South Africa. Partnerships with local players bolster its market presence and operational compliance.
The CS+ platform offers real-time insights, smart routing of payments, and compliance-ready infrastructure that supports collections, disbursements, and PSP (Payment Service Provider) enablement. This approach lowers complexity for businesses navigating multi-currency and cross-border payments, critical in emerging markets with diverse payment ecosystems.
Cross Switch is positioning itself as a go-to solution for scale, speed, and regional compliance in digital payments. Andrew Dean, MD of Calleo, emphasized that this strategy is about making the path forward feel simpler for businesses. Tim Davis, CEO of Cross Switch, stated that the new brand and website reflect the scale of their footprint and the growth opportunities they are pursuing.
This strategy aligns with broader payment orchestration industry trends such as integrating local payment methods, optimizing transaction costs via intelligent routing, and enhancing security and fraud prevention—all essential for success in emerging markets. For more information on other African tech startups, Labari Insights, a data repository for tech in Africa, is a valuable resource.
In summary, Cross Switch is pursuing aggressive regional expansion in Africa and Latin America supported by a compliance-focused, scalable orchestration platform that facilitates seamless local and cross-border payments, leveraging local licenses and partnerships to deepen market penetration and support growth.
Businesses in emerging economies can leverage Cross Switch's financial technology to simplify their path towards local and cross-border digital payments. With the CS+ platform, companies can easily accept and disburse payments in various currencies, thanks to its unified orchestration platform tailored for regions like Africa and Latin America.
Cross Switch's strategy also includes technology-driven elements, such as real-time insights, smart payment routing, and compliance-ready infrastructure, which are critical for navigating complex multi-currency and cross-border payment systems prevalent in emerging markets.
