In my country, Malawi, the Warm Heart of Africa, we have a saying:
"Achaje akoma podya nao"—

Tz: Anthu adera amakonda munthu akakhala pabwino, wachuma
ndiponso wamoyo wamphamvu; koma akasauka kapena aka-
dwala amamuthawa. Abale okha ndi amene amamusamalabe.
M: When poverty strikes, friends run away.
S: Unreliability, one-sidedness.

Translation: Strangers find joy when they share a meal with you.
Meaning: People appreciate your wealth or success when they benefit from it, but they withdraw when hardships arise. Only family remains supportive.

This saying reflects a truth not only in my country but across African markets: and the truth is financial decisions are shaped by risk aversion, community-driven choices, and frugality. Even with innovations like mobile money and affordable insurance, the challenge remains—how do we meet the immediate needs of our people while paving the way for a brighter future?

So What Drives Change in Africa's Digital Space?

1. Mobile internet adoption and a tech-savvy, youthful population?
2. Aspirations of a growing middle class?
3. Persistent alleviation of barriers like low financial literacy and cultural diversity?

Then How Do We Design for Local Impact? ...,

Join me on this journey as I explore what the next big it might be; The future isn’t just more technology—it’s about solutions that resonate with people’s lives, blending immediate utility with long-term empowerment. By factoring in the economics of behaviour, we’ll see returns beyond money—a lasting connection with those we serve.