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Scale Customer Acquisition across Africa

We create localized AI ad campaigns, improve the customer journey and unblock conversion bottlenecks to help you reach the most ambitious growth milestones.

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10%

sign-up to paid for Relatable

10+

Countries Targeted

600k

Users acquired for GIZ atingi

Turn high-intent traffic into paying customers

Localized video ads that bring high-intent traffic

Generic creative dies in African markets. We produce hyper-localized AI video ads built for specific audiences in Kenya, Nigeria, South Africa and beyond, and iterate them at a volume manual production cannot match.

Onboarding and product funnels without friction

Traffic is wasted if your product experience stops sign-ups. We optimize your user onboarding, checkout flows, and conduct qualitative testing to drastically cut time-to-value.

Conversion Tracking & Monetization Optimization

Unclear data block performance. We deploy robust conversion tracking and conduct user research to continuously optimize your acquisition cost and maximize revenue.

500+ paying customers in 5 African markets for Relatable with localized AI video ads

Relatable helps boutiques and fashion importers generate consistent model photos and videos for their stock. We built it, monetized it through mobile money, and scaled it across markets with AI-generated video ads.

Relatable turns mannequin photos into African model photos for boutiques
Relatable turns mannequin photos into African model photos for boutiques
Local payment and pricing strategy with M-Pesa and mobile money
Local payment and pricing strategy with M-Pesa and mobile money
Acquired over 5,500 users across Africa
Acquired over 5,500 users across Africa
AI helps generate ads for different markets and audiences at scale
AI helps generate ads for different markets and audiences at scale

600k African users for GIZ atingi with AI segmentation and airtime referral system

We developed the Flashout referral and distribution platform for GIZ atingi, acquiring 600k e-learning users across 10+ African countries through AI-driven referral campaigns and micro-influencer marketing.

Referral campaigns rewarded with airtime top-ups
Referral campaigns rewarded with airtime top-ups

Start with a sprint

Growth Sprint

2 weeks · fixed scope

Funnel audit across inbound, activation and payment, with every drop-off quantified
In-person user tests in Kenya, or a paid acquisition campaign running
One prioritised fix shipped and live, not just recommended
Growth roadmap for the next 3 months
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Embedded

Ongoing, tailored engagement

We work inside your stack, your Slack and your standups, not as an external agency
Design, engineering and campaign execution in-house, so fixes ship instead of stacking up
On the ground in your target markets for user research, partners and hiring
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Founder

Paul Roeder

Paul is a full-stack developer, UX designer, and AI builder based in Nairobi since 2019. He has spent seven years building and traveling across Africa. He built one of the first AI tools for SMEs in Kenya with 500+ paying customers and a referral platform that acquired 600k users across 10+ countries.

Previously he designed digital products across music streaming, social media, e-learning, and corporates including BMW in Germany, and worked on IoT and AI in Shenzhen.

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Latest insights

The Best Payment Providers in Africa for SaaS Products

Choosing the right payment provider for Africa is one of the most consequential decisions you'll make when expanding to the continent. Here's a practical breakdown of the options that actually work for SaaS and digital products, what each one is built for, and which tradeoffs you'll be making.

Paul Roeder· 8 min read

Why Your Funnel Doesn't Work in Africa and How to Fix It

Users don't sign up. Or they sign up but never activate. Or they activate but won't pay. Here's the process I used to scale Flashout to 600k users and get 450 paying customers for Relatable, and why most startups get stuck at the same points.

Paul Roeder· 6 min read

How WhatsApp Got Me My First 100 Customers in Africa

WhatsApp isn't a marketing channel. It's the infrastructure layer between your product and your customer in Africa. Here's how I used it at every stage of building Relatable, from first sale to retention, and the one thing I refuse to do with it.

Paul Roeder· 5 min read
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Book a growth sprint

Two weeks, fixed scope, you'll know exactly what's blocking growth in your African markets.

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