# André de Wet

> Cape Town-based operator and serial founder with 20+ years building and scaling marketplace, fintech and payments businesses across Africa, Southeast Asia and the UK. Expertise: emerging-markets expansion and market entry for fintechs and scale-ups, payments and card issuing, super-apps, marketplaces, and telco and bank partnerships. UK passport holder.

## Key facts
- Current: Founder, FLOOD (2021–present): a super-app layer that runs marketplaces inside telco and bank apps; ~$400M GMV; 14M+ transactions a year.
- Current: Founder & CEO, 2ndBase Inc (2018–present): expansion partner for venture-backed companies entering Africa, Southeast Asia and the Middle East.
- Vodacom (2018–2019, via 2ndBase): wrote the super-app thesis and MVP presented to the Vodacom Board; fed into what became VodaPay.
- iflix, Head of Africa (2016–2017): 8 African countries and 85 hires in 6 months; raised $20M; negotiated the Kwezé-iflix JV with Econet (Zimbabwe).
- PriceCheck, CEO (2011–2015): grew it into Africa's largest price-comparison marketplace; expanded to Nigeria; exited to a VC firm in 2015.
- PayU (Naspers/Prosus), Head of Business Development (2010–2011).
- T24 Global Issuance, Singapore, CEO (2008–2010): B2B Visa/Mastercard prepaid card issuing.
- AFS Africa, London, Founder & COO (2007–2008): prepaid cards linked to mobile apps; $3M VC raised.
- Education: MSc Global Management (University of Salford); Harvard Business School Executive Education (2011).
- Mentor: Endeavor South Africa, Techstars, Founder Institute. Forbes Business Council contributor.

## Articles
- [The New Direct Report: How AI Is Changing Management](https://andredewet.com/articles/the-new-direct-report/) (2026-10-24): Why briefing is the master skill of the AI age, judgment is the new bottleneck, and the firm itself is being redrawn
- [The Audience You Already Own](https://andredewet.com/articles/the-audience-you-already-own/) (2026-10-14): How a telco, bank or MVNO turns idle reach into a local commerce funnel — and why almost everyone who has tried it so far got the order wrong.
- [The Firm of One](https://andredewet.com/articles/the-firm-of-one/) (2026-10-07): Why Africa's next hundred million businesses will skip the Western company playbook — and why AI is how they do it

## Contact
For speaking, advisory and media enquiries:
- Email: info@dewet.eu
- LinkedIn: https://www.linkedin.com/in/andredewet/
- Website: https://andredewet.com/

## More
- [Full profile (markdown)](https://andredewet.com/llms-full.txt)
- [Profile (PDF)](https://andredewet.com/andre-de-wet-profile.pdf)
- [Website](https://andredewet.com/)
- [Forbes: Distribution Trumps Innovation](https://www.forbes.com/councils/forbesbusinesscouncil/2021/07/05/distribution-trumps-innovation-how-to-win-in-emerging-markets/)