Cross Switch, a global payment orchestration platform tailored for emerging markets, has launched a refreshed brand identity and redesigned website as it accelerates expansion across Africa, Latin America, and other high-growth regions.
Why it matters
The revamp signals Cross Switch’s growing influence in markets like South Africa and Kenya, where it has recently expanded operations, secured key licenses such as the Third-Party Payment Processor (TPPP) license from South Africa’s Payments Association, and built local partnerships to support merchants and fintechs.
The details
- The new brand carries the message “Switch on, Scale up”, reinforcing the company’s role in simplifying payment operations for businesses in complex markets.
- The revamped site highlights the company’s CS+ platform — a unified orchestration layer that handles local and cross-border collections, disbursements, and PSP enablement through one integration.
- Features include smart routing, real-time insights, and infrastructure designed for compliance.
Behind the redesign
- Liquid Thought led the visual rebrand and website build. “We wanted the new brand to reflect clarity, confidence, and Cross Switch’s mission,” said Zulfiq Isaacs, CEO of Liquid Thought.
- Calleo handled messaging and content strategy. “It’s about making the path forward feel simpler for businesses,” said Andrew Dean, Calleo’s MD.
Zoom out
With a growing network of merchants and fintech partners, Cross Switch is positioning itself as a go-to infrastructure layer for digital payments in emerging economies — enabling scale, speed, and regional compliance.
What they’re saying
“This new brand and website reflect the scale of our footprint and the growth opportunities we are pursuing,” said Tim Davis, CEO of Cross Switch.
Learn more about other African tech startups on Labari Insights, our data repository for tech in Africa: insights.techlabari.com
