As African Startup Funding Rebounds, PR Becomes a Strategic Advantage
Africa’s tech funding winter has been a season that those of us in the ecosystem are all too familiar with. Startups and companies on the continent saw a decline in venture funding between 2023 and 2024, as part of the broader global slowdown, forcing founders into survival mode. However, after a brutal couple of years, a thaw has finally begun with funding rebounding, volume up by 32%, and African countries disclosing US$3.8 billion in 2025, according to Briter’s latest Africa Investment Report.
Although there has been a bounce back in funding, it is worth noting that capital has become more concentrated. Yes, investors are committing to larger checks, but these are going to a smaller percentage of startups. This means heightened competition and the need to stand out from the crowd.
The traditional “big four”, Nigeria, South Africa, Kenya, and Egypt, have attracted the bulk of capital within the ecosystem. Sector-wise, fintech remains dominant, followed by cleantech and AI; all areas that global and local investor interests align with the continent’s growth potential.
So, with investors being more selective with where their capital goes, presence is everything. Whether early in your fundraising journey, or building credibility after funding, PR ensures your story is seen and remembered.
For Startups Looking to Get Noticed
For startups vying for investment, the game has changed. Simply existing in the ecosystem is no longer enough. If survival mode was about caution and cutting back, this season is about commanding attention. With fewer startups securing funding, being noticed determines who even gets considered by investors. A strong, compelling narrative is no longer an option, but a necessity. Founders need to articulate why their startup matters, how they would deploy funding (if they were to receive it), and what measurable impact they’re making in their sector.
Having a consistent PR communications strategy – announcing milestones, demonstrating traction and good use of relevant case studies – is key to building reputation and trust. With that reputational trust along with evidence of a product that works, you increase the chances of capital flow coming your way.
When You’ve Already Secured Funding
For startups who have successfully raised capital, and are looking for that magical follow-on investment, guess what? The need for consistent storytelling applies to you too. As much as stabilised funding signals restored confidence in startups, this on its own doesn’t automatically guarantee credibility or trust.
From an agency perspective, Wimbart has always focused on the power of storytelling. Crafting and analysing relevant stories; highlighting context and narratives that resonate.
In our decade of experience working alongside founders, investors and VCs across the continent, we’ve seen that the most resilient startups are the ones that invest consistently in shaping their narrative – even in economic downturns and beyond one-off announcements.
Investors and Journalists Want Insight, Not Just Announcements
Whether you’re raising for the first time or looking to your next round, your narrative shapes how investors and journalists see you. They are hungry for insights, not just press releases. PR goes beyond announcements. It leverages hard-earned relationships and your unique voice, to showcase more than results.
It gives African startups and founders the opportunity to be thought leaders in their sectors, shaping conversations rather than simply reacting to them. Founders are given the opportunity to position themselves not only as participants in the ecosystem, but as authoritative voices.
This is your chance to differentiate yourself from the pack as the battle for funding kicks off again.
PR As a Strategic Bridge
With more capital flowing back into the ecosystem, more founders are pitching. Startups can dare to scale again, and of course, investors are watching.
PR provides more than just a channel for powerful storytelling and enviable coverage. It becomes a strategic bridge that connects; building foundations with partners, regulators and communities. Well thought-out messaging sets the stage for long-term impact, transforming startups and their founders from promising players into recognized, trusted leaders in their sectors.
Funding Stabilises Markets. PR Stabilises Reputation
The 2025 funding rebound is a welcome shift in the right direction for the African tech ecosystem. However, as capital becomes more readily available, competition intensifies.
It is important to remember that PR isn’t just another “nice to have”, it is essential
It is essential to shaping perception, reinforcing credibility and driving sustainable growth. While funding may stabilise markets, wherever you are in your startup journey – PR stabilises and cements reputation; making investors more confident to commit again and again.
By Ernestina Berry, Senior Account Director
