Axian Group rebrands fintech division to Digibank & Fintech and strengthens governance for pan-african expansion

Axian Group has rebranded its fintech division to Digibank & Fintech, replacing its previous name, Open Innovation & Fintech, as part of a broader strategy to scale sustainable, technology-driven financial services across Africa. The move accompanies the appointment of a reinforced board of directors.

The rebrand follows a major consolidation move in late November 2024, when the group unified its fintech brands across multiple African markets under a single identity, Mixx by Yas. Before that, Axian’s fintech operations operated under separate local brands linked to partners such as Tigo in Tanzania, Free in Senegal, and Togocom in Togo.

Operating in Madagascar, Comoros, Senegal, Tanzania, and Togo, the Digibank & Fintech division manages flagship brands MVola and Mixx. Its mission is to transform mobile money into full digital banking and build an integrated fintech platform that serves individuals, entrepreneurs, SMEs, and large companies.

“This new name embodies our deep conviction: technology and finance must be tools for empowerment for every African. We want to unlock the full potential of the continent’s digital economy and provide everyone with the means to build their future,” said Hassanein Hiridjee, CEO of Axian Group.

The strengthened board is designed to guide the division’s expansion and enhance governance, drawing on decades of collective global experience. “We are honoured to welcome leaders who have shaped fintech ecosystems globally and who bring valuable expertise to our mission,” said Erwan Gelebart, CEO of Axian Digibank & Fintech.

The newly appointed board members include:

• Karim Tadjeddine, Board Member, TMoney SA (Togo): Co-founder and Senior Advisor at Partech Impact, with 16 years at McKinsey and experience at the French Treasury.
  
• Henri Rabarijohn, Board Member, MVola (Madagascar): Former Governor of the Central Bank of Madagascar and former Chairman of BNI Madagascar, with a 24-year career at the IFC and other development finance institutions.
  
• William Nkontchou, Board Member, TMoney SA (Togo): Co-founder of the Africa Financial Institutions Investment Platform (AFIIP) and former Managing Director at Emerging Capital Partners, with academic credentials from Harvard Business School and École Polytechnique.
  
• Brad Jones, Board Member, Mixx (Tanzania): A mobile money pioneer in Asia who previously led PayMe (Hong Kong), Wave Money in Myanmar, and Wing in Cambodia.
  
• Georg Hauer, Board Member, MVola (Madagascar): Former CFO/COO of Hawk and part of the leadership team behind the growth of digital bank N26 in Europe.
  

Speaking on the region’s potential, Hauer added, “Africa is on the cusp of its second fintech revolution. After pioneering mobile money 20 years ago, the continent is now ready for the next step: offering full banking access to millions of people.”