Michael Jordaan, the former CEO of FNB, has invested in a South African AdTech startup, signaling strong confidence in the country’s burgeoning advertising technology sector. The investment, revealed on January 22, 2026, underscores the growing appetite among prominent African business leaders for backing innovative local ventures. This move is particularly encouraging as we continue to see our continent’s tech ecosystem mature and attract both local and international capital, mirroring successes seen with companies like Flutterwave and M-Pesa.

Jordaan’s Backing: A Vote of Confidence

According to TimesLIVE, Jordaan’s decision to invest in this particular AdTech startup highlights its potential within a competitive landscape. While specific details regarding the investment amount remain undisclosed, his involvement alone carries significant weight. Jordaan’s track record at FNB, a leading financial institution in South Africa, demonstrates his ability to identify and nurture successful businesses. This is a crucial boost for the startup, providing not only capital but also valuable mentorship and industry connections.

The Rise of AdTech in South Africa

South Africa’s AdTech sector is experiencing rapid growth, driven by increasing digital advertising spend and a demand for more targeted and effective marketing solutions. We’ve seen a similar trend across the continent, with businesses seeking alternatives to global platforms and embracing locally-developed technologies. This startup is positioned to capitalize on this trend, offering innovative solutions to advertisers looking to reach consumers in a dynamic market.

Local Innovation Attracts Investment

The investment from Jordaan is part of a broader trend of African investors recognizing the potential within our own tech ecosystems. Firms like TLcom, Partech, and Norrsken are increasingly focused on funding African startups, providing crucial capital for growth and expansion. This shift towards local investment is vital for fostering a sustainable and independent tech industry, reducing reliance on foreign funding and empowering our entrepreneurs.

Building Africa’s Advertising Future

This investment signals a promising future for South African AdTech and, more broadly, for innovation across our continent. As digital penetration continues to increase and more businesses adopt digital marketing strategies, the demand for sophisticated AdTech solutions will only grow. We anticipate further investment in this sector, driving competition and ultimately benefiting consumers with more relevant and engaging advertising experiences. The potential for this startup, and others like it, to scale regionally and even globally is substantial.