In 2013, long before the world fully understood the potential of cryptocurrency, Elizabeth Rossiello saw an opportunity to reshape how money moves across borders in Africa. Armed with a background in traditional finance and a passion for economic inclusion, she founded BitPesa, one of the first blockchain companies on the continent. Today, BitPesa—now rebranded as AZA Finance—is a global leader in fintech, facilitating millions in cross-border transactions and helping businesses navigate Africa’s complex financial landscape. But the journey that brought Rossiello from traditional banking to founding a leading crypto-powered company is one of resilience, vision, and a relentless drive to solve Africa’s most pressing financial challenges.
Born and raised in the United States, Rossiello’s fascination with finance began early. She pursued a degree in international development and economics, which led her to work across emerging markets. By the time she arrived in Kenya, she had accumulated years of experience in microfinance and banking, working with both startups and multinational organizations. However, it was during her time in Nairobi that she noticed the stark inefficiencies plaguing cross-border payments within Africa. Traditional banks were charging high fees, and transactions took days—sometimes weeks—to settle. Rossiello knew that there had to be a better solution, and cryptocurrency seemed like the answer.
In 2013, armed with her finance expertise and the burgeoning power of blockchain, Rossiello launched BitPesa. At a time when cryptocurrency was still considered risky and speculative, she positioned BitPesa as a solution to the costly and inefficient process of sending money into and out of Africa. The platform allowed businesses and individuals to bypass traditional banking systems by using Bitcoin to facilitate faster, cheaper international payments. This was a game-changer for African businesses that struggled with high remittance fees and unreliable payment systems.
What many people don’t know is just how difficult the early days of BitPesa were. Rossiello faced immense skepticism, not just from potential customers, but from regulators and investors alike. The concept of using Bitcoin for remittances was unheard of, and convincing stakeholders of its legitimacy was no small feat. Yet, Rossiello’s belief in the transformative power of blockchain never wavered. She spent countless hours navigating regulatory frameworks, building partnerships with banks and financial institutions, and educating the market about the benefits of cryptocurrency.
BitPesa’s breakthrough came when it began providing a seamless platform for businesses to make B2B payments between Africa and global markets. By leveraging the efficiency of cryptocurrency, BitPesa was able to lower transaction costs by up to 75% and reduce settlement times to under an hour—compared to the days or weeks it took using traditional banking systems. This innovation made BitPesa a lifeline for small and medium-sized enterprises (SMEs) looking to scale internationally.
Since its inception, BitPesa has raised over $30 million in funding, attracting investors like Greenspring Associates and Pantera Capital. Under Rossiello’s leadership, the company has expanded its operations into over 10 countries, including Kenya, Nigeria, Uganda, Tanzania, and Senegal, and is now serving thousands of businesses that depend on its infrastructure to manage international payments. BitPesa has facilitated over $1 billion in transactions, transforming the way businesses operate across Africa and establishing itself as one of the leading fintech platforms on the continent.
In 2019, BitPesa rebranded as AZA Finance, reflecting its evolution into a broader financial services platform. AZA Finance now offers a full suite of products, from foreign exchange to treasury management, all designed to help businesses navigate Africa’s financial markets with ease. Under Rossiello’s leadership, the company has become a trusted partner for businesses ranging from global multinationals to local African startups, offering them the tools to grow and scale without being hampered by financial barriers.
Rossiello’s vision has always been about more than just moving money. It’s about economic empowerment. “Financial inclusion is the key to unlocking Africa’s potential,” she often says. Through AZA Finance, she is creating pathways for businesses and individuals who have long been excluded from the formal financial system. By providing access to faster, cheaper, and more reliable payment methods, Rossiello is helping to drive economic growth and innovation across the continent.
Her work hasn’t gone unnoticed. Rossiello has been named one of Forbes Africa’s Top 10 Women to Watch and Fortune’s 40 Under 40, among other accolades. But despite these honors, she remains focused on her mission to scale AZA Finance’s impact. Today, AZA Finance is positioned as a global leader in fintech, with plans to continue expanding into new markets, including Asia and Europe, as it seeks to further revolutionize how the world interacts with African financial systems.
Beyond her business success, Elizabeth Rossiello is an advocate for women in fintech and technology. As a woman who broke into the male-dominated world of finance and cryptocurrency, she actively champions gender diversity and inclusion in tech. Her story serves as an inspiration to women entrepreneurs across the world, proving that with vision and perseverance, it’s possible to build something that not only changes industries but empowers communities.
Looking ahead, Rossiello’s plans for AZA Finance are ambitious. She envisions a future where businesses and individuals can send money anywhere in the world with the click of a button, without the high fees or delays that have long plagued traditional banking systems. And with her track record, there’s no doubt that she will continue to push the boundaries of what’s possible in fintech, paving the way for even more transformative change in Africa and beyond.
As Elizabeth Rossiello continues to drive the fintech revolution across Africa, one thing is clear: she’s not just building a company, she’s building the future of financial inclusion—and the world is paying attention.
