The Pragmatic Investors Keen To Get Their Hands Dirty In African Markets

Reflect Ventures, an investor collective making strategic bets in logistics, distribution, supply chain, transport, and fintech rails, is rapidly emerging as a notable player in these sectors. At the helm are Dan Deac, Jor Law, and Michel Friedman, whose extensive understanding of market dynamics and supply chain, built over 20 years of moving merchandise across Asian markets, shapes the firm's investment strategy.

Reflect Ventures’ portfolio includes promising African startups like Chari and Renda, each contributing to the ambitious vision of a firm that is helping accredited investors build emerging markets startup portfolios with small tickets across five continents.

Since launching in 2021, Reflect Ventures has targeted B2B and B2B2C models in areas where digitisation has the potential to unlock huge economic gains. This emerging markets investor is bringing together hundreds of entrepreneurs, operators and executives in a global investment collective.

With capital, operations know-how, cross-border expertise and network power, Reflect Ventures seeks out founders building the digital future of emerging and developing markets.

Catalysing Innovation

Reflect Ventures was established on the premise of addressing critical gaps within essential industries. Friedman, reflecting on the origins in an interview with WT, noted, "The supply chain and logistics sectors are the backbone of the global economy, yet they are fraught with inefficiencies and outdated practices." Recognising the untapped potential in these areas, Reflect Ventures aimed to back startups that could drive innovation and efficiency.

The value proposition of Reflect Ventures lies in its strategic approach to identifying and nurturing startups with high potential for disrupting traditional models. "Our goal is to support startups that leverage technology to bring about significant improvements in efficiency, transparency, and scalability," Friedman explained. “We invest in operationally intensive companies that sell services rather than SaaS solutions.  We look for the Ubers of our target industries, not companies selling fleet management SaaS tools.”