Axian Group Rebrands Financial Wing To ‘Digibank & Fintech’, Signaling Shift Towards Full-Suite Digital Banking

Axian Group, the Mauritius-based telecoms giant with brands across Africa and the Indian Ocean, has renamed its fintech cluster to Digibank & Fintech (formerly Open Innovation & Fintech), signaling the start of a strategic pivot from basic mobile money to comprehensive digital banking.

Per a statement issued via their official website, this renaming reflects Axian’s ambition to accelerate financial inclusion across the continent. Operating in countries across Africa through flagship brands like MVola and Mixx, the Group’s mission is now to design and deliver a full suite of services that are accessible and adapted to African realities; these will range from digital accounts and payments, to savings, credit, investments, and insurance.

Erwan Gelebart, CEO of the newly branded cluster, characterised the move as entering a “new chapter where mobile money evolves into full digital banking.” He stated that the transformation is about “scaling impact, giving millions of Africans affordable access to the financial tools they need to grow, thrive, and shape tomorrow’s economy.”

This new identity reflects Axian’s goal to empower individuals, entrepreneurs, SMEs, and large businesses by providing simple, reliable, and affordable financial services. Group CEO Hassanein Hiridjee emphasised that this transformation is not just about building bridges, but “unlocking the full potential of Africa’s digital economy,” adding that this next phase will include accelerating investments, launching new products, and strengthening partnerships across the region.

Accompanying this shift in brand identity is the appointment of new Board members to improve governance across Axian’s fintech subsidiaries. Notable appointments include Brad Jones, a pioneer of mobile money in Asia and former CEO of HSBC’s ‘PayMe’, joining the Mixx board in Tanzania. Additionally, Georg Hauer, former CFO/COO of N26, one of Europe’s most successful digital banks, joins the MVola board in Madagascar.

Other additions include Karim Tadjeddine, a co-founder and senior advisor for Partech Impact (a global investor in tech and digital companies) with deep experience at McKinsey; Henri Rabarijohn (MVola), former Governor of the Central Bank of Madagascar, and William Nkontchou, co-founder of Africa Financial Institutions Investment Platform.

Most recently, Axian Group completed its purchase of a controlling stake in Kenya’s Wananchi Group, a pay-TV, internet and telephone services provider.