Cross Switch, a global payment orchestration platform built for the unique needs of emerging markets, has unveiled a refreshed brand and newly redesigned website that reflect its continued growth and expanding presence across Africa and other high-growth regions.
This announcement builds on recent momentum, including expanded operations in South Africa and Kenya, strategic partnerships with local players and key regulatory achievements such as securing a Third-Party Payment Processor (TPPP) licence from the Payments Association of South Africa. These developments reflect the broader direction of the business as it deepens its footprint and accelerates growth across emerging markets.
The new identity complements Cross Switch’s mission to simplify payments for merchants, payment providers and fintech partners. A bold new look, refined messaging and an upgraded digital experience reinforces the company’s positioning, providing the best possible support to businesses operating in complex and fast-moving environments.
The refresh includes new branding and a simple message to customers: ‘Switch on, Scale up’, as well as a new website that showcases the CS+ platform – a secure, scalable orchestration layer that provides unified access to local and cross-border payment rails. Through a single integration, CS+ enables collections, disbursements and PSP enablement backed by real-time insights, smart routing and compliance-ready infrastructure.
“We’re excited to unveil a refreshed identity that better represents our product, ambition and purpose. This new brand and website reflect the scale of our footprint and the growth opportunities we are pursuing as we expand across Africa, Latin America and beyond.”
Tim Davis, CEO of Cross Switch
Built in collaboration
Cross Switch worked with Liquid Thought and Calleo to bring the new brand and website to life.
Liquid Thought led the visual rebrand and full website build, creating a cohesive design system that balances professionalism with approachability.
“Cross Switch operates in some of the most dynamic and demanding markets. We wanted the new brand and website to reflect that level of clarity and confidence while staying grounded in the company’s mission.”
Zulfiq Isaacs, CEO of Liquid Thought
Calleo provided messaging strategy, content development and project management ensuring consistency and clarity across all touchpoints.
“Our focus was on telling the Cross Switch story in a way that feels human, empowering and credible. It’s about showing businesses what’s possible and making the path forward feel simpler.”
Andrew Dean, Managing Director of Calleo
Built for scale and simplicity
The updated identity supports Cross Switch’s broader goal of enabling scale for its clients and partners. The CS+ platform makes it easier to accept and disburse payments in local currencies across Africa while also supporting compliant cross-border expansion.
The company is supporting a growing network of merchants and fintech partners enabled by recent infrastructure investments and regulatory progress that enhance its ability to serve high-growth regions with speed and confidence.
To explore the new brand and platform, visit https://cross-switch.com
Contact
South Africa: (+27) 21 205 5818
Luxembourg: (+352) 2088 1454
https://cross-switch.com/contact-us
About Cross Switch
Cross Switch is a payments technology company founded in 2022, operating across emerging markets, with active operations in South Africa, Morocco, Ivory Coast and across Latin America. It provides flexible, secure and scalable solutions that support both local and cross-border transactions, helping merchants, fintechs and non-profits expand their reach and streamline their operations. Cross Switch is committed to driving financial inclusion and growth through collaboration, robust infrastructure, high service levels and a strong focus on emerging market needs.
About Liquid Thought
Liquid Thought is a digital transformation agency founded in 2001, helping businesses stay competitive in a rapidly evolving digital landscape. The company offers services across digital strategy, customer, user experience and interface design (CX, UX and UI), and development of custom platforms such as websites, content management systems, e-commerce platforms, and
mobile apps. They also provide digital marketing support to help clients grow their platforms once launched.
With over two decades of experience, Liquid Thought has partnered with leading brands across diverse industries to build scalable, user-centric solutions that drive real results.
About Calleo
Calleo is a B2B market intelligence and marketing support company founded in 2010 and based in Cape Town, working with clients across Africa and globally. We help organisations stay informed and engage more effectively with their markets by delivering curated insight into industry developments. Our service tracks online content across sectors such as banking, fintech, logistics, technology, manufacturing and sustainability, providing tailored feeds and optional internal bulletins aligned to each client’s priorities.
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