Licensed cryptocurrency exchange Busha has announced a major shift in its business model, unveiling a brand refresh that marks its transition from a crypto trading platform into a full-service digital money application. The move reflects a broader ambition to serve as a central financial hub for users across Africa, combining cryptocurrency services with traditional money management tools.

According to a statement released by the company, the brand refresh includes a new logo, a redesigned mobile application, and the rollout of additional financial products designed to bridge crypto and conventional finance. The changes signal a strategic pivot aimed at meeting evolving user needs amid growing regulatory clarity and rising adoption of digital financial services across emerging markets.

Regulatory Backing Strengthens Expansion Plans

Busha’s announcement comes against the backdrop of formal regulatory approval in Nigeria. According to The PUNCH, the exchange was one of two digital asset platforms granted licences by the Securities and Exchange Commission in 2024 to operate under its Accelerated Regulatory Incubation Programme.

The SEC introduced the programme to onboard firms that had already begun operations before the release of the Rules on Virtual Asset Service Providers in May 2022. The licensing framework was designed to bring such companies under regulatory oversight while Nigeria developed a clearer structure for supervising the digital asset sector.

For Busha, the licence has provided a stronger foundation to expand its offerings beyond trading. Industry analysts say regulatory recognition has become a critical differentiator in Nigeria’s competitive fintech and crypto space, where user trust and compliance are increasingly influencing adoption.

A Shift From Trading to Everyday Finance

Explaining the rationale behind the company’s evolution, Busha co-founder and Chief Executive Officer, Michael Adeyeri, said the platform’s original focus on crypto trading was only the starting point.

According to Adeyeri, “We started Busha as a trusted, regulated gateway to crypto in Nigeria. Over time, it became clear that crypto was not the end goal; it was the foundation.”

He added that the company’s new direction reflects a broader ambition. “What we are building now is broader and more ambitious: a single money app where Africans can live their entire financial lives. This brand refresh represents more than a new look for Busha; it marks a new chapter in how we serve our users.”

This repositioning aligns with a wider trend among digital asset firms seeking to diversify revenue and deepen engagement by offering everyday financial services rather than relying solely on trading volumes.

New Products Blend Crypto and Traditional Savings

Alongside the refreshed brand identity, Busha has expanded its product suite. According to the company, the redesigned app experience is built around simplicity and clarity, with an interface intended to support both first-time users and experienced traders.

One of the notable additions is local currency savings, which allows users to earn competitive interest on their savings through flexible and secure options. This feature positions Busha closer to traditional fintech platforms while maintaining its crypto roots.

The company has also introduced asset-backed loans, starting with crypto assets. These loans allow users to access instant liquidity without selling their holdings, enabling short-term financial flexibility while preserving long-term exposure to potential market gains.

According to industry observers, such products reflect a growing demand among crypto users for financial tools that integrate digital assets into everyday money management, especially in economies where access to credit remains limited.

Phased Rollout and Regional Expansion

Speaking on the company’s growth strategy, Busha co-founder and Chief Operating Officer, Moyo Sodipo, said the transformation would be rolled out gradually.

“This launch is just the beginning,” Sodipo said. “We are rolling out these features in phases, starting with Nigeria, while preparing to expand into additional emerging markets. Our focus is on building thoughtfully, listening to our users, and delivering products that truly meet their financial needs.”

The phased approach reflects caution in navigating regulatory differences across jurisdictions, while allowing the company to test and refine its offerings in its core market before scaling further.

Why the Shift Matters Now

Busha’s repositioning comes at a time of rapid growth in digital finance across Africa. Increased financial literacy, rising smartphone penetration, and expanding regulatory clarity have accelerated the adoption of fintech and stablecoin-based services in several emerging markets.

At the same time, crypto exchanges globally are facing pressure to demonstrate long-term sustainability beyond speculative trading. By integrating savings and lending products, Busha is positioning itself to capture a larger share of users’ financial activity, rather than remaining a platform used primarily during periods of market volatility.

According to analysts, platforms that successfully combine compliance, usability, and product depth are more likely to retain users as competition intensifies.

User Base and Growth Outlook

The PUNCH reports that Busha currently serves over one million users across Nigeria and Kenya. With its new app experience and expanded product offerings, the company is targeting further growth as it prepares to enter additional emerging markets in the coming months.

Nigeria remains the starting point for the rollout, reflecting its importance as one of Africa’s largest digital finance markets. Observers note that success in Nigeria often serves as a launchpad for expansion across the continent.

Market participants will be watching how quickly Busha can scale its non-trading products and whether users adopt features such as local currency savings and asset-backed loans at meaningful levels. Regulatory developments in other African markets will also shape the pace of expansion.

Another key indicator will be how Busha balances innovation with compliance as digital asset regulation continues to evolve across the region.

Visual and Data Suggestions

A timeline graphic showing Busha’s evolution from launch to SEC licensing and brand refresh

A feature comparison chart highlighting new products versus its previous trading-only model

A regional map illustrating current operations in Nigeria and Kenya and planned expansion markets

Busha’s transition from a crypto exchange into a full-service digital money app marks a significant shift in its growth strategy and reflects broader changes within Africa’s digital finance landscape. Backed by regulatory approval and a growing user base, the company is betting that the future of crypto in emerging markets lies not just in trading, but in everyday financial utility.

As the rollout unfolds, Busha’s ability to deliver on simplicity, trust, and meaningful financial access will determine whether this new chapter translates into sustained growth and deeper relevance for users across the continent.