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Sw7 are the largest technology accelerator in Africa. Using a mentor pool with over eighty technology Founders and CEO’s Sw7 guide technology businesses through a structured process to help them get their business to a high growth inflection point.

Sw7 stands for Start with Seven. The approach has come from many years experience in the performance management markets. Sw7 realised that the key to getting technology business to a scale and growth point was achieved by getting them to focus on a few core initiatives and to deliver on these.

Sw7 is the result of over twenty five years combined experience in measuring businesses and getting businesses them to scale and grow. The Sw7 approach is focused on ensuring the businesses are ready to scale and then preparing them for the road ahead and creating the environment in which they can make the contacts and build the relationships to give them access to market. The business started in 2014 and has worked with most of the large financial institutions in the region.

Sw7 are in the process of digitising their platform so they can offer it to more businesses in more flexible ways that suit the way they want to engage. The Sw7 team have run seven programmes in South Africa making them the most experienced team in the region.

In partnership with Rand Merchant Investment Holdings AlphaCode, Sw7 ran Africa’s first fintech accelerator, Sw7 Fintech. Sw7 work with businesses at all life stages ranging from Ideation to Exit, but find they can offer the most value and get the best results with post revenue businesses.

The Sw7 approach is more pragmatic and practical than theory, with the focus being on getting deals done and getting businesses to create the momentum and scale. The Sw7 offering is an approach that has been created specifically for the African environment, where the eco-system and funding mechanisms are still evolving.

Keith Jones, Co-founder @KeithLJones

Keith comes from a technology background and started a technology business in 1997. The business listed on AIM in London in 2009 and then went on to do a number of fund raises and acquisitions. Keith’s business was a business intelligence/performance management business.

Odette Jones, Co-founder @OdetteLJones

Odette has a background in Human Resources with a focus on performance management in emerging markets. She focuses on the team dynamics and behaviours required to get businesses to a point of scale. Her focus historically has been on Board level appointments and engagements for technology businesses.

  • Performance Management
  • Strategy - Deal Making
  • Managing Corporate Sales Cycles
  • Creating Access to Market
  • Board Advisory
  • Coaching & Mentoring

Connect with Sw7

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Join AlphaCode

Are you ready to take your fintech business to the next level?Join the growing network of fintech disruptors shaping the future of our industry.

  • Green


    Green membership is available to aspiring financial services entrepreneurs, intrapreneurs and service providers.

    • Monthly newsletter with key industry insights, trends and news
    • Access to open networking events hosted at AlphaCode
    Join now
  • Gold


    Our gold membership is open to financial services founders and co­founders with a full-time commitment to their businesses.

    • Access to our co­-working office space in Sandton
    • Business support services
    • Access to exclusive networking events & hosted dinners
    • Acceleration and incubation support
    • Informal mentorship from the RMIH investment team
    • Exclusive applications to competitions and conferences
    • Access to AlphaCode vetted service providers
    • Exposure to commercial opportunities
  • Platinum


    Offered to high­ potential BBBEE businesses that have received enterprise development funding.

    • Free semi­-private office space for 6 months in Sandton
    • Business support services
    • Informal mentorship from the RMIH investment team
    • Access to exclusive networking events & hosted dinners
    • Exclusive applications to competitions and conferences
    • Acceleration and incubation support
    • Access to AlphaCode vetted service providers
    • Exposure to commercial opportunities within and outside the portfolio companies
  • Diamond


    Offered by invitation only to businesses which have received growth capital investment from RMIH.

    • Receive growth capital investment from RMIH
    • Access to a co-­working office space in Sandton
    • Business support services
    • Access to exclusive networking events & hosted dinners
    • Formal mentorship from the RMIH investment team
    • Exclusive applications to competitions
    • Access to AlphaCode vetted service providers
    • Exposure to commercial opportunities within and outside the portfolio companies
    • Exclusive applications to competitions and conferences

Member testimonials

  • Alpha Code is a phenomenal platform to network with next generation fintech players offering leading thought leadership events in a world class environment. Look forward to watching the ecosystem facilitate the next ‘Uber’ of Africa.

    Dov Girnum, CEO Merchant Capital

  • Starting a business is a daunting prospect, especially one that has a focus on an unproven and experimental technology. I have benefitted enormously from the support and wisdom I have received from AlphaCode during my time as a member.

    Lorien Gamaroff, CEO Bankymoon

  • Being located in the heart of Africa's biggest financial services hub, we have gained a lot of credibility through AlphaCode. Our customers trust our brand by association, which results in increased sales of cows.

    Ntuthuko Shezi, CEO Livestock Wealth

  • AlphaCode is without a doubt the premium fintech and startup community in South Africa providing many learning, growth and network opportunities and an environment which adds concrete value to us

    Schalk Nolte, Founder Entersekt

  • Slide is now well on the way to causing significant disruption in the South African fintech sector. We would not have been able to break into the South African market so rapidly without the help provided by AlphaCode.

    Alon Stern, Founder Slide

  • AlphaCode has been instrumental in providing a platform for us to access industry thought leaders, networks, working space, coaching and ultimately the opportunity to pitch to global multi-nationals and secure funding that very few startups get to land in their first year.

    Priya Mistry, Founder CommuScore

  • AlphaCode has been instrumental in the growth of our business. Through the club, we have met many like-minded entrepreneurs and businesses with whom we have formed strategic partnerships. The team is incredibly generous with their time and continue to give us invaluable mentorship and support.

    Annabel Dallamore, CEO StriderTech