#Passwordless

The Trust Gap: Why African Apps Struggle with User Retention

In most markets, trust in digital products is a default assumption. Users assume an app will protect their data, deliver what it promises, and not disappear overnight. That baseline trust exists because of decades of infrastructure—legal systems, consumer protection laws, established brands, and predictable institutions. We've learned-sometimes the hard way-that building trustworthy products in African markets requires a different approach: