Third Culture Advantage in Innovative Banking for Africa with JJ Taboola

Under the terms of Separate Racial Development, in 1976, The Transkei in the Eastern Cape of South Africa, was the first Bantu Homeland to achieve a controversial independence from the Apartheid government.

At approximately 18000 square miles, this area which borders Lesotho, and home to the isiXhosa people. Under an independent and democratic Republic of South Africa, in 1994, the name changed to the Eastern Cape Province, and Umtata remained as its capital.

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The conversation with J. J. Taboola has been a long time coming for Ruth as each time they planned to meet, J. J. was clearly handling urgent and important matters, and Ruth would opt to reschedule. Credit to J. J. for showing up each time.

Far from being grey haired or balding, J.J. Taboola reflects on how he surprised his family by leaving a thriving corporate career in finance to set up his own show. The launch of Prime Circle in 2021 was a manifestation of a 15 year old’s dream to running his own firm.

Not unlike any dreamer, the movies fuelled his passion but J. J., yet far from being a wolf on Wall Street, J. J. wanted to build innovative banking for Africa, something in his own words “was not there yet”.

Ruth is suitably impressed to learn that his idea such an instant hit with family and friends that funding was oversubscribed from this tight circle, to the point where he had to cap what an individual could invest. Talk about leaving the gates charging!

And yet the conversation unveils that more than just dreaming, J. J. Taboola has had an a somewhat unique advantage. It becomes clear that what sometimes can appear to be happenstance becomes the core of what spins a dream into reality.  In this case, J.J. credits what her refers to as his Third Culture to have prepared him for the future he now calls his present. 

And so from the dream fields of the Transkei to the bustle of Cape Town, J.J. is has created a thriving competitive asset management firm. His eyes on “exotic currencies” and the vast opportunities that lie on the continent, J.J. Taboola is doing what he loves – moving funds at lighting speed at home and abroad, as part of a welcome breath of fresh air in banking in Africa.

Twendeni, Africa is Ready!     

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