Over the past 10 years Alex de Bruyn has launched and scaled a number of transformative ventures, all with the purpose of solving real business problems, most notably South African blockchain and digital asset company DoshEx.
His most recent undertaking is Let’sCreate, a venture builder founded in 2017 that partners with enterprises to develop high-growth B2B SaaS platforms that solve challenges by helping companies streamline operations, scale faster, and unlock new revenue opportunities by building technology tailored to their needs.
“Using its own tech, resources, operational and commercial expertise, Let’sCreate helps them get ideas to market faster, and ensure lasting success,” de Bruyn told Disrupt Africa.
Its core tech stack is a platform also called Let’sTrade, that enables the automation of digital commerce by digitising sales and operations through an all-in-one commerce automation and franchise platform.
“It handles product information management, order orchestration, automation, integration, and multi-channel commerce enablement,” de Bruyn said.
Around this core, Let’sTrade has products that are available as standalones or for modular integration by enterprise clients, such as rewards, which enhances customer retention by redefining customer loyalty with gamified engagement and behaviour-driven rewards.
“And then others like Let’sProcure, LetsFlow, Let’sEquip, an asset leasing business with a self insurance fund backed by Hollard to finance stock, devices, and logistics. By providing FSPs with access to the data from e-commerce, they can provide financing. Next up is a focus on giving back and fostering entrepreneurial growth – Let’sGive,” de Bruyn said.
A proven methodology helps quickly address pain points, create commercial contracts before building products, and then turn the solutions into ongoing, sustainable offerings.
In addition to its own products, Let’sCreate takes an equity stake in the ventures it supports, which then become part of its ecosystem of portfolio companies, with offerings available to enterprises for uptake. It also invests in other independent entrepreneurs to bring new capabilities into the fold.
“Lastly, it integrates solutions from tech partners where it wouldn’t make sense to build its own offering due to the depth of expertise involved, or a commoditised space like payments,” said de Bruyn.
In addition to its South African headquarters, Let’sCreate has expanded internationally, with a growing team in Australia.
“This expansion supports the brand’s global ambitions and brings them closer to strategic partners and key markets across the Asia-Pacific region,” said de Bruyn.
All this while being primarily bootstrapped.
“From the beginning, we made a deliberate choice to focus on building a sustainable, resilient business — not one reliant on repeated external capital raises,” he said.
“Bootstrapping has forced us to be extremely disciplined, sharpening our focus on building products that solve real enterprise problems that are worth paying for. Whenever shortfalls have occurred, our founders have personally funded them, demonstrating their long-term belief in the vision. The rest of our growth has been driven entirely through organic revenue from the products and services we have delivered.”
That growth has been strong, and uptake continues to accelerate.
“Today, Let’sCreate’s platforms are deployed across more than 1,000 stores nationwide, with an additional 1,000 stores projected to go live during 2025,” de Bruyn said.
“We are already processing over 1 million transactions every month, with a growing footprint across South Africa, Namibia, Botswana, Nigeria, and Australia.”
He said the company’s expansion strategy was “clear and deliberate”.
“We are targeting entry into the United States by the end of 2025 or early 2026,” de Bruyn said.
“Our focus is on serving a rapidly emerging global need — particularly within franchise models and Tier 2 retailers — sectors that we believe are vastly underserved when it comes to simple, scalable, and effective digital commerce solutions.”
These businesses, he said, often find themselves caught between needing enterprise-grade capability and being overlooked by traditional technology providers.
“We believe there is a massive global opportunity to provide them with the tools they need to modernise, digitise, and grow without the burdens of complexity or cost,” said de Bruyn.
Let’sCreate’s primary financial model is centred around building SaaS-based platforms designed to generate recurring revenue through pay-per-use or subscription models.
“We fundamentally believe in the principle of exchanging revenue for real value,” said de Bruyn. “By aligning our revenue models directly to the value we create in solving enterprise problems, we ensure that success is shared — when our partners grow, so do we. This approach is not only fairer but also far more sustainable, as it incentivises us to remain focused on long-term value creation rather than short-term gains.”
