Emerging market startups are rewriting the rules of global innovation. With 85% of the world’s population and over 4 billion people entering the consumer class, founders in these markets are designing solutions that are robust, simple, and efficient. What succeeds here doesn’t just serve local markets—it sets the standard for innovation worldwide.

Most innovation models built for the global north don’t work in emerging markets. These regions require new approaches—solutions that can operate with scarce resources, scale across diverse users, and thrive despite infrastructure gaps. Startups that master these challenges not only capture local opportunities—they create products and business models that are globally competitive.

Solutions Must Be Robust and Infrastructure-Ready

Emerging markets have significant infrastructure gaps. In many places across Southeast Asia, South Asia, Africa, and Latin America, roads are difficult to navigate, electricity is unreliable even identity is a challenge. However, having limited infrastructure also creates opportunities because there are no legacy systems, allowing companies to leapfrog technologies and skip one, two, or even three generations.

According to the World Bank’s Global Findex Database 2021, while 1.4 billion adults remain unbanked globally, three out of four adults worldwide now have a financial account. The GSMA’s State of the Industry Report on Mobile Money 2024 shows that mobile money accounts have surpassed 2 billion globally, with 514 million monthly active users processing $1.7 trillion in transactions annually.

Ensuro (Orbit 2021), a company from Argentina working in the insurtech space, develops parametric insurance that uses smart contracts on blockchain. This type of insurance has specific criteria to automatically decide payments based on measurable events like weather conditions. The cost of managing these policies drops significantly compared to traditional insurance. Ensuro started in Latin America, expanded to Africa and Asia, but today powers travel insurance for flight delays and cancellations in Europe and North America.

Orko (Orbit 2024), a company from Pakistan, makes the development and management of electric vehicle fleets more seamless. They started in Pakistan, developed their product in Malaysia and Indonesia, and have completed their first pilot in North America.

Solutions Must Be Simple for Diverse Consumer Bases

Emerging markets have consumers with varying income levels and skill sets, with lower levels of trust in new systems. This creates challenges but also opportunities because there’s a massive unattended market where innovation can focus on delivery and user experience, not just functionality.

Many emerging market solutions are mobile-first, designed for users who cannot afford laptops and primarily interact through mobile phones. This creates consumer experiences designed specifically for mobile interaction rather than adapted from desktop versions.

ELSA Speak (Orbit 2017), originating from Vietnam, became an AI coach for accent reduction. The company recognized that people in emerging markets work hard and study extensively, but thick accents can create communication barriers. ELSA Speaks became the first company in Asia to receive investment from Google AI fund and has become a global company.

Atiom (Orbit 2019), created in Shanghai, developed AI assistance coaching for blue-collar workers in the hospitality and service industries. Many companies had difficulty finding talent and needed constant training for migrant workers who were willing to work but required ongoing guidance on service standards. This technology helped hotels achieve top performance levels and has expanded globally, with recent contracts announced with Accor Group and Minor Group.

Solutions Must Work Fast, Be Effective, and Work Cheaply

The combination of speed, effectiveness, and affordability is essential in emerging markets where resources are limited and needs are urgent.

InsightGenie (Orbit 2021), born in Southeast Asia, addresses credit scoring challenges when traditional bank account data isn’t available. They leverage alternative data to understand creditworthiness in emerging markets. Their solution reduced non-performing loans by 10-15% while increasing the number of loans given by 15-20%. The solution is now being implemented in Europe with pilots running in the UK.

GloCoach (Orbit 2018) evolved from a marketplace connecting coaches with individuals to an AI coach for middle management. Companies like Siemens, Nike, and Nestle needed solutions for developing soft skills in their growing workforces. The company has expanded from China across Asia Pacific and is now working with these companies globally, with recent expansion into Latin America.

MUTA (Orbit 2023), from Colombia, manages waste supply chains, specifically focusing on used cooking oil recycling. In emerging markets, waste management is disorganized and fragmented, leading to only 2-3% of waste being recycled efficiently. MUTA developed solutions that work effectively in challenging supply chain environments and have expanded to Mexico, Argentina, and are now entering North America and Europe.

When you build a solution that meets all these criteria—robust infrastructure readiness, simplicity, and fast/effective/cheap operation—you have a solution that is significantly more competitive in any market.