Ten South African startups tackling challenges ranging from healthcare to law and agritech have been selected for the 2025 Google for Startups Accelerator (GFSA) programme.
After receiving more than 400 applications, the startups have begun the three-month hybrid accelerator which runs until Friday, 5 December 2025, with funds disbursed in January 2026.
Aimed at early-growth technology companies – from seed stage through to Series A – that are already in the market and gaining traction, the programme supports startups using AI to address pressing challenges. Each startup will receive up to R1 million in equity-free funding.
The startups will receive mentorship from Google engineers and industry experts, hands-on technical training, leadership development, and access to Google’s global networks.
Founders will also benefit from Google’s AI infrastructure, including Google Cloud and Gemini, alongside $350,000 [R6 million] in Google Cloud credits.
Reflecting on the selection, Folarin Aiyegbusi, Head of Startup Ecosystem, Africa at Google, said: “We were looking for South African-led startups that already have traction, strong teams, and are applying AI in ways that can transform the continent. To us, it was important that the companies should have the potential to grow internationally.
“When local startups succeed, everyone benefits. Through the GFSA programme, we’re giving founders the funding, mentorship and resources they need to grow and make a lasting impact.”
Pretty Kubyane, tech lead & co-founder of the eFama app, says: “This is a chance to refine our technology, strengthen our systems, and build on what’s already working: connecting farmers directly to buyers in a fair and transparent way. The opportunity goes beyond funding, mentorship, or any of the usual programme perks. It’s validation of our work – proof that the long nights, the tough seasons, and the bold ideas have all been worth it.”
The GFSA programme is open to companies headquartered in South Africa, with at least one South African founder, a live product in market, demonstrable traction and strong growth potential. Startups are expected to build on Google products and platforms.
Since 2018, Google’s accelerator work in Africa has supported 160 startups in 17 countries. Alumni have collectively raised over $300 million and created more than 3,000 jobs. Google has also provided $5 million in equity-free funding and product credits, underscoring its long-term commitment to the continent’s innovation economy.
Final 2025 cohort
The selected startups are building solutions across financial services, agriculture, health, energy and professional services:
-
Adjunct – An AI-driven legal research platform for legislation, regulation and case law.
-
eFama App – A digital marketplace linking farmers and buyers with fast payments and an AI-powered pricing engine.
-
ejoobi – A recruitment platform which uses AI to connect employers with job seekers.
-
Rapidhuman AI – An end-to-end design-thinking platform that turns ideas into code, cutting development time by up to 80%.
-
Ruka – Ruka simplifies complex digital challenges for African businesses through intelligent, human-centered solutions.
-
Perks & Co – A benefits marketplace with embedded finance and automation to help employers support their teams.
-
Squirrel Away – A women-led fintech app that converts everyday gifts into long-term investments.
-
TeledoctorSA – Offering digital health and telemedicine services using wearables for continuous, preventative care.
-
Thola Energy –Providing energy coordination across industrial buildings to reduce waste and downtime.
-
Funti3r – A platform connecting global enterprises with skilled professionals for essential tasks.
