Agri-tech startup Winich Farms is linking farmers, buyers, payments and credit through an embedded finance model.
A Platform for Agricultural Trade
Nigerian agri-tech startup Winich Farms is building financial infrastructure for agricultural value chains, with a model designed to connect smallholder farmers and agribusinesses to markets, payments and credit through one platform.
Founded in 2020 by Riches Attai (CEO), Winner Attai, and Chichebem Jibunoh, the company is focused on addressing inefficiencies in agricultural supply chains, particularly fragmented market access and limited financial inclusion, according to Disrupt Africa.
Embedding Finance into Transactions
Rather than operating only as a marketplace or lender, Winich Farms facilitates commodity trade between farmers and processors or retailers, then adds financial services to those transactions.
“We identified a fundamental gap in financial infrastructure within agriculture. Farmers lack access to structured markets, payments and credit, while buyers face inconsistent supply and limited access to working capital tied to commodity flows,” Riches Attai, co-founder and CEO of Winich Farms, said.
He added: “Most existing solutions address these challenges in isolation either as marketplaces or as lenders. Our differentiation lies in embedding finance directly into trade, allowing us to generate proprietary transaction data, finance real economic activity, and build a more scalable and defensible model.”
Credit Built Around Verified Trade
The company’s embedded finance products include produce collateralized credit for farmers and inventory financing, or BNPL, for buyers.
“By anchoring finance on verified trade flows, we are able to underwrite risk more effectively and unlock capital at scale in a historically underserved sector,” said Attai.
This approach places transaction data at the center of the company’s model, with financing linked directly to commodity flows and marketplace activity.
Scaling Across Farmers and Buyers
Winich Farms connects almost 200,000 farmers directly with off-takers. The company has recorded more than US$50 million in GMV and TPV, with Attai saying it is growing at a double-digit month-on-month rate.
“Our embedded finance products are scaling alongside trade, with credit tightly integrated into transactions. This has driven high repeat usage and strong alignment between volume growth and credit performance. We are now at a stage where growth is increasingly driven by network effects and embedded finance adoption, rather than initial market entry,” Attai said.
Nigeria Remains the Core Focus
The startup secured pre-Series A funding last June to strengthen operations, empower more farmers and explore expansion opportunities across Africa and beyond. However, Nigeria remains its main focus.
“We have built strong supply networks and distribution infrastructure across key agricultural regions,” said Attai. “Our focus is on deepening penetration and scaling our financial services within our existing market, while selectively exploring expansion into other African markets with similar agricultural and financial inclusion dynamics, like Egypt.”
A Transaction-Driven Revenue Model
Winich Farms earns margins on commodity trade, as well as fees and interest income from its embedded finance products.
“As we scale, the financial services layer is becoming an increasingly important revenue driver, improving overall unit economics. Our focus has been on building a high-quality, scalable portfolio alongside sustained growth in transaction volumes,” Attai said.
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