Cashblack and Afrofiliate: Revolutionising Support for Black-Owned Businesses Through Innovative Technology

London-based tech start-up Cashblack emerges as a groundbreaking platform set to transform the cashback landscape for Black-owned businesses. Founded by three brothers – Matthew, Jonathan, and Nicholas Addai – in the summer of 2020, Cashblack is on a mission to decrease the racial wealth gap by financially incentivising shoppers to support Black-owned businesses.

Cashblack's journey began during the tumultuous summer of 2020 during the Black Lives Matter movement global activity which shifted the world’s attention to Black communities and disparities faced by them across the world. Matthew Addai, a former senior trader at a hedge fund, along with his brothers Jonathan and Nicholas, recognised the need for a systematic approach to support Black-owned businesses.

"During that summer's global anti-racism movement, it became clear that there was a direct correlation between socioeconomic issues faced by Black people throughout the world and the lack of support for Black-owned businesses," says Matthew Addai, CEO and co-founder of Cashblack. “We felt that a way to combat this would be to incentivise patronage in Black-owned businesses by having the Black-owned businesses invest back into the patrons. ‘How about a cashback website?’ we thought. ‘A cashback website for Black-owned businesses? Cashblack!’ – and what started as a play on words is now our tech startup.”

Their bootstrapped venture has grown from an idea into a powerful tool for economic empowerment, overcoming numerous challenges along the way. They now boast partnerships with organisations such as Boots, Etsy, and Microsoft, have completed multiple accelerator programs and have won numerous awards.

Cashblack offers a robust network designed to connect consumers with over 700 Black-owned brands integrating a user-friendly website and mobile app. It also has partnerships with food delivery giants Deliveroo, Just Eat, and Uber Eats, enabling members to order from local Black-owned food vendors.

As Cashblack continues to grow the brothers have also launched Afrofiliate which enables Black-owned brands to reach new audiences through influencer marketing and affiliate programs, turning their customers into brand ambassadors who share in the profits of their success, thus amplifying the voices of Black entrepreneurs while fostering an ecosystem of support.

 Together, Cashblack and Afrofiliate work to democratise consumerism by empowering both businesses and consumers to make intentional, impactful choices that support Black entrepreneurship.

With Black History Month on the horizon, Cashblack and Afrofiliate’s missions are more relevant than ever. Cashblack’s US soft launch on Juneteenth earlier this year set the stage for broader impact, while Afrofiliate's affiliate platform offers another channel for Black-owned businesses to grow and prosper.

"We're doing what we can for the people, and we’re hoping that the people can keep that same energy with us on our mission from that summer in 2020," Matthew Addai reflects.

For more information and interview requests email ronke@ariatupr.com

Notes to editor

Media assets: Cashblack Media Assets

About Cashblack and Afrofiliate

Cashblack is a technology-driven platform dedicated to bridging the racial wealth gap by connecting consumers with Black-owned businesses. Afrofiliate, its sister company, is an affiliate platform that connects Black-owned brands with content creators and media outlets to expand their reach and convert loyal customers into brand ambassadors. Together, these platforms are democratising consumerism and creating a more inclusive and equitable marketplace. Visit Cashblack and Afrofiliate for more information.

How Cashblack Works

Cashblack rewards members with cashback when they shop online with Black-owned businesses. Users can:

• Register on the platform

• Browse products and services from Black-owned retailers

• Make purchases and earn cashback

• Withdraw the cashback or donate it to affiliated goodwill causes, with Cashblack matching donations 100%

About Matthew

Matthew Addai is a visionary social entrepreneur, serving as the co-founder and CEO of Cashblack and Afrofiliate. Cashblack is an innovative platform that offers cashback to consumers supporting Black-owned businesses online, while Afrofiliate connects these brands with affiliates to foster growth.

An MSc graduate with a background as a senior trader for a hedge fund, Matthew, alongside his two younger brothers, launched these startups during a sabbatical, inspired by the 2020 global anti-racism movement. Today, these ventures boast thousands of members, partner with hundreds of retailers, and collaborate with corporate allies. 

Their mission? To bridge the racial wealth divide and address socioeconomic disparities by encouraging support for minority-owned enterprises through financial incentives.

How To Use LinkedIn to Build Your Brand Profile

LinkedIn is no longer just a platform for job seekers and recruiters; it has evolved into a powerful tool for building personal and professional brands. Whether you’re an entrepreneur, creative, or professional, leveraging LinkedIn effectively can significantly enhance your brand profile, connect you with key audiences, and open doors to new opportunities. Here's how you can make the most of this platform to elevate your brand.

Your LinkedIn profile is your digital calling card. To make a lasting impression, ensure it’s polished, professional, and aligned with your brand identity. Start with a high-quality, approachable headshot that conveys professionalism. Your headline is prime real estate—go beyond your job title and use this space to highlight your expertise or the value you offer. For instance, instead of “Graphic Designer,” consider “Award-Winning Designer Specializing in Transforming Brands through Visual Storytelling.”

Your summary section is another opportunity to showcase your brand. Use it to tell your story, highlight your unique value proposition, and connect emotionally with your audience. Include a clear call to action, such as inviting people to visit your website, connect for collaborations, or explore your services. Don’t forget to personalize your LinkedIn URL; a clean, custom URL reinforces your professionalism.

To raise your brand profile, you need to position yourself as a thought leader. Sharing high-value, relevant content regularly is one of the best ways to do this. Write posts that showcase your expertise, insights, and unique perspective in your industry. Share lessons from your personal experiences, industry trends, or actionable tips that resonate with your target audience.

Long-form articles published on LinkedIn can further amplify your brand. These pieces allow you to dive deeper into topics that matter to your audience, establishing you as a knowledgeable and trustworthy voice. For entrepreneurs, sharing case studies about your business journey or solutions you've developed can inspire and educate your audience.

LinkedIn is a two-way street. While posting your own content is essential, engaging with others’ posts is equally important. Comment thoughtfully on industry news, congratulate others on their achievements, and participate in meaningful discussions. By engaging, you increase your visibility and build genuine connections.

Joining LinkedIn groups relevant to your industry or niche can also help expand your network and keep you informed about what your peers are discussing. Sharing your expertise in these groups is another way to position yourself as a leader in your field.

Visual content grabs attention and is highly engaging on LinkedIn. Consider incorporating short videos where you share insights, behind-the-scenes glimpses, or quick tips related to your work. You don’t need a studio setup; authentic, well-lit, and concise videos recorded on your smartphone can be just as effective.

Infographics, slideshows, and images that communicate your brand’s values, achievements, or offerings can also drive engagement. For example, if you’re a creative professional, showcasing your portfolio in a visually appealing post can draw significant interest.

LinkedIn’s power lies in its network. Don’t just connect with everyone—be intentional about building relationships with individuals who align with your goals and values. These could be potential collaborators, clients, mentors, or thought leaders in your field. When sending connection requests, personalize your message to explain why you’re reaching out; this small gesture can go a long way in building rapport.

Once connected, nurture these relationships. Send occasional messages to check in, share content that might interest them, leave comments and acknowledge their successes.. Building strong, genuine relationships will amplify your brand's reach and reputation.

LinkedIn offers numerous tools that can help boost your visibility. For instance, the “Featured” section lets you showcase your best work, such as articles, videos, or projects. Recommendations from colleagues or clients are another powerful way to build credibility. Don’t hesitate to ask for endorsements and testimonials—social proof carries significant weight.

You can also utilize LinkedIn’s analytics to understand what content resonates most with your audience and refine your strategy accordingly. Additionally, consider using LinkedIn Live or newsletters to engage your audience in a more interactive format.

Consistency is key. Regularly updating your profile, posting content, and engaging with others will ensure you stay top-of-mind with your audience. However, authenticity should always be at the core of your efforts. Share your wins and challenges, your process, and your values. People connect with brands and individuals they find relatable and trustworthy.

LinkedIn is a treasure trove of opportunities for entrepreneurs, creatives, and professionals looking to raise their brand profile. By optimizing your profile, sharing valuable content, engaging authentically, and leveraging the platform's tools, you can build a strong, impactful presence that supports your professional goals.

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Why You Need Media Training: Media Training Tips for Entrepreneurs, Creatives and Professionals

One of the most powerful aspects of public relations is media relations. Many brands and individuals seek PR agencies to undertake a media relations campaign in order to get featured by the press and it is a great way to build credibility. Media coverage raises awareness of your brand and the work of your business and encourages people to pay attention to your business. If you or your PR agency has been fortunate enough to get you media exposure then it is important that you take the time to prepare especially if it is your first time in the media spotlight which is why media training is so important

The ability to effectively communicate your story is critical particularly in today’s digital age. Whether you’re a small business owner, a creative entrepreneur, or a seasoned professional, media training can be the key to unlocking opportunities and building your reputation. . Media training is  often focused on any video or audio interviews but you may find that you need to seek advice on making the most of written interviews. Making sure that you bring your best to a media interview will reap rewards in the future and allow you to capitalise on the content which is created with that interview. Media training will also give you the confidence that you may find that you are lacking due to fear of failure. Effective media training also prepares you for some of the pitfalls that comes with media exposure. Remember that everything you say whether it is written or recorded can make or break your brand, you might go viral for all the right reasons or you could even have a PR crisis for the wrong reasons.  Here's why investing in media training is essential:

Storytelling - Small business owners and creatives often have compelling stories that set them apart from larger competitors. Media training helps refine and craft your narrative to resonate with audiences; ensuring your message is clear, authentic, and engaging. A well-told story not only attracts customers and brand “fans” but also builds lasting emotional connections - this is particularly significant when it comes to personal branding.

Public Speaking - Interacting with the media, presenting at events, or even creating content for social media requires confidence. Media training equips you with the tools to stay poised under pressure, handle tough questions, and maintain a professional demeanour in front of any audience. Confidence in communication boosts credibility and is an important asset for any professional, creative or entrepreneur.

The Digital landscape - With the rise of social media and digital platforms, small missteps can quickly go viral. Media training teaches you how to manage interviews, respond to negative feedback, and use digital channels effectively. By understanding the nuances of different media formats, you can amplify your reach while minimizing risks to your reputation.

Crisis Management - Media training prepares you to handle crises with transparency and grace, ensuring your response doesn’t exacerbate the situation. Being proactive and prepared can mean the difference between a minor issue and a full-blown public relations disaster.

Standing out - Effective media communication sets you apart in a crowded marketplace. Media training helps you define key messages, identify target audiences, and present yourself as a thought leader. Whether you’re pitching to journalists, creating content, or addressing stakeholders, polished communication which is enhanced by media training elevates your professional image.

Maximizing opportunities - A well-prepared professional seizes opportunities with ease. From interviews to live events, media training ensures you’re always ready to represent your brand effectively, turning every interaction into a potential growth opportunity.

In a competitive world, the ability to communicate effectively is not just an advantage—it’s a necessity. Media training empowers small business owners, creatives, and professionals to share their stories, build trust, and grow their impact.

Media Training Sessions

from £80.00

How To Prepare For Your First Media Interview

£5.00

How To Get The Most Out of Media Coverage

Many business brands seek media profiling as a way to enhance their brand visibility and credibility to their target audience. Earned media coverage is a great way to gain brand recognition for your business and can work side by side with your overall PR and marketing strategy. Achieving press coverage for your business or personal brand is exciting but the work doesn’t just end when you achieve the coverage. You have to make sure that you amplify the coverage and monitor audience response and reaction to it. You can achieve lots of media coverage which can have little impact on your business if you don’t know how to use it.

Media coverage is a powerful tool for entrepreneurs, creatives, and professionals looking to boost their visibility, credibility, and influence. However, securing a feature in a publication or landing a spot on a podcast is just the beginning. To truly maximize its potential, you need a strategic approach. Remember media coverage is more than just a vanity metric; it’s a credibility builder. You cannot seek media coverage simply to boost your ego, if you base your media coverage goals on this it will not have a lasting impact and legacy. Being featured in reputable and relevant outlets signals to your audience that your work or business is trustworthy and noteworthy.  Coverage also amplifies your reach, introducing you to new audiences who may become customers, collaborators, or supporters. Recognize this value and plan to leverage it effectively.

Preparation is key to capitalizing on your media moment. Once you know a feature is coming, ensure your digital presence is in order:

• Make sure your website is up-to-date, user-friendly, and reflective of your current offerings. Include a clear call-to-action to guide visitors.

• Ensure your bios, pinned posts, and content reflect your latest achievements or campaigns. 

• If you’re launching a product, promoting an event, or showcasing a project, prepare digital assets like images, videos, or links that you can share.

Don’t let your media coverage live in isolation. Amplify it across your own platforms; post the link to the article or video on your social media channels. Tag the publication and journalist (if applicable) to show appreciation and extend the reach. Make sure that you include the coverage in a newsletter or dedicated email blast to your audience. Add a press section to your website or blog where visitors can view your media features. This helps build credibility for new visitors.

Media coverage often generates buzz, so be ready to engage with your followers on social media. Use the topic of the coverage to start meaningful discussions with your audience, aligning the feature with their interests. Remember that PR is not marketing but it can support your marketing efforts. Think of media coverage as a tool for your ongoing marketing strategy.  Use quotes, logos, or snippets from the coverage in your marketing materials and website. Repurpose Content - Transform the article, interview, or feature into blog posts, video snippets, or infographics that continue to generate value. Consider using targeted ads to promote the coverage to a larger audience, especially if it aligns with a current campaign. Media coverage is a significant milestone, but its true value lies in how you use it. By preparing, amplifying, and integrating the coverage into your broader strategy, you can ensure it works hard for your brand. Remember, each feature is a stepping stone to bigger opportunities—use it wisely to tell your story, connect with your audience, and achieve your goals.