Your go-to-market operating team
Senior operators who embed and execute your GTM motion end to end. Positioning, distribution, agentic systems, and the engineering underneath it all.
Our specialists have worked with
60+ projects across fintech, insurtech, hospitality, property and consumer
A strategy is a hypothesis. We're the operators and engineers who put it into production.
Slow, expensive, and the wrong shape for work that changes every quarter.
Project rates for work that needs constant iteration, then juniors once the pitch is won.
You're left holding contracts, compliance and quality, and you're still managing the work.
- Under 100 specialists,
- 4 home bases,
- 1 embedded team.
A small network, deliberately. Our core team sits across South Africa, Canada, the UK and Europe, with specialists further afield. Every specialist is referred by someone already on the bench, vetted, proven on smaller projects, and only then placed with regulated clients.
What we deliver: Senior operators across two areas.
Go-to-market operators
Senior strategists and operators who set the direction and then run it themselves. Positioning and messaging workshops, ICP and sales cycle setup, outbound, lifecycle, performance marketing, content strategy and indexing. Strategy and execution from the same person, not a deck handed down.
- Positioning, messaging and ICP definition
- Sales cycle setup and implementation
- Outbound systems, sequences and data
- Performance marketing and creative strategy
- Content strategy, SEO, AEO and GEO
- Lifecycle, retention and reactivation
Forward deployed AI engineers
Engineers who sit inside your team and build whatever the go-to-market needs, or whatever your product needs. Architecture, integrations, agents, automation, and the complex backend work most GTM teams have to outsource and then wait for.
- Systems architecture and scalable deployments
- LLM integrations, agents and RAG pipelines
- MCP servers, so your product is callable from Claude and ChatGPT
- Workflow and ops automation across sales, finance and delivery
- ATS, CRM and internal systems integration
- Company brains and context mapping for queryable company intelligence
- Fractional CTO cover and support hiring your technical team
Also on the bench. Brand identity, creative strategy, product design, 3D and motion, Webflow and production build. Usually alongside the work above, rarely on its own.
selected work
Chat-native project finance, shipped.
We spun out Petl Pay. Every channel funnels into one Petl core that handles multi-party invoicing, then settles each contributor on the right rail, over open banking and stablecoin corridors.
- MCP-native, callable by people and AI agents
- Open banking and stablecoin corridors
- Full KYC, KYB and AML
- Settles in under 2 minutes, live in production
One payment in. Many payouts out.
Read and act on your project finances from anywhere. It all funnels into one Petl core that handles multi-party invoicing, then settles every contributor on the right rail.
Production AI software, shipped and iterated.
We came in to fix Tessa's cloud deployment and prepare the software for investor and customer demos. Having shipped, we now iterate monthly with best-in-class, AI-enabled software engineering.
- Cloud deployment and DevOps
- AI-enabled software engineering
- Continuous delivery, monthly features
- From investor demos to production
View project
Be bookable and payable from inside the AI your customers use.
We build the compliant middleware that distributes your products and services into ChatGPT, Claude and WhatsApp, with payment links powered by Petl's API. From WhatsApp networks for specialist trades in London to booking engines for sports facilities in the UK.
Talk to usWhat our clients say
Why Businesses & Talent Choose Rafiki
"Rafiki’s advocacy for growth opportunities for freelancers in Africa was evident during my work with the team. I absolutely loved how contract procedures were transparent and effectively handled. It was a walk in the park for me!"

Aisosa
Senior Product Designer | Nigeria
"Working with Rafiki Works has been an absolute pleasure. I’ve always appreciated their open and clear communication. Their passion for freelancers in Africa is genuine. A lot to look forward to with joining their team!"

Daniel
Agency Owner | South Africa
"Rafiki works with the cream of the crop. They are perfectly positioned to match innovative clients with the best developers in South Africa. Thanks you!"

Anesu
Software Engineer | South Africa
"Working with Rafiki has been great. Excellent and proactive, catering extremely well to our schedule and requests. We really enjoyed working with them and we couldn’t recommend them more highly."

Niccolo Pantucci
Lead Agent | UK
"From the initial brief all the way through to project handover, our experience with Rafiki has been excellent. Their fractional freelancer model is clear, seamless and effective, and we look forward to continuing the working relationship."

Brett Matheson
Co-Founder | South Africa
“Rafiki has done a great job building out our brand, website and booking engine integration. Their team are super knowledgeable and helped us come to quick and well thought out product decisions that lead to us launching our first product in weeks rather than months”

Nicolas Beterette
Co Founder & CEO| Europe
"I am beyond thrilled with the exceptional work and partnership we’ve experienced with Rafiki Works in creating our new corporate CI and website. The results have far exceeded our expectations, and I am excited about the future projects we will undoubtedly embark on together. Thank you for making this a truly outstanding experience!"

Nicolas Mack
Founder & CEO | Germany
"It’s great working with such a talented and energetic team. From our first chat to the first project, everything about RafikWorks, works. I’ve really enjoyed the experience, and love the exposure to global clients."

Dan
Agency Owner | South Africa
"We were very impressed at the quality and speed of Rafiki's work and I'm really looking forward to continuing the relationship."

Ryan Beangstrom
Co Founder | South Africa
OUr work
More Fractional Work
A selection of projects handled by Rafiki's fractional talent community of senior freelancers, consultants, and micro-agencies.




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Ready to build something special?
Let’s discover, design, build & grow your project together.
FAQs
Everything you need to know about Rafiki's fully-managed service, the ideal option for projects needing additional support, end-to-end.
What is the typical turnaround time to get started?
After your enquiry, Rafiki’s team will typically send you a proposal within 24 hours, depending on the specifics. You’ll receive profiles, rate ranges, and project fit summaries. Talent can start as early as 72 hours, though most projects begin within a week of approval, with contracts and onboarding handled immediately on sign-off. Should you wish to negotiate rates and contracts directly, we’re able to support this engagement too.
How flexible are fractional engagements?
Engagements can start from as little as 2–20 hours per week or scale into full-time project coverage. You can hire individual specialists or complete micro-agency squads. Many clients convert successful fractional engagements into longer retainers or full-time roles, with Rafiki facilitating smooth contract-to-hire transitions when desired.
Should you need, Rafiki can provide Contractor of Record (CoR) or Employer of Record (EoR) services in 130+ countries.
How do payments and fees work?
Pricing varies by specialist, role, and region, but all fees are presented upfront with clear, transparent breakdowns. There are no hidden mark-ups. You receive consolidated invoices with full visibility into hours worked, deliverables, and supporting documentation where required.
For teams that want fast and affordable cross-border settlement, Petl Pay supports payments across regulated fiat rails and stablecoin mechanisms. This includes invoicing and settlement in USD, EUR, and GBP, as well as direct cross-border payouts into ZAR and other supported African currencies.
Clients are invoiced through Petl Pay, which manages invoicing and payments securely for work delivered via Rafiki. Should you not wish to leverage Petl Pay, you will simply recieve and invoice with project-specific bank details. This payment will be redirected into the relevant wallet or bank details for the talent/s engaged automatically.
If you prefer to handle payments directly and transact off-platform, Rafiki can accommodate this and support coordination as needed.
How does Rafiki ensure quality and accountability?
Rafiki focuses on experienced operators rather than open marketplaces. Engagements are clearly scoped upfront, and delivery expectations are aligned between client and specialist. Where needed, Rafiki can support ongoing check-ins and delivery oversight.
What does Rafiki Works do?
Rafiki Works places AI-leveraged fractional operators who deliver scoped outcomes across AI engineering, automation, GTM and growth. You can engage us three ways: managed delivery where we own the outcome, talent-to-business placement where you manage directly, or a full systems build with handover to a vetted specialist for ongoing iteration. The result is senior output without a senior salary or a six-month hire.
What does a typical engagement look like?
Engagements can start from a few hours per week and scale to multi-day or full project coverage. You can bring on a single specialist or a small senior-led squad. Common shapes include fractional AI engineer, fractional GTM lead, automation build, and full systems build with handover. Many clients convert successful fractional engagements into longer retainers.
How do you vet fractional specialists and micro-agencies?
We take a three-stage approach to vetting every applicant. Following an application, top prospects are invited for an interview where we assess their skills, experience, and work aspirations. We prioritise skill and output over traditional degrees or titles, and we cross-check all references or testimonials before acceptance.
To date, fewer than 1% of applicants have been accepted into our Experts in Residence programme. This includes both individual specialists and sector-specific micro-agencies, teams experienced in delivering design, tech, and marketing solutions for early-stage startups, growth-phase businesses, and established agencies. Every approved expert is verified through ongoing project feedback and KYC compliance checks inside Petl, our payments provider.
How is Rafiki different from an agency, a marketplace, or a full-time hire?
An agency bills project rates then hands you juniors. A marketplace leaves you to manage contracts, compliance and quality alone. A full-time hire is slow and the wrong shape for where most teams are. Rafiki gives you a small, senior, AI-leveraged team that owns the outcome, and gets faster and cheaper as the models improve. You are swapping a vendor, not running a reorg.
How AI-fluent is the talent, and why does that matter?
The majority of our bench uses tools like Claude Code and ChatGPT as daily working tools, and our management team builds production AI systems, including the MCP server that powers our own talent pool. It matters because the human brings the judgement and taste while AI absorbs the rote work, so you get senior-quality outcomes faster and at lower cost than a traditional hire.
We've spun out Petl Pay, a standalone platform for studios, agencies, and contractors.













