When we think of African innovation, we often picture big headlines or tech unicorns. But behind the scenes are everyday visionaries — building quietly, fiercely, and with purpose.
Ifeoma is one of them.
In our very first Founder Stories series, we sat down with Ifeoma Martins, the founder and CEO of Accretio. Her journey is a masterclass in tenacity, self-belief, and redefining what it means to build a purposeful business from Africa, for Africa. Ifeoma’s story isn’t just about business growth — it’s about personal growth, facing fear, and building a legacy that inspires the next generation of African women leaders.
The Beginning:
“I’ve always known I wanted more.”
Ifeoma’s entrepreneurial spirit was shaped by her roots in Enugu State and her upbringing in Lagos. Despite starting her professional career later than most, she always knew she was meant to create something of her own.
“I didn’t have many role models who looked like me. But I had this hunger to change things — to do work that matters and make people’s lives better.”
But like many founders, fear almost held her back: “What if I fail? What if I can’t build something successful?” she wondered. It took a nudge from her entrepreneurial husband and the courage to face the unknown to launch Accretio finally.
Why Accretio? Seeing the Gap, Building the Bridge
Her last role as COO of a talent technology company opened her eyes to a crucial gap: the disconnect between businesses and the right talent, especially across Africa’s diverse markets. “Africa isn’t just one market — it’s 54,” Ifeoma explains. The nuances of each country’s talent landscape were being overlooked, and she knew there was a better way.
With Accretio, she set out to change how companies approach talent strategy, making it central to business growth, not just an afterthought.
In her own words:
“I started Accretio because I experienced the problem firsthand — and I didn’t see anyone solving it for people like me.”
Building Through Hardship: Fear, Bootstrapping, and Small Wins
“People think you need funding or a co-founder from day one. But I started with an idea, a Canva account, and relentless execution.”
Starting Accretio was anything but easy. The biggest hurdle? Overcoming the fear of failure and the constant worry about finances. “We started with just two people, and every month was a scramble to pay salaries,” Ifeoma recalls. Accretio is fully bootstrapped, built on grit and the support of her close friends and family.
There were nights when she questioned everything. “I cried. A lot,” she admits with a soft laugh. “There were months I couldn’t pay myself. But even in those moments, I knew this work mattered.” Realizing she had built a stellar team capable of winning. “With this team, we can do anything,” she said.
Every founder remembers that first big win. For Ifeoma, it was getting her first client.
One of Accretio’s first major breakthroughs came through a client who found them via social media. “We weren’t even running ads,” Ifeoma says. “They just saw how intentional we were and reached out.” That one client led to another. And another. Eventually, the referrals started to snowball.
But success, she insists, didn’t change the mission. “This will always be about people first.”
“It felt like everything we’d suffered through — the nights, the Nos — was worth it.”
But she’s also honest about the hard parts:
“Entrepreneurship isn’t glamorous. It’s lonely. It’s scary. But if your mission is clear, you’ll survive the storms.”
On Leadership, Legacy, and Gender
As a woman in business, Ifeoma is breaking ceilings — not just for herself, but for the next generation. Inspired by Ngozi Okonjo-Iweala, Ifeoma believes in learning relentlessly and proving that no matter your background, you can rise to the top.
While she hasn’t faced overt bias, she’s keenly aware of the barriers many women encounter. Her leadership style? Lead with kindness and empathy, but never mistake kindness for weakness.
When asked what leadership has taught her, Ifeoma pauses. “It’s not about having all the answers. It’s about holding space for others while figuring things out together.”
She’s not the kind of leader who hides the hard stuff. She shares her failures openly, mentors with heart, and surrounds herself with a team that believes in the same north star.
What makes Ifeoma different isn’t just her business savvy — it’s how she leads.
“Being an African woman in business means I lead with empathy. I don’t have the luxury to be careless. I’m building for people like me.”
As for the future?
“I want to build something bigger than me. A legacy of boldness — so more African women know they can do this too.”
Her legacy? To be both a global voice for Africa and someone who inspires young women to believe, “If Ifeoma did it, so can I.”
Myths, Mistakes, and Advice for Aspiring Founders
Ifeoma debunks the popular myth that “everyone can be an entrepreneur.” She believes in following one’s true calling, not chasing trends. She also warns: entrepreneurship is not a get-rich-quick scheme — most founders are broke for a long time!
Her advice: validate your idea with data, not just your gut feeling. And don’t be afraid to bootstrap. Fundraising is great, but it’s okay to start small and prove your value.
Her biggest mistake? Hiring the wrong person. But she acted fast to correct it, learning that attitude matters more than skills.
For Ifeoma, the right attitude is everything. She looks for people who are reliable, eager to learn, and willing to punch above their weight — not just those with experience.
Work-Life (Im)Balance and Burnout
If you ask Ifeoma to describe herself, she’ll tell you she’s a “multi-potentialite” — someone who can do many things well. She’s ambitious, driven, and has a mission to build, grow, and make an impact. Yet, outside the boardroom, she’s a lover of shoes (with a collection to prove it!), a family person, and an expert in table tennis.
Work-life balance, Ifeoma says, is a myth for high achievers. Sometimes, work takes over — and that’s okay, as long as you find time to recharge. Burnout pushed her to leave her last job, and in that pause, the idea for Accretio was born.
She also protects her peace:
“I unplug. I rest. I don’t believe in burnout-as-a-badge. Our joy is part of the resistance.”
The Road Ahead
Today, Accretio continues to grow—one intentional placement at a time.
Accretio is evolving into a pan-African leader in talent solutions, with plans to roll out tech-driven offerings for businesses and individuals.
The company is launching new initiatives, expanding its talent network, and will be hosting monthly webinars to bridge the gap between talent and opportunity.
And Ifeoma? She’s just getting started.
Her story isn’t one of overnight success. It’s the story of a woman who refused to let rejection be the end of her career narrative. A woman who didn’t wait for change—she became it.
If you’re reading this and wondering if your dream is valid, Ifeoma has one thing to say:
“Start with what you have. And if all you have is your voice, use it.”
Final Thoughts
Ifeoma’s journey is proof that building a business in Africa — as a woman, as a founder — is about more than profit. It’s about purpose, resilience, and leaving the door open for those who follow.
“Support us by buying into our vision, working with us, or referring us to those who need our solutions.”
Help us spotlight more founders like Ifeoma
Know a woman, aspiring founder, or entrepreneur building something powerful in Africa? Send us an email or nominate them via Founders story submission form
