PwC Africa Family Business Survey 2025

What sets Africa's top family businesses apart?

Family businesses are central to Africa’s economic story, and leading firms are turning a complex operating environment into growth and momentum. PwC’s Africa Family Business Survey 2025 gathered insights from 79 family businesses across the region as part of a global study spanning 1,325 businesses in more than 60 territories. The findings show that top-performing family businesses are transforming the traditional strengths of family ownership into drivers of growth. 

Across the continent, family businesses are responding to priorities shaped by local realities. In West Africa, leaders are focused on fiscal stability, regional integration and infrastructure development. In Southern Africa, they are managing energy constraints while accelerating the shift to more reliable power systems. In East Africa, they are advancing digital transformation, expanding trade and logistics networks, and building innovation-led ecosystems. 

As converging global megatrends intersect with the realities of different markets across Africa, leading family businesses are drawing on the strengths that have long defined them to create competitive advantage and sustain growth. 

Growth amid uncertainty 

Sixty-six percent of respondents reported single- or double-digit sales growth last year, ahead of the global average of 57%. Despite inflation, regulatory reform, and shifting market conditions, family businesses continue to grow with discipline. Looking ahead, 53% expect steady growth over the next two years, while 27% are pursuing faster expansion. Technology and AI are central to these ambitions, ranking among the top investment priorities. 

Purpose as a growth lever 

Purpose has long been part of the identity of family businesses. Increasingly, it is also shaping performance. Across Africa, 87% of family businesses can express their purpose in a single sentence, using it to guide decisions on products and services. Businesses with a defined purpose are twice as likely to pursue ambitious growth. Yet fewer than half communicate that purpose externally, leaving a significant opportunity to strengthen trust and differentiation. 

Agility as a competitive edge 

More than half of Africa’s family businesses (52%) describe themselves as agile or very agile, ahead of the global average. Their ability to make decisions quickly helps them innovate faster, adopt technology more effectively, and respond to changing market conditions. 

Reputation as an asset to activate 

Trust remains one of the strongest advantages of family ownership. While 91% of respondents say protecting reputation is critical to long-term success, nearly a third believe it is increasingly vulnerable. Leading family businesses are responding by actively communicating their values and strengthening stakeholder trust. 

Capital deployed with intent 

Patient capital remains a defining characteristic of family businesses. Eighty-two percent reinvest profits to fund innovation and growth, favouring resilience and long-term value creation over rapid expansion. This disciplined approach supports sustainable growth and selective diversification. 

Tax on the strategic agenda 

Tax is becoming a more strategic business issue. Fifty-eight percent of respondents cite tax challenges, well above the global average, as reforms continue across major markets including Nigeria, South Africa, and Kenya. The strongest performers are treating tax not simply as a compliance requirement, but as an important consideration in long-term planning and decision-making.