UK tech SMEs must go deep into new markets to succeed overseas
UK technology SMEs should focus on building strong positions in carefully chosen markets rather than expanding too broadly overseas, according to Cindy Van Niekerk, CEO of Umazi, who will speak at techUK’s International Trade Conference on 3 March.
Van Niekerk will draw on Umazi’s experience securing business across the Gulf region and Crown Dependencies to outline what it takes for UK technology companies to expand internationally. She will discuss the importance of local partnerships, regulatory alignment and sustained in-market support when entering new markets.
Umazi began building international relationships by addressing compliance use cases identified by organisations in the Gulf region and Crown Dependencies. This early engagement helped the company assess demand before committing significant resources to overseas expansion.
The company’s international growth has included winning the fintech prize at the Isle of Man Innovation Challenge, where judges noted the technology “makes doing business in the island easier,” helping to build credibility with government, regulators and financial institutions.
Cindy said: “Umazi’s international traction came from solving a real compliance problem. Organisations in the Gulf and Crown Dependencies were already looking for more digital ways to verify companies, which helped us validate demand before committing export resources.”
“One of the biggest lessons we learned is that digital services are not automatically borderless. Data sovereignty requirements, local regulation and procurement frameworks create real market-by-market friction, and building trust takes sustained effort and local partnerships.”
“For SMEs looking to export, the key is to focus on one market and go deep rather than spreading resources too thin. Success comes from building the operational infrastructure to deliver internationally, not just generating interest.”
Van Niekerk will also highlight the role targeted trade support can play in helping technology companies expand internationally.
“The most valuable support we received was a single warm introduction. An introduction from the UK Department for Business and Trade to Bahrain’s Economic Development Board opened an entire commercial ecosystem that we could not have accessed alone.”
“What worked was continuity and depth, not one-off events, but sustained partnerships where organisations actively support commercial outcomes.”
Van Niekerk will take part in a fireside chat from 12:50 to 1:15pm at techUK’s London offices as part of the International Trade Conference, which brings together technology SMEs and trade specialists to discuss international growth opportunities.