Built on Trust, Sustained by Consistency: How Hubtel Became Africa’s Trusted Platform 

Trust is a value you earn over time as a business, through consistency, delivery, and responsibility. For Hubtel, this has meant focusing less on quick wins and more on building systems merchants can rely on over time. 

In an interview on Under 40 CEOs, Hubtel CEO Alex Adjei Bram reflects on how that philosophy has guided the company’s journey since 2005, when he launched the business on the same day he completed his studies at Kwame Nkrumah University of Science and Technology. What began as a simple solution to slow business communication has grown into a platform trusted by thousands of businesses and millions of users across multiple African markets. 

“It was a natural solution to a problem that existed then. Companies were communicating slowly, and mobile could fix a whole lot.” 

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From the very start, Hubtel focused on solving real, operational problems for businesses. Delayed communication did not just slow processes; it weakened customer confidence. By leaning into mobile technology early, the company built systems designed to work reliably, even as scale increased. 

As Africa’s digital landscape evolved, Hubtel recognised that communication and payments were deeply intertwined. 

“In our part of the world, mobile is the primary tool of communication. To reach everybody, you need to go through a mobile connection of some sort.” 

This understanding shaped Hubtel’s evolution from a communications platform into a payments and aggregation partner that helps merchants receive payments across channels, in store, online, and on mobile, without complexity. 

Consistency also defined how the business grew. Rather than pursuing rapid expansion, Hubtel chose reinvestment as a strategy, strengthening infrastructure, improving systems, and building internal capability. 

“Revenue is good, but our focus is mainly on reinvesting a huge chunk of our revenues to keep the business growing.”  

That discipline supported careful expansion into markets including Nigeria, Kenya, and Cameroon, while maintaining the reliability merchants depended on. 

For Alex, trust has always been tied to credibility and responsibility. 

“We want to earn our seat at the table. We don’t want to buy our way in.” 

Today, Hubtel supports thousands of businesses across industries, from large enterprises to growing SMEs. Merchants trust the platform not because of promises, but because it works, consistently, securely, and at scale. 

READ ALSO: Hubtel Awarded Overall Best Fintech Partner at the MobileMoney Fintech Stakeholder Dinner & Awards 

“We always want to demonstrate clear value for customers.” 

Two decades on, Hubtel continues to build with the same mindset it started with, showing up, reinvesting, and delivering value. For the merchants who rely on its systems every day, that consistency is what turns technology into a long-term partnership.