What does it take for a technology company to remain relevant, impactful, and useful in Ghana for 20 years? The answer lies not just in innovation, but in consistency, bold thinking, and a deep commitment to people, especially the merchants, businesses, and everyday customers who believed in the journey. 

20 & Evolving, our 20-year journey, captures that with honesty and pride. It tells the story of a company that began with small ideas and big dreams, navigating change, near-failures, breakthrough moments, and everything in between. Told through the voices of those who lived it, the film reflects on what it truly means to build in Ghana, not just for profit, but for progress and impact.

READ ALSO: A Letter to God – Alex Bram’s Speech at Hubtel’s 20th Anniversary

For our merchants, this is your story too. You’ve been a part of every milestone, from embracing new tools to giving feedback that shaped better products to trusting us with your business every single day. We celebrate this journey with you because we couldn’t have done it without you. 

But this is not the end. As the documentary reminds us, the journey is only just beginning. The next 20 years will require even more creativity, partnership, and purpose. 

Watch the full documentary here: 20 & Evolving 

Let’s continue building something extraordinary — together. 

Onyxma, as an Oil Marketing Company (OMC), is committed to delivering high-quality fuel and energy solutions directly to customers while enhancing overall customer experience through quality service and support.

Given the nature of the industry, three key factors are crucial to its operations: the speed of transactions for efficiency at service points, a smooth system for easy service, and an exceptional customer experience that builds loyalty and satisfaction. 

READ ALSO: How Hubtel’s USSD is Improving Niobe Spa’s Customer Experience 

Decision to use Hubtel 

For Onyxma, they are continuously seeking ways to improve their efficiency and enhance customer satisfaction. This is because, in the industry they operate in, these two factors account for retaining customers. A key area they aimed to improve was their payment process.    

“As part of our commitment to improving efficiency, we have focused on refining our payment processes,” explains Mr. Kumah, Manager at Onyxma. “And for us, this is where Hubtel’s USSD is most beneficial to our operations.

It makes payments easy for our customers because, regardless of their network, they can easily dial the code and pay, even without the need for the internet.” 

“I would say it is a win-win situation for both us and our customers because payments are processed faster for us, and customers can make easy payments without additional costs.” 

No Hidden Costs, No Charges 

Initially, Onyxma was cautious about signing up for Hubtel’s USSD due to concerns about potential costs. However, they quickly realized that onboarding and usage came with no hidden charges. 

As Mr. Kumah explains, “We assumed there would be extra expenses involved, but discovering that Hubtel’s USSD service has no hidden costs or charges for onboarding, and that the transaction fee was capped at 1% made our decision easy.” 

Real-time transaction monitoring and easy reconciliation 

The benefit of using Hubtel’s USSD for Onyxma was not just how it made it easy for their customers to pay. It also provided other advantages, such as real-time transaction monitoring, as well as making reconciliation easy. 

“The web dashboard that accompanies the USSD also allows us to monitor daily transactions as they happen. With this, we have a clear overview of all transactions processed by Hubtel, making it impossible for any theft risk,” says Mr. Kumah. 

He adds, “Additionally, the back office provides in-depth insights through the sales reports we generate. This makes reconciliations easy, as transactions are recorded in real time, eliminating the need for manual bookkeeping and the errors that come with it. This effectively addresses issues of miscalculations and missing funds.”  

Hourly settlement 

The hourly settlements that Hubtel provides also benefit the company’s operations. Given the nature of how OMCs operate, they often need readily available funds to manage their entire supply chain—from import to sale at the pump—to ensure smooth station operation.  

Highlighting the significant impact this has on their operations, Mr. Kumah stated that: “One of the key factors that convinced us to adopt Hubtel was the speed at which transactions are processed and reflected in our accounts.

Previously, delayed settlements created challenges for restocking and managing urgent expenses. Now, with settlements processed within an hour, funds are promptly transferred to our designated account for immediate operational needs.” 

The outcome: Enhancing Onyxma’s service operations with Hubtel USSD 

The decision to use Hubtel’s USSD has been particularly impactful for Onyxma. This is because the speed at which customers can pay has enhanced their overall experience, eliminated the risk of theft, and significantly improved operations. 

“I can confidently say that the ease of making payments has contributed to our steady progress,” says Mr. Kumah. “With 32 stations currently in operation, the benefits of using Hubtel’s USSD have been significant for both our customers and us.

While it may take time for all our customers to adopt it, the convenience and speed of Hubtel’s USSD make it a worthwhile move. Customers who currently use the USSD for payments are happier with the process,” Mr. Kumah concludes. 

Final Reflection 

Onyxma’s experience with Hubtel’s USSD demonstrates how digital payment solutions can transform operations in the oil marketing industry and across various industries.

By eliminating extra charges, enhancing transaction tracking, and enabling rapid hourly settlements, Hubtel has significantly improved both operational efficiency and customer satisfaction.

This digital shift not only minimizes risks associated with cash handling but also equips businesses with the agility needed to thrive in an ever-evolving market. 

At Niobe Spa & Salon, luxury is not just about the services offered—it is the entire experience, from the moment a client walks in, to the moment they leave. Niobe has built a reputation for delivering the finest in self-care, creating a calming experience for clients.  

However, its payment process did not quite match that ease, occasionally adding discomfort for both staff and clients. Recognizing the importance of every touchpoint, the team sought to enhance the payment process to match the comfort clients feel throughout their visit. 

READ ALSO: Bakeshop Classics’ Recipe for Success

“We promise our clients relaxation and ease, but our payment system was doing the exact opposite,” says Miss Ampong, Front Desk Manager. “Clients would finish their treatments feeling refreshed, only to be delayed at the payment stage. It was frustrating, and we knew we had to fix it.” 

The Payment Problem 

Before Hubtel, Niobe Spa & Salon relied on different payment platforms, many of which had recurring issues. Internet connectivity problems and system failures meant that transactions often took longer than expected, leaving clients waiting unnecessarily. This was particularly frustrating for those who preferred digital payments, as they expected a quick and convenient experience. 

“It was embarrassing when a client could not complete a payment because the system was down,” Miss Ampong explains. “People expect smooth service from start to finish, and payment delays were taking away from that experience.” 

The frequent delays not only affected customer satisfaction but also had an impact on the spa’s operations, as staff had to spend extra time resolving payment issues instead of focusing on delivering exceptional service. These challenges disrupted the flow of service and did not align with the spa’s commitment to providing a smooth and relaxing experience. 

The Hubtel Discovery: A Solution That Offered Convenience 

Niobe Spa & Salon needed more than just another payment option—they needed reliability, speed, and simplicity. The ideal solution had to work efficiently at all times, regardless of internet connectivity. This would enable every client to make payments without disruptions. 
 
“We wanted something that just worked no matter the time of day, no matter the network, and without our staff having to troubleshoot,” Miss Ampong says. “It wasn’t just about making payments; it was about protecting the service our brand is known for.” 

Through a recommendation, Niobe Spa & Salon was introduced to Hubtel’s USSD. Initially starting as a trial, it quickly became a fundamental part of their operations. Transactions became quick and reliable, eliminating the frequent downtimes they had previously faced. Best of all, the payments no longer depended on internet availability. 

“The first time we used Hubtel, we immediately saw the difference,” Miss Ampong recalls. “A client completed their payment in seconds, and the transaction was quickly processed. No more waiting, no more apologizing for system failures just a straightforward, efficient process.” 

From Payment Delays to Instant Transactions. 

Since adopting Hubtel’s USSD, Niobe Spa & Salon has seen a significant improvement in their payment process. The switch has not only simplified operations but also enhanced the overall customer experience.  

“Switching to Hubtel’s USSD service has brought clear and immediate benefits for us and our clients. Now, our customers can quickly complete their payments without unnecessary waiting, thanks to the fast processing of payments through USSD. What’s even better is that they do not need to rely on Wi-Fi or mobile data, so payments can be made from all branches, at any time” Miss Ampong remarked. 

Beyond Payments: Strengthening Customer Trust 

By addressing payment-related challenges, Niobe Spa & Salon has been able to improve both operational efficiency and customer satisfaction. With a payment solution that aligns with the spa’s commitment to convenience, clients leave feeling relaxed—not just from their treatments, but from a smoother experience that supports their trust in the spa. 

“Hubtel is more than a payment provider to us—it is a partner in our business,” Miss Ampong says. “We no longer stress about payments. We can now focus on what truly matters: delivering exceptional service to every client who walks through our doors.” 

Embrace the Future of Payments Today 

By choosing Hubtel’s USSD service, the spa not only improved its payment process but also created a smoother experience for both clients and staff. With faster payments, and easy tracking, Hubtel offers a solution that aligns with the need for convenience and reliability. When we simplify operations, it becomes easier for customers too. Ready to make your business operations easy? Sign up now and transform your business experience. 

To mark Hubtel’s 20th anniversary, we came together for a night that was nothing short of unforgettable. Codes After Dark was all about connecting, letting loose, and simply having a blast. We shared good food, great music, electric performances, and a fireworks finale to remember. 

Here’s a quick look back at a night of pure bliss 

• Guests arrived from 6:30 PM 

• Welcome champagne at the entrance 

• Photo booth  

• Champions League match live streaming 

• Party kicked off with MCs and DJ Sleek 

• Artist performances  

• Fireworks  

• Goat soup to end the night 

Performing Artists

Why we chose these artistes to celebrate Hubtel at 20 

When a company turns 20, the world expects celebration. 
But we didn’t want confetti and speeches. 
We wanted something more, something that would tell our story. 

Because at Hubtel, we haven’t just been building software. We’ve been building something human. A company grounded in Ghanaian ingenuity, resilience, and heart. And what better way to tell that story than through music? 

So when it came time to choose who would perform at our 20th anniversary staff party, we didn’t just pick artistes based on popularity. We chose voices that resonated with different moments in Hubtel’s journey, from our first fragile Friday nights to the reinventions that have kept us relevant. 

This wasn’t just a playlist. It was a timeline. 
Here’s what each artiste meant to us: 

Lasmid — Our Friday Nights in Code 

In 2006, when our founding team was just ten people, Friday nights weren’t for chilling, they were for surviving. Surviving long deployments, delayed MoMo integrations, and proposals that had to be reprinted five times. 

When Lasmid’s “Friday Night” came out, it gave a voice to what our Fridays used to feel like. Chaos, exhaustion… and the quiet satisfaction of another week lived and built. 

His performance wasn’t just nostalgic, it was a tribute to the early grind. 

Kwaw Kese — The Madness We Believed In 

Starting a tech company in Ghana in 2005 with no capital, no office, and a cracked laptop sounds like a bad idea. But we believed in it. 

That kind of belief? It’s a little mad. 
Just like Kwaw Kese’s “Abodam”, which became an anthem for every misfit who dared to dream differently. 

When we pitched SMS billing to banks in dusty shoes, that song played in our heads. 
It reminded us that boldness doesn’t always look pretty, but it always pushes the boundaries. 

Dancegod Lloyd — Our Design in Motion 

At Hubtel, design isn’t just how something looks, it’s how it moves. And nobody embodies movement like Dancegod Lloyd. 

Our UX and Design teams have turned chaos into clarity. Over the years, we’ve evolved from “kelewele-sized buttons” to fluid, world-class interfaces. We’ve made mistakes, taken feedback, and grown. 

Dancegod Lloyd reminded us that like great design, dance can say everything, without saying a word. 

Samini — The Legacy We Still Stand On 

Some teams at Hubtel don’t seek the spotlight. Infrastructure. Finance. Internal Affairs. These are the foundations. The reason the app works, the lights stay on, and salaries land on time. 

Samini’s career, rooted in Ghanaian tradition, yet constantly evolving, mirrors that quiet strength. He’s adapted through eras, reinvented his sound, but never lost his identity. 

Like our backend teams, he is the proof that strength isn’t loud, it’s enduring. 

Guru — Our Hustle from the Streets Up 

Our Commercial and Major Accounts teams are not in fancy boardrooms. They’re in markets, gobe and waakye joints, convincing business owners that “click and deliver” is better than “cash and carry.” 

Guru, who is now also the SRC president at the University of Ghana, represents that same street grit. His career is a masterclass in showing up and staying relevant, no matter where you start. 

Kwesi Arthur & KelvynBoy — The Fight to Stay Relevant 

Ask our Product and QA teams, and they’ll tell you: it’s not hard to build something. 
What’s hard is keeping it great. 

Customers expect more with every update. The app that worked yesterday? It’s old news today. 

Kwesi Arthur and KelvynBoy know this feeling. They’ve both had to keep evolving, musically, personally, professionally to stay ahead. 

Their performance reminded us: reinvention isn’t a phase. It’s a habit. 

Wendy Shay — The Power Behind the Curtain 

At every company, there are people who make sure things are working, logistics, facilities, admin, support. Their names may not be in the headlines, but without them, the company would grind to a halt. 

Wendy Shay understands that life. Her career, built through silence and strength, reflects the reality of many women in music, powerful, consistent, under-credited. 

She was a perfect tribute to the Clare Agyekums and Augustina Barnors of Hubtel, the glue that holds it all together. 

Sarkodie — The Standard of Excellence 

If there’s one thing our Engineering and Marketing teams agree on, it’s this: success is not a one-time thing. You have to keep proving yourself. 

Like shipping a great app and marketing it well, Sarkodie’s career is built on consistent delivery. Every drop is better than the last. Every release is a performance. 

He is not just a rapper. He is a reminder of the power of focus, craft, and staying power, values we hold dearly at Hubtel. 

EL — The Art of Reinvention 

EL’s career speaks to a truth we know well at Hubtel: success doesn’t last forever. 

You can be on top today, and in the shadows tomorrow. What matters is what you do next. EL didn’t stop after his peak. He kept experimenting, kept going, kept showing up. 

His performance reminded us that when our season of silence comes, and it will, we too must find a new rhythm and keep moving. 

Fameye — The Humility of a New Beginning 

After COVID, when the world was figuring out what really mattered, a quiet voice emerged. Fameye. 

His songs weren’t loud. They were honest. And they spoke to something we were building too, the Hubtel Quick Commerce App. 

We didn’t just want to deliver jollof. We wanted to deliver a future, a world-class, proudly Ghanaian app that says: we can build great things here. 

Not from Silicon Valley. From Accra. 
Not by outsiders. But by us. 

Peter leba. Fameye reminded us, the future is already here. 

King Promise — Our Name Is Also a Promise

King Promise closed the night. And it was perfect. 

He is Ghana’s Artiste of the Year. Polished. Consistent. World-class. 
But like us, he took his time. And like us, he never compromised on quality. 

That’s what Hubtel is about now. Not just growth but greatness. 
Not just features but meaning. 
Not just technology but impact. 

After 20 years, we still believe that Ghana can build the best apps, the best platforms, and the best companies, right here. 

We believe that Hubtel is not just a name. 
It’s a promise. 

Moments We Loved 

Cheers to 20 Years🎉

To the entire Hubtel team  
You made it unforgettable. 
Thank you for the energy, the laughter, and the love. 

Kokomlemle, Accra – April 2025: Hubtel, the leading Ghanaian payment services provider commemorates its 20th anniversary this year. Since its founding in 2005, the company has been on a mission to make it easier for businesses to connect with customers.

Over the past 20 years, Hubtel’s story has been defined not only by bold decisions and breakthrough innovations but also by our willingness to learn from failure. Each setback has served as a stepping stone toward growth.  

The brand story started with SMSGH enhancing business-to-customer communication through bulk SMS messaging which quickly gained traction across the country.

What began as a small idea from three graduates on the campus of Kwame Nkrumah University of Science and Technology has evolved into a company with the potential to become Ghana’s first tech unicorn.

As of 2023, Hubtel had securely processed nearly GHS 160 billion worth of transactions and transfers, a staggering achievement that solidifies its position as the leading payment services provider in Ghana. 

Today, the company serves over 8,000 businesses, 12 million customers and works with 932 delivery riders across eight cities in Ghana. The significant expansion from just three founders to a team of 722 talented professionals is a testament to its capacity to innovate and lead in the competitive fintech space. 

Speaking on the significance of this milestone, Alex Bram, Co-founder and CEO of Hubtel, said, “Reaching this 20-year milestone reflects our relentless focus on innovation and community. It’s a moment of pride, and we are proud of the role we’ve played in Ghana’s fintech growth.” 

Hubtel has pioneered innovations that have simplified commerce through its power app, enhanced government service delivery, and improved financial inclusion. The company’s Corporate Social Responsibility arm, Hubtel Pledge, has supported significant community projects.

In 2024, it contributed to the renovation of an 18-unit classroom block at St. Augustine’s College, which includes a state-of-the-art coding lab.

They also partnered with Amazon Web Services in 2023, to support the AWS B.A.S.I.C.S Summer Camp. This further highlights their commitment to community growth, with staff volunteering their expertise to train the next generation of tech leaders. 

Ernest Apenteng, Co-Founder and General Manager, emphasized, “Our journey is not just about numbers but about impacting lives. Hubtel’s focus has always been on empowering communities, and that commitment will continue.” 

In addition to these initiatives, Hubtel was recognized at the Ghana Fintech Awards in 2022, winning multiple accolades including Fintech Company of the Year, Fintech Platform of the Year, and IT/Tech Firm of the Year. These awards highlight the Hubtel journey and its role as a leader in driving financial innovation in Ghana. 

As part of the celebration, Hubtel will be hosting an exclusive thanksgiving dinner, bringing together partners, customers, and employees to celebrate this milestone, reflect on our achievements, and look ahead to an even more exciting future. 

This celebration is for every business, customer, and partner who has been part of our journey. As we step into the future, we are not merely chasing possibilities; we’re shaping the future of digital payments and e-commerce in Africa.  

With a solid foundation and an unwavering commitment to innovation, Hubtel remains dedicated to driving Africa forward by ensuring that everyone can find and pay for everyday essentials.  

Here’s to 20 years of connecting businesses to communities!