Tag: Feature Story

Ghana’s leading payment services provider, Hubtel, emerged as one of the biggest winners at the 2025 Digital Innovation Awards (DIA), clinching four prestigious awards that highlight its impact in e-commerce, SME enablement, and digital innovation. 

The company was awarded: 

• E‑Commerce Platform of the Year 

• SME Digital Enabler of the Year 

• Innovation Team of the Year 

• Technology Innovator of the Year – awarded to Alex Bram, CEO of Hubtel 

The Digital Innovation Awards (DIA), formerly known as the Ghana Information Technology & Telecom Awards (GITTA), is Ghana’s premier recognition platform for excellence in ICT, digital transformation, and emerging technologies. Since its launch in 2010, it has grown into one of the continent’s foremost innovation awards, celebrating achievements across fintech, telecom, government, health, education, and agriculture. 

Often referred to as the “Oscars of the ICT industry”, DIA is now in its 14th edition and has taken a bold step into continental space. The 2025 edition officially introduced Pan-African categories, celebrating digital leadership and innovation across countries including Kenya, Nigeria, South Africa, Rwanda, Botswana, and Ethiopia. 

Speaking at the event after receiving all four awards on behalf of the company, Nana Owusu-Marfo, Head of UX & Marketing at Hubtel, shared: 

“These awards are not just a recognition of our work, they’re a powerful reminder of what’s possible when a team commits to solving real problems with heart, clarity, and consistency. From merchants to customers, our mission has always been to make everyday life a little easier and a lot more connected.” 
 
He added, “We dedicate these wins to every teammate, partner, and merchant who believes in what we’re building.” 

• E‑Commerce Platform of the Year celebrates Hubtel’s intuitive marketplace and quick-commerce innovation—bringing essentials like food, groceries, and bill payments to customers’ fingertips across Ghana. 

• SME Digital Enabler of the Year recognizes Hubtel’s continued investment in tools that help small and medium-sized businesses grow—such as POS systems, payment solutions, and messaging tools. 

• Technology Innovator of the Year, awarded to Alex Bram, affirms his role in pioneering local fintech and launching Ghana’s first AI Lab. 

• Innovation Team of the Year spotlights the engineers, product teams, designers, and delivery staff whose combined effort powers Hubtel’s ecosystem. 

As Hubtel celebrates its 20th anniversary this year, these awards come at a symbolic moment. They reinforce the company’s drive to expand nationally, launch AI‑powered tools, support local merchants, and keep innovating with impact. 
 
With these wins, Hubtel continues to lead the charge in shaping Ghana’s digital economy, and now, increasingly, Africa’s. 

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. 

The Honourable Minister for Justice & Attorney General, The Honourable Minister for Communication, Digitalization and Innovation, The Honourable Minister of Youth Development & Empowerment, Director of Fintech at the Bank of Ghana, Chairman of the Audit Committee of Hubtel’s Board of Directors, CEOs, Distinguished Guests, Head of Departments, Partners of Hubtel, Staff of Hubtel, Our Friends, Ladies and Gentlemen,

I’m sorry to disappoint all of you this evening. Unfortunately, I do not have a speech to give.

I have instead written a letter to God in the hopes that as you pray with us this evening, you will help me deliver this message to him.

My letter reads.

Dear God,

Tonight, I come before You not to ask, but to thank You.

20 years ago, none of us knew what lay ahead. Only You did.

When Ernest and I missed the chance to enter medical school at the Kwame Nkrumah University of Science and Technology — a moment that felt like the death of our life’s plan and that of parents’ dreams. You were quiet, but not absent. The door closed gently, and even in our disappointment, You were there, building a better purpose for our future. If only we could learn how to wait, study, and get ready.

We didn’t know it then, but that rejection was the beginning of the redirection — a divine pivot. I asked You for guidance during those uncertain times. I prayed, “Lead me, oh Lord. Guide me to be useful. Use me as a vessel.” And You did — not in the lecture halls or the laboratory, but in the corridors of life, through failure and friendship, through events that seemed ordinary at the time, but were heaven-sent.

You gave us the greatest education outside the classroom. In one of the lessons, I ran for political office as President of the science faculty and lost — not just lost, but lost badly and pathetically. It was so painful, but You had better plans for me.

You placed me in a different kind of leadership — not through votes, but through favour. When Francis Kwantwi Barima handed me the role of Republic Hall Week Chairman, I didn’t know that I was about to learn the very lessons I would need one day to start and run a company.

That hall week — that event — it became our proving ground. Ernest and I, along with seven others, including our most tireless teammate, the now Honorable Minister of Communication, Digitalisation & Innovation, Hon. Sam George, we gave it everything.

And You rewarded our effort. The success of that event gave us hope. It gave us belief. It gave us a can-do spirit. It gave us self-confidence to start anything. It gave us direction. It gave us Hubtel.

Dear God, I still remember the morning of the 12th of May, 2005. The last day of school. I stood before my mirror and prayed to You. And when I opened my eyes, I felt ready. I walked out with courage, not knowing what would come, but knowing You were with me.

That same day, I went to Adum and printed our first business cards. No investors. No office. No fanfare. Just a name and a dream, and the promise of Your guidance. That was the day You allowed Hubtel to be born.

In the beginning, we didn’t know what we were doing. We only knew that as long as we stood for good and pursued love for our customers and mankind, You will be with us.

Dear God, we remember with gratitude the early years — the fragile, uncertain days between May 2005 and December 2008 — when faith was often our only capital.

When Ernest and I returned to Accra after our time at KNUST, You reunited us with our dear brother, Leslie Gyimah. Teaming up with him, You gave us more than just a laptop and a car. You gave us courage — the kind that comes from old bonds and shared dreams and a special friendship that can only be built at St. Augustine’s College. This bond became the foundation of something greater. This made us all give freely — of our time, our tools, our spirit — and in those fragile early days, Your quiet support carried more weight than anyone will probably ever, ever know.

Last April, You called Leslie home. And while our hearts still ache, we remain forever grateful that You placed him in the Hubtel story. His fingerprints are on the foundation of this company, and his memory will live in everything we continue to build.

Dear God, when You rewarded our labour with our first sale in October 2005, it was a cheque for GHS 500 from North American Airlines. It meant everything. We carried that cheque from bank to bank for over six weeks, trying to convince someone, anyone, that we were a real business. And in that waiting, You taught us our first real lesson in patience and persistence.

Then more cheques came — from travel agencies, old school associations, churches, even people sending SMS messages for parties and funerals. It wasn’t glamorous. But it was real. We ended that first year with gross revenues of GHS 6,000. We saw it not as profit, but as confirmation that You were working. Working for us, working through us, working for our good, working — as long as we did your good.

While we worked hard, we fumbled through letters and proposals and invoice and code. We stumbled through meetings and presentations and those moody live demos. We chased ideas that didn’t work, and some that barely survived. But somehow, You kept our drive alive — sometimes just enough for the next day, just enough for the next idea, just enough for the next good signal, or just enough for the next prayer.

Through all the early days we couldn’t pay ourselves, all the early days we sacrificed everything, days we wondered if we were just being foolish, You whispered to our hearts, “Keep going.” And we obeyed.

Dear God, today we remember with gratitude the year 2006, when we began receiving attention from the more formal sectors — banks, insurance companies and even the Bank of Ghana. Somehow, You helped us carry ourselves well enough to enter the boardrooms that once intimidated us. There, You placed several mentors in our path — IT managers like Mr. Romeo Bugyei, Mr. Joe Adjei, Mr. Alex Kissi, Mr. Tamakloe and many others. They didn’t just buy from us; they shaped us. We watched them run their offices, structure their meetings, manage their people. And we adapted their ways. They were quiet teachers. And we thank You for each of them.

By the end of 2008, when our gross revenues exceeded GHS 1.2 million, we came to You with a new prayer: Lord, give us a place to grow. A place to plant ourselves and build.

You answered that prayer through Mr. Gideon Anim — our landlord who became so much more to us. A man whose humility, guidance, patience, and fatherliness could only have been heaven-sent. Through him, You showed us that provision doesn’t always look like a miracle — sometimes it comes wrapped in wisdom and presence.

Those years laid the foundation for our first office building. Quiet, steady, and sacred.

Then came a new dimension. A season of favor we had not seen before. In 2009, You shifted something in our favour. The mobile networks that once overlooked us began to notice. And once again, Your timing was perfect. Because we were ready; sharpened by the quiet years and strengthened by discipline. Our preparedness met the opportunity You sent through the doors of the telcos, and a new era began: premium SMS billing.

Through the next few years, from 2010 onward, You allowed us to become a conduit for information and access. Through SMS content messages, millions of subscribers across Ghana began to experience something new — personalized services in banking, entertainment, education and premium notifications. We were helping build not just a new digital culture but also preparing Ghana for a new age of service digitization.

And then between 2011 and 2015, You allowed us to rise to a position we had never imagined. Out of 47 value-added service providers, Hubtel claimed nearly 40% of the market. We had matured. We had earned respect. And when MTN Ghana named us, their Top Revenue Earning Partner, we knew it wasn’t just an award — it was a quiet confirmation from You, that we had stayed the course.

But even in the height of success, You reminded us not to be complacent. In 2015, as internet access grew, the world began to change again. The very market we had helped pioneer began to disappear slowly. Customers began to prefer online experiences over SMS ones. But with all these going on, some of the early successes had gotten too much into our heads.

Even when the signs of decline became undeniable and the market was changing fast, we moved to ignore these signs, relied on our own knowledge, and responded. We expanded — new hires, new regions, new countries. At first, it felt like progress. There was energy again. But the lessons came quickly. The declining momentum of late 2015 rolled into 2016 and collided with reality. We learned the hard way — what not to do, how not to scale a tech company.

Finally, in 2016 our growth slowed. The momentum dipped. It was hard. Very hard. But it was NOT a punishment — it was a new prompting.

You were calling us again: calling us to reinvent, calling us to rediscover, calling us to build for what’s next, not just what was.

Dear God, as I have mentioned to You several times, we are very grateful for the growing pains You put us through from 2016 to 2018. When our momentum stalled, and the outlook became bleak, we felt it — not just in the numbers but in our spirits. The path ahead was no longer clear. But even in the fog, You sent us help.

You sent us Stanford SEED — a gift we never expected. Through the Stanford Graduate School of Business and the guiding presence of a man named Hans Daniel Nilsson, You gave us new eyes to see. We began learning, truly learning, how to build for scale — not just to grow, but to grow well.

By 2018, despite several changes, we were almost broken.

Too many product failures. Too many wrong turns. Too many hard situations. We were battered — not just as a company, but as people. We questioned ourselves. We doubted our decisions. We wondered if the best days were behind us.

But You, oh God, had prepared a remnant.

A few among us were ready to begin again — not the loudest, not the most decorated, not the most skilled, not most gifted, but the humblest. They were willing to lay down old knowledge, unlearn old ways, and trust You for something entirely new.

And from that brokenness, You brought forth a rebirth. In just one year, You led us to build an entirely new platform. A new company, really. New systems. New processes. A new vision. The ashes of failure became the soil of resurrection.

And through it all, You never left us. You generated new strength for the people You had prepared for our rebirth. You surrounded us with a new team spirit — and elevated our relationships from just coworkers to brothers and sisters in purpose. We have become family. Your people who have become the Strategy Committee of Hubtel.

Dear God, I am happy that the humble people You gifted us with from those days of difficulty have become the people who have believed in the new vision, even when we all struggled to explain what Hubtel was becoming. They stayed. They built. They trusted. And they too became vessels in Your plan.

Thank You oh God for the gift of Augustine Adjei, Bill Inkoom, Eric Gershon Akoto, Daniel Frimpong, Elsie Bram, Francis Wilson, Eben Boffour, Owusu Marfo, Michael Adom, Patrick Asare Frimpong, Jonathan Ansah, and their teams.

Even though we have seen our fair share of storms — competitors with more money, ideas that failed, unspoken intentions that became lawsuits, partners who walked away, and loved ones we lost too soon. Through it all, You were there in the quiet after every storm, rebuilding us with each small victory and reshaping us with each small defeat.

Dear God, from these loins of near despair the year 2020 came upon us with a world reeling from uncertainty and pandemic. We are most grateful that even in our fear of what was to come You began to lift our eyes again. Slowly, steadily, You restored our footing in the most surprising style.

In the midst of the pandemic, fear and uncertainty, You helped us listen more closely — to our customers, to one another, and most importantly, to You. And in that stillness, You gave us clarity: that our purpose was never just to build a platform, but to build systems for the progress of the people of Ghana. To create order, simplicity, elegance, and access in the simple transactions of everyday life that we all take for granted.

You helped us see that commerce — the simple act of buying and selling — could become a force for connection, inclusion, and even healing. You allowed the work of our hands to find favor — in communities, in government policy, in delivery systems and in national payment platforms. You gave us voice not to boast, but to serve.

And so tonight, as we did on day one, with hands open and heads bowed, we do not celebrate ourselves. We mark 20 years of this journey with a pause and not an applause, and we bow our heads in gratitude to say: Lead us, Lord. Lead us into the next chapter with the same grace that brought us this far. Make Hubtel a place of hope — for young graduates, for striving retailers, for uncertain start-ups, for business owners, and even for struggling large companies. Make us a bastion of innovation — not for fame, but for impact. Make us a company operated for good — deeply human, deeply honest, and deeply useful. Let Hubtel be a reminder to all Ghanaians that when You are in the story, no beginning is too small, no loss is final, and no dream is out of reach.

Thank You God for opening doors we never knocked on.

Thank You God for bringing us opportunities we didn’t even know how to pray for.

Thank You for making Hubtel one of the early successful Ghanaian enterprises and a testament to Your promise that more companies like Hubtel are coming from Ghana, built by Ghanaians, for the good of the people of the Republic of Ghana.

Thank You, God, for constantly stretching our faith and repeatedly teaching us that growth isn’t always in the numbers, and that sometimes, it is in the resilience to show up again and again and again.

Thank You God for teaching us not to chase success, but to seek usefulness. And that in our pursuit to be useful, You give us success — in Your own time.

Thank You God for being there with your ever-present guidance, when we had to pivot and change direction, when our numbers outgrew our management capacity, when we became an uncomfortable political topic, when the media negatively noticed, when the public misunderstood what we stood for, and when unfamiliar storms brewed. Thank You for writing it all for our good.

Thank You for every mistake that taught us humility.

Thank You for every small win that reminded us of Your favour.

Thank You for every single person who walked with us — from the beginning until now.

Thank You for how far You have brought all of us gathered here tonight.

Thank You for how far You have brought Hubtel.

Thank You for how far You have brought the people and the Republic of Ghana.

In Jesus’ name, I pray with thanksgiving. Amen.

Thank You all for your attention.

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! 

We are excited to announce that Hubtel is now ISO 27001:2022 certified! 

What is an ISO 27001 certification? 

The International Organization for Standardization (ISO) is an independent, global body that sets standards for best practices across industries. Among these standards is ISO 27001, the internationally recognized benchmark for Information Security Management Systems (ISMS). 

This certification provides companies with a structured framework for establishing, maintaining, and improving their information security management practices. 

For Hubtel, achieving this certification means we have implemented industry-best security measures to protect data, mitigate risks, and uphold the highest security standards in managing sensitive information.

We have been compliant with the previous standard, ISO 27001:2013, since 2020. With this latest certification, we have strengthened our security framework even further, ensuring continuous protection, resilience against evolving threats, and greater trust for our customers and partners. 

What does this mean for our Customers and Partners? 

Security has always been a top priority at Hubtel. This certification reinforces our commitment to safeguarding our systems, customer data, and partner information. 

1. Strengthened Security & Reduced Risks 

We have taken proactive steps to reduce vulnerabilities to cyber threats. With a robust system in place, we can swiftly respond to evolving security risks while ensuring our people, processes, and technology are equipped to handle potential threats. 

2. Protecting Critical Information & Assets 

We have prioritized securing critical assets such as financial records, intellectual property, employee data, and third-party information. Our centrally managed security framework ensures that all information—whether paper-based, cloud-based, or digital—is protected, confidential, and easily accessible when needed. 

3. Enhanced Efficiency & Cost Savings 

By optimizing security operations, we have improved efficiency while ensuring long-term cost-effectiveness. Our structured approach to risk management and resource allocation helps us maintain operational stability without unnecessary expenses. 

READ ALSO: Beyond Instinct: How the Code Confidence Index (CCI) is Transforming Code Quality at Hubtel 

With this certification, Hubtel joins a select group of global enterprises with world-class information security practices. Our customers and partners can trust that their data is handled with the highest level of security and compliance. 

For more details about our security measures, visit Hubtel’s Information Security Policy. 

You can also view our official ISO 27001:2022 certificate here.

Picture this: It’s the end of the week, you’ve run out of groceries, and your electricity and water bills are staring at you, waiting to be paid. You don’t have money readily available to cover all these expenses upfront. 

We have the right solution for you in this situation: Pay Small Small. A new payment option on the Hubtel app that does exactly as the name suggests. 

What is Pay Small Small? 

Pay Small Small is a flexible way to manage your expenses. With Pay Small Small as a payment option, you do not have to pay the full amount upfront. It allows you to settle your everyday expenses in four installments. First, you make an instant payment of a fraction of the amount, and the rest is broken down into three equal weekly installments, with interest included.

Pay Small Small is: 

Budget-friendly 

Pay Small Small enables you to spread costs into smaller, more manageable payments. You can enjoy what you love in real-time while making payments in three weekly installments after paying only a fraction of the amount upfront. 

Offers financial assistance 

By breaking down expenses into smaller, more manageable payments, Pay Small Small provides the financial assistance needed to afford everyday essentials and sort out bills without having to settle the full amount upfront. 

So, how does this work? 

When paying a bill at checkout on the Hubtel app, just choose Pay Small Small as your payment option. 

If it is your first time using this payment option, you will need to complete the activation process first with your Ghana card and a photo, which will be verified against your ID by the National Identification Authority (NIA). 

To be eligible for Pay Small Small, you must have a good credit rating of 400 or above. A credit score algorithm determines this based on your purchase history and other factors.

Once approved, you can proceed to use it as your payment option. You won’t have to go through the verification process again the next time you use the feature. 

Currently, this payment option is available to MTN and Telecel subscribers only. 

Want to learn more about how it works? Go to hubtel.com/pay-small-small 

Over the past few days, officials of some Civil Society Organisations (CSOs) and media commentators have sought to put out false statements about Hubtel’s work at the Electricity Company of Ghana (ECG).

Some of these false statements seem to be designed to totally discredit the work Hubtel has done in the recent transformation and record-breaking achievements in ECG’s revenue collection and commercial operations. Other false statements have also tried to
paint the picture that Hubtel is part of a procurement scheme that has received payments for no work done.

The table below provides factual responses to these false claims and statements.

False Statements by CSOs & Media Commentators	The Facts
ECG has paid $25million to Hubtel for the PowerApp software.	At the start of the project, $25million was only a figure set out as the cost limit by the Board of Directors of ECG. Hubtel has NOT been paid $25million. With the guidance of Hubtel and other third-party service providers, ECG spent about $12million of the $25million cost limit to replace old and obsolete systems that were causing severe revenue losses and frequent downtimes. These included the upgrading of its core databases from Oracle 10G to Oracle 19C, a new balance management and accounting system, hybridization of metering infrastructure, overhaul of staff systems for commercial operations, overhaul of customer self-service systems, overhaul of revenue protection systems and others. The new ECG PowerApp is only one of the cost lines within these expenditures.
Hubtel has said it received $25million but ECG says it has paid GHS 171 million for the PowerApp.	As mentioned above and also in our last press release following the signing of the agreement, some $12million (cumulatively amounting to about GHS 171 million) has been used so far to overhaul ECG’s old and obselete systems as part of this project. Hubtel has NOT quoted any where that we have received $25million from ECG. That press release dated 28th March 2024 can be found at https://news.hubtel.com/hubtel-announces-completion-of-commercial-agreement-with-ecg/
Hubtel is owned by leading political official(s) and has several contracts with the Government of Ghana	At no point since the founding of Hubtel have any of the company’s shares been held or owned, directly or indirectly, by an official of any government institution or any person affiliated with any political party in Ghana. Also, at no point since the founding of the company has it had any contract with the Government of Ghana.
ECG could have simply bought the APIs from Hubtel or any other provider and had its own engineers build the new commercial systems.	This is misleading and simply not practical. It is similar to saying one can purchase payment APIs (from say a mobile money telco) so that they never have to pay transaction processing fees ever again. It simply does not work like this within the payment processing industry in Ghana or globally
Hubtel gets 3% of every electricity unit purchased by customers of ECG.	Hubtel does NOT get 3% of electricity bought by ECG customers. For all merchants and retailers using Hubtel’s platform, we charge a fee of 1.95% on all transactions processed through our payment platform. 1% of this 1.95% is typically retained by the mobile money and card scheme providers, and Hubtel receives 0.95% as our fees. This is no different in ECG’s case. Hubtel’s fee is 0.95%. Other fees which are not part of Hubtel’s fees include fees retained by upstream payment providers such as mobile money providers, Visa and MasterCard, provision for metering cloud infrastructure, bank transfer charges and next day settlement fees to meet ECG’s demand to receive all collections within 1 day of processing regardless of the settlement period of the upstream payment scheme provider.
The duration of ECG’s agreement with Hubtel is 30 years.	The agreement is for 5 years.
There has been no improvement in ECG’s revenues since Hubtel’s involvement.	As of the time of this release a monthly average revenue growth of over 210% (compared to the revenues of August 2022) has been achieved as a result of the work being done by Hubtel and the new commercial system providers. This is the longest-sustained record of monthly revenue growth in ECG’s collection history. Even factored for the recent average increase in tariff of about 80%, there is still a significant net monthly revenue growth of about 72%; which is a record growth since the year 2001. This significant jump in monthly revenues has enabled the ECG to become self-sufficient in meeting its obligations to key suppliers in the short-term.

For the avoidance of doubt, the new commercial systems designed, developed, and implemented by Hubtel and other service providers have only been involved in ECG’s operations since March 2023. Therefore, attempts by some CSOs and media commentators to link our work to ECG’s past financial performance and legacy matters are completely misleading.

Hubtel remains a company deeply rooted in the ideals of good governance, transparency, and an unyielding determination to contribute to the development of the digital economy in Ghana. We wish to assure the general public that our service at ECG has been guided by these principles at all times.

We also remain extremely proud that after several initiatives and investments in the past (costing hundreds of millions of US dollars) aimed at improving ECG’s revenues, that Hubtel, a company founded and managed by Ghanaians, possesses the technology and expertise to transform ECG and set it on the path towards commercial profitability at a fraction of the past investments.

We urge the general public to disregard these misleading comments.

ABOUT HUBTEL

Hubtel is a leading technology company licensed by the Bank of Ghana as an Enhanced Payment Service Provider.

The company makes it easy for people to find and pay for everyday essentials from local businesses of all sizes. Hubtel’s payment processing, messaging, and feature-rich platform enable users to pay bills, make payments, order food, and purchase everyday essentials.

The Financial Times of the UK named Hubtel as Ghana’s fastest-growing company for the 2022 financial year. Amazon Web Services (AWS) and Forbes Magazine have also previously featured the company.

Hubtel operates 23 offices across Ghana and has about 700 direct employees. Founded in 2005, Hubtel’s mission is to drive Africa forward by enabling everyone to find and pay for everyday essentials. The company aims to be Africa’s most useful company, building a platform on which everyone can find, pay, and easily partake in the emerging digital economy across the continent.

Find out more at www.hubtel.com

Imagine this: you’re a developer tasked with building an app that needs to send text messages to users or accept mobile money payments. In the past, this could mean hunting down outdated PDFs filled with technical jargon and waiting for updates. But fear not, because Hubtel’s developer portal is here to make your life easier! 

Think of the portal as your one-stop shop for everything related to integrating Hubtel’s communication features into your app. No more endless searches or waiting games. This user-friendly platform provides everything you need in one central location, accessible anytime you need it. 

So, what exactly can you find on the Hubtel developer portal? Let’s break it down. 

First up, there’s the API documentation. This is basically a detailed instruction manual, written in clear and simple language, that explains how to connect your app to Hubtel’s tools. Don’t worry if technical terms pop up here and there; the portal is designed to be easy to understand, even for beginners. 

Next, you’ll find a section dedicated to API credentials. These are like secret keys that allow your app to talk to Hubtel’s system. The portal makes getting these credentials a breeze, so you can skip the hassle and focus on building your amazing app. 

But wait, there’s more! The developer portal isn’t just for sending text messages. If you’re working on a larger project for a big company, you’ll also find tools for processing payments directly through your app. This means your users can pay for services or products without ever leaving your app, making things super convenient for everyone. 

Now, you might be wondering who can benefit from this developer portal. The answer is simple: everyone! Whether you’re a solo developer working on a small app or part of a large team building a complex system, the portal has something to offer. 

For small businesses and individual developers, the portal makes it easy to add features like SMS notifications to your apps. This could be anything from sending appointment reminders to keeping customers updated on their orders. The clear documentation and simple credential management make it a snap to get started, saving you valuable time and frustration. 

For larger companies, the portal unlocks a whole new level of functionality. You can use Hubtel’s APIs to streamline your payment processing system, allowing customers to pay for services directly within your app. Plus, you can leverage bulk SMS capabilities to send targeted messages to large groups of users, keeping them informed and engaged. 

The bottom line? The Hubtel developer portal is for anyone who wants to add powerful communication tools to their apps. It’s a self-service platform that puts everything you need at your fingertips, from clear instructions to easy-to-obtain credentials. With positive user feedback highlighting its user-friendliness and efficiency, the portal is making Hubtel’s communication tools more accessible than ever before.  

“It feels like just yesterday that I joined Hubtel. Over my six years here, I’ve worn many hats, and each role has taught me something new. I feel like I’m learning every day,” shares Alvin Aborjoe, Zonal Manager for Kokomlemle. Since starting as a Customer Relationship Manager in 2018, Alvin has navigated various roles and departments before assuming his current role, overseeing Hubtel’s operations in Kokomlemle. 

How has your role evolved at Hubtel? 

“I began as a Customer Relationship Manager at Hubtel in 2018. My primary task at the time was to promote our service to mobile money vendors. After focusing on that for a while, my main responsibility shifted to selling our POS systems to customers. I did that for some time before my role changed to Retail Relationship Manager. In this new role, my responsibility was to help businesses manage their storefronts. 

During this period, Hubtel was exploring quick commerce. Because of my relationships with retailers as a Retail Relationship Manager, I was moved to join the Quick Commerce team. 

My role changed again to Zonal Manager in the Commercial and New Markets department, which is my current role. This was during the introduction of the Hubtel app, and my task was to onboard retailers and restaurants onto the platform. 

Each role I’ve had at Hubtel has taught me something new and has allowed me to apply my skills and experience in new ways. It’s been an interesting journey, I must say.” 

What does your day-to-day look like? 

“As a Zonal Manager at Hubtel, my day revolves around coordinating the activities of my subordinates. I oversee sales operation executives, retail relationship executives, and riders daily for the Kokomlemle zone. Their activities are interconnected and operate like a conveyor belt. Each role impacts the others, and I ensure everything runs smoothly. 

It begins with Retail Relationship Executives (RREs) bringing the most sought-after restaurants or items in Kokomlemle onto the app. They create awareness and activations to inform customers that they can find their favourite restaurants on the app. Next, Sales Operation Executives (SOEs) ensure that orders from customers are fulfilled. They contact the restaurants to confirm orders and then get in touch with the riders to pick up the orders and deliver them straight to the customers. The riders deliver the orders, verify a code to confirm the delivery, and the cycle continues. 

So, my role is to ensure the conveyor belt moves smoothly without any hitches.” 

How does your role contribute to Hubtel’s success? 

As a Zonal Manager, I ensure smooth operations within my zone, fostering good relations between customers and Hubtel, as well as between partner retailers and Hubtel. Additionally, we gather customer feedback, find popular retailers, and actively onboard them onto our app. This ensures customers at Kokomlemle have a wide selection of restaurants to choose from and can find their everyday essentials on the app, thereby driving profitable growth for Hubtel. 

What excites you most about working at Hubtel? 

“First, I would say the people. At my previous employer, I was just an employee—I can’t quite describe it any other way. But here at Hubtel, it’s different; you’re not just an employee, you’re part of a family. I value the relationships I’ve built here. When you meet a new colleague, it doesn’t take long before you find yourselves working well together. My second favourite thing would be the room for growth it provides.  

My second favourite thing is the room for growth it provides. Currently, as part of my role as a Zonal Manager, I oversee the onboarding of pharmacies and shops. This is another opportunity for me to learn and grow. Let’s see where it takes me from here. ” 

And to wrap things up, what’s your favourite food to order on the app? 

“I’m not being biased, but my favourite dish to order is Banku with oilless okro from Liquid and Grill. Oh my God, if you’re not a fan of palm oil, this combo will amaze you. Just place the order.”