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"African Achievement Spotlight: Hubtel's Journey to Success"

In 2005, Alex Bram, Ernest Apenteng, and Leslie Gyimah, fresh out of college, embarked on a venture to transform Short Messaging System (SMS) into a tool for business communication under the name SMSGH. Unbeknownst to them, by 2025, they would be commemorating their achievements.

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Unveiling the Journey Behind Hubtel: A Triumph in African Business
Unveiling the Journey Behind Hubtel: A Triumph in African Business

"African Achievement Spotlight: Hubtel's Journey to Success"

Hubtel: From SMS Pioneer to Ghanaian Tech Giant

Hubtel, a Ghanaian tech company, began its journey in 2005 as SMSGH, an SMS-based business communication tool. At this time, connecting to the internet via mobile phones was still in its infancy, with technologies like "Edge" and "WAP" being prevalent.

The company was founded by Alex Bram, Ernest Apenteng, and Leslie Gyimah, all graduates from the Kwame Nkrumah University of Science and Technology. Text messaging was quickly becoming a cost-effective and popular means of communication in Africa, growing at a rapid rate alongside the adoption of mobile phones.

SMSGH's early success can be attributed to its founders' foresight in recognizing the SMS wave and crafting a business model that resonated with their customer base. This was further emphasized by Ernest Apenteng, who led sales and attributed SMSGH's early profitability to understanding the customer and building strong unit economics from the beginning.

In the early 2000s, access to email was limited in Africa due to the high cost of personal computers and broadband internet. During this period, voice communication dominated phone usage. However, SMSGH saw an opportunity and pioneered premium SMS in the form of SMS content messages, offering personalized services in banking, entertainment, education, and premium notifications.

By 2015, SMSGH had a 40% market share of Ghana's Value Added Services market, which had about 47 providers nationwide. In 2016, the company rebranded and launched a new business model, focusing on building an e-commerce engine similar to Alibaba.

As the years passed, Hubtel evolved significantly from its initial niche. It developed into a leading payments service provider in Ghana, integrating mobile payments and expanding its offering to include quick commerce solutions (fast delivery and digital marketplace services) that cater especially to small and medium-sized enterprises (SMEs).

Hubtel has continually expanded its geographical reach within Ghana, launching operations in key regions such as Tamale, Cape Coast, and Koforidua, reflecting its ambition to push digital inclusion throughout the country.

In 2024, Hubtel opened Ghana’s first indigenous Artificial Intelligence (AI) Lab to leverage machine learning and AI to improve user engagement and revenue growth on its platform. This move signified a shift from basic SMS tools to sophisticated digital services.

Hubtel's transformation also includes strong ties with Ghana’s financial ecosystem, making payments easier for small businesses and supporting the digital economy. It works closely with major companies such as the Electricity Company of Ghana (ECG) to facilitate payments, showcasing its role as a critical fintech player in Ghana.

In 2025, SMSGH, now known as Hubtel, celebrated its 20th anniversary as an e-commerce platform for small businesses. Despite the passing of Leslie Gyimah before this milestone, the company continues to thrive. Hon. Sam George, Minister for Communications, Digitalization, and Innovation, paid tribute to Hubtel at its anniversary celebration, stating that they have not just participated in Ghana's digital transformation; they have led it.

Today, Hubtel is used by almost eight thousand businesses in Ghana, connecting them to the online community. The company's ventures into Cameroon, Nigeria, and Kenya in 2012 further attest to its ambition to become a multi-national African tech venture. With its continued growth and innovation, Hubtel is on track to become Ghana’s first unicorn and a significant player in the African tech industry.

References: [1] Hubtel. (2021). About us. Retrieved from https://www.hubtel.com/about-us/ [2] Ghanaweb. (2021). Hubtel launches AI lab in Ghana. Retrieved from https://www.ghanaweb.com/GhanaHomePage/business/Hubtel-launches-AI-lab-in-Ghana-963452 [3] Business Insider. (2021). Hubtel's food delivery service is a huge success. Retrieved from https://www.businessinsider.com/hubtels-food-delivery-service-is-a-huge-success-2021-12

  1. As Hubtel, the Ghanaian tech company, evolved from SMSGH, it expanded its business model beyond premium SMS services to include e-commerce, payments, and technology solutions for small and medium-sized businesses, demonstrating the entrepreneurial spirit of its founders in the realm of finance and technology.
  2. In line with its mission to bring digital services to every corner of Ghana, Hubtel launched AI Lab in 2024, showcasing its commitment to innovation in business, entrepreneurship, and technology, while also strengthening its ties with the country's financial ecosystem.

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