Celebrating 20 years of Hubtel: The biggest start-up

In 2005, a missed insurance renewal and a police stop sparked an idea. The founders wanted to use SMS to help people remember important things. This idea led to the creation of Hubtel.

Twenty years later, Hubtel is Ghana’s leading digital commerce platform. It has transformed how people communicate, pay, and thrive.

“We started by solving a simple problem,” says CEO Alex Bram. “We helped businesses remind customers of important updates using SMS.” Co-founder Ernest Appenteng adds that they aimed to improve business communication.

The early days were uncertain for the founders. Bram describes the period from May 2005 to December 2008 as “fragile.” They relied on faith during those challenging times.

Despite the uncertainty, they persisted. Along with Leslie Gyimah, they saw a gap in customer engagement. They were determined to close that gap and build a business.

Ghana's tech ecosystem was still developing but that didn’t deter them. They noticed signs that their business would thrive.

At their 20th Anniversary Thanksgiving Dinner, Bram shared key moments from their journey. He recalled their first sale in October 2005—a GHS 500 cheque from North American Airlines.

More cheques followed from various clients like travel agencies and churches. By the end of that year, they had gross revenues of GHS 6,000—proof that their efforts were paying off.

By 2008, revenue grew to GHC 1.2 million. In 2009, Hubtel began receiving recognition needed for growth.

Bram noted that mobile networks started noticing them in 2009. Their hard work prepared them for this opportunity with telcos and premium SMS billing began.

From 2011 to 2015, Hubtel experienced exponential growth. They claimed nearly 40% of the market among value-added service providers.

MTN Ghana named them Top Revenue Earning Partner during this time—a significant achievement for Hubtel.

However, challenges arose as internet access increased in 2015. Customers began preferring online experiences over SMS services.

“Businesses needed complete digital solutions,” Appenteng explains. So Hubtel evolved to meet these new demands.

Today, they help people pay for food, bills, school fees—all with just a few taps on their devices.

This shift led to a rebranding and expansion of services offered by Hubtel. They now support online payments and delivery logistics within one ecosystem.

Bram reflects on how pivoting into mobile payments changed everything for them.

Hubtel now powers thousands of businesses across Ghana with real-time payments and digital engagement tools. Consumers can easily pay for utilities and other services through the platform.

“It made digital business possible for us,” says an early retail client about Hubtel's impact on their operations.

The success of Hubtel is attributed to its dedicated team members like Augustine Adjei, Head of Engineering. He emphasizes the importance of culture over processes in scaling a company effectively.

Adjei highlights key developments like rebuilding payment architecture and launching an AI Lab as pivotal moments in their growth journey.

Daniel Frimpong from Major Accounts shares his learning experience from Alex Bram during critical moments at work—emphasizing continuous learning through challenges.

Prince Harry Nunoo sees Hubtel evolving into a digital infrastructure partner across Africa—not just serving Ghana anymore.

Looking ahead at the next twenty years, Hubtel aims to continue adapting with changing trends while remaining innovative.

Minister George Opare Addo recognizes companies like Hubtel for redefining job markets recently.

Sam George notes that Hubtel has played a foundational role in Ghana’s digital transformation journey.

Board member Patience Akyeanu expresses optimism about companies building for tomorrow’s economy.

She believes artificial intelligence will shape future opportunities alongside big data and financial inclusion efforts.

Hubtel’s story is one of grit and reinvention over two decades.

They have enabled millions of transactions while supporting thousands of merchants along the way.

As they look forward to another twenty years ahead—their journey is far from over!