One of the major catalysts for change is people like Hiruy Amanuel, a diaspora who moved back to Africa to found his own tech company and invest in other tech companies in the ecosystem.

Hiruy Amanuel’s career began in the heart of innovation — Silicon Valley. With a decade of experience in private equity and venture capital, Amanuel was well-versed in the dynamics of the tech and financial sectors. His first visit to Africa in 2015 was a pivotal moment that reshaped his career trajectory.

Struck by the continent’s untapped tech talent and rapidly developing technology landscape, Amanuel envisioned a future where Africa could rival global tech hubs if given the right resources and opportunities.

According to the United Nations, Africa has the youngest population in the world, with 70% of sub-Saharan Africa under the age of 30. These statistics position Africa’s youth as crucial drivers in shaping a sustainable future for the continent’s communities and ecosystems.

Amanuel’s vision materialized with his first investment in the continent into Gebeya Inc. in 2015, which he later went on to co-found. Gebeya is a SaaS talent marketplace that utilizes AI to match talent for projects outsourced to clients.

Gebeya has not only provided employment but has also set a precedent for tech talent outsourcing from Africa. In partnership with the Mastercard Foundation, Gebeya was able to launch Mesirat, a five-year program that equips 100 entrepreneurs in Ethiopia with their own multi-sided gig marketplaces.

Powered by $48 million, the partnership saw the two organizations and several other consortium partners leverage their combined experience and expertise to co-create and replicate Gebeya’s model.

Gebeya has also recently rebranded to a talent cloud provider – a move that has seen the firm garner partnership opportunities with notable brands such as Microsoft and O’Reilly.

Expanding his impact, Amanuel co-founded Gullit VC, a venture capital firm dedicated to investing in African tech startups.

Through Gullit VC, Amanuel has invested in a diverse range of companies, including Buupass (Digital Mobility), Wellahealth (Health Tech), and Logidoo (Logistics). These impactful investments reflect Amanuel’s commitment to nurturing a variety of tech-driven solutions on the continent.

Buupass revolutionizes the travel industry in Africa by offering a comprehensive ticketing platform for buses, trains, and flights. The firm recently expanded its operations into South Africa, and received a groundbreaking investment from Tim Draper, a global icon in venture capital and a fervent supporter of entrepreneurship and innovation.

This investment marked a monumental leap toward BuuPass’s vision of becoming a unicorn in the transportation sector.

Wellahealth aims to transform healthcare access across Africa, starting with Nigeria. Wellahealth launched an enhanced version of its services which includes several new features aimed at improving healthcare accessibility. 

These features include telemedicine services, where users can consult doctors virtually, as well as comprehensive care bundles for chronic conditions like diabetes and hypertension.

Why Skilled Nigerians are Opting for Local Entrepreneurship Ventures Over Migration

Wellahealth has also recently introduced funeral coverage, cash-back on hospital visits, and access to an online community for healthcare practitioners, reflecting the company’s commitment to addressing the diverse healthcare needs of Nigerians.

Logidoo has made significant strides in 2024, solidifying its position as a leader in the Pan-African logistics sector. One of the key achievements this year was securing $1.55 million in seed capital.

This funding will support Logidoo’s ambitious expansion plans, which include extending its franchise network to five additional African countries, bringing its services to a total of ten countries across the continent.

This expansion is part of Logidoo’s strategy to enhance its market presence and impact within the African Continental Free Trade Area (AFCFTA).

Furthermore, Logidoo has shown impressive operational efficiency, having aggregated over 3,000 logistics suppliers, completed more than 100,000 operations, and served over 400 clients in eight countries. The company has been EBITDA positive since January 2023, a rare feat among logistics startups.

Amanuel’s work is instrumental in driving both economic and technological progress in Africa. As an individual and through his firm, he is empowering local talent and investing in tech-driven solutions, contributing to job creation, skill development, and economic diversification.

The companies he has co-founded and invested in employ hundreds of African engineers, creating a ripple effect that extends beyond the tech industry to impact various aspects of the economy.

The success of these tech ventures has also opened up multiple commercial real estate ventures for Amanuel across Africa. He has demonstrated his prowess in real estate, with five strategic investments across Africa and the Middle East.

Hiruy Amanuel is further looking to expand his operations into the Middle East, particularly motivated by the UAE’s strategic vision for 2026. The UAE’s plan focuses on opening new corridors, which is expected to boost the logistics sector in the region significantly.

By capitalizing on this opportunity, Hiruy Amanuel aims to leverage the growing infrastructure and economic developments, making it an ideal time for expansion into logistics and real estate in the Middle East.

Recent statistics underscore the burgeoning entrepreneurial landscape in Africa. According to the African Development Bank, the continent is home to over 400 tech hubs and has seen a 40% increase in tech startup funding between 2020 and 2022. 

Additionally, the International Finance Corporation (IFC) reports that African startups raised a record $5 billion in 2021, a testament to the growing investor confidence in the region’s tech potential.

Hiruy Amanuel’s journey from Silicon Valley to Africa is a powerful narrative of vision, commitment, and impact. Through his ventures, he has demonstrated that Africa is not just a recipient of technology but a creator and innovator in its own right.

His work in building tech companies and investing in startups is laying the groundwork for a sustainable and thriving tech ecosystem in Africa.

As Africa continues to rise on the global tech stage, Amanuel’s contributions serve as a blueprint for other investors and entrepreneurs looking to make a meaningful impact.

His story is a testament to the transformative power of entrepreneurship and the boundless potential that lies within the African continent.

Dubbed BoundlessSkills.com, this platform aims at connecting skilled refugees and members of the communities that host them, with potential employers.

Nearly 300 refugees have been fully onboarded on the platform since its inception in November 2023.

“We’re thrilled with the tremendous potential this initiative has already demonstrated in just a few months,” said Leul Girma, COO of Gebeya. “Thanks to support from visionary partners, we’re now mobilizing to match these skilled refugee professionals with rewarding career opportunities. And this is just the start. The digital economy offers a powerful pathway toward greater self-reliance for displaced populations. We’re eager to replicate and expand models like Boundless Skills Talent Cloud to help refugees safely access decent work opportunities online.”

The Boundless Skills partnership between Gebeya and UNHCR is made possible through the generous support of the Ministry of Foreign Affairs of the Netherlands through the PROSPECTS Opportunity Fund.

This partnership also aligns with the pledge by the Government of Ethiopia at the Global Refugee Forum 2023 to create economic opportunities for refugees and host communities.

“Solutions that ensure forcibly displaced populations in Ethiopia, including refugees, are included in the country’s economic sector remain critical,” said Margaret Atieno, UNHCR’s Deputy Representative in Ethiopia. “Despite their skills, professional experience and higher education degrees, displaced people struggle to access dignified work. Through this partnership, UNHCR and Gebeya are working to empower refugees to earn a living, to become self-reliant and contribute to the digital economy,” said Atieno.

The skill sets available on the platform include both technical and non-technical skills, ranging from software development and data analysis to digital marketing and customer care services.

To strengthen the impact of the Boundless Skills platform, Gebeya has partnered with various organizations including the Refugee Investment Network (RIN), an organization dedicated to creating solutions to global forced migration, which has the goal of successfully matching refugees with decent work opportunities, and the Amahoro Coalition working towards providing solutions for refugees through decent work opportunities.

In particular, Amahoro will be supporting the scaling of the talent pool by onboarding a pipeline of more than 2,000 skilled and qualified refugees across Gebeya’s Talent Cloud ecosystem.

Amaharo will then work to connect these pre-vetted refugee talents with jobs available through their network of private sector partners.

Ethiopia currently hosts close to 1 million refugees and asylum seekers, being the third main refugee host country in Africa.

Since meeting their goal to fully onboard 300 refugees by April 2024, the Boundless Skills Talent Cloud is now exploring possibilities to scale up to greater numbers across the continent soon.

Businesses and organizations interested in accessing hiring opportunities and getting involved on the Boundless Skills Talent Cloud.

Powered by a $48 million partnership, the two organizations and several other consortium partners will leverage their combined experience and expertise to co-create and replicate Gebeya’s model 100 times in tourism and hospitality, agriculture, education, construction, healthcare, commerce, manufacturing, Information Technology (IT), professional services, transport, the fast-moving consumer goods (FMCG) and entertainment sectors.

Mesirat will also empower entrepreneurs—especially young men and women—to launch and fully run their own gig marketplaces successfully across Ethiopia.

This innovative partnership will equip two million young people with market-facing skills and enable one million of them (70 percent women) to find work.

The new partnership aligns with the Mastercard Foundation’s Young Africa Works Strategy to enable 10 million young men and women to have access to dignifying and fulfilling work by 2030, and equally speaks to Gebeya’s commitment to creating upskilling and employment opportunities for Ethiopia’s young people by leveraging digital technology

“This is a new era for Ethiopia, and we’re so pleased to be part of it,” said Amadou Daffe, CEO and Co-Founder of Gebeya. “One of Gebeya’s focus areas is accelerating the adoption of the gig economy across Africa. With Mesirat, we will equip Ethiopia’s next generation of entrepreneurs with the technology and support they need. We are confident that we have the roadmap to success.”

“Women and youth have long been Ethiopia’s backbone,” said Menna Tafesse, Program Director of Mesirat. “Now we are putting them front and centre with a serious dedication of time and resources to revolutionize Ethiopia’s employment landscape sustainably. Let’s get to work.”

Recognizing the imperative nature of collaborating for change to ensure the success of this program, Mesirat will be executed by adopting a multi-sectoral approach. A collective of key consortium partners includes ACE Advisors, American College of Technology (ACT), Shega, The Urban Center, Center for Accelerated Women’s Economic Empowerment (CAWEE), and Laurendeau & Associates.

“It gives us great pleasure to partner with Gebeya and the Mastercard Foundation in this innovative initiative that is in line with our vision of creating opportunities for young women to fully realize their potential and contribute to the economic development of our country,” said Aida Erkihun, Co-Founder and Partner at ACE Advisors.

“In Ethiopia, the economy needs to create close to eight thousand jobs every business day,” said Bernard Laurendeau, Managing Partner at Laurendeau & Associates. “It is a ticking time bomb that the gig economy can defuse; the diffusion starts today with the Mesirat program.”

“Empowering women economically is key to development,” said Dr. Nigest Haile, Founder & Executive Director of CAWEE.

“As an active player that has been supporting and monitoring Ethiopia’s innovative economy, Shega has been witnessing and reporting on firsthand accounts of how the gig economy is providing a livelihood for many,” said Anteneh Tesfaye, Founder & CEO of Shega. “We are excited to be a part of the Mesirat program as we push the gig economy to be the fundamental pillar of Ethiopia’s job creation effort.”

Ethiopia is poised for a digital jobs revolution, with new historic new entrants in the telecommunications space, an explosion of fintech startups, and ride-sharing businesses proving the viability of the country’s gig economy. With Gebeya’s years of experience in the freelance and gig workspace, combined with its trusted consortium partners’ expertise and backed by the Mastercard Foundation’s insights, Ethiopia’s future of work is already here. “Mesirat will align with our motto: Transforming the lives of women and youth through technology,” said Dr. Asmamaw A. Mengistie, President of American College of Technology (ACT).

“Mesirat is the foundation for our country’s youth to thrive and unlock their potential,” agreed Maheder Gebremedhin, Director of The Urban Center. “Through this partnership, we will bring about new opportunities for them to fulfill their aspirations as entrepreneurs, independent gig workers, and set a strong base for their futures.”

This consortium-led approach unites key players in the country’s ecosystem to collaborate for change. While Gebeya expands its model of being a SaaS-enabled marketplace, it will share its lessons learned and best practices with entrepreneurs to fast-track their success and access to investment. Mesirat will also have its dedicated virtual portal at mesirat.org.

“Gig work enables people that seek to control over their work lives (when and where to work) which is beneficial particularly for women. This program will provide young women and men the opportunities for upskilling with new and relevant competencies to successfully grow in their career and enterprises. We are happy to partner with such visionary organizations to achieve our commitment and goal of enabling 10 million (70 percent women) young men and women to have access to dignifying and fulfilling work. The success in the gig economy is evident with the growing ride-hailing companies in Addis, enabling thousands of work opportunities. We hope Mesirat will catalyze growth and transform the gig economy in Ethiopia,” said Samuel Yalew Adela, Mastercard Foundation Country Director, Ethiopia.

After releasing a redesigned, fully-automated web-client application last June, Gebeya has introduced its new search feature to accommodate the continuous growth in requests from startups and SMEs across the continent and around the world.

The new search engine will optimize how clients find and connect to their talent. To help clients fill job vacancies and augment their teams with thousands of pre-vetted freelance talent from more than 30 African countries, the powerful search feature will enable instant access in a few clicks, plus the ability to filter for each talent’s:

• location
• rate
• background
• rating
• and the ability to request to hire directly from their profile page

. . . all in an instant. “This is the gold-standard delivery of the promise of the Gebeya marketplace,” said Thierno Amar Niang, Chief Platform Officer. “Now truly any business from around the world will have a single trusted gateway through which they can access their choice of pre-vetted professionals in an instant.”

Features to address urgent business needs

In response to demand from some clients, Gebeya’s leadership and engineering teams quickly identified the new search engine as the tool to accelerate meeting the hiring needs of its valued clients—startups, SMEs, and multinationals in industries as diverse as fintech, logistics, and telecommunications.

At every level, organizations must practice smart hiring, which impacts not only operations, and speed, but also revenue: the cost of a bad hire can be upwards of $200,000. Startups and SMEs have already trusted Gebeya to fill tech, design, management, and marketing roles leveraging its existing products:

• G-Talent: Multilingual, multinational, pre-vetted talents matched according to project request specifications, including preferred skill sets, experience level, and budget. Talents available for short- or long-term assignments.
• G-Made: A custom solution built by a team of trusted, vetted experts to execute a project based on specific milestones.
• G-Staffing: Talent full-time engagement placement cuts recruitment time in half by selecting high-quality talent from our pool of pre-vetted professionals.

“Our core products remain the foundation of our business; but the new search feature resonates with clients who want the liberty to search for talent with the ease they shop for products on Amazon,” said Amadou Daffe, CEO & Co-founder of Gebeya Inc. “We’re confident that this will speak to the main pain points of hiring in Africa: cost, experience level, and retention.”

The Search difference: What pain point is Search solving?

This new feature brings more horsepower to the client web portal at Gebeya.com. With a single sign-on solution, business owners and decision-makers can sign up at no cost, and immediately access pre-screened, qualified, multilingual professionals throughout Africa.

They can connect with available talents who suit their budget and experience level, thanks to a customizable interface that puts the client in control. No unsolicited calls or connections to screen; clients will only connect with talents they choose.

With Gebeya’s new Search product, the hiring process is as simple as: 1) Sign up, 2) Search, 3) Select.

Gebeya’s search engine reduces the hiring timeline and improves responsiveness and project commencement. Its competitive onboarding practices give clients the piece of mind that they are only connected with the best freelancers who have:

• successfully passed extensive vetting practices—technical skills assessments and interviews with subject matter experts
• the skills, location, and rate preferences indicated in their Search
• the right mindset and integrity to execute to the highest standards

If a talent doesn’t work out for any reason, the company commits to providing a replacement talent.

Gebeya demonstrates the importance of acknowledging and meeting customer needs

Gebeya’s model reinforces the need for the digital platform in Africa. Startups like financial service Azenia, based in Kenya, Nigeria’s digital bookkeeping platform, Dukka, and Vouch Digital, Uganda’s solution for customer promotions programs all have joined the Gebeya Marketplace to acquire remote and on-site talents.

Freelancers and permanent placement job-seekers are turning to Gebeya for work in droves. Within the last six months, the marketplace has multiplied its talent pool.

Skilled candidates ranging from junior to expert level, across various verticals, rely on the marketplace’s system to increase their visibility with clients, eliminating the need for bidding wars, often rampant on freelance platforms.

Gebeya future implementations include fully deploying an incomparable technology platform that will encompass freelance and network partner search and matching within minutes.

To maintain its position as the trusted source for African talent, Gebeya’s executive team continues to embrace feedback from companies and talent, to improve the overall marketplace experience.

Even with the recent client search engine implementation and updates to the talent app and community, Gebeya persists to adapt to the evolving demands of its clients and talent.

The success of the revamped online Gebeya Marketplace proves businesses throughout the continent are re-evaluating staffing needs and entrusting the skills, creativity, and innovation of their own home-grown talent to get the job done.