Launched in 2016 by IROKO alumnus Jessica Hope, the communications consultancy has become the go-to B2B PR partner for startups, scale-ups, venture capital firms and institutional organisations looking to reach African and international audiences.

Over the past decade, the 15-strong team, located across London and Lagos, has advised some of the continent’s most recognisable tech companies and investors, including M-KOPA, Andela, MaxAB and Ventures Platform, helping shape communications around pivotal moments such as major funding rounds, product launches, crises, acquisitions and market expansions. 

Reinforcing its position as a leading storyteller in the tech ecosystem, in 2025, Wimbart launched The Wimbart Way – a podcast of deep-dive interviews with leading African tech space operators, investors, founders and journalists including Omobola Johnson, Iyin Aboyeji and Tomiwa Aladekomo, who each look at different aspects of the intersection of media and African tech storytelling.

The consultancy’s growth has mirrored the rapid rise of Africa’s technology sector. Since 2015, startups across the continent have raised over $20 billion, produced globally recognised unicorns and attracted increasing international investment.

Over the past decade, Wimbart has worked with 230+ clients across nearly 20 countries, including its key markets, Nigeria, Kenya, South Africa and Egypt. In February 2016, the company expanded with the launch of Wimbart Lite, led by founding team member Maria Adediran, to provide communications support for early-stage startups.

Jessica Hope, Founder and CEO of Wimbart, says:

“We’ve had the pleasure of working alongside elite founders and investors building the continent’s tech ecosystem, and telling their stories globally, via hundreds of press releases and thousands of articles and interviews over the past decade.

“What has consistently defined us is simple; our energy, ambition and intensity matches our clients’. Passion underscores everything we do, but is coupled with PR technical skill and a nose for what makes a great story. Wimbart only works because the people building Africa’s tech ecosystem have continuously trusted us to tell their stories, and backed us to do it right.”

A short film marking Wimbart’s 10 year anniversary, featuring those who have helped shape the company – African tech leading ecosystem partners, clients and the Wimbart team [past and present] – can be found here.

Since its Managing Partners made their first investment in Africa in 2013, 4DX has raised three institutionally backed funds, and the firm has approximately $200 million in assets under management.

In 2024, International Finance Corporation (IFC), a member of the World Bank Group, became a 4DX investor with a $10.5M capital commitment, demonstrating the firm’s ability to partner with best-in-class global institutions across multiple investor segments, including endowments, private equity firms, family offices and foundations.

The firm has built a reputation for backing bold, visionary entrepreneurs and supporting them with a high-touch, value-added approach to company building.

With investments spanning a range of industries, including FinTech, E-commerce, Embedded Finance, Creative Industries, Marketplaces, Climate and Edtech, 4DX focuses on companies that are shaping Africa’s digital future.

The portfolio includes category-defining companies such as Flutterwave, Andela, Autochek, Breadfast, MaxAB, Wasoko, mPharma, Thndr and Yoco.

Its portfolio companies operate in 22 African countries, with regional offices in Accra, Cairo and Nairobi, and an active presence in South Africa and Francophone Africa.

Alemayehou and Sekyi-Otu will support 4DX’s leadership team and portfolio founders, strengthening the firm’s global network and providing strategic counsel and mentorship.

Mimi Alemayehou brings deep experience from both the private and public sectors. She has held global executive roles at Mastercard, as well as managing director of the Black Rhino Group and Chair of Blackstone Africa Infrastructure LP.

A recognized leader in development finance, she served as Executive Vice President of the Overseas Private Investment Corporation (OPIC), the U.S. government’s development finance agency.

She also served as the U.S. representative on the Board of the African Development Bank and on the President’s Advisory Council on Africa Diaspora Engagement in the United States.  She held multiple Board positions, including at Twitter, U.S. African Development Foundation and FinDev Canada.

Kurankye Sekyi-Otu is an experienced leader in the alternative investment industry. He is the Founder & CEO of Capoeira Partners, a strategic advisory firm working with founder-led asset management firms, and previously served as Chief Strategy Officer at Polar Asset Management Partners, one of Canada’s largest hedge funds.

He also held senior roles at Mackenzie Investments and CIBC Capital Markets, with extensive experience in capital formation, business development, and institutional partnerships.

“The appointment of Mimi and Kurankye comes at a pivotal time for 4DX and our portfolio,” said Walter Baddoo, Co-Founder and Managing Partner of 4DX Ventures. “As more African technology companies scale globally, we’re excited to bring on world-class advisors with truly global perspectives and deep operational and investment expertise. Both Mimi and Kurankye are known for their roll-up-your-sleeves approach and will be instrumental in supporting our founders, deepening our global  institutional relationships, and contributing to our long-term strategy.”

Speaking of her new role, Mimi Alemayehou said:

“I’m thrilled to join 4DX and support the impactful work Walter, Peter, and the team are driving across the continent. This role is an exciting new chapter in my dedication to championing growth and development across Africa and emerging markets. 4DX has played a catalytic role in the African tech ecosystem, and I’m energised to bring my experience in development finance, technology and policy to help scale innovation, build strategic partnerships and deepen engagement with key stakeholders across sectors.”

Kurankye Sekyi-Otu added,

“4DX has built an impressive track record of investing in founders who create category-defining companies, tackle local challenges, and uplift their communities. Our immediate focus is to deliver deep operational insight that drives meaningful execution as 4DX scales and deepens its partnerships with world-class global institutions. I’m committed to activating a global network of operators, partners, and domain experts to support the firm’s continued growth and strategic evolution.”

4DX’s unique value creation model is institutionalized through 4DX Labs, its value creation arm designed to help portfolio companies succeed by providing hands-on support across product, marketing, data science, engineering, sales, business development, corporate development and fundraising.

This model has supported multiple strategic transactions, including Swarm Technologies’ acquisition by SpaceX, Tactyc’s acquisition by Carta, and the landmark merger of MaxAB and Wasoko — the largest tech merger in Africa to date.

As the firm looks ahead, 4DX is also exploring growth-stage investments and promising new categories such as the creative economy, where its regional expertise and network provide a strong competitive edge. Alemayehou and Sekyi-Otu will play a key role in advising 4DX and extending the firm’s influence in global capital markets.

Mo Elshenawy, a veteran in technology and operations, brings a wealth of experience from his role as President and Chief Technology Officer at Cruise, where he led the company’s strategic and operational execution, focusing on the development of autonomous driving solutions. 

With a background spanning AI, robotics, and advanced sensor technology, Elshenawy’s expertise aligns well with Wasoko and MaxAB’s goal of driving innovative growth across African markets.

In his new role, Elshenawy will focus on optimising Wasoko and MaxAB’s technology infrastructure and advancing AI-driven tools for pricing, product selection, and route optimisation. 

He will play a central role in scaling the company’s technical capabilities and transforming the merged platform into a comprehensive super app, encompassing digital top-ups, e-payments, and credit financing. 

Mo Elshenawy has expressed a personal connection to the mission, seeing this opportunity as a way to support Africa’s digital transformation and strengthen its impact globally.

Elshenawy’s career spans over two decades, with notable roles including Executive Vice President at Cruise, where he managed large engineering and research teams, spearheading cutting-edge developments in autonomous vehicle technology. 

He has also served as Senior Vice President of Engineering at Cruise, focusing on testing, safety, and data security. Before his time at Cruise, he held leadership roles at Amazon, where he served as Head of Global Technology for Amazon Warehouse Deals and the Core Recommerce Platform. 

His early career included roles in software engineering and architecture at SCH Business Solutions and ASSET Technology Group, establishing a solid foundation in systems engineering and strategic operations.

Wasoko and MaxAB’s combined entity, now valued at over $500 million, has received backing from investors, including VNV Global, which holds a 2.4% stake in the business, valued at $12.6 million. 

VNV’s valuation is based on a revenue multiple of 2.6, a benchmark used to assess similar companies in the industry. Before the merger, Wasoko and MaxAB had raised over $230 million in funding, with Wasoko reaching a $625 million valuation in 2022, though this later adjusted to $260 million in 2023 due to a decline in sales to small informal retailers.

The merger, initially announced in December 2023, is a consolidation in Africa’s digital retail sector. With Elshenawy’s leadership and strategic insight, Wasoko and MaxAB push digital commerce in Africa by expanding their platform’s abilities to meet changing consumer needs and drive economic transformation across the continent.

This merger-of-equals will bolster the growth and development of the e-commerce pioneers to establish the most successful digital retail platform on the continent. 

As the largest tech merger in Africa, Wasoko and MaxAB will have a collective customer base of over 450,000 merchants serving an estimated 65+ million consumers with essential goods in their local communities across eight African countries: Egypt, Morocco, Kenya, Tanzania, Rwanda, Uganda, Zambia and DR Congo.

Since the start of 2023, both companies have experienced sustained traction with Wasoko’s monthly revenue increasing by 30% and its Sub-Saharan African network of merchants rising by over 20%.

Equally, MaxAB has grown its monthly active merchant network by 25% and its fintech transaction volumes by over 50%. Both companies have also made significant strides towards profitability, which will be accelerated through the combination of elite talent and capabilities across markets.

Through the merger, Wasoko and MaxAB also expect to collaborate deeply on enabling greater intra-Africa trade between their markets and implementing new technologies on a Pan-African scale.

The force behind Wasoko and MaxAB’s market leadership lies not only in their B2B e-commerce offering but also in their integrated payment solutions, merchant financing and proprietary logistics operations at the heart of both businesses.

Through the shared pan-African vision of both startups to address major challenges inhibiting the development of Africa’s $850bn informal retail sector, this collaboration will empower the combined companies to further strengthen its infrastructure while harnessing cross-market synergies.

Speaking on the merger, Belal El-Megharbel, MaxAB CEO , stated: “This merger is the culmination of developing excellent teams, a lot of hard work over the years and a commitment to innovative solutions adding up to our unique offering to retailers. I am proud of what we have achieved as MaxAB, and even more excited for our future together with Wasoko.

As a combined company, we can truly unlock the potential of Africa’s informal retail sector across a variety of technology-enabled services in e-commerce, fintech and logistics. As we embark on this new chapter, I am confident that the natural synergies between us will empower our customers and partners across the continent.”

Daniel Yu, Wasoko CEO  added: “When I launched Wasoko in Kenya in 2016, it was with the promise of becoming a truly pan-African company, and this merger is the boldest step we’ve taken towards realising that goal while reflecting my personal history developing the initial concept behind Wasoko during my time spent in Egypt over a decade ago.

As we embark on our next stage of expansion, our merger with MaxAB underscores our commitment to empowering businesses and connecting consumers across all parts of the African continent with an affordable and diverse range of essential products. We are excited to go further together on our shared vision, bolstered by complementary strengths while building the foundation for a remarkable partnership.”

Belal and Daniel are committed to shaping the long-term future of the company together, and will both continue as full-time executive leaders in the company following the completion of the merger, which remains subject to internal approvals and other customary closing conditions. As part of the merger transaction, the combined business has received additional investment and has substantial runway to reach profitability while pursuing new opportunities.