Ten years ago, a simple idea took root on the bustling streets of Kampala—an idea that would go on to redefine an entire industry. SafeBoda, now a household name in Uganda and a symbol of urban mobility innovation in Africa, began with a shared vision: to bring safety, dignity, and professionalism to the chaotic boda boda (motorcycle taxi) industry.
From the Streets to a Startup
In 2014, Ricky Rapa Thomson, a charismatic former security guard turned boda rider, was doing more than just ferrying passengers—he was a part-time tour guide and one of the few riders offering helmets to his customers.
But behind his vibrant energy was a painful loss: a close friend had died in a motorcycle accident. That tragedy sparked in Ricky a deep resolve to improve road safety and the livelihoods of riders like him.
Meanwhile, in Rwanda, Maxime Dieudonné and Alastair Sussock were working in the development sector when Maxime made a trip to Kampala. The chaos of the boda industry shocked him, especially when compared to Rwanda’s more orderly system. Introduced to Ricky through a mutual friend, Maxime and Alastair took a bus to Kampala, where they met Ricky and Moses Musinguzi—“Namba Emu”—who became SafeBoda’s first rider, proudly wearing helmet number SB 1.
That meeting marked the birth of SafeBoda.
Humble Beginnings and Bold Vision
The first SafeBoda “office” was a single-room space in Kyebando Central, with one call center agent—Jackie—dispatching riders via GPS, a novelty at the time. Moses, the first driver, eventually rose to Head of Operations, embodying the SafeBoda journey.
From day one, the team divided responsibilities, trained riders, and partnered with organizations like Shell Foundation. They recruited local tech talent, including Cleave Masareka and Charles Muchene, to build the first version of the app. Riders were equipped with orange helmets, reflectors, and a professional code of conduct. It was a community-led movement aiming to bring order to an otherwise unregulated sector.
Rising Amid Competition
By 2016, SafeBoda was scaling fast in Kampala, drawing attention from global ride-hailing companies. In 2018, major players entered the African market with deep pockets and aggressive expansion plans. But instead of retreating, SafeBoda fought back—launching a new app, expanding its rider base, and doubling down on safety and trust. That year marked a turning point as SafeBoda proved it could stand toe-to-toe with international giants.
Investors took notice. Backing from the likes of Gojek, Allianz X, Unbound, Beenext, and Kingsway Capital validated SafeBoda’s potential as a world-class solution built by Africans, for Africans.
Expansion, Setbacks, and a Bold Comeback
In 2018 and 2019, SafeBoda expanded into Kenya and Nigeria, quickly becoming a market leader in Nairobi, Mombasa, and Ibadan. It introduced new features like in-app payments and on-demand services, moving towards a Super App model. But in 2020, the COVID-19 pandemic forced the company to scale back, shutting down operations outside Uganda.
Resilient as ever, SafeBoda rebounded. In 2022, it launched SafeCar, entering the car-hailing space and quickly emerging as a serious Uber competitor. The comeback attracted investments from major players including Google and Yamaha. In 2024, SafeBoda re-entered Kenya, this time focusing on deliveries in Nairobi.
From its inception, SafeBoda set out to be more than just a tech company. It aimed to transform the boda industry through advocacy, professionalism, and partnership. Working closely with Uganda’s Traffic Police and Ministry of Works and Transport, SafeBoda played a key role in the push for regulatory reform, which was finally realized in 2023 when a new boda boda framework was officially gazetted.
The company also prioritized driver welfare—offering access to insurance, asset financing, smartphone loans, land loans, and scholarships. For many riders, SafeBoda has become more than a job; it’s a reliable partner in building a better future.
Shaping Africa’s Tech Talent
SafeBoda has also made a significant mark on Uganda’s tech ecosystem. It has been a launchpad for local talent, with former team members going on to lead startups and innovations across Africa. Alumni include Nicholas Kamanzi (now at SocialPay), Jeff Whitlock (Grain), Alfie Pearce-Higgins (Rodeo), Babajide Duroshola (formerly M-Kopa), Kirk Agbenyegah and Brenda Nambatya (Ivazu), and Deepa Shekar (Maisha Meds), among others.
A Future Built on Community
As SafeBoda celebrates its 10-year milestone, the company stands on firm ground. Under the leadership of CEO Rob Sanford and COO Frida Mwaura, it remains a sustainable and growing business in Uganda and Kenya.
With over 70 million rides completed and more than 40,000 trained riders, SafeBoda has transformed everyday transportation for millions while fostering a community built on safety, dignity, and innovation.
More Than a Ride
SafeBoda is more than an app—it’s a reflection of what’s possible when community-driven solutions meet tech innovation. It’s about the drivers proudly wearing their name-tagged orange helmets, the passengers choosing safety over speed, and the founders who dared to believe that change was possible.
Choosing SafeBoda has become part of daily life in Uganda—a choice that supports local innovation, economic empowerment, and a better urban future. As the company looks to the next decade, the mission remains the same: build something that lasts, something meaningful, something that changes lives.
