Safety is one critical element that bogs down major ride-hailing services in Africa. The simple issue of hailing a random driver can pose a huge risk for the rider.

It is difficult to ascertain the reputation of some of the drivers but one company is unlocking this potential to benefit its consumers.

Maramoja Transport , the brainchild of Jason Eisen, founded in 2012, is running what it calls the Trust API, a recommendation and reputation service over a blockchain network. Eisen now concentrates on the underlying technology powering the blockchain-based ride-hailing service – UTU Technologies.

His initial observation was that everyone had a “taxi guy” on speed dial on their phone. This valuable information could be used in a recommendation engine that would refer a driver who is “trusted”.

The next point was to convert these “trusted” drivers and put them on a network that would act as a recommendation engine. From this idea, UTU’s Trust API was born. The API is now being used by other entities including Kenya’s top banks as an easier know-your-customer (KYC) technology.

The latest data on the platform shows that Maramoja Transport has 30,000 drivers in its network and operates in four African countries – Kenya, Ethiopia, Cameroon, and Ghana.

In the Beginning

Eisen travelled to East Africa occasionally through his non-profit work from 2010. He continued to understand the market and saw gaps, especially in transport and delivery. This nudge did not dissipate.

“I was ready for a change in my life. I had this idea for a Taxi app for Africa at the time, they were no such thing,” Eisen said. “Two months later, I quit my job and moved to Nairobi and set up Maramoja Transport.”

“We realized the idea of decentralized trust via social relationships was critical in the process of building Maramoja,” he added.

This is a key aspect in differentiating the ride-hailing app from its competitors. The decentralized trust offers a layer of protection for riders.

“At Maramoja Transport, we differentiate ourselves by offering a customer-centric approach to transportation, coupled with innovative technology that enhances the overall user experience,” Maramoja Transport CEO Ronald Mahondo told Nodo News.

The Future of Ride-hailing in Africa

The competition in the Kenyan ride-hailing market is continually growing stiff, with more players debuting. The latest entrants are Yego Global from Rwanda and Kenya’s Showfa aiming to capture a piece of the market pie.

The government is now also cracking down on ride-hailing services ensuring that drivers get better commissions. Under the National Transport and Safety Authority (NTSA) digital taxi regulations (pdf), capped the commissions paid to the companies at 18%.

“We have not had any driver strikes in Maramoja,” Eisen said. He explained that through their Creditworthiness API, drivers can access their earnings instantly removing the need for a 30-day wait. The Creditworthiness API builds a credit profile for the drivers as they transact and they can access credit at a cheaper interest rate.

“Our priority has always been to provide a safe, reliable, and efficient transportation solution to our customers,” Mahondo said. “We remain committed to meeting and exceeding all regulatory requirements.”

Maramoja has also leaned into school transportation where logistical challenges cost parents more money and less punctuality on the part of pupils.

“School transport is a super high trust use case,” Eisen said. “It is important in building those relationships and local knowledge.” The startup now wants to expand to more African markets.

–Edited by Faustine Ugila