By Koketso Mamabolo
In just five years Etapath went from manual internal process to building an in-house tool which evolved into client-facing, digital-first, centralised tech solution. Their digital transformation journey has seen them help businesses provide their employees with safe, reliable and affordable transport.
“Our journey has been rooted in a vision to make transport in South Africa more accessible, efficient, and opportunity-driven,” says Benjamin Gordon, Co-Founder of Etapath, the winner of the 2025 Africa Tech Digital Transformation award.
Across the country, Etapath has completed over a million scheduled commutes, with over 15 000 users and the results are impressive: Their corporate clients report 30% in savings on transport and a 40% drop in absenteeism.
After having made such an impact in only half a decade, there’s sure to be even more success in store for the rapidly growing tech company. “Opportunities only materialise when you’re prepared to seize them, and we’ve made it a priority to always be ready for what’s next.”
Congratulations on winning the Digital Transformation award. What does winning the award mean to you and your organisation?
Winning the Digital Transformation Award is a significant milestone for us. It affirms the hard work we’ve invested in evolving from manual operations to digital systems, from reactive problem-solving to proactive innovation, and from serving local needs to having a national footprint. More than just a recognition of our technology, this award honors the real-world impact we’re making; supporting workers on their daily commutes, enabling businesses to function reliably, and opening doors for communities to access better opportunities.
Meet the Africa Tech Founder of the Year
Please tell us about your journey, how did you get to this point in your career?
Our journey has been rooted in a vision to make transport in South Africa more accessible, efficient, and opportunity-driven. Since Etapath’s start in 2020, we’ve focused on delivering high-tech transport solutions that address real-world challenges. Early traction with major corporate clients helped us expand nationally by 2022. Along the way, we developed impactful tools like the Team Manager platform, an integrated payment system, and detailed passenger data analytics. Strategic partnerships with organisations such as BPESA and Google Mobility have played a critical role in our growth and influence.
What are the biggest lessons you’ve learnt in your journey and how have you been able to apply them?
One of the most important lessons is to never take things personally. The best ideas should win, no matter where they come from. True progress happens when ego steps aside. Another key lesson is that luck is really the intersection of preparation and timing. Opportunities only materialise when you’re prepared to seize them, and we’ve made it a priority to always be ready for what’s next.
Read: The full list of winners from 2025 Africa Tech Awards
What inspires you to do what you do?
We’re driven by a bigger mission: to eliminate technology as a barrier to employment, investment, and growth. We believe tech should be an enabler, not an obstacle. By making commuting simpler, safer, and more affordable, and by equipping small fleet operators with advanced tools, we’re helping build an inclusive and competitive transport ecosystem that benefits everyone, from individual commuters to enterprise-level clients.
What do you believe are the major trends you believe we should be looking out for in the next few years?
We expect Cape Town to emerge as a key hub for tech innovation in South Africa. We’re also watching the rise of homegrown e-hailing platforms expanding across Africa. And of course, AI is set to transform the transport industry even further; especially in areas like route optimisation, driver allocation, and operational efficiency.
