SEND

High-Level Overview

SEND is a digital freight forwarder and customs broker positioned as the "Flexport for Africa," aiming to modernize and simplify freight forwarding and customs processes on the continent. It builds a technology-driven platform that integrates freight forwarding, customs brokerage, and supply chain management to provide African businesses with greater visibility, control, and efficiency in their logistics operations. SEND primarily serves African importers, exporters, and SMEs facing challenges in cross-border shipping and customs clearance, addressing issues like lack of shipment visibility, complex documentation, and fragmented supply chains. The company is gaining traction by leveraging digital tools to streamline freight and customs processes, supporting intra-African and international trade growth.

For an investment firm, SEND’s mission aligns with enabling African trade through digital innovation, focusing on logistics and supply chain sectors critical to economic development. Its investment philosophy likely emphasizes backing tech-enabled startups that solve infrastructure and operational inefficiencies in Africa’s trade ecosystem. SEND’s impact on the startup ecosystem includes accelerating digital transformation in logistics, fostering transparency, and enabling SMEs to scale through improved freight and customs services.

Origin Story

SEND was founded in 2020 by Larry Oti and Kingsley Oti, based in Lagos, Nigeria. The idea emerged from the founders’ recognition of the fragmented and opaque freight forwarding and customs brokerage landscape in Africa, which hampers trade efficiency. Early traction includes participation in Y Combinator’s Winter 2020 batch, signaling strong validation and support from a leading global startup accelerator. SEND’s evolution has been shaped by the urgent need to digitize and simplify freight and customs processes in Africa, a market with significant logistical challenges but immense growth potential.

Core Differentiators

• Product Differentiators: SEND offers an integrated digital platform combining freight forwarding and customs brokerage tailored for African trade complexities.
• Developer Experience: The platform likely emphasizes user-friendly interfaces and real-time tracking, enabling customers to monitor shipments and customs clearance seamlessly.
• Speed, Pricing, Ease of Use: By digitizing traditionally manual and opaque processes, SEND reduces delays, lowers costs, and simplifies compliance for African businesses.
• Community Ecosystem: SEND supports SMEs and importers/exporters in Africa, contributing to a growing network of digitally enabled trade participants.

Role in the Broader Tech Landscape

SEND rides the global trend of digital freight forwarding and supply chain digitization, adapting it to Africa’s unique challenges such as poor infrastructure, lack of shipment visibility, and complex customs procedures. The timing is critical as Africa’s trade volumes grow, especially with initiatives like the African Continental Free Trade Area (AfCFTA) boosting intra-African trade by an estimated 40%. Market forces favor tech-enabled logistics solutions that can unlock efficiency and transparency, positioning SEND as a key player influencing the modernization of Africa’s trade ecosystem and enabling broader economic integration.

Quick Take & Future Outlook

SEND is poised to expand its footprint across key African markets, leveraging digital innovation to capture growing demand for transparent, reliable freight and customs services. Future trends shaping its journey include increased intra-African trade under AfCFTA, rising e-commerce volumes, and continued investment in logistics technology. SEND’s influence is likely to grow as it helps reduce trade friction, enabling African businesses to compete globally with improved supply chain visibility and efficiency. Its success could inspire further digital transformation in African logistics, making it a cornerstone in the continent’s evolving trade infrastructure.