Roam Africa

What Roam Africa does

ROAM Africa (legal name Ringier One Africa Media) is a Swiss-headquartered online marketplaces group operating leading consumer verticals across Sub-Saharan Africa, owned close to 100% by Swiss media and technology company Ringier AG since December 2022. The group runs a portfolio of localized digital marketplace brands: BrighterMonday (jobs, Kenya and Uganda), Jobberman (jobs, Nigeria and Ghana), BuyRentKenya (property), Pigiame (general classifieds, Kenya), Expat-Dakar (general classifieds, Senegal), and The African Talent Company (workforce solutions). It previously operated Cheki Kenya and Cheki Uganda automotive marketplaces, divesting those to Autochek in September 2021 to refocus on jobs, property, and general classifieds.

The core technology stack is a multi-brand marketplace infrastructure with an AI-powered candidate matching engine (Best Match), an integrated Applicant Tracking System (ATS), skills assessment tooling, and behavioral/psychometric profiling technology. Underlying capabilities include NLP-based CV and job description parsing, predictive analytics for role-fit scoring, and structured behavioral data pipelines generated through partnerships (notably USAID eTrade Alliance and Mastercard Foundation youth programs). The company serves two primary customer segments: SMB and enterprise employers seeking talent, and jobseekers across experience levels; secondary users include property seekers, vehicle buyers/sellers, and general classified consumers in Kenya, Nigeria, Ghana, Uganda, Senegal, and South Africa.

ROAM operates a hybrid GTM combining self-serve product-led marketplace access with enterprise direct sales for large employers, and a community-led layer via partnerships with government agencies (e.g., Nigerian Youth Service Corps), development finance institutions (Mastercard Foundation, GIZ), and NGOs (UNICEF Generation Unlimited). Revenue is generated through employer subscriptions for job listings and recruitment tools, freemium jobseeker premium features, transaction and lead-generation fees on classifieds, escrow services on Pigiame, and grant-funded professional services tied to training programs. Customer scale signals include 40,000+ employers served in Kenya alone, 1.2M+ jobseekers supported on BrighterMonday Kenya, 190,000+ pre-vetted youth in the Alliance for Better Work pipeline, and a target of placing 3 million young people in dignified employment by 2025 under the Mastercard Foundation partnership.

Name

Roam Africa

Legal name

Ringier One Africa Media

Website

https://roam.africa

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

ROAM Africa is a multi-brand online marketplaces group operating leading jobs (BrighterMonday, Jobberman), property (BuyRentKenya), and general classifieds (Pigiame, Expat-Dakar) platforms across six Sub-Saharan African countries, serving SMB and enterprise employers, jobseekers, and consumer classifieds users under Ringier AG ownership.

Ownership category

akta.pro rank

Product category

Online Classifieds Marketplaces

akta.pro primary industry

Local Services & Experiences Generalist Marketplaces (CRAFAAAD)

akta.pro secondary industry

Local Services & Gigs C2C Marketplaces (CRAFAKAI)

Keywords

• Online classifieds marketplace
• Job matching platform
• Recruitment technology
• Property listings platform
• Automotive marketplace

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Job Listing and Recruitment Fees: Revenue from charging employers to list job vacancies and access recruitment tools. Premium services include applicant tracking, candidate matching, and enhanced visibility packages.
2. Job Seeker Premium Services: Freemium model with premium features for job seekers including professional CV design, priority visibility, and exclusive job alerts.
3. Classified Advertising: Revenue from general classifieds including property listings, vehicle sales, and general merchandise through PigiaMe and BuyRentKenya platforms.
4. Escrow and Lead Generation: Escrow transaction services and lead generation for classified listings. Per listing lead generation services for C2C transactions.
5. Training and Skills Programs: Soft skills training programs and professional development services for job seekers, often delivered through partnerships with foundations and government agencies.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Roam Africa (Ringier One Africa Media Group) operates a network of online classifieds and marketplace platforms across Sub-Saharan Africa, spanning job matching, property listings, automotive marketplaces, and general classifieds. Its flagship brands include BrighterMonday, Jobberman, Cheki, and PropertyPro, connecting employers with job seekers, and buyers/sellers across verticals. The company leverages AI-powered matching, behavioral profiling, and applicant tracking systems to serve both enterprise employers and individual consumers.

Product overview

ROAM Africa operates a multi-brand digital marketplace portfolio across Sub-Saharan Africa, unified by its mission to connect Africans to opportunities. The company runs two core platform categories: Jobs platforms (BrighterMonday in East Africa, Jobberman in West Africa) providing AI-powered recruitment matching and hiring solutions; and General Classifieds platforms (Pigiame, Expat-Dakar) enabling B2C and C2C advertising. Property marketplace BuyRentKenya serves the housing market, while The African Talent Company (TATC) provides workforce solutions. The portfolio spans six Sub-Saharan countries with a focus on transparency and digital transformation across key life decisions including careers, housing, and commerce.

Differentiator

Problem solved

Functional benefit

Brands

• Jobberman: Job placement platform operating in Nigeria and Ghana, the single largest job placement website in sub-Saharan Africa
• BrighterMonday
• BuyRentKenya
• Pigiame
• Expat-Dakar
• The African Talent Company (TATC)

Products and services

• BrighterMonday

Quantifiable outcome

• 82,600+ young people placed in dignified employment through Jobberman training programs
• +5 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered strategic, core and major.

• Ghana Communications Technology UniversitystrategicStrategic or Co-development Partner · 7 February 2022MOU signed to connect university students with internship opportunities in Ghana. Bridge gap between academic education and industry requirements.
• UNICEF Generation Unlimited (GenU)coreStrategic or Co-development Partner · 13 December 2021Partnership agreement to support workforce readiness program targeting young people, especially girls from marginalized communities aged 15-24. Jobberman providing training and placement support.
• GIZ GhanacoreStrategic or Co-development Partner · 11 November 2021Invest for Jobs C-Suite Coffee Chat collaboration between GIZ and Jobberman Ghana. Aim to sensitize and connect HR managers and industry experts on labor market trends. Jointly training 300 unemployed graduates.
• AutochekmajorStrategic or Co-development Partner · 20 September 2021Autochek acquired Cheki Kenya and Cheki Uganda from ROAM Africa. Deal combines ROAM's marketplace expertise with Autochek's auto finance technology to accelerate automotive sector digitization across Africa.
• French Chamber of Commerce KenyastrategicChannel Partner/ Reseller/ Distributor · 8 September 2021Partnership to help French businesses in Kenya recruit local talent and empower expatriates to secure job opportunities. Members access capacity building forums and HR expertise for localized recruitment.
• Global Alliance for Youth NigeriacoreStrategic or Co-development Partner · 11 August 2021Business-driven movement with Nestlé Nigeria, Sterling One Foundation, Big Bottling Company, and UN Global Compact. Alliance plans to reach 250,000+ young Nigerians with employability and entrepreneurial skills over 3 years to address youth unemployment crisis.
• Nigerian Youth Service Corps (NYSC)coreStrategic or Co-development Partner · 28 May 2021Partnership to train 120,000 youth corpers annually in soft skills including emotional intelligence, personal effectiveness, and presentation skills. Training delivered in NYSC camps across 36 states and FCT.
• USAID eTrade AlliancecoreStrategic or Co-development Partner · 7 April 2021Partnership with USAID-funded Alliance for eTrade Development II to develop Nigeria's e-commerce sector. #FindYourDigitalSuperPower campaign conducting behavioral profiling on 24,000 young people aged 18-35 and 1,000 e-commerce employees to determine skills and behavioral traits for workforce optimization.

Scale indicators17 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• LinkedIn: Global professional networking and recruitment platform owned by Microsoft. Comparable to ROAM's BrighterMonday and Jobberman jobs businesses in target market (employers and job seekers) and recruitment tools, though operating at vastly larger scale and offering overlapping but broader functionality.
• Indeed: Global job search and recruitment platform. Comparable to ROAM's BrighterMonday and Jobberman in jobs marketplace mechanics and target audience, but operates as a broad incumbent with substantially larger global traffic and employer base.
• OLX (now part of Naspers/Prosus portfolio): Global classifieds platform with strong African presence (South Africa, others). Comparable to ROAM's Pigiame and general classifieds brands in C2C/B2C marketplace mechanics, though with broader geographic reach and incumbent scale.

Direct peers

• Jiji: Pan-African general classifieds marketplace operating in many of the same Sub-Saharan African markets as ROAM (Kenya, Nigeria, Ghana, etc.). Direct competitor to Pigiame, Expat-Dakar, and BuyRentKenya across general merchandise, vehicles, and property verticals.
• Property24: Leading property marketplace across multiple African markets including Kenya and South Africa. Direct competitor to BuyRentKenya in the property listings vertical with overlapping seller/agent and buyer/renter audiences.

Emerging players

• Autochek: African automotive technology and marketplace company that acquired ROAM's Cheki Kenya and Uganda in 2021. Comparable to ROAM's former automotive vertical and increasingly relevant given the strategic divestiture; overlapping dealer and vehicle buyer/seller audiences.
• MyJobsInNigeria / Jobberman competitors: Job aggregation and recruitment platforms operating in West Africa. Comparable to Jobberman in jobs marketplace model and employer/jobseeker audience, though typically with thinner local brand presence and employer relationships.

Regional players

• Bayut: Leading property marketplace in the UAE/MENA region. Comparable to BuyRentKenya in property vertical model and target audience, though operating in a different geography; useful for benchmarking classifieds/marketplace unit economics in emerging markets.

Others

• Ringier AG (parent): Swiss media and technology conglomerate and ROAM's parent company (~100% ownership). Not a peer but the controlling shareholder whose capital allocation and strategic priorities directly shape ROAM's growth trajectory and investment capacity.
• SEEK (former shareholder): Australian-listed online employment marketplace company and former co-shareholder of ROAM prior to Ringier's December 2022 buyout. Relevant as a former capital partner and as a global comparator on jobs marketplace business models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/roam-ringer-one-africa-media

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Roam Africa