The future is now
The vision of this company is to be a groundbreaking leader in technology in Africa and worldwide, a tree that serves as a home of refuge for many.
The vision of this company is to be a groundbreaking leader in technology in Africa and worldwide, a tree that serves as a home of refuge for many.
The tree
Our vision is a tree. Not a machine, not a monument, a living thing, planted in faith and growing toward the future. Every part of the baobab tells us something about the company we are building.
The trunk: faith
The firm foundation. A baobab’s trunk is massive and unshakeable. For us, the trunk is faith: trust in God and the commitment to do what is right, even when it is hard. Everything we will ever build stands on this.
The branches: subsidiaries
A baobab grows many great branches from a single trunk. In time, our company will grow branches into many industries, each one rooted in the same trunk of faith and values.
The leaves: our people
Leaves turn sunlight into life for the whole tree. Our people are the leaves: every employee, present and future, whose daily work turns vision into reality.
The roots: values and culture
Half the tree is underground. Our roots are our values and culture, Godliness, Transparency, Kindness, Service, Fun, Integrity, and Accountability, drawing nourishment from deep convictions.
Constant watering: improvement
A tree must be watered constantly to thrive. We commit to continuous improvement: always learning, always refining, never settling.
The baobab
Why the baobab? Because it is a tree that brings life where little else can thrive.
Life where little else thrives. The baobab stands for centuries in harsh, dry lands. We want to build technology that thrives where it is needed most, across Africa and worldwide, where opportunity is vast and the need is real.
Self-sufficiency. The baobab stores water in its great trunk, carrying itself through drought. We are building a company designed to be resilient and self-sustaining.
Shelter for all. Travelers rest in the baobab’s shade; whole ecosystems live in its branches. Our vision is a home of refuge, a company whose work shelters and serves many.
Continuous regeneration. Strip the baobab’s bark and it grows back, stronger. We will regenerate “just in time,” adapting and renewing ourselves as the world changes.
Honest about the road ahead. A tree does not grow overnight, and neither will we. There will be dry seasons, hard problems, slow progress, real challenges. We name that now, because a vision you cannot question is a vision you cannot trust.
Long-term vision
We are newly formed, and we offer no services yet. What we offer is direction, four commitments that will guide every branch we grow.
Opportunity for youth
Real pathways for young people, especially across Africa, to learn technology, build lasting skills, and step into meaningful work.
Refuge for all God’s people
Our doors, our work, and our culture will be a home of refuge: welcoming, safe, and kind to everyone we serve and everyone who joins us.
Transparency and accountability
We will build in the open, decide with data, and hold ourselves accountable, leaving behind a company the next generation can trust.
Cybersecurity leadership
We will lead in keeping people safe online: practical cybersecurity training and honest technology that protects individuals, families, and organizations.
The 3 B’s
Our motto is three words. They describe the scale of our ambition, the courage of our approach, and the standard of our craft.
Big
We think at the scale of continents and generations. Small plans do not need a baobab.
Bold
We will attempt hard things openly, naming challenges honestly and moving forward with courage.
Beautiful
Technology should be beautiful: in its design, in its ethics, and in the way it treats people.
Talk to our team
Have a question about the vision, or want to follow the journey? We would love to hear from you.