Nigerian firm PromiseLand Innovations Limited is set to launch a new e-hailing platform, ProTaxi, on 1 October 2026, positioning the service as a homegrown competitor in the country’s expanding ride-hailing sector.
The platform, developed specifically for the Nigerian market, aims to connect commuters and drivers while placing a strong emphasis on affordability, safety, and clean-energy vehicles.
Its launch marks a diversification for PromiseLand—led by chief executive Lawrence Oloche—which has primarily operated in the real estate sector with an initiative to build 100,000 housing units across Nigeria.
Focus on electric vehicles and lower costs
A central pillar of ProTaxi’s strategy is the adoption of electric vehicles (EVs) and clean energy to reduce operational overheads.
The company hopes that lower running costs for drivers will translate into more competitive fares for passengers in an economic climate where rising fuel prices and vehicle maintenance costs have squeezed both transport operators and commuters.
“We believe getting around should be easy, affordable, and environmentally responsible,” the company said in a statement, outlining long-term ambitions to build an eco-friendly mobility network across Africa.
Safety features and driver flexibility
To address common security and user concerns within the sector, the application incorporates several digital features:
- Safety controls: Real-time GPS tracking, driver verification, rating systems, and live location-sharing with friends and family.
- Payment flexibility: Multiple digital payment options alongside instant access to digital receipts.
- Flexible working: A flexible scheduling model allowing drivers to choose their own working hours to support sustainable earnings.
Analysis: Capitalizing on a market in transition
The announcement comes at a transformative moment for Nigeria’s urban transport sector, coming just two days after global tech giant Uber officially shut down its operations in the country on 2 September after 12 years.
Uber’s departure highlighted the severe headwinds facing foreign operators in West Africa’s largest market, where rising fuel costs, currency devaluation, and high platform commissions eroded profit margins for drivers and pushed rides beyond the reach of many consumers.
ProTaxi’s market entry signals a shift towards indigenous platforms attempting to capture the market share left behind by departing multinationals.
By tailoring its model around electric vehicles, PromiseLand is directly targeting the country’s biggest transport bottleneck—the escalating cost of petrol. If successful, its reliance on localized infrastructure and lower vehicle running costs could offer a more sustainable blueprint for ride-hailing in Nigeria, turning a challenging economic landscape into a strategic opportunity for local innovation.
The ProTaxi rider application has been made available on iOS and Android devices ahead of its formal unveiling on Nigeria’s Independence Day.
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