From commission to empowerment: How Bro is shifting the power in e-hailing.
- 2 hours ago
- 3 min read
We all know in every industry that has reached a level of comfort, disruption is not just inevitable, it is necessary. Systems that remain unchanged for too long begin to serve themselves instead of the people they were designed for. South Africa’s e-hailing space is no exception. For years, commuters and drivers alike have navigated a system that works, but not always fairly, not always safely, and not always with the local context in mind. Now, a new player is stepping in with a bold proposition - change the system entirely.
Enter Bro, a proudly South African, black-owned e-hailing platform founded by Persy Qamata, who serves as its Chief Executive Officer. More than just another ride-hailing app, Bro represents a shift in thinking, one that puts people before profits and challenges long-standing norms in the industry.
The journey of Bro did not begin with a loud, overnight launch. Instead, it followed a strategic and thoughtful rollout. The platform entered its pilot phase in July 2025, operating as a controlled test environment. This “minimum viable product” (MVP) stage allowed the team to understand user behaviour, gather real-world insights, and refine the system before scaling. By October 2025, the feedback had already exceeded expectations. The company initially set modest targets, 30 drivers and 100 commuters, but quickly surpassed them. Today, even at its early stage, the platform has attracted over a thousand drivers and a growing number of users registering and engaging with the app.
This early traction says something important, South Africans have been waiting for an alternative.
What makes Bro stand out is not just its timing, but its structure. Unlike traditional e-hailing platforms that take significant commission from drivers, Bro operates on a zero-percent commission model. Drivers instead pay a simple, transparent subscription fee, allowing them to keep 100% of their earnings. In a country where economic empowerment and job creation are critical, this model is more than innovative, it is transformative.
For drivers, this means dignity and financial control. It shifts the balance of power, allowing them to work without feeling squeezed by high commission rates. For commuters, it translates into potentially more motivated drivers, better service, and a system that feels more human.
But disruption is not only about economics, it is also about trust and safety. One of the biggest concerns in South Africa’s e-hailing industry has been security, both for passengers and drivers. Bro appears to be addressing this head-on by building partnerships and integrating safety-focused systems from the ground up. While still evolving, the emphasis on a secure and reliable experience signals a company that understands the local landscape and its challenges.
Equally important is the platform’s commitment to quality. Rather than rushing into full-scale expansion, the Bro team has taken a measured approach, using feedback from its MVP phase to strengthen its infrastructure. As Persy Qamata has indicated, the focus is on building systems that can handle growth without compromising user experience. This is a crucial distinction in a space where rapid scaling often leads to service breakdowns.
The official launch, speculated to have taken place around November 2025, marks the beginning of a new chapter, not just for the company, but for the industry. Bro is not trying to replicate what already exists, it is actively working to close the gaps that larger, more established platforms have struggled to address.
And perhaps this is where the real story lies.
South Africans have long supported global platforms, often out of necessity rather than choice. Bro introduces something different, a homegrown solution designed with local realities in mind. It speaks to a broader movement, one that values ownership, inclusivity, and innovation that reflects the people it serves.
Of course, no system is perfect, and Bro is still growing. But disruption does not require perfection, it requires intention, responsiveness, and the courage to challenge what has become normal.
For users, the message is simple - try it. Download the app, experience the service, and be part of shaping a system that is built for you. For drivers, it presents an opportunity to reclaim earning power and participate in a model that prioritizes their well-being.
The e-hailing industry in South Africa is evolving, and Bro is positioning itself at the centre of that evolution. If the early momentum is anything to go by, this is more than just another app, it is a statement that the system does not have to stay the same.
For more, visit: Bro
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