MTN Mobile Money, Ghana’s leading mobile financial service provider, launched a campaign on Thursday aimed at encouraging tricycle riders and their passengers to adopt cashless payments. The initiative, dubbed ‘Ride with MoMo’, was introduced in Kasoa, a bustling commercial town in the Central Region, as part of broader efforts to deepen financial inclusion in the informal transport sector.
The programme will see the distribution of branded accessories and the launch of consumer promotions specifically for tricycle operators, who are a common mode of transport in many Ghanaian communities. Shaibu Haruna, the Chief Executive Officer of MTN Mobile Money Ghana, framed the campaign as a response to a clear market demand. “This initiative is in direct response to the call from tricycle riders who have expressed the need for a convenient and secure payment system,” Haruna said.
The push for digital payments within Ghana’s extensive transport network aligns with MTN’s dominant position in the country’s mobile money landscape. The fintech service has become an integral part of daily commerce, processing billions of cedis in transactions annually for millions of active users. Its expansion into informal transport, a sector historically reliant on physical cash, represents a strategic move to capture a significant portion of the local economy.
The timing of the initiative is notable, as digital financial services are increasingly seen as a critical tool for economic resilience in Ghana. The informal sector, which employs a large percentage of the workforce, often faces challenges with access to traditional banking. Mobile money platforms like MoMo have filled this gap, providing a vital conduit for transactions, savings, and credit for individuals and micro-entrepreneurs alike.
Analysts point out that initiatives like ‘Ride with MoMo’ serve a dual purpose: they formalize aspects of the informal economy by creating digital transaction records, while also enhancing safety and convenience for both service providers and customers. For tricycle riders, eliminating the need to carry cash can reduce the risk of theft. For passengers, it offers a seamless payment option that doesn’t require exact change, a common hurdle in daily commutes.
The campaign launch in Kasoa was described as a starting point, with plans to expand to other regions across Ghana. The success of such targeted financial inclusion drives depends on a combination of merchant incentives, consumer education, and the reliability of the underlying digital infrastructure. MTN MoMo will be betting that its extensive agent network and brand recognition can overcome any initial resistance to changing long-established cash habits.
“This initiative is in direct response to the call from tricycle riders who have expressed the need for a convenient and secure payment system,” said Shaibu Haruna, CEO of MTN Mobile Money Ghana.
As Ghana continues to pursue its goal of becoming a cash-lite society, the integration of digital payments into high-frequency, low-value sectors like public transport is viewed as a critical milestone. The broader trend across Africa sees mobile money platforms evolving from simple person-to-person transfer services into comprehensive ecosystems that underpin commerce, a shift that could have significant implications for financial inclusion and economic growth.