“Empowering Africa’s Deskless Workforce via Whatsapp”

In South Africa, the majority of people who go to work every day don’t sit at desks.They’re security guards, cleaners, cooks, cashiers, drivers, construction workers. The people who keep things running. But despite being the backbone of the economy, they’re often left out – forgotten by tech, by systems, by the companies they work for – left without payslips, in debt to loan sharks, or standing in queues to apply for leave.

Jem exists to change that. The mission is simple: give deskless workers better access to their pay, benefits, and HR services – quickly, affordably, and through something they already use every day: WhatsApp. For many workers, it’s the first time they’ve had access to their payslips without a trip to head office or could ask an HR question without fear of being ignored.

A Mindset for Change

“I’ve ‘won the away game’ by taking what I learned in the UK – how to raise capital, scale, use tech well – and applying it with urgency back home,” he shares. “But more than that, I’ve brought a mindset. A belief that South Africans deserve world-class tools and world-class companies. I’m here to build both.”

That mindset isn’t just external – it shapes the culture at Jem. As Simon puts it, “We want our people to look back one day and say, ‘That was the best decision of my career.’ That it stretched them, grew them, and gave them meaning. That matters just as much as the business outcomes.”

Building for 1 Million

The vision is clear: reach 1 million frontline workers by 2030. “To do that, we need every large South African employer with a deskless workforce to use Jem – to streamline their HR and improve their employees’ lives,” says Simon. “No more paper payslips, no more payday loans, no more being forgotten. We’re creating a future where businesses not only operate better, but care better. Where technology closes gaps instead of widening them.”

And there’s a call to action for fellow South Africans living abroad. “If you’re a Saffa abroad, you can help us by opening doors, connecting us to companies, introducing us to investors, sharing what we’re doing,” he explains. “70% of the companies I drive past every day need Jem, but they don’t know we exist yet. Help us change that – and make sure that the people who keep South Africa’s economy running are no longer left behind.”

Backing Builders

Jem is also committed to supporting South Africans beyond just its product. “We hire them, we grow them, we give them work that matters,” says Simon. “We respond to founders who reach out. We connect people; we open doors where we can. South Africa needs more builders – and we’ll always support anyone brave enough to try.”

Through Jem, Simon Ellis is doing just that: helping companies show up for the people who keep them running – finally. Jem is helping give them a voice, a payslip, and a sense of dignity. And in the process, he’s showing what it really means to win the away game.

Lessons Abroad, Brought Home

Simon Ellis didn’t set out to build an HR tech company. At 22, after finishing his accounting degree, he turned down a job from one of the Big Four and travelled through India, China, and most of Southeast Asia. “I realised I needed to get out into the world properly,” he shares.

“We’re creating a future where businesses not only operate better, but care better. Where technology closes gaps instead of widening them.”

He moved to London and joined Deloitte to finish his CA. “I loved it; I worked in New York and Russia, spent time on complex transactions, and learned how global businesses think and move,” Simon explains. “But I knew I wasn’t cut out to be a Deloitte partner. I wanted to build things. Solve hard problems. Shape the future.”

His first angel investment came in 2016. His third ended up being Revolut. “That was pure luck, but it showed me the power of technology and what’s possible when you back bold ideas.”

In 2019, he came across a UK startup called WageStream. As Simon puts it, “It hit me hard: Why aren’t we doing this in South Africa, where the need is far greater?” That moment sparked SmartWage – built to help workers access their wages via WhatsApp at a fraction of the cost.

As the product grew, so did the ambition.  SmartWage became Jem. That number isn’t just growth. It’s 150,000 real people, many accessing a payslip, a leave form, or basic HR help digitally for the first time. Simon asserts: “Built for Africa, born out of lessons from abroad.”