Imade Bibowei-Osuobeni is a policy advisor and advocate for an inclusive digital economy with nearly two decades of experience across Nigeria and beyond. She is leading at Tech Herfrica, a social impact organisation dedicated to breaking the cycle of poverty for women and girls in rural and underserved African communities through digital and financial inclusion.
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Take us through your educational background, and how it has helped to shape your work?
My educational journey has been pivotal in shaping the woman I have become. I hold a Master of Business Administration and certification in Evidence in Public Policy from the Blavatnik School of Government, University of Oxford, which has deepened my understanding of evidence-based policy-making and evaluation. I also hold certifications in project management, organisational change management, monitoring and evaluation, management consulting, business analysis, and business strategy. In addition to my academic credentials, I bring almost two decades of experience in developing and implementing strategies and policies. This blend of education and hands-on expertise has been crucial in guiding my work with Tech Herfrica, where I leverage these skills, leading a dynamic team across eight countries in Africa to bridge the digital divide and uplift women in underserved areas, making a meaningful impact.

You have established yourself as a strong advocate for an inclusive digital economy. How are you helping to shape global policies through your work?
I help shape global policies for an inclusive digital economy through various platforms and collaborations. As a member of the United Nations eTrade for Women community, I engage in discussions to promote more inclusive digital policies. In my capacity with the Organisation of Women in International Trade (OWIT) Nigerian Chapter, I represent OWIT on the National Trade Facilitation Committee, where I contribute to crafting inclusive trade policies. In November 2023, I facilitated a session at the annual Gender and Inclusion Summit, organised by the Policy Innovation Centre. The session, titled “Mind the Gap,” brought together policy experts, rural women farmers, and traders to examine the barriers they encounter in business.
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Tell us about your inspiration behind ‘Tech Herfrica’, and the impact you are making through your organisation’s women empowerment initiatives.
Tech Herfrica was inspired by a profound experience I had after attending a UN eTrade for Women workshop on leveraging technology for growth. On my way home from a short holiday in Edo State, I stopped at a village to buy food items from a rural woman. I spent approximately 80,000 naira (about 100 USD at the time) on these items, which would have cost me at least 180,000 naira (about 200 USD) in the city where I lived. The woman burst into tears as if someone had just died.

According to her, it was the largest sale she had ever made. During our conversation, I discovered that despite having internet access in her village, she was unable to benefit from the digital economy. She lacked a smartphone and the knowledge to use one, leaving her reliant on middlemen who paid her only a token. She was unable to benefit from the growing electronic and social commerce industry in Nigeria and she was stuck in a cycle of poverty. This encounter sparked my commitment to addressing the digital divide affecting women in rural areas. So, Tech Herfrica was founded to bridge this gap and equip women in underserved communities across Africa, starting with Nigeria. Our mission is to equip these women with the skills and resources needed to succeed in the digital economy. We focus on providing digital and financial literacy training in local languages and contexts, providing access to smartphones, and financial services, and fostering entrepreneurship. To date, our initiatives have helped over 4,500 women and girls across 22 communities and 10 states in Nigeria and Kenya in barely 18 months.
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How important is digital literacy to our generation?
Digital literacy is essential to our generation, as it forms the foundation of nearly every aspect of modern life. In a world where technology drives progress, being digitally literate empowers individuals to access information, communicate effectively, and engage in the digital economy. For women in marginalised communities, digital literacy is more than just a skill; it’s a gateway to opportunities in education, entrepreneurship, and economic advancement. Given the additional barriers these underserved populations face, digital literacy has become even more critical in leveling the playing field and opening doors to a brighter future.

With nearly two decades of adding value to women and girls through your activities, what is your advice on constantly improving themselves?
My advice is to stay curious and consistently pursue knowledge and skills that are relevant to their goals. Embrace lifelong learning, remain open to feedback, and be adaptable to changing circumstances. Building a strong support network and cultivating mentorship relationships can offer valuable guidance and opportunities for growth. Personal and professional development should be an ongoing journey, fueled by a commitment to self-improvement and excellence. It’s also crucial for every woman to define her values and stay true to them. Understanding that no society has achieved full inclusion, women should identify the barriers they face and actively seek to overcome them by leveraging the right information and support.

You have earned many recognitions including the Visionary Leadership Award in 2024, and the Visionary African Woman Award in 2023. How do they reflect on your outstanding work?
I believe the recognition we have received truly reflects the significant impact and innovation we have achieved at Tech Herfrica. These awards affirm that the visionary leadership and forward-thinking strategies we have implemented are resonating far beyond the boundaries of our organisation. When we first embarked on designing our programmes, there was no existing blueprint to guide us. We could not find anything that was being done in Nigeria, in the way we wanted to do it, it demanded extensive research, a deep well of experience, divine inspiration, and courageous decision-making to successfully integrate our unique solutions. Consider the complexity of creating a programme that not only equips rural women with the technological skills needed to improve their economic situation but also provides them with access to essential resources such as smartphones, financial services like savings, loans, and insurance, as well as training on business management. Furthermore, this programme connects them to our innovative e-commerce solution, Herlocal Market, to enhance sales and boost income—all within the framework of a single, multi-phase initiative. Receiving these awards feels like a well-deserved acknowledgment of our efforts, reinforcing that we are indeed on the right path, despite the lessons learned along the way.
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What have been some of your biggest challenges, and how have you found ways to overcome them?
Scaling up our impact is essential—our work is not complete until our programmes lead to tangible improvements in digital literacy, smartphone access, access to new markets, financial services, and increased income. However, we have encountered significant challenges in bridging the digital divide in remote and underserved areas. Factors such as illiteracy, the high cost of smartphones and internet access, deeply rooted social norms, and geographical limitations have all posed substantial obstacles. To overcome these challenges, we have developed programmes that address both access and usage gaps. In communities that already have access, we provide support to help individuals make meaningful use of technology. For those without access, we implement initiatives that foster both access and effective usage. In addition, all our training programmes are reinforced with in-person support from community leaders and male allies, ensuring that the process is both inclusive and effective. Furthermore, we are partnering with financial service providers to design and roll out innovative financial products. This collaboration ensures that as women increase their sales and gain access to financial services, they can eventually afford to own their devices, further improving their livelihoods and benefiting their families and communities. In all, we have enjoyed the trust and support of community leaders, and for this, we are deeply grateful.
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What do you consider key in your drive to end poverty among women and girls?
Contrary to popular belief, I do not believe that there is a single “key” to ending poverty. In my view, it requires a combination of factors that must be strategically integrated and aligned. These components include providing access to education, economic opportunities, and digital and financial resources. Empowering women with the skills and tools necessary to start and grow their businesses, along with ensuring access to digital and financial literacy, are critical steps in this process. Additionally, building supportive networks and advocating for policies that address systemic barriers are essential in creating sustainable change. All these elements must work together harmoniously, as we collectively strive to understand and challenge social norms that no longer contribute to economic prosperity.

What is your life mantra?
My life mantra is “Trust and Obey”. I trust that I am on this earth for a purpose defined by God, and I strive to follow both the small and significant instructions that God places in my heart. I believe that every experience—both failures and successes—contributes to a greater plan, giving me the courage to persist despite challenges. This mantra also resonates with the full meaning of my name, Imade, which translates to “I did not fall.” I trust and obey, and I am confident that, despite any circumstances, I will ultimately succeed.
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