Manual HR headaches slowing hires — automate onboarding, payroll & CRM sync

Manual HR headaches slowing hires — automate onboarding, payroll & CRM sync targets a $30.0B = 20M SMEs (EMEA/Africa + global SMBs actively digitizing HR) x $1.5K ACV total addressable market with medium saturation and a year-over-year growth rate of 18%+ CAGR for HR & workflow automation in emerging markets, driven by digital payroll and remote work adoption.

Key trends driving demand: Mobile-first adoption -- Many Kenyan SMBs use mobile devices as primary access; mobile-first HR/CRM UX is critical to drive adoption.; Formalization of payroll -- Banks and regulators demand digital payroll trails, creating demand for payroll-integrated HR systems.; AI for recruiting & workflows -- NLP/ML enables automated CV screening, interview scheduling and performance signal extraction, lowering hiring friction.; Integration-first stacks -- SMBs prefer lightweight connectors (M-Pesa, accounting, CRM) over monoliths; composable platforms win faster adoption..