From Scarcity to Strategy: How Sosena Terefe is Powering Africa’s Digital Future

In a country where digital infrastructure was once nearly nonexistent, Sosena Terefe saw more than a technological gap, she saw an opportunity to create a lasting impact, not just chase hype.  Her mission was seemingly simple but driven by a clear purpose: to empower underserved communities and institutions across Ethiopia through practical, scalable, and locally relevant digital solutions. 

That vision became reality in 2016 with the founding of ETM Software, a company that has since become a quiet but powerful force in Ethiopia and Africa’s digital transformation. 

In 2015, just a year before the establishment of ETM software, Ethiopia was one of the least connected countries in the world, with an internet penetration rate of 12%, according to data from the International Telecommunication Union.  Since then, Ethiopia’s tech scene has been marked by a mix of digital scarcity and ambitious innovation. A prime example is Sosena Terefe and her brainchild, ETM Software. 

When they started ETM Software, co-founders Sosena Terefe and Mikiyas Amdu shared one clear goal: to create a company that doesn’t just build, but builds with context, addressing the unique needs of the country and its institutions. 

With no outside investment, the duo fully bootstrapped the startup, building it from the ground up. In its early days, ETM focused on building custom software for organizations still reliant on outdated systems or manual processes common reality in Ethiopia at the time. Over time, the team expanded its services to include machine learning and AI-powered tools that automate workflows and support data-driven decision-making. This evolution from bootstrapping to advanced technology work was gradual and deliberate, ensuring each step addressed real, local challenges. 

Sosena, a graduate of HiLCoE School of Computer Science and Technology and part of the “GebeyaMafia” (a colloquial nod to Ethiopia’s tight-knit tech alumni networks), cut her teeth during an era when “digital transformation” in Ethiopia often meant jury-rigging outdated systems. Her academic grounding in software development and early career observations revealed a stark gap: institutions clung to manual processes, while marginalized communities, particularly refugees, lacked access to basic digital tools.

“Prior to 2016, I noticed a persistent gap in how organizations across Ethiopia accessed and utilized digital tools,” Sosena says. “Many relied on outdated systems or manual processes, creating inefficiencies and limiting their potential. I also observed that underserved communities, particularly refugees, lacked opportunities to benefit from digital advancements. This inspired me to co-found ETM Software to build relevant, impactful, and scalable solutions that could address these issues at the root.”

The mission was far from glamorous, so early skepticism from clients meant that trust had to be earned, not assumed. “Client trust was not assumed; it was diligently earned through consistent delivery and integrity,” Sosena reflects. 

A breakthrough moment came through a pivotal partnership with the United Nations, where ETM developed tools for refugee education and case management. This marked the beginning of a longstanding relationship with UNHCR, helping to solidify ETM’s credibility. Over time, additional collaborations with projects such as DPST (Digital Partner Statistical Tool) and DRCS (Digital Request and Complaint System) further highlighted the company’s role in delivering data-driven, mission-critical tools for the humanitarian sector. For example, one humanitarian partner saw a 70% reduction in data-processing time after implementing ETM’s solutions, which directly resulted in faster aid delivery and more timely support for those in need.

At the time in her twenties, Sosena, who once focused on coding, now steers the company’s strategic direction. “Our strength isn’t in following global trends,” Sosena explains. “It’s about building for context, adapting to the unique challenges of our environment.” This means prioritizing mobile-first platforms in areas with limited hardware access, offering local-language interfaces, and involving community stakeholders in co-designing solutions. One example is ETM’s digital learning systems for refugee communities, tools that are not only usable in low-bandwidth settings but also embraced by the very people they aim to serve. 

Under Sosena’s leadership, ETM has expanded its services and adopted machine learning to automate workflows for clients in health, agriculture, and insurance. These innovations enable clients to operate more efficiently, often in extremely resource-constrained environments.

To broaden this impact, Sosena launched Kinetic BI, a sister company designed to bridge the gap between African and global business intelligence standards. Kinetic BI enables enterprises with tools that are both analytically robust and culturally adaptive, an intersection that is often missing in off-the-shelf solutions from abroad. Kinetic BI’s offerings include predictive and advanced analytics for forecasting trends, big data consulting, real-time monitoring of key performance indicators, AI-powered tools for automation, and data visualization services that help organizations turn raw data into actionable insights. 

According to Sosena, the creation of Kinetic BI stemmed from the realization that African enterprises needed data-driven tools that could provide actionable insights while still being adapted to the region’s unique challenges. This integration of local context with global technology remains at the heart of ETM's approach.

Today, Sosena leads ETM not just as a technologist but as a strategist focused on long-term sustainability. She’s guiding the company’s expansion across Africa while deepening its AI and data science capabilities. 

“Sustainability is crucial in low-resource settings,” Sosena says, acknowledging the complex challenges of working in regions with fragmented regulations and a highly competitive talent market. Despite these hurdles, she remains committed to ETM’s mission: to empower organizations and individuals through tailored, impactful digital solutions. 

A key focus for Sosena is measuring success not just by the number of projects delivered, but by real-world impact. ETM tracks outcomes such as job placements following training and operational improvements among clients. For example, the same humanitarian partner that reduced data-processing time by 70% was able to deliver aid faster and more efficiently. This focus on tangible results, combined with ETM’s ongoing engagement with users and stakeholders, ensures that solutions are not only effective but also sustainable. 

Looking forward, Sosena envisions ETM as a pan-African leader in digital transformation, with an emphasis on inclusive, scalable solutions. The company is investing in sector-specific AI tools for healthcare, agriculture, and education, and is building strategic partnerships to scale its services and open new markets across Africa.

“At ETM, we are not simply building software; we are shaping Africa’s digital future with purpose and inclusivity,” she emphasizes. 

Over the next five years, ETM aims to become a leading digital transformation partner for organizations throughout the continent. Sosena emphasizes that ETM’s solutions are designed to be sustainable, inclusive, and built for real impact. “We are proud of what we have achieved so far and excited for what lies ahead. We welcome partnerships that align with our values and share our vision of a digitally connected Africa,” she added. 

As Ethiopia and the continent continue to navigate the complex path toward digitization, Sosena remains steadfast in her belief that technology, when built with intention, can profoundly improve lives. And through ETM, that belief is becoming a reality-one that promises an even greater impact for Africa’s digital future.