Easy Taxi

Ride-hailing service.

🇳🇬 Nigeria Travel & MobilitySunset by its owner

Epitaph

“Here lies Easy Taxi. Backed by Rocket Internet, it carried its ride-hailing app from Brazil into Nigeria and across Africa. When its Nigerian chief left, the parent pulled out of the continent and kept its Latin American routes. It hailed its last African ride.”

Overview

Born: 2011 (Year)
Died: April 2016 (Month)
Lifespan: 5 years
Fate: Sunset by its owner
Headquarters: 🇳🇬 Nigeria
Category: Travel & Mobility
Stage at death: Growth stage
Primary cause: Competition
Contributing causes: Acquisition or strategy change, Founder or team

Death certificate

Timeline

2011Founded
Easy Taxi launches in Brazil
April 2016African exit
Easy Taxi announces it is exiting the entire African market while continuing to operate in Latin America

Autopsy report

Why did Easy Taxi shut down?

Brazilian-founded ride-hailing app Easy Taxi, which had expanded into Nigeria and other African markets with $10 million in Rocket Internet backing, announced in April 2016 that it was exiting the entire African market shortly after its Nigerian subsidiary CEO departed, while continuing to operate across Latin America.

What Easy Taxi attempted

Easy Taxi, a Rocket Internet-backed ride-hailing app originally launched in Brazil in 2011, expanded into Nigeria and other African markets as part of a broader international push into Asia, the Middle East, and Africa funded by a $10 million round from Rocket Internet.

What worked

Globally, Easy Taxi claimed over 1.5 million app downloads and more than 45,000 drivers across 16 Latin American countries, giving it a stronger competitive position there than in Africa.

Early warning signs

The departure of Bankole Cardoso, CEO of the Nigerian subsidiary, preceded the announcement of the broader African exit and signaled instability in the regional operation.

What happened

Easy Taxi entered Nigeria and other African markets with Rocket Internet funding but announced in April 2016 that it was exiting the entire African market shortly after its Nigerian CEO departed; the company retained its stronger Latin American operations, where it competed more effectively against Uber.

Lessons for future builders

A market entered on a parent company's strategy can be exited on it too, regardless of local promise. If your operation depends on outside owners, hold enough autonomy and local strength that a leadership change or head-office refocus can't simply switch you off.