Why we built this
Ethiopia is SIMA's first market. It is not the ceiling.
The approach is deliberately repeatable: one country, one carrier integration and one language at a time, so each new market is built on the same proven architecture rather than a rebuild.
The five people building it
SIMA is built by five people in Addis Ababa. Two of them work on the voice models, and the rest cover telephony, the frontend, and go-to-market.
BisratMaru
Backend & Telephony
AddisuMengistu
Voice & ML
MussieNegash
Voice & ML
YeabsiraShimelis
Frontend
LetiTamrat
Strategy & Marketing
SIMA's core capabilities are built and individually tested. We're now integrating them into a single live call flow, ahead of our first pilot. If you'd like to be one of the first partners on it, we'd like to hear from you.
One country, one carrier, one language at a time.
Each new market reuses the same architecture, so the cost of opening the next one falls rather than repeats.
Year 1
Ethiopia
Year 2
3 countries
Year 3
5 countries
Three-year targets, not results. The language rollout follows the same order. Amharic first, then Oromo, Tigrinya and Somali inside Ethiopia, then Swahili, Luganda and Lingala as new markets open.
Our own African-language voice model
SIMA is building a proprietary African-language voice model, trained to sound genuinely native rather than like a foreign model reading a script phonetically. Every real call the platform handles produces exactly the conversational speech data needed to train it, so the asset compounds with use and cannot be replicated by buying access to someone else's model.
About the company