By Foday Moriba Conteh
In a major development aimed at redefining digital convenience, Orange Sierra Leone has launched ‘Max it,’ a revolutionary super-app that integrates telecom, financial services and e-commerce into a single, user-friendly platform. The innovative app is accessible to all users, regardless of their mobile network provider and operates with Orange Money as its payment backbone, promoting financial inclusion for a wide range of users.
The unveiling of ‘Max it’ follows the resounding success of Orange’s My Orange and Orange Money apps, which boast over 22 million daily users. Building on this momentum, Orange aims to address the evolving needs of customers in Africa and the Middle East. The app’s seamless interface allows users to manage mobile or fixed-line services, conduct financial transactions such as transfers and savings and access marketplace services including online shopping, digital entertainment and event or transportation ticketing.
Max it was developed by Orange’s teams in Africa, ensuring it is customized to the unique demands of the region. Initially available in 13 countries, including Cameroon, Senegal, Mali, Burkina Faso, and Botswana, the app’s reach is set to expand to 17 additional countries across Africa and the Middle East. By 2025, Orange forecasts that Max it will have 45 million active users, a goal supported by the region’s projected smartphone penetration rate of 61% within the same period.
The app’s design prioritizes simplicity and accessibility, featuring a user-friendly interface available in multiple languages. By incorporating local features and customization options, Max it aims to foster greater digital adoption and financial inclusion across the continent.
Speaking at the launch, Christel Heydemann, CEO of Orange, emphasized the company’s commitment to innovation and inclusion. “Max it embodies Orange’s innovative spirit in Africa and the Middle East. By integrating diverse services, we reinforce our role as a multi-service operator and demonstrate our commitment to delivering the best of digital technology to our customers,” Christel Heydemann said.
Jérôme Hénique, CEO of Orange Africa and the Middle East, highlighted the app’s role in driving digital transformation. “Through collaboration with stakeholders, Max it offers an efficient and inclusive platform for managing phone plans, finances and purchases. This is a significant step toward driving digital transformation and fostering opportunities for growth on the continent,” Jérôme Hénique stated.
Max it is not a static product but a dynamic platform that will evolve with the needs of its users. Orange has committed to continuous updates, introducing new features and services over time. The company will leverage local and international partnerships to enhance the app’s offerings, making it a one-stop solution for users seeking a comprehensive digital experience.
With the introduction of Max it, Orange has set a new benchmark for super-apps in Africa and the Middle East. By bridging the gap between connectivity, financial services and everyday needs, the app is positioned to play a crucial role in the region’s digital evolution. The move also underscores Orange’s commitment to fostering financial inclusion, supporting digital transformation, and enhancing the daily lives of millions of users.
As smartphone adoption continues to rise and digital infrastructure strengthens, Max it is poised to become a central pillar in the region’s drive toward a more connected, inclusive, and technology-driven future.
