Enviable: How a 30-Year-Old Former Okada Rider Is Transforming Hire Purchase in Nigeria

In a nation where entrepreneurship often grows from hardship, Ituma Chukwuemeka, the visionary behind Enviable, has carved out a story that inspires. At just 30, his journey from riding motorcycles on the streets of Umuahia, Abia State, to leading a nationwide asset management company, reflects deep resilience, sharp insight, and strategic brilliance.

Chukwuemeka’s early days were grounded in hustle. Like many young Nigerians, he began by riding Okada (commercial motorcycle), a job that offered quick cash but little stability. Not satisfied, he later upgraded to driving a Keke Napep (commercial tricycle), seeking not just better income but greater purpose.

It was during this phase that he discovered a critical challenge: countless tricycle operators struggled to manage their vehicles properly. Poor maintenance, unpredictable routes, and a lack of financial structure often led to loss rather than gain.

Instead of ignoring the problem, Chukwuemeka saw an opportunity.

> “Driving wasn’t the final goal,” he once said. “I wanted to create a system where others could thrive, not just survive.”

That vision led to the birth of Enviable — a transport and asset management company that revolutionised the way hire purchase is approached in Nigeria. His model allowed individuals to invest in commercial tricycles and vehicles without direct involvement in their daily operations. Enviable took on the responsibility of buying, maintaining, and operating these vehicles, while investors earned passive income.

This structure not only solved long-standing inefficiencies in the informal hire purchase system but also brought professionalism and trust to a previously risky sector.

The turning point for Enviable came when Dr. Obinna Iyiegbu—popularly known as Obi Cubana, a prominent businessman and philanthropist—discovered Chukwuemeka’s work. Impressed by the functioning model and its potential, Obi Cubana invested in Enviable and joined as a co-owner.

> “What impressed me was that it wasn’t just an idea,” said Obi Cubana. “It was already working. It had structure, proof, and potential.”

With Obi Cubana’s support, Enviable quickly expanded. What began as a tricycle operation in Umuahia grew into a nationwide fleet of vehicles, including haulage trucks, vans, and logistics solutions, operating across several Nigerian states.

In 2023, Chukwuemeka further modernised the business by launching the Flow App, a mobile platform that enables investors to track their assets, receive payments, and manage their accounts seamlessly. This tech-driven approach addressed two of the biggest issues in informal investments: transparency and accountability.

Today, Enviable is more than just a business—it’s a movement. By offering structured, tech-enabled access to vehicle ownership and logistics investment, Chukwuemeka has opened doors for thousands of Nigerians to earn sustainably, safely, and independently.

His journey from a humble Okada rider to a respected business leader is a testament to how lived experience, not just formal education or startup culture, can fuel genuine innovation. Through Enviable, he is proving that with the right mindset, partnerships, and structure, economic empowerment can be accessible to everyday people.