As the CEO of Bujeti Inc., I’m obsessed with finding insights that help African businesses manage their finances, so much so that even while watching one of my favourite sports, American football, I spot lessons hidden in the game. That’s why this February I stood up, pointed at the screen in awe, when I recognised the logo, it was one of its kind: a YCombinator company, not the first, but the first that I’m deeply connected to, sorry Phoenix. Ramp’s first-ever Super Bowl commercial was airing, featuring the National Football League star and Ramp investor Saquon Barkley, immediately caught my attention.

For those who aren’t familiar, here’s the quick context: American football is a high-intensity, strategic sport where every play is carefully planned. The Super Bowl is the annual championship game, watched by millions globally, and if you don’t watch it, you certainly know about the half-time show that features the biggest stars: Michael Jackson, Janet Jackson, Beyoncé, Kendrick Lamar, and the likes. And the ads? The most expensive airtime on the planet; millions of dollars for just a few seconds. Why? Because everyone is watching. Everyone in the US, and a lot of people around the world, still not as big as the real football that racks 1 billion viewership for the World Cup finals though.

Ramp is a U.S.-based finance operations platform. Their promise: save time and money. So why would a financial software company spend millions on a Super Bowl ad? Even Ramp’s own CFO wasn’t convinced at first: that’s a lot of money for 16 seconds.

Saquon Barkley is one of the NFL’s best running backs. He has the “Beast Mode” DNA that Marshawn Lynch, a Bay Area native RB turned tech investor, also possesses. The mentality is simple: run through obstacles repeatedly, gain inches, gain yards, and win games. NFL players like Saquon follow strict playbooks, executing the same strategies flawlessly week after week. Precision. Discipline. Efficiency. And remember, Saquon isn’t just one of the NFL’s biggest stars — he’s also an investor in Ramp. That alone makes headlines. So why spend $8 million on a Super Bowl ad?

I discussed this with Titilayo, our Head of Product Marketing at Bujeti, to get her expert opinion on why Ramp invested millions and what message they were trying to communicate. She explained something I hadn’t considered at first glance:

“The Ramp ad wasn’t just about spending money on brand visibility. It’s about signalling a bigger truth, tied to Ramp’s overarching message of saving time and money. Essentially, the ad shows how using the right tools empowers the right teams and businesses to do their best work.”

Her perspective helped me see that the ad was a strategic move. It aligns perfectly with what Ramp CEO Eric Glyman said: the intent was to highlight that using the right tool is how you win the game, which, in short, means businesses can save time and money by using the right financial tools.

Back to the ad, I couldn’t help but reflect on how this resonates with African businesses. We face unique pressures: limited resources, volatile currencies, and the constant need to maximise every opportunity. In Africa, time is one of our most valuable currencies. My Naija (Nigerian) people say it best: “Time na money.” Every inefficiency costs opportunities. Every minute spent on manual processes is a minute lost.

My point, and why this lesson should start to matter more in Africa

Let’s be real: African businesses don’t have the luxury of inefficiency, yet they drown in it.

• Approvals that take days instead of minutes? That’s growth delayed.

• Manual processes that eat up weeks? Expensive.

• Blind spending with no visibility? That’s a recipe for disaster.

And here’s the truth: you don’t fix this with hustle or hiring — you fix it with the right tools.

So when Ramp spends millions to shout on the biggest stage in the U.S. that the right financial tools aren’t optional, they’re critical; African businesses should be paying even closer attention.

That’s where Bujeti comes in

We believe African businesses deserve the same financial control that global companies invest millions to achieve. Our platform is built to help you:

• Gain full visibility into how money moves across your business in real time.

• Control spending with smart approvals and automated workflows.

• Save time by cutting days of manual work down to minutes through automation.

• Increase cost efficiency by identifying and eliminating waste before it drains your finances.

When you manage your finances with the right tool, you don’t just save time and money — you gain control. You can move faster, make smarter decisions, and scale with confidence.

Lesson from Ramp’s Super Bowl Ad

Ramp’s message is simple: embrace the right tool, automate processes, save time, save money.

Here’s my takeaway: Ramp’s ad wasn’t just a marketing stunt — it was a wake-up call. The right financial tools aren’t a luxury; they’re a necessity. For African businesses, the stakes are even higher. Take control of your business finances before inefficiency takes control of you.

And if you’re looking for the African Ramp, look no further: Bujeti it is, yes, another YC company.

Curious to see how Bujeti can enable you to take control of your business finance? Book a personalised demo with me at achille@bujeti.com

Watch Ramp x Saquon Barkley (Super Bowl Ad) here