Nairobi-based Purple Elephant Ventures (PEV), a venture studio dedicated to advancing the tourism sector, has successfully topped up its seed round by an additional $500,000, bringing the total raised to $5 million.
Founded by a team of industry veterans including CEO Ben Peterson, a former senior partner at AHL Venture Partners, Jan Van der de Willebois, a former investment banker at Dyer & Blair, and serial entrepreneur Mikul Shah, the founder of EatOut Africa, PEV is focused on launching three to four startups annually. The studio’s mission is to lead Africa’s tourism industry toward a more sustainable future, with a particular emphasis on scalable, tech-driven solutions that tackle the urgent challenges posed by climate change.
PEV’s commitment to reshaping Africa’s tourism landscape is evident in its portfolio of tech-first startups, each designed to enhance the resilience and sustainability of the continent’s tourism industry. The venture studio’s dedication to regenerative tourism aligns with global efforts to address climate change while fostering economic growth in Africa.
PEV initially raised a $1 million pre-seed round in October 2022, followed by a $4.5 million seed round in January. Key investors in the seed round included Clear Creek Investment B.V., Klister Corp., Fede Pirzo-Biroli (founder of Playfair Capital), Anthony Rock, and Ian McCaig (former CEO of Lastminute.com). With the addition of the $500,000 investment from Alphatron, a Dutch family office under the Alphatron Group, PEV’s total seed round now stands at $5 million, solidifying its position as a leading force in Africa’s tourism-tech sector.
Ben Peterson, co-founder and CEO of Purple Elephant Ventures, expressed his enthusiasm for the new partnership, stating, “Alphatron’s investment underscores the transformative potential of regenerative tourism in Africa. Their support strengthens our financial position and aligns with our vision to leverage technology for building a more sustainable, inclusive, and thriving tourism industry.”
Floris de Kort, director of the Alphatron Group, highlighted the strategic alignment between Alphatron and PEV, noting that the venture studio’s focus on innovation and sustainability in Africa’s tourism sector resonated with his company’s values. “PEV’s understanding that technological advancements in tourism must prioritize environmental responsibility aligns perfectly with our approach. This investment represents our commitment to partnering with forward-thinking ventures that are reshaping industries with a focus on climate-conscious futures,” de Kort said.
Since its inception, PEV has successfully launched five high-impact startups addressing critical gaps in the hospitality and tourism ecosystem. These include Nomad Africa, Kijani Supplies, Zafari, PowerTrip, and JOIN Africa. Unlike traditional venture studios, PEV retains control over and self-funds its startups, ensuring that its long-term mission to advance tourism innovation remains closely aligned with its values and objectives.
As it continues to expand its reach and influence, Purple Elephant Ventures is poised to play a pivotal role in transforming Africa’s tourism industry through sustainable, technology-driven solutions.
