Let’s be honest, being a woman in South Africa can sometimes feel like you’ve accidentally taken on a second job: full-time safety coordinator.
Share your live location.
Check the number plate twice.
Pretend you’re on a phone call.
Send “I’m home” before you’ve even put your keys down.
It’s giving routine… but not the cute kind.
For Firdaus Ally, that wasn’t just “normal girl behaviour”, it was a problem she couldn’t unsee anymore. Because between the constant “be safe babes” reminders and the endless stories of women feeling unsafe in transport, she started thinking: why are we adapting to danger instead of fixing it?
So instead of just complaining in the group chat (relatable), she built SheGO Rides.
And before you settle into the idea of a typical tech-founder stereotype, let’s reset that image.
Firdaus is more “introverted cat mom who loves fashion, travel, gym days and a good coffee”. But behind the soft-spoken energy is someone who quietly turned frustration into one of South Africa’s boldest women-focused growing platforms.
What started as a simple thought, ‘women deserve to feel safe getting home‘ turned into a whole women-first ride-hailing platform built on safety, dignity and control. No fancy blueprint. No big team. Just a woman who got tired of the way things were and decided to do something about it.
Ahead, Firdaus gets real about building SheGO from scratch, crying through founder chaos and what it actually looks like to turn “stay safe babe” into a solution.
The conversation with Firdaus
Before SheGo existed, who was Firdaus behind the scenes?
An introverted cat mom who loves fashion and travelling the world. But at the same time, I was very routine based, if I wasn’t working, I was at home, at the gym, or sleeping. I wasn’t extremely ‘out there’ but I was always observant and thinking a lot about life, people and how things could be improved.
Was there a specific moment where you thought, “Something has to change”?
Yes! It wasn’t one dramatic moment, but more of a buildup. Hearing women around me constantly talk about feeling unsafe in transport, and then experiencing those conversations first-hand made me realise this can’t just be ‘normal’. It shouldn’t be something women accept as part of everyday life.
What was the very first version of SheGO in your mind?
It was very simple: just a safe space where women could order rides and know they’re protected. No complex branding, no big vision at first, just “how do I make transport safer for women?”
Did you always see yourself becoming a founder or did entrepreneurship find you?
I always knew I didn’t want to work for anyone long term, and I always wanted to build my own business. I just didn’t know what it would be. Entrepreneurship wasn’t a surprise, it was always part of my mindset, but SheGO was the idea that gave it direction.
What made you believe this idea could work in South Africa?
I once had a female Uber driver who opened up about how difficult and sometimes scary it is working in a male-dominated space. That conversation stuck with me. I realised this isn’t just about riders, but it’s about drivers too. I knew that if I built something like SheGO, it could create job opportunities for women while also offering a safer transport option for female passengers. That combination made me believe it was needed here.
Was there ever a point where you wanted to give up?
A very big yes. There were many moments where I felt like giving up. Every time something felt like it was finally going right, something else would go wrong and set me back. It was emotionally draining, but I kept going because I knew what I was building mattered.
Women’s safety is at the heart of SheGO. How emotional was this journey for you personally?
Extremely emotional. I was building something where I felt responsible for women’s safety, and that weight is heavy. In my mind, everything had to be perfect because it wasn’t just an app, it was people’s safety and trust.
What conversations around women’s safety do you think South Africa still isn’t ready to have?
That there is an actual, ongoing femicide and safety crisis. It’s not just isolated incidents, it’s a systemic issue. There have been many conversations around safety on platforms like Uber and Bolt, but not enough real, women centered solutions. I didn’t want to just talk about the problem anymore and I wanted to build something that actually changes the experience. That’s how SheGO started.
What’s the biggest misconception people have about being a founder?
That you have everything figured out. In reality, you’re constantly learning, adapting, and solving problems in real time. There’s no perfect roadmap.
How do you handle pressure when so many women are depending on your platform?
Cry but then I remind myself why I started. The responsibility is heavy, but it also keeps me focused. I try to take things step by step and not let the pressure stop me from building.
What has this journey taught you about yourself as a woman?
That I’m far more resilient than I thought. I’ve learned that being emotional doesn’t make you weak and it makes you care deeply, and that can actually be a strength when building something meaningful.
What’s your current “main character” song while running a business?
Fancy by Drake.
Coffee order before a big meeting?
I genuinely cannot function without coffee or any form of caffeine. Usually I’d just have a normal coffee with low fat milk and cinnamon.
What’s one thing in your camera roll that perfectly sums up founder life?
Screenshots. So many screenshots of notes, ideas at random hours, problem solving moments, and reminders that I probably wrote at 2am which is crazy because I have more SheGo screenshots than pictures of myself.
Group chat title with your team?
The funny thing is that I don’t have a team, so it’s just me doing EVERYTHING by myself
In three words only: describe the SheGO era.
Built. Bold. Unstoppable.
So yeah… what started as “text me when you’re home” fatigue is now a whole movement. SheGO is available on the Play Store (Android) and App Store (iOS). Go on, get into your safer ride era.
