Matthew Swart co-founded SafariNow.com in 1999 and served as its CEO for eighteen years. The site carried the largest accommodation supply across six African countries and processed more than R2 billion in lifetime gross bookings, with peak annual revenue of R296.8 million, audited, and a peak staff of about 100. Tiger Global held shares in the company for seven years, from 2010 to 2017, before the majority of SafariNow was sold to Travelstart. That arc is the reason Plekify exists: hotel and lodge operators need direct bookings without giving up margin to a marketplace. Plekify synchronises a property's management system to a Shopify storefront on the operator's own domain, and it runs live today on Apaleo, an open, API-first property management system, across eight properties. Pricing starts at €99 a month for a single property, with multi-property plans from €249 a month. Zero commission per booking. The infrastructure works the same way it did for the first property it served.