To enable economic access for billions of people ensnared in the poverty trap, rendering them incapable of self-sustainability.


By injecting liquidity into the market to create more buyers, reducing inefficiencies and allowing sellers to realise value for moribund assets.


A decentralised parallel economic ecosystem to create global economic resilience.

There exists a systemic global problem of unequal resource allocation.


We cannot create a solution to a systemic problem by acting locally. We can only create solutions by acting systemically from outside existing paradigms.


Economic instability is the greatest threat to humanity.


It creates massive socio-economic, socio-political and humanitarian problems.


A decentralised economic ecosystem to create global economic resilience.

The UBUsphere is the entire UBU ecosystem containing the following primary components:

Ecosystem Citizens

Any human being who is verified & elects to receive UBUs.

Ecosystem Vendors

Any person or entity that elects to accept UBUs in exchange for goods or services. Also referred to, inter alia, as merchants, sellers and businesses.

Ecosystem UBU

Token of exchange that the Treasury creates & distributes at no cost to citizens for purposes of trading with vendors for goods & services.

Ecosystem UBX

ERC-20 cryptotoken mathematically linked to the UBU.

Ecosystem Treasury

The UBU token-issuing and dissipation algorithm.

Ecosystem Platform

Marketing & technical platform comprising blockchains, vendor portal, CRM system, AI & various other tools.

We have created two tokens:


How the token ecosystem works:

A platform to deliver exponential returns to network participants.

Platform Ecosystem


Moribund Assets

We define moribund assets as inventory that’s overstocked, time sensitive, perishable, decaying, low velocity or subject to oversupply or other inefficiencies. These conditions decrease the probability of converting a seller’s assets into liquidity. Standard responses to these conditions is for vendors to discount by some means (including reward/loyalty mechanisms), thus closing the gap between an ideal market price and a sale price. Every business or enterprise contains inefficiencies that create enormous economic wastage. This wastage is created by the natural unwillingness of people to exchange liquidity (cash) for sub-optimal goods or services (moribund assets) within standard market price ranges whereby a merchant can generate a profit.

Assets & Liquidity

The UBU is a mechanism whereby businesses (UBUvendors) can monetise moribund assets (goods or services) by trading them for UBUs (liquidity). By collecting UBUs in volume, vendors can in turn exchange them for goods & services back up the supply chain, or exchange them for UBX tokens which they can hold or exchange for other liquid assets.

Liquidity Injection

Inflationary controls

The UBUsphere is specifically designed to be anti-inflationary for a number of reasons. A freely issued unit of exchange would soon crash its value due to oversupply. Hence we created a dissipation mechanism whereby the e-wallet that holds UBUs effectively removes 1% of the sum of tokens per day on an algorithmic basis. This discourages hoarding and encourages trading velocity - both of which are critical to the sustainability of the UBUsphere.

UBU equals

  • Cheaply available liquidity

  • Creates economic resilience by altering the risk profile for illiquid assets

  • UBU has an algorithmically controlled money supply while all fiat currencies are variable and subject to human intervention

A dual currency system = greater economic resilience

Economic resilience is the project’s end goal. It is in every human being’s interest to have a more stable and sustainable economic ecosystem. Restricted resource access is the cause of the overwhelming majority of the world’s problems, the root cause of social, political and economic instability. Access to the economy not only increases resilience, but will also grow the global economy at an unprecedented rate. It’s a win-win for every human, business, government or other institution.

Liquidity vs Storage

Metcalfe’s Law & network effects:

Metcalfe’s law states that value (v) is proportional to the network squared (n2).

  Metcalfe’s Law

Network effects in layman’s terms

A product or system displays positive network effects when more usage of the product by any user increases the product’s value for other users, and sometimes all users. Network effects can be two-sided: increases in usage by one set of users increases the value of a complementary product to another distinct set of users, and vice versa. This is the type of network effect that defines marketplaces such as Airbnb and Uber. More riders does not necessarily improve the Uber experience but it does attract more drivers, which improves Uber for the user. In the case of projectUBU, more citizens attracts more vendors and vice versa. Additionally, the network growth means greater velocity of UBUs which means greater adoption and a corresponding increase in value. As the UBX is mathematically linked to the UBU, any increase in the value of the UBU has a corresponding increase in the value of the UBX.

Impact of the UBU (Random walker)

Random Walker

Click here to download the economics paper in PDF format.


Who qualifies as a citizen?

Anyone who elects to receive UBUs. The only proviso is that you are a human being. Sorry bots, you don’t qualify. While receiving and trading UBUs costs you nothing, you are the value underpinning the UBU. You literally are the currency, because the number of citizens determines the number of UBUs in circulation, in turn this determines how many UBX are “mined”. The network effect is based on you spending your UBUs.

How do I receive UBUs?

Download the e-wallet application, register and receive 100 UBUs daily, which are deposited into your secure wallet.

Citizen Value Proposition

  • Receive 100 free UBUs per day which can be spent at vendors

  • UBUs dissipate at 1% per day – use it or lose it principle

  • No cost to join and no transaction fees

  • Opportunity to earn UBX through referring other citizens

Click here to visit the citizens microsite for more details


By vendors we mean merchants, retailers, manufacturers, service providers - literally any entity that trades goods and/or services. By accepting UBUs as a form of payment any business can benefit by unlocking trapped liquidity in moribund assets as described here.

Vendor Value Proposition

  • Zero cost exponential marketing platform*

  • Convert UBUs to UBX**

  • Full control over offers made, including determining the value they attach to UBUs and geolocation fencing

  • Zero transaction fees

  • Free tools to enable access to citizens = liquidity

  • Growth in customer base

  • Increased profitability

  • Return on Network Value (RNV) through conversion of UBU to UBX to monetize network effect

  • Enabled by mobile App and a vendor platform of marketing tools

  • Free push marketing platform for vendors to present offers to citizens

  • Additional tools to enable vendor analytics (AI, Machine learning etc)

* Citizen has free token of value to exchange (liquidity) to begin with, the inverse of the loyalty/reward model where the customer has to do something in order to be rewarded with value-add.

** At a defined rate which halves for doublings in the total number of citizens.

Click here to visit the vendors microsite for more details


Citizen and Vendor Recruitment

We have enabled network extensibility through a recruitment incentive platform using voluntary community builders called we call UBUnodes. Nodes can be individuals, a group of friends, companies or any entity with a customer database they can leverage.

Node Value Proposition

  • Nodes are rewarded for citizen recruitment by payment in UBX on a formulaic basis

  • The incentive halves for every doubling in total number of citizens (much like the Bitcoin block reward halves every 210,000 blocks)

  • Nodes are rewarded for recruiting vendors in UBX. The reward is dependent on the size and category of vendor

  • Bonus UBX can be earned dependent on vendor turnover

Click here to visit the nodes microsite for more details


Why invest in projectUBU?

Any investor would prefer a more stable local and global environment where threats to one’s personal and economic security are diminished. So, while there is a philanthropic component to projectUBU’s ambitions, the end goal is a more robust, inclusive and resilient global economy. The primary method by which we do this is injecting liquidity into markets which can then be used to realise value for moribund assets. In simple terms our aim is to create a parallel economic ecosystem that leverages inefficiencies in all businesses for a greater and more distributed return.

What’s in it for investors?

Exponential returns while creating access to the economy for hundreds of millions of people, instilling resilience in the economy and more stable societal, economic and political structures.

Types of investment

Investors can participate in a variety of ways. Please contact Dudley Baylis at dudley@projectubu.com or investors@projectubu.com for details.


Dudley Baylis
Dudley Baylis


Justin McCarthy
Justin McCarthy

Chief Executive

Steven Sidley

Steven Sidley

Director: Technology

Douglas Reed

Douglas Reed

Director: Commercial

Dr. Millard Arnold

Dr. Millard Walter Arnold

Board Chair

Atle Kittelsen

Atle Kittelsen

Investor & Board

Ewan Middlemiss

Ewan Middlemiss

Bridge Capital & Board

Owe Nythun

Owe Nythun

Director: Finance

Peter Finlay

Peter Finlay

Commercial Manager

Tumi Hlongwane

Tumi Hlongwane

Citizen Recruitment

Charles Marais

Charles Marais

Hogan Lovells & Board

Simon Dingle

Simon Dingle

Phantom Design, Inves Capital & Advisor

Gavin Marshall

Gavin Marshall

Sharebit & Advisor

Viroshan Naicker

Viroshan Naicker

North Quotient, Mathematician & Economist


Dudley Baylis

Dudley Baylis, a former commodities trader, wishes to disclose that after a period as a gambler, he has dedicated his life to supporting people with gambling addictions.  He has been clean for more than 16 years.

Douglas Reed

Douglas Reed, founder and former CEO of Vox Telecom Ltd, wishes to disclose that he was issued an administrative fine of ZAR 2 million in 2008 by South Africa’s Directorate of Market abuse (DMa) because of an instruction he issued to the company’s broker ‘to purchase the company’s CfD’s to maintain the market share price of Vox in times of weakness’. The penalty was imposed by agreement and the DMa took several mitigating circumstances into account, including that Doug co-operated fully with the Financial Services Board.

Partners and Advisors