Context

Millions of diaspora Ethiopians grew up hearing Amharic at home but never learned to speak it fluently. Existing language learning apps don't support Amharic, and the few resources that do aren't designed for casual learners who already have passive familiarity with the language.

Selam uses bite-sized, gamified lessons to help users go from passive understanding to active fluency, starting with romanized Amharic to reduce friction and meet learners where they are.