In a significant move for the Kenyan tech ecosystem, Ajua, a leading consumer experience startup, has merged with Rate My Service (RMS), a company known for its innovative tools that help businesses measure and improve customer and employee interactions. The merger reflects a growing trend among Kenyan tech firms to consolidate their capabilities and scale beyond the domestic market, driven by increasing competition from both local and international customer experience platforms.
Rivals such as Africa’s Talking and Emalify, which provide tools for customer engagement, are also vying for a piece of the rapidly expanding customer service market. The merger positions the combined entity to strengthen its hold in East, West, and Southern Africa, with ambitious plans for growth.
The Strategic Merger: A Unified Force for Growth
Ajua and RMS have not disclosed the financial terms or value of the transaction, but both companies have framed the merger as a strategic move aimed at combining complementary strengths. Ajua’s CEO, Nyasha Mutsekwa, will continue in his leadership role at the merged entity, while RMS’s CEO, Ashkay Shah, takes on the role of Chief Technology Officer (CTO), overseeing the product roadmap and leading future development.
Shah emphasized the importance of aligning cultural values during the merger process, stating that the integration of the two teams has gone smoothly, with no redundancies planned. This focus on maintaining team cohesion is essential for a successful post-merger integration.
Mutsekwa, who succeeded Kenfield Griffith as CEO in January 2025, shared that the merger’s primary goal is to build on product depth and capabilities. This alignment will enable the combined company to leverage RMS’s expertise in real-time feedback and analytics tools, while also capitalizing on Ajua’s established customer base and deep experience in mobile money integration and payments systems.
Reigniting Growth in Nigeria
As part of the merger’s growth strategy, Ajua is focusing on re-entering the Nigerian market—a key priority for the company. Ajua had previously shut down operations in Lagos during the COVID-19 pandemic but is now preparing to reestablish its presence in Nigeria, which Mutsekwa believes offers significant potential due to its size and regional influence.
The Nigerian market faces challenges in delivering high-quality, consistent customer service, a situation highlighted in the 2023 Nigeria Customer Service Index report, which scored the country at 61.8%—well below Ghana’s 73%. This gap presents a major opportunity for Ajua and RMS to bring their expertise in customer experience management to improve service standards.
Leveraging Synergies for Market Domination
RMS brings a set of real-time feedback and analytics tools that Ajua had previously lacked, which will significantly enhance the company’s ability to provide comprehensive customer insights and improve business outcomes for clients. On the other hand, Ajua’s larger client base and experience operating across multiple African markets—especially in mobile money integration—provides a solid foundation for scaling operations across the continent.
By combining these capabilities, the new entity is poised to dominate Kenya’s customer experience market, where it now serves 45 customers, commanding 80% of the market share. The combined company aims to consolidate its position in East Africa before expanding into West Africa.
A Track Record of Innovation and Growth
Ajua, founded in 2012 as mSurvey, has raised $1.8 million to date, including a $1.5 million seed round in 2021. In that same year, Ajua also acquired WayaWaya, a Kenya-based AI and machine learning company specializing in messaging and payments. This acquisition expanded Ajua’s automation and payment capabilities, helping to position the company for future growth.
RMS, which launched in 2021, is a complementary addition to Ajua’s portfolio, providing an innovative suite of tools that enhances the customer service experience. Together, Ajua and RMS represent a powerhouse in the African customer experience space.
Looking Ahead: Expanding Across Africa
As the battle for customer experience services intensifies in Africa, the Ajua-RMS merger sets the stage for a new wave of innovation and market expansion. With plans to scale in East, West, and Southern Africa, the combined entity will continue to focus on delivering real-time feedback solutions and data-driven insights that help businesses enhance their customer and employee interactions.
The combined expertise in mobile money systems, payments integration, real-time feedback, and AI-driven analytics places Ajua and RMS in a strong position to lead the customer experience revolution across the African continent.
Conclusion
The merger between Ajua and RMS marks a significant milestone in Kenya’s tech ecosystem and is set to drive the future of customer experience services across Africa. By combining their strengths in mobile money, real-time feedback, and data analytics, the new entity is poised to dominate the African market and redefine how businesses interact with customers and employees. As competition heats up, Ajua’s renewed focus on Nigeria and its expansion into other African markets positions the company for sustained growth and success in 2025 and beyond.
