Safaricom is expanding its presence in Kenya’s investment sector as the company pushes M-PESA beyond payments and deeper into savings, wealth management and retail investing.
The strategy follows rapid growth in the company’s Ziidi money market fund and broader investment products integrated into the M-PESA ecosystem.
M-PESA Retail Investing Gains Momentum
Safaricom said assets under management in the Ziidi fund sold through M-PESA more than doubled to KES 18.7 billion during the financial year ending March 2026.
Total wealth assets linked to the platform rose to approximately KES 21 billion, according to the company’s latest financial results.
The growth reflects Safaricom’s increasing efforts to position M-PESA not only as a payments platform but also as a broader financial services ecosystem covering savings, investments, insurance and lending.
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Ziidi Trader Expands Mobile Investing Access
In February 2026, Safaricom launched Ziidi Trader, a mobile-based service allowing customers to buy and sell listed securities directly through their phones.
The move extended M-PESA retail investing into areas traditionally dominated by banks, brokerage firms and institutional fund managers.
Industry analysts say the platform could significantly widen access to investment products among younger and lower-income consumers who previously faced barriers entering formal financial markets.
M-PESA Continues Massive Growth
Safaricom’s retail investing push comes as M-PESA continues recording strong transaction growth across its core mobile money business.
The company processed KES 41.7 trillion in transactions during FY26, while transaction volumes rose 25.1% to 46.4 billion.
M-PESA revenue increased 13.4% to KES 182.7 billion, accounting for 45.6% of Safaricom Kenya’s service revenue, up from 44.2% a year earlier.
The platform now serves nearly 41 million active users across payments, transfers and merchant services.
Safaricom Targets Broader Financial Ecosystem
Safaricom executives indicated the company intends to continue expanding financial products integrated into M-PESA.
According to Group Chief Executive Peter Ndegwa, the company plans to deepen offerings across merchant services, credit, savings, insurance, wealth products and cross-border payments during FY27.
The strategy places increasing competitive pressure on Kenyan banks, many of which are already competing directly with M-PESA for deposits, lending and transaction revenue.
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Retail Investing Landscape Changing
Kenya’s retail investing market remains relatively underdeveloped compared with mobile payments and digital banking adoption.
Traditional investment products have historically remained concentrated among wealthier consumers and institutional investors due to higher entry requirements and limited distribution networks.
However, mobile-first investment platforms are increasingly reshaping how younger consumers save and invest.
Analysts say M-PESA retail investing could accelerate financial market participation by lowering barriers to entry through small-ticket mobile investments.
Merchant Growth Strengthens Ecosystem
Safaricom’s expanding merchant network also strengthens its broader financial strategy.
The company reported that merchant numbers on M-PESA rose 71% to 3.1 million during FY26.
Much of the growth came through Pochi la Biashara, a payment product targeting small businesses and informal traders.
The larger merchant ecosystem creates additional transaction flows and financial data that can support future lending, investment and insurance products.
Competition Intensifies Across Kenyan Finance
Safaricom’s growing role in investment services reflects broader convergence between telecommunications companies and financial institutions across Africa.
Mobile money platforms increasingly offer services traditionally associated with banks, including savings products, loans, insurance and investment tools.
At the same time, banks are responding by strengthening their own digital banking and mobile finance platforms.
Industry observers say competition will likely intensify as financial services become increasingly embedded within digital ecosystems.
Outlook for M-PESA Retail Investing
Safaricom’s investment expansion signals a broader evolution of M-PESA from a payment utility into a full-scale financial platform.
Analysts expect M-PESA retail investing services to continue growing as smartphone penetration rises and younger consumers increasingly favour mobile-based financial products over traditional banking channels.
The success of products such as Ziidi may also encourage further innovation in digital investment access across East Africa.
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