Safaricom Plc is the process of integrating its Mpesa Mobile Money App with Ziidi Trader, a new mobile trading App, that could open up the exclusive world of high street finance and sophisticated trade instruments, known as the Nairobi Securities Exchange(NSE), to the not so financially savvy retail investors.
These bunch are those with little education or no knowledge of stock market trading, economics or finance. All in their possession is a mobile phone trading App.
Safaricom, with its huge Mpesa subscribers-now at more than 34 million, and a strong brand, could bring down the barriers in stock trading, eating into commissions currently earned by stockbrokerage firms, investment banks and asset managers.
The Ziidi Trader, a new feature inside the M-PESA app, features an interface with modern trading tools. offering M-PESA integration, valuable insights, and a platform to learn and grow trading skills.
Users can access portfolio overviews, track performance graphs, set up watchlists, receive price alerts, and monitor dividends — all without leaving the M-PESA platform. Retailers will execute seamless deposits and withdrawals directly to and from M-PESA, reducing barriers to entry for retail investors and potentially increasing their participation at the NSE.
Safaricom is lab testing this trading App as part of its broader strategy to unwrap M-PESA from a payments tool into a full-fledged financial services engine that has investments, insurance, and savings components.
Safaricom rolled out Ziidi Money Market Fund in December 2024 in partnership with Standard Investment Bank and ALA Capital Limited.
Ziidi MMF, allows M-PESA customers to invest in a money market fund with as little as KSh 100, earning competitive daily interest.
Recent reports indicate that the Ziidi Money Market Fund, a player in the middle tier category, has accumulated more KSh 10.2 billion in assets under management since its launch last year.
According to quarterly reports from the Capital Markets Authority(CMA), the top money market funds, based on total assets under management(AUM) is led by CIC Money Market Fund (KSh 81.8 billion), Sanlam MMF (KSh 72.2 billion), ICEA Lion MMF (KSh 20.1 billion), ABSA Shilling MMF (KSh 19.2 billion) and Coop MMF (KSh 16.3 billion).
Safaricom has synced this innovation to the NSE Strategic Plan(2025-2029)
In its 2025-29 strategic plan, the NSE plans to expanding the retail investor base by bringing in 9 million active retail investors into the market. This bold move will democratize access to capital markets, giving millions of Kenyans the opportunity to build wealth through investments.
The NSE aims to accomplish this by enhancing financial literacy, simplifying the investment process, and leveraging digital technologies to make markets more accessible to everyday Kenyans.
With the widespread adoption of mobile technology across Africa, Kenya has become a global leader in mobile banking and digital finance.
This technological infrastructure provides a solid foundation for the NSE to attract retail investors through mobile-based trading platforms, expanding access to the capital markets for millions of individuals who previously lacked the tools to participate.
Digital trading platforms, blockchain technology, and the use of artificial intelligence in market analytics are now essential elements of modern exchanges. The NSE strategy aims to harness technology is in response to this global shift, ensuring that it remains competitive in an increasing digital market.
With widespread access to cell phones and the internet, young Kenyans are more likely to engage with mobile-based financial platforms such as the Safaricom mobile trading App. Use of these new digital trading Apps presents a significant opportunity for the NSE to engage retail investors through user-friendly online platforms that facilitate stock trading and other forms of investment based on real-time data, educational and trading resources.
With more first-time and small-scale investors entering the market, Safaricom could be positioning to tap into increasing demand for low-cost investment products that offer flexibility and lower risk.
Exchange-traded funds (ETFs), real estate investment trusts (REITs), and other products that provide diversification at lower entry points are becoming more popular, especially among young investors who may be more risk-averse or have limited capital.
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