Safaricom has concluded the first season of its "Safire Connect" campaign, which aimed to empower entrepreneurs, particularly taxi-hailing drivers, through customer engagement forums focused on business growth and digital tools. The final session was held at Strathmore University in Nairobi.

• The campaign, launched in March last year, hosted five sessions across Kenya, including Mombasa, Eldoret, and Kisumu.
• Esther Waititu, Chief Financial Services Officer at Safaricom, highlighted the focus on providing tools, access to finance through facilities like Taasi Pochi and Ziidi for Pochi, and leveraging Artificial Intelligence (AI) for productivity.
• The initiative particularly addressed challenges like access to capital for taxi-hailing businesses, offering solutions such as overnight credit and short-term loans over periods of 14 to 30 days.