Safaricom is piloting Ziidi Trader, a new feature within the M-PESA super app, allowing users to buy and sell shares directly on the Nairobi Securities Exchange (NSE) from their phones. This initiative aims to democratize stock market participation for millions of Kenyans by removing traditional barriers.

• Only 61,000 out of 1.4 million registered investors actively trade on the NSE, representing a 4.3% participation rate.
• Safaricom's new investment brand, Ziidi, aggressively launched in late 2024.
• Ziidi officially launched in January 2025 as a money market fund, attracting over 450,000 opt-ins and growing assets under management to over KES 7.5 billion by March 2025.