Face-to-Face Onboarding Still Key as Safaricom Expands Pochi la Biashara Among Women Traders

Despite Kenya’s globally recognized mobile money ecosystem, personal interaction and peer influence remain critical in driving adoption of digital financial services among women micro-entrepreneurs, according to a new report by the GSMA, IDinsight and YUX.

The study, which focused on Safaricom’s Pochi la Biashara platform, found that face-to-face onboarding and recommendations from fellow traders played a major role in attracting women users to the service.

Researchers surveyed 1,992 women micro-entrepreneurs across Nairobi, Murang’a and Kajiado counties and found that many traders preferred physical demonstrations and direct assistance before fully adopting digital payment tools.

The findings suggest that even in a market with widespread M-PESA usage, trust-building and practical support remain essential in encouraging deeper engagement with merchant payment platforms.

Safaricom has increasingly relied on Trade Development Representatives (TDRs) to conduct hands-on onboarding, educate merchants on product features and provide post-registration support aimed at encouraging sustained usage.

The report notes that while adoption of Pochi la Biashara has grown rapidly, many users initially relied on only a limited number of features. Safaricom has since expanded customer engagement efforts through targeted campaigns, practical demonstrations and incentive-based learning strategies to encourage broader usage of the platform.

Launched in 2020, Pochi la Biashara enables small traders to separate business and personal funds through a dedicated M-PESA wallet. The service also offers non-reversible customer payments, mini-statements, airtime commissions, savings options and access to working-capital loans.

Women have emerged as the platform’s fastest-growing user segment. According to the report, active female users increased by approximately 92 percent between December 2024 and December 2025, compared to 78 percent growth among men.

Women now account for over 52 percent of active users, representing more than 900,000 merchants nationwide.

The study also found that many women traders reported improved financial discipline after joining the platform. About 35.6 percent of new users said they were saving more money, while 24.2 percent experienced increased sales.

One trader from Kajiado County described the platform as transformative for her business management.

“Pochi makes me feel like the CEO of my business. I’m in control, I track my money, and I’m able to support my family.”

Safaricom has also recorded strong financial returns from the growth of the platform. Pochi la Biashara generated KSh1.68 billion in revenue during the first half of fiscal year 2026, while the number of accounts rose by 72.6 percent year-on-year to approximately 1.5 million.

The report further highlights ongoing concerns around safety and privacy, particularly among women traders who reported harassment linked to phone numbers displayed on payment stickers. Safaricom says it has since removed phone numbers from payment notifications and is developing additional privacy features expected to launch in 2026.