M-PESA recently marked 18 years since its launch, a milestone that reflects its transformation from a simple mobile money transfer service into a financial platform that touches nearly every aspect of daily life in Kenya and beyond.
When it was introduced in 2007, many of its users were interacting with digital financial services for the first time, having previously relied entirely on cash transactions.
Over the years, M-PESA has not only simplified payments but has also expanded into business solutions, lending, savings, and international remittances, making it a critical part of financial inclusion efforts.
Today, as it enters adulthood, the platform faces a generation of new users who have grown up in a digital-first world, where convenience, speed, and seamless automation are expected rather than seen as innovations.
According to Esther Waititu, Managing Director for Financial Services at Safaricom, younger users engage with money differently from previous generations, and this shift presents new opportunities for M-PESA to evolve.
“They are more excited when they see the money online in their wallet and can make transactions at their discretion. So, it is a very exciting period for us, and when we start to use artificial intelligence, then start to showcase what you really need for us to give you solutions that are customised just for you, without having to go through a number of steps to get to what you want,” she explained.
As digital financial services become more sophisticated, M-PESA is investing in automation and artificial intelligence to enhance customer interactions, with a focus on reducing the number of steps required to complete transactions and improving the overall user experience.
Beyond refining its core services, Safaricom is positioning M-PESA as a gateway to new financial opportunities, particularly in areas such as investments, insurance, and education.
One of the key developments in the coming years will be the ability for users to invest in stocks and securities directly from their mobile phones, an initiative that M-PESA is undertaking in collaboration with the Nairobi Securities Exchange.
“We are going to go into spaces that traditionally we have not gone into. We are going to be paving the way for digital investments online, working with the likes of the Nairobi Securities Exchange. This will enable you, as our customers, to invest in the Securities Exchange at the convenience of your phone. It will allow you to then access different insurance products. If you want to do an education plan online, you do not need someone to come talk to you,” Waititu said.
Financial literacy is also a key priority for M-PESA, particularly as the platform seeks to engage younger users who are just beginning to navigate the world of personal finance.
Through partnerships with learning platforms such as Shupavu and Zeraki, as well as collaborations with institutions like Old Mutual and the Kenya Institute of Curriculum Development, M-PESA is integrating financial education into school programmes to equip students with the knowledge needed to manage their finances effectively.
As M-PESA moves into its next phase of growth, its focus is no longer just on enabling mobile money transactions but on establishing a broader financial ecosystem that aligns with the changing expectations of a new generation.
With advancements in artificial intelligence, automation, and digital investments, Safaricom is shaping M-PESA into a platform that not only facilitates payments but also empowers users with financial tools tailored to their evolving needs.
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