Telecommunications giant Safaricom is piloting Ziidi Trader, a new feature inside the M-PESA app that enables users to buy and sell shares listed on the Nairobi Securities Exchange (NSE) directly from their mobile wallet.
The move marks a major step in integrating retail stock trading with Kenya’s most widely used mobile money platform.
Snippets from the pilot showed that the new Ziidi Trader feature combines a dark-themed interface with modern trading tools. The landing screens describe the service as “Easy and Convenient,” 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 environment.
The platform will enable seamless deposits and withdrawals directly to and from M-PESA, reducing barriers to entry for retail investors and potentially increasing participation in Kenya’s capital markets.
The feature is being tested as part of Safaricom’s broader strategy to evolve M-PESA from a payments tool into a full-fledged financial services ecosystem, spanning investments, insurance, and savings products.
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Ziidi Money Market Fund
Launched in December 2024 in partnership with Standard Investment Bank and ALA Capital Limited, Safaricom first introduced the Ziidi MMF, allowing M-PESA customers to invest in a money market fund with as little as Ksh 100, earning competitive daily interest.
All transactions involving deposits and withdrawals are executed directly through M-PESA, with invested funds instantly accessible.
As of June 30, 2025, the Ziidi MMF has achieved a significant milestone, with assets under management (AUM) reaching Ksh 10.68 billion and generating a half-year investment income of Ksh 354.36 million.
Operating expenses totaled Ksh81.28 million, comprising management fees (Ksh77.91 million), trustee fees (Ksh2.22 million), and custody fees (Ksh2.75 million). After deducting expenses, the fund recorded a surplus of Ksh 273.08 million, which is attributable to the unit holders.
Total unitholder balances stood at Ksh10.59 billion, reflecting strong investor confidence and the growing appetite for digital investment products among M-PESA users.
Also Read: Safaricom Reports Dip in M-Shwari Revenue Following Glitches
Ziidi’s success story is closely tied to Safaricom’s M-PESA ecosystem, which continues to drive the company’s financial services growth.
According to Safaricom’s half-year results for the financial year 2026, released on November 6, 2025, M-PESA remained a key pillar of performance, accounting for 45.4% of total service revenue and growing 14.0% year-over-year to Ksh 88.06 billion.
The growth was driven by increased transaction volumes, expanded merchant networks, and a rising appetite for digital financial services. M-PESA’s reach also continued to expand, supported by the company’s 62.27 million total customers, with 46.44 million one-month active users.
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