More than 18 years after launching M-Pesa, Safaricom is expanding its financial literacy efforts, now targeting micro, small and medium-sized enterprises (MSMEs) in Kenya’s Rift Valley.
The initiative aims to equip entrepreneurs with tools for growth and digital integration, company officials said Wednesday.
Esther Waitito, Safaricom’s chief financial services officer, said the company is using its M-Pesa Sokoni Festival to directly engage with small business owners. The event, currently underway in Eldoret, offers hands-on training in working capital management, customer engagement and digital marketing, with future stops planned across the region.
“We’re combining digital literacy with financial tools to help entrepreneurs manage, forecast and promote their businesses,” Waitito said. “The goal is to empower them to become bigger, better and more efficient contributors to the economy.”
The Sokoni Festival also highlights Safaricom’s “Grow” program and its M-Pesa business super app. The app enables vendors to track transactions, monitor cash flow and interact with customers through a centralized marketplace. Organizers said these tools are critical for businesses looking to scale and streamline their operations.
Interactive booths and live demonstrations are central to the campaign, which also features giveaways to incentivize participation. Businesses already using or open to adopting M-Pesa’s services are the primary focus, Safaricom said.
“This isn’t just about awareness—it’s about action,” said Waitito. “We’re rewarding customers for learning and ensuring they walk away with practical skills they can apply immediately.”
Following Eldoret, the initiative will move to Nandi County and Nakuru, with additional events planned in Nyeri, Nanyuki and Embu as part of the broader M-Pesa 18th anniversary celebrations.
The campaign reflects Safaricom’s ongoing commitment to empowering Kenya’s small business sector, particularly in underserved areas. By promoting digital tools and financial literacy, the company aims to boost economic resilience and inclusion at the grassroots level.
Safaricom said it intends to expand the program to additional counties later this year.
