Safaricom’s Ziidi Trader Drives Surge in New Investors

Safaricom’s entry into stock trading through its Ziidi Trader platform is rapidly transforming access to Kenya’s capital markets, significantly boosting retail participation on the Nairobi Securities Exchange (NSE).

Launched within the M-PESA ecosystem, Ziidi Trader allows users to buy and sell shares directly from their mobile phones, eliminating the need for traditional stockbrokers, physical paperwork, and in-person verification processes.

In just six weeks since its rollout, the number of active retail investors on the NSE has doubled to approximately 400,000. The platform now accounts for about 60 per cent of all transactions on the exchange, although these represent only 3 to 4 per cent of total traded value due to the small ticket sizes typical of retail investors.

Safaricom developed the platform in partnership with Kestrel Capital, which facilitates trades at an estimated fee of 1.5 per cent per transaction. The service operates under the oversight of the Central Bank of Kenya, positioning it as a regulated and structured investment channel.

Ziidi Trader primarily targets young Kenyans and first-time investors, many of whom are already active on sports betting platforms. Its design deliberately mirrors the look and feel of betting applications, offering real-time updates and continuous market feedback to enhance user engagement.

The platform also supports micro-investing, enabling users to participate in the stock market with as little as KSh 20, significantly lowering the barrier to entry.

Safaricom says the initiative is part of a broader effort to democratize wealth creation and improve financial literacy, offering a more secure alternative to speculative betting and unregulated investment schemes.

Looking ahead, the company aims to grow the number of retail investors on the NSE to nine million within the next three years, a move that could fundamentally reshape Kenya’s investment landscape.

Source: The Continent