Safaricom, in partnership with the Nairobi Securities Exchange – NSE, has launched Ziidi Trader, a mobile-based platform that allows customers to buy and sell listed shares directly through the M-PESA app.
The move signals a new phase in Kenya’s retail investing landscape, where mobile money infrastructure is being positioned as a gateway to capital markets.
Ziidi Trader integrates stock trading into the M-PESA ecosystem, allowing users to purchase shares, track portfolios, and access market data from a single interface. The platform operates under the oversight of the Capital Markets Authority.
The initiative builds on Safaricom’s earlier investment products, including Ziidi MMF and Ziidi Shariah. Together, these offerings reflect a strategy to position the telecom operator as a broader financial services platform.
For the Nairobi Securities Exchange, the partnership offers a distribution channel into millions of mobile wallets. The exchange has struggled for years with low retail participation and limited liquidity. Mobile-first trading is being framed as one solution to that structural challenge.
The Promise and Limits of Democratized Investing
The platform’s messaging emphasizes accessibility, simplicity, and digital convenience. But analysts note that ease of access does not automatically translate into sustained participation. Retail investors still face income constraints, limited financial literacy, and exposure to market volatility.
There is also a behavioural dimension. First-time investors entering through mobile platforms may treat equities like transactional products rather than long-term assets. That could increase speculative trading or short-term decision-making.
A Strategic Play for Safaricom and the NSE
For Safaricom, Ziidi Trader extends M-PESA deeper into savings and investment. It also aligns with the company’s smartphone and digitization agenda.
For the NSE, the partnership offers scale and relevance in a market where traditional brokerage channels have struggled to attract younger investors.
Whether the platform drives meaningful capital formation will depend less on technology and more on investor education, income growth, and market performance.
