Safaricom Plc is piloting its new Ziidi Trader mobile trading app that integrates directly with the M-PESA platform. The app aims to make stock trading accessible to a wider audience in Kenya by simplifying the process and reducing the barriers to entry.
With more than 34 million M-PESA users in Kenya, Safaricom is using its large customer base and strong brand presence to open up the Nairobi Securities Exchange to retail investors who may not have formal financial education or prior experience.
The Ziidi Trader feature within the M-PESA app allows users to view their portfolios, track performance, create watch-lists, set price alerts and monitor dividends. Deposits and withdrawals link directly to M-PESA, allowing users to begin trading with ease.
Safaricom sees this move as part of its broader strategy to transform M-PESA from a payments tool into a full financial services platform that includes investments, insurance and savings.
For the Nairobi Securities Exchange, this initiative supports its Strategic Plan 2025-2029, which targets increasing the number of active retail investors to nine million by simplifying investment processes, improving financial literacy and leveraging digital channels.
Kenya is already a leader in mobile banking and digital finance due to strong infrastructure and high mobile penetration. This gives Safaricom a solid foundation to expand into mobile trading through Ziidi Trader.
If the pilot succeeds and is rolled out fully, everyday Kenyans who do not have formal finance training could access tools that were previously only available to larger investors. This could enable Safaricom to capture new investor segments and reduce reliance on traditional brokerage channels.
