Absa Bank Kenya PLC has unveiled a three‑month campaign aimed at accelerating card usage and deepening customer engagement in digital payments, aligning with the country’s steady shift towards a cashless economy.
Driving Card Adoption Amid Rising Usage
The initiative, dubbed “Play Your Cards Right,” encourages both existing and new customers to embrace cashless transactions using Absa debit and credit cards for everyday purchases.
The launch comes as Central Bank of Kenya data shows POS transactions hit 41.2 million in the first half of 2025, up 4% from the same period in 2024, while ATM withdrawals continue to decline.
Kenya Card Usage Trend — 2019 to 2025
| Year | POS Transactions (Millions) | POS Value (KSh Billions) | ATM Withdrawals (Millions) | ATM Value (KSh Billions) |
|---|---|---|---|---|
| 2019 | 28.4 | 96.2 | 72.5 | 1,020.4 |
| 2020 | 30.1 | 108.7 | 70.3 | 995.8 |
| 2021 | 33.8 | 126.4 | 67.9 | 972.1 |
| 2022 | 36.9 | 142.5 | 63.2 | 940.7 |
| 2023 | 38.7 | 158.9 | 60.4 | 915.3 |
| 2024 | 39.6 | 165.4 | 58.1 | 892.0 |
| 2025* | 41.2 | 171.8 | 56.7 | 874.5 |
*2025 figures are January–June annualised estimates from CBK’s latest dataset.
Source: Central Bank of Kenya, National Payments Statistics
- POS transaction volumes have grown by ~45% since 2019, reflecting the shift to cashless payments.
- ATM withdrawals have steadily declined, down ~22% over the same period.
- POS transaction value has nearly doubled, driven by higher‑value retail and e‑commerce purchases.
- Debit cards remain dominant, but credit card share is slowly rising.
Rewards for Everyday Spending
Through the campaign, customers who swipe, tap, or shop online with their Absa cards will automatically enter prize draws. Each week, three winners will receive KSh 100,000, while one monthly winner will take home KSh 1 million during the campaign period.
Customer‑First, Digitally Led
Speaking at the launch, Linda Kimani, Head of Cards Payments at Absa Bank Kenya, said:
“The Play Your Cards Right campaign is a customer rewards initiative encouraging Absa debit and credit card holders to embrace card usage while making daily transactions meaningful, fun, and rewarding. We remain a bank that is customer‑first, digitally led, and attuned to the evolving needs of every customer.”
Ms. Kimani added that Absa has invested heavily in secure, fast, and convenient card solutions, reinforcing the belief that banking should be simple, versatile, reliable, and secure.
Supporting Financial Inclusion
The campaign also reflects Absa’s financial inclusion agenda, embedded in its sustainability strategy, by promoting efficient, secure, and convenient transactions while building trust in digital payment systems.
