Safaricom unveiled Ziidi Trader, a mobile-first platform that allows Kenyans to buy and sell shares on the Nairobi Securities Exchange (NSE) directly through the M-PESA app.
The innovation is designed to democratize access to capital markets by eliminating traditional barriers such as CDS accounts and broker intermediaries.
“We wanted to make savings and investing simple. When things are simple, it builds confidence. When you are confident, you are able to try, experiment, and do a lot more,” said Esther Waititu, Chief Financial Services Officer at Safaricom on Business Redefined.
How ZiiDi Trader Works
Ziidi Trader streamlines investing into four steps:
- Opt-in – Users agree to terms and conditions, acknowledging the risks of equity investments.
- Build a portfolio – Browse NSE counters, select shares, and choose either market or bid prices.
- Buy or sell shares – Transactions are completed instantly, debiting the M-PESA wallet.
- Track investments – A personal portfolio is automatically updated within the app.
Waititu emphasized that the platform is designed to bring in younger investors:
“We have cut through the red tape. The minute you become a Safaricom customer, we have already done your KYC. You don’t have to do it again. We have embedded investing into your day-to-day activities.”
Financial Literacy and AI Support
Safaricom has integrated financial education into Ziidi Trader:
- Research content on share performance and corporate actions.
- AI-powered chatbots to answer basic investment questions.
- Personalized insights based on user transaction history.
“Teaching people how to invest, the upsides and downsides, is critical. That is why we have invested in financial literacy tools and embedded content directly into the app,” Waititu explained.
Personalised Investing Experience
Safaricom leverages customer data to tailor recommendations.
“We know your preferences. We can recommend investment opportunities customized for you, different from what another customer might see. That personalized experience is the recipe for success,” said Waititu.
Business Model and Ecosystem Value
While micro-investing is low-margin, Safaricom views ZD Trader as part of a larger ecosystem strategy.
“We don’t enter products just to make massive profits from one solution. We power the ecosystem. You’re investing, transacting, using data, and staying connected. That’s where the value lies,” Waititu noted.
Diaspora Opportunity
For Kenyans abroad, Ziidi Trader removes reliance on proxies and intermediaries.
“Diaspora customers can now invest directly, with transparency and control. No more uncertainty about whether money was received or invested at the right time,” Waititu said.
Real-Time Settlement
ZD Trader enables near-instant settlement by debiting M-PESA wallets immediately.
“We want to eliminate T+2. You trade, and that’s it. Strategic partnerships ensure liquidity so customers get their shares without delay,” Waititu confirmed.
Part of a Larger Financial Services Evolution
ZD Trader builds on Safaricom’s broader financial services journey:
- Payments via M-Pesa.
- Liquidity solutions like Fuliza.
- Micro-insurance for everyday protection.
- Money market funds for savings.
“We’re moving customers from financial inclusion to financial health and long-term wealth creation,”Waititu explained.
Early Traction and Upcoming IPO
Since launch, Ziidi Trader has captured 55% of NSE trading volumes, with 7,500 trades in its first week. Safaricom is preparing to facilitate the Kenya Pipeline Company IPO, the first fully digital IPO in East and Central Africa.
“We are ready. When the head of state asks you to deliver, you must be ready. This will be the biggest highlight—a simple, convenient, and transparent way for Kenyans to own a piece of Kenya Pipeline,” said Waititu.
