Kenya: Safaricom Launches Ziidi Trader to Enable Stock Trading Via M-Pesa

11 November 2025
Daba Finance (Abidjan)

Safaricom (NSE: SCOM) is piloting a new feature called Ziidi Trader that will allow users of its mobile-money platform M-PESA to buy and sell stocks directly from their phones.

The service will integrate trading on the Nairobi Securities Exchange (NSE) into the M-PESA app, offering tools such as personalised watchlists, real-time alerts, and portfolio tracking.

The move supports Safaricom's ambition to transform M-PESA into a full financial hub where users can send money, save, invest, and now trade. Only about 61,000 of the more than 1.4 million accounts on the NSE are actively trading -- roughly 4.3%. By simplifying access and removing broker steps, Safaricom aims to raise participation.

The new service follows the successful launch of the Ziidi Money Market Fund in January 2025, which attracted more than 450,000 users.

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If the pilot rolls out nationally, it could drastically expand retail investment in Kenya's capital markets by leveraging the wide reach and daily usage of the M-PESA platform.

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Key Takeaways

The introduction of Ziidi Trader marks a milestone in the convergence of telecom, fintech, and capital markets in Kenya. By embedding stock trading into the M-PESA app, Safaricom removes key barriers -- account opening, broker links, fee complexity -- that have kept many retail investors on the sidelines. With only about four percent of registered investors actively trading on the NSE, the growth potential is substantial. The feature also fits a broader trend: mobile-money platforms evolving into full-service financial ecosystems. For the securities market, the move could unlock a new wave of liquidity and broaden the investor base into younger, digital-first segments. The success will depend on regulatory alignment, investor education, cost control, and the execution of a seamless user experience. If this model proves scalable, it may serve as a blueprint for other African markets aiming to democratise access to equity investing.

Read the original article on Daba Finance.

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