Faith Masita
A quiet transformation is taking place in Kenya’s financial habits, and it’s happening on mobile phones.
Safaricom’s Ziidi Money Market Fund has posted a profit after tax of Sh784.2 million for the 14-month period ending December 31, 2025, underscoring not just strong performance, but a deeper shift in how ordinary Kenyans are choosing to store and grow their money.
The fund generated nearly Sh1 billion in income from Sh14.7 billion in investor deposits, reflecting robust uptake among users drawn to its promise of low risk, daily returns, and instant liquidity. But beyond the numbers, Ziidi’s growth tells a broader story: the line between saving and investing is rapidly disappearing.
By allowing M-Pesa users to invest as little as Sh100 directly from their mobile wallets, Ziidi has effectively repositioned investing from an elite financial activity to an everyday habit. For many users, it is no longer about setting aside large sums for long-term goals, but about making small, frequent decisions to earn incremental returns on idle cash.
This accessibility is proving to be a powerful driver. In an economy where uncertainty remains a concern for households, the appeal of preserving capital while earning stable returns is outweighing the allure of higher-risk assets. The fund’s operating expenses, which stood at Sh250 million over the period, highlight the scale at which this digital-first model is operating.
Ziidi’s performance also mirrors a wider industry trend. Money market funds in Kenya are experiencing accelerated growth, with assets under management rising to Sh400 billion in the third quarter of 2025 from Sh372.8 billion just three months earlier. The surge reflects increasing investor preference for liquidity and predictability amid shifting economic conditions.
What sets Ziidi apart, however, is its distribution model. By embedding the fund within a mobile money ecosystem already used daily by millions, Safaricom has eliminated traditional barriers such as paperwork, minimum balances, and the need for financial advisory services. The result is a product that feels less like an investment vehicle and more like an extension of a wallet.
As adoption grows, Ziidi may be less about competing with traditional funds and more about redefining the entry point into financial markets. For a new generation of investors, the journey is starting not in bank halls or brokerage firms, but on a handset — one small deposit at a time.
Safaricom’s Ziidi Money Market Fund has posted a profit after tax of Sh784.2 million for the 14-month period ending December 31, 2025, underscoring not just strong performance, but a deeper shift in how ordinary Kenyans are choosing to store and grow their money.
The fund generated nearly Sh1 billion in income from Sh14.7 billion in investor deposits, reflecting robust uptake among users drawn to its promise of low risk, daily returns, and instant liquidity. But beyond the numbers, Ziidi’s growth tells a broader story: the line between saving and investing is rapidly disappearing.
By allowing M-Pesa users to invest as little as Sh100 directly from their mobile wallets, Ziidi has effectively repositioned investing from an elite financial activity to an everyday habit. For many users, it is no longer about setting aside large sums for long-term goals, but about making small, frequent decisions to earn incremental returns on idle cash.
This accessibility is proving to be a powerful driver. In an economy where uncertainty remains a concern for households, the appeal of preserving capital while earning stable returns is outweighing the allure of higher-risk assets. The fund’s operating expenses, which stood at Sh250 million over the period, highlight the scale at which this digital-first model is operating.
Ziidi’s performance also mirrors a wider industry trend. Money market funds in Kenya are experiencing accelerated growth, with assets under management rising to Sh400 billion in the third quarter of 2025 from Sh372.8 billion just three months earlier. The surge reflects increasing investor preference for liquidity and predictability amid shifting economic conditions.
What sets Ziidi apart, however, is its distribution model. By embedding the fund within a mobile money ecosystem already used daily by millions, Safaricom has eliminated traditional barriers such as paperwork, minimum balances, and the need for financial advisory services. The result is a product that feels less like an investment vehicle and more like an extension of a wallet.
As adoption grows, Ziidi may be less about competing with traditional funds and more about redefining the entry point into financial markets. For a new generation of investors, the journey is starting not in bank halls or brokerage firms, but on a handset — one small deposit at a time.
