Just over a year since its introduction, Safaricom’s Ziidi MMF has completely upended Kenya’s digital investment landscape. At the ongoing Mobile World Congress (MWC) 2026 in Barcelona, Safaricom and Huawei were jointly awarded the GSMA GLOMO for “Best FinTech & Digital Commerce Innovation,” putting a global spotlight on the product’s massive local adoption.
Ziidi is a money market fund service built directly into M‑PESA, allowing users to invest small amounts and earn daily returns through their mobile wallets.
Ziidi has quietly amassed 4.3 million users in a remarkably short period. This is a huge jump from the 1.15 million users for the period ending September 2025 and an estimated 130,000 in September 2024, as reported by Business Daily. To put this into perspective, traditional investment funds in Kenya cover only about 300,000 individuals. This exponential growth validates Safaricom’s pivot when they initially announced the transition to the Ziidi Money Market Fund in late 2024, aiming to democratize wealth building.
Why is Ziidi scaling so fast?
- Low entry barrier: Customers can begin investing with a minimum of just KES 100.
- Real-time liquidity: Unlike traditional funds that require notice periods, Ziidi is deeply integrated with M-PESA, allowing users to deposit and withdraw funds instantly.
- Daily returns: Interest is accrued and credited daily at midnight, giving users full transparency.
Following its official launch as a full-fledged MMF in early 2025, and heavily promoted during M-PESA’s 18th anniversary celebrations, Ziidi has effectively transformed the M-PESA ecosystem from a simple payments gateway into a formidable wealth-generation tool for low- and middle-income Kenyans.
“Safaricom is proud of winning the GLOMO Award, and we will continuously make innovations through M-PESA to digitalize Kenyan people’s lives,” stated Stephen Chege, Chief External Affairs Officer at Safaricom.
Safaricom has continued expanding the platform’s capabilities. Earlier this year, the company also introduced Ziidi Trader, allowing users to buy and sell Nairobi Securities Exchange shares directly from the M-PESA app.
