NAIROBI, Kenya, June 30 – Safaricom’s dominance in Kenya’s cell cash house is waning, with contemporary information exhibiting an additional dip in M-Pesa’s market share at the same time as rival Airtel Money continues its upward momentum.
Data from the Communications Authority of Kenya (CA) Q3 sector statistics report revealed M-Pesa’s market share fell to 90.8 % within the quarter ending March 2025, down from 94.9 % recorded throughout the identical interval final yr.
In distinction, Airtel Money posted a big acquire, climbing to 9.1 % from 5.1 % year-on-year.
The report attributes the shift to rising competitors and improved service choices from Airtel Money, which has stepped up its presence available in the market via customer-centric improvements and expanded agent networks.
Mobile cash subscriptions general rose by 7.3% to 45.4 million, reflecting the continued reliance on mobile-based monetary providers in Kenya.
This development mirrors the uptick in energetic SIM subscriptions, which hit 76.2 million, representing a 145.3% penetration price.
The CA’s findings underscore a slowly altering panorama within the cell monetary providers sector, lengthy dominated by Safaricom’s M-Pesa since its launch in 2007.
The information additionally factors to elevated shopper alternative as smaller gamers problem the market chief.
If the present developments proceed, trade observers anticipate the market to change into extra aggressive, doubtlessly providing higher pricing, providers, and innovation for shoppers.
“The cell cash market continues to evolve, providing customers extra flexibility and improved digital monetary options,” the report notes.
Kenya’s digital financial system continues to develop, with prime corporations sustaining their momentum for scaling up their market share within the face of the arrival of fintechs.
