NAIROBI, Kenya, July 15 – In Kenya’s fast-evolving financial sector, providing credit is no longer enough. To stand out in a crowded field of digital lenders and traditional banks, financial institutions are discovering that the real drivers of growth lie in how they treat—and teach—their customers.
One fintech company, Demulla, has emerged as a leader by embedding customer experience and financial education into its business model.
Founded on the promise “We listen, we support, we deliver,” Demulla says its client-first approach has helped fuel strong retention and consistent portfolio growth.
“By equipping our customers with financial knowledge, we empower them to make informed decisions that support long-term success,” said Patricia Nalyanya, the manager of customer experience, PR, and branding at Demulla.
“It’s not just about access to credit — it’s about creating confident, capable entrepreneurs who understand the financial tools at their disposal.”
The approach marks a shift in strategy across the industry. For decades, lenders prioritised fast onboarding and loan disbursement. But micro, small, and medium-sized enterprises (MSMEs)—the backbone of Kenya’s economy—often struggled with opaque loan terms, poor communication, and surprise hidden fees, leading to mistrust and defaults.
With the rise of digital lending, customers have more choices than ever. In response, institutions like Demulla are emphasising three core principles: empathy, transparency, and reliability.
“Loan officers are trained not just in credit appraisal but in active listening and emotional intelligence,” Nalyanya said.
“Financial education builds trust — and trust is what keeps customers coming back,” she added. “When our clients understand how and why decisions are made, they feel respected, and that creates lasting loyalty.”
Demulla conducts regular workshops on topics such as cash flow management, budgeting, and responsible borrowing. These sessions are not stand-alone initiatives; they are integrated into customer onboarding and loan servicing processes.
Transparency is another cornerstone. Customers are informed upfront about all fees, interest rates, and repayment schedules. “No surprises,” said Nalyanya. “That’s the standard.”
The company also leverages digital tools, including a USSD platform that provides quick support and account access to clients who may not use smartphones. Fast issue resolution—both online and in person—reinforces Demulla’s reputation as a dependable financial partner.
Analysts say that this combined focus on education and experience may be the key to reducing default rates and improving financial inclusion. Educated borrowers are more likely to manage loans responsibly, make timely payments, and reinvest in their businesses.
Institutions that adopt a similar approach tend to report higher customer retention, larger average loan sizes, and more referrals—metrics that are critical in a market where customer acquisition costs remain high.
“Customer experience and education are no longer luxuries; they’re strategic necessities,” said Wycliffe Odhiambo, a Nairobi-based financial consultant. “Demulla’s success is showing the industry what the future of sustainable lending looks like.”
As expectations among Kenyan borrowers continue to grow, experts predict that more financial providers will follow suit—prioritising empathy, clarity, and empowerment to build long-term relationships in a competitive market.
