NAIROBI, Kenya, Feb 10 – Safaricom is rolling out Ziidi Trader, a mobile-based share trading platform embedded in the M-Pesa app, in a move aimed at reshaping how Kenyans access the capital markets and potentially expand retail participation at the Nairobi Securities Exchange (NSE).
The telco says the platform allows users to buy and sell listed shares directly via M-Pesa and USSD, removing the long-standing requirement for investors to open individual Central Depository System (CDS) accounts through stockbrokers.
Instead, funds from multiple investors will be pooled into an omnibus account managed by Kestrel Capital, which operates in the background.
Market intermediaries say the structure is keen on attracting new retail investors who have previously been deterred by account-opening processes, paperwork, and minimum balance requirements.
Stockbrokers embedded in the Ziidi Trader ecosystem are banking on higher transaction volumes to offset lower margins per trade through increased commissions.
For years, retail investors were required to open CDS accounts with licensed stockbrokers, with M-Pesa limited to facilitating payments rather than executing trades.
Ziidi Trader changes that model by integrating trading, payments, portfolio tracking, and price discovery into a single mobile interface.
According to the NSE, the pooled account model is expected to enable faster execution and lower friction, particularly for small-ticket trades, while also allowing a level of anonymity for retail investors.
The exchange believes the shift could help reverse years of declining retail participation, especially among younger and first-time investors.
Safaricom Chief Financial Officer Dilip Pal said the product reflects deeper collaboration across Kenya’s financial ecosystem.
“This truly reflects the strong partnership we have built with regulators, the Nairobi Securities Exchange, the developer ecosystem, fintech partners, and government institutions,” Pal said.
“Through platforms and APIs, we are enabling innovation that goes beyond Safaricom and strengthens the entire financial ecosystem.”
Pal added that Ziidi Trader signals a broader shift in how wealth creation tools are distributed.
President William Ruto,speaking at the launch framed the platform as part of a wider effort to democratise access to financial markets and investment opportunities.
“This platform represents a decisive turning point in how citizens engage with the stock exchange,” Ruto said.
“It opens the doors of market participation wider than ever before, dismantling long-standing barriers that have locked out many willing investors, and bringing opportunities closer to all citizens.”
Under Ziidi Trader, users can view live prices, track their portfolios, and execute trades without leaving the M-Pesa app.
While the model lowers entry barriers, market,its success will depend on investor education, safeguards around pooled accounts, and how regulators oversee transparency and investor protection within the omnibus structure.
