Safaricom is increasingly positioning Pochi la Biashara as a key financial tool for women-led micro-businesses, following strong growth in adoption among female traders across Kenya’s informal economy.
A new report by the GSMA, alongside research partners IDinsight and YUX, shows that women are now the majority of active users on the merchant payment platform, accounting for slightly over 52 percent of users or more than 900,000 merchants.
The study found that active women users grew by approximately 92 percent between December 2024 and December 2025, outpacing the 78 percent growth recorded among men.
The report attributes the surge to growing demand for financial tools that address challenges commonly faced by women entrepreneurs in the informal sector, including separating household and business money, protecting payments from fraud, and accessing working capital.
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Launched in 2020, Pochi la Biashara allows traders to receive customer payments through a dedicated M-PESA wallet while keeping business funds separate from personal finances. The platform also offers mini-statements, savings and investment options, airtime commissions, and access to Taasi working-capital loans.
Researchers found that many women users viewed the platform as more than just a payment solution, describing it as a tool that improved financial discipline and strengthened control over their businesses.
The study shows that 35.6 percent of new users reported improved savings habits after adopting the platform, while 24.2 percent experienced increased sales.
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One trader from Kajiado County interviewed during the research said the service had transformed how she manages her business finances.
“Pochi makes me feel like the CEO of my business. I’m in control, I track my money, and I’m able to support my family.”
The rapid adoption has also delivered commercial gains for Safaricom. According to the report, Pochi la Biashara generated KSh1.68 billion in revenue during the first half of fiscal year 2026, while the number of accounts grew by 72.6 percent year-on-year to approximately 1.5 million.
The report further reveals that face-to-face onboarding and peer referrals remain important drivers of adoption among women traders, despite Kenya’s mature mobile money market.
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However, safety and privacy concerns continue to affect some users. Researchers found that some women traders experienced harassment after customers obtained their phone numbers from payment stickers displayed at business locations.
Safaricom has since removed phone numbers from payment notifications and is working on additional privacy features expected to roll out in 2026 to strengthen user safety and trust on the platform.
