M-Pesa remains Kenya’s most widely used mobile money service, firmly entrenched at the heart of everyday transactions for individuals, businesses, and institutions.
With millions of customers relying on the platform to send money, pay bills, access credit, and manage savings, M-Pesa has grown beyond its original purpose to become one of the country’s most influential digital financial tools, serving a broad customer base across all income levels.
Available in more than 170 countries globally, M-Pesa is currently serving over 70 million customers, processing close to 100 million transactions daily.
This evolution has played a major role in boosting financial inclusion in Kenya, which jumped from 26 percent in 2006 to an outstanding 84.8 percent by 2024.
The success of this mobile money platform has been attributed to its accessibility, security, and convenience, making it a reliable tool for digital transactions.
At the centre of M-Pesa’s latest transformation is Esther Masese Waititu, Safaricom PLC’s Chief Financial Services Officer, who has emerged as a key driver of innovation within the company’s financial services business.
Esther joined Safaricom in February 2023, taking charge of a division that is not only the backbone of Safaricom’s revenues but also a pillar of Kenya’s financial inclusion story.
In her role, she leads the Financial Services Business, with responsibility for pushing forward innovation while championing financial inclusion and financial wellness for individuals and enterprises.
With more than 15 years of experience in the financial services industry, Esther boasts a wealth of expertise in corporate banking, product innovation and strategic leadership.
Her career journey has spanned some of the region’s leading financial institutions, including Commercial Bank of Africa, Standard Chartered Bank, Stanbic Bank and KCB Group.
Before joining Safaricom, she served as Director of Corporate Banking at KCB Group, a role that sharpened her understanding of enterprise finance and large-scale customer needs.
Since stepping into her position at Safaricom, Esther has played a pivotal role in evolving M-Pesa from what was initially a mobile payments platform into a comprehensive digital financial services ecosystem.
Under her leadership, the platform has expanded into a broad offering that now includes savings, insurance, credit and investment propositions, positioning M-Pesa as more than just a transactional tool, but a digital financial partner.
Launch of M-Pesa SuperApp
One of the most notable milestones during her tenure has been the launch of the M-Pesa SuperApp, which has turned the platform into a lifestyle enabler.
The SuperApp hosts more than 80 mini-apps, allowing users to access multiple services in one place, from shopping and transport to digital utilities.
Her leadership has also seen the growth of the Ziidi Investment Platform, which includes Ziidi Shariah and Ziidi Money Market Fund (MMF).
The platform has recorded over one million active investors, reflecting a growing appetite among Kenyans for accessible and simplified investment products.
In another landmark move, Esther oversaw the rollout of M-Pesa Ratiba, described as the first-of-its-kind mobile money standing order proposition.
The service allows customers to automate payments and savings plans, introducing a structured approach to personal finance management through mobile money.
Beyond consumer services, she has also steered the expansion of credit solutions tailored for individuals, enterprises and even the public sector, reinforcing M-Pesa’s role in driving both household financial resilience and business growth.
Esther’s academic background reflects her strong grounding in business and leadership. She holds a Bachelor of Business Administration from the University of Eastern Africa, Baraton, and an MBA from the University of Liverpool.
She is also an AoEC Accredited Executive Coach, demonstrating her commitment to nurturing leadership and driving transformation within and beyond Safaricom.
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