In a landmark moment for Kenya’s investment scene, Safaricom PLC’s mobile-money-enabled fund, Ziidi Money Market Fund (Safaricom’s Ziidi MMF), has captured nearly half of all individual investors in the country’s unit trust (collective investment schemes) market. This is more than a statistic—it signals a major shift in how everyday Kenyans save, invest and interact with financial products.
By the end of September 2025, Ziidi reported approximately 1.15 million individual investors, representing about 47.9% of the estimated 2.4 million individual investors in Kenya’s CIS landscape.
Ziidi’s success is rooted in its connection to Safaricom’s massive mobile money ecosystem—making investing accessible, affordable and integrated into daily life.
What’s driving the surge?
Several factors converge to explain this rapid uptake:
1. Mobile-first access via M-Pesa
Ziidi was officially launched in January 2025. The fund is integrated with Safaricom’s mobile money platform (M-Pesa) and lets users invest via the M-Pesa app or USSD prompt. The minimum entry threshold is significantly lower than traditional funds, enabling smaller savers to participate.
2. Leverage of existing customer base
With millions of active M-Pesa users, Safaricom had a built-in distribution channel. While only about 3% of its 37.91 million one-month active M-Pesa users were invested in Ziidi at the time of reporting, that still translates into over a million investors.
This ready pool of users made the path to onboarding far easier than for many conventional fund-managers.
3. Financial inclusion meets innovation
The fund aligns with Kenya’s broader financial-inclusion agenda. By lowering barriers—paperwork, minimums, need for formal advice—Ziidi opens investing to lower- and middle-income earners who previously may have stayed out of unit trusts.
This has transformative implications: mobile money met savings/investment meets mass market.
Numbers at a glance
- Investor numbers: ~1.15 million for Ziidi vs ~2.4 million total individual CIS investors in Kenya.
- AUM Growth: Ziidi’s assets under management grew from about KSh 1.3 billion a year earlier to KSh 15.1 billion at September 2025.
- Market share by assets: As of June 2025, Ziidi ranked 14th among unit trust schemes with an AUM of KSh 10.2 billion and a 1.7% market share. In contrast, the largest scheme had KSh 113.6 billion (19.1% share).
These figures reveal an interesting dynamic: Ziidi is winning on numbers of investors but still modest in terms of total assets compared to the major schemes. This suggests many new investors are entering with smaller amounts—a shift in investor profile and behaviour.
Read Also: Why Invest In Ziidi Money Market Fund (MMF) in 2025
Implications for the funds industry
Changing investor profile & product design: Traditional fund-managers often design products for higher-net-worth individuals or require larger minimums. The Ziidi model forces the industry to rethink: smaller amounts, simpler interfaces, mobile-first access.
Distribution and accessibility matter: The success of Ziidi highlights that ease of access and integration into everyday financial tools (like mobile money) are as important as performance in driving uptake.
Fee pressure and competition: As this model proves viable, other firms may launch mobile-friendly vehicles, stripping away old cost models and possibly reducing fees. Traditional players may face margin compression or the need for innovation.
Retention becomes key: Signing up many investors is a big win—and Ziidi has done so—but the next challenge is retention, increasing invested amounts, growing balances, and delivering meaningful returns over time.
What this means for the everyday Kenyan investor
If you are an individual saver in Kenya, Ziidi offers a practical entry point into the formal investment market. With low minimums, mobile access and familiar tools, you don’t need to navigate complex paperwork or large ticket sizes.
However, attention is still needed: because it is a money market fund, the returns are likely to be modest compared to higher-risk equity or balanced funds. Investors should view it as a stepping stone rather than the final destination.
Risks and considerations
- Asset size vs number of investors: With many new users but smaller total assets relative to industry heavyweights, the average investment per user may still be low. That could affect economies of scale or influence on fund management.
- Return expectations: Money-market funds invest in short-term debt instruments and usually offer lower returns in exchange for lower risk. Those seeking significant growth may need to diversify.
- Investor behaviour: The novelty of mobile investing may attract many first-time investors. The key is to stay invested, avoid jumping in and out, and understand fees, tax treatment and liquidity implications.
- Transparency and revenue-sharing: Safaricom reported earning KSh 100 million from Ziidi, about 0.6% of the fund’s KSh 15.1 billion base. However, the specific revenue-sharing structure with the partner fund-managers is not fully public.
Read Also: Top 30 Money Market Fund (MMF) Rates in Kenya
Frequently Asked Questions (FAQs)
What is the Ziidi Money Market Fund?
Safaricom’s Ziidi MMF is a digital investment product launched by Safaricom PLC in partnership with Standard Investment Bank, ALA Capital, and Sanlam Investments. It allows users to invest in a money market fund directly via the M-Pesa app or USSD code.
How can I invest in Ziidi?
You can access Safaricom’s Ziidi MMF through the M-Pesa app under the “Wealth” or “Ziidi” section. You can also dial *334# on your phone, select “Wealth,” then “Ziidi Fund.” The minimum investment is KSh 100.
How much return does Ziidi offer?
As a money market fund, Safaricom’s Ziidi MMF invests in short-term instruments like Treasury bills and fixed deposits. Returns vary depending on interest rates but generally range between 8%–11% annually, compounded daily.
Can I withdraw my money anytime?
Yes. Ziidi offers instant liquidity, meaning investors can withdraw funds at any time through M-Pesa with no penalties.
Is Ziidi regulated?
Yes. Ziidi is regulated by the Capital Markets Authority (CMA), which oversees all collective investment schemes in Kenya.
How safe is my investment?
Money market funds are considered low-risk, though not risk-free. Safaricom’s Ziidi MMF invests in secure, short-term instruments and is managed by licensed fund managers under CMA oversight.
Who manages Ziidi’s funds?
Funds are managed by Standard Investment Bank, ALA Capital, and Sanlam Investments East Africa, while Safaricom handles distribution and customer engagement through M-Pesa.
Can foreigners invest in Ziidi?
Currently, Ziidi primarily targets Kenyan residents with M-Pesa accounts. However, non-residents with local mobile accounts may invest subject to regulatory compliance.
Final word
The Ziidi Money Market Fund has achieved something remarkable in Kenya: in under a year, it secured nearly half of all individual unit trust investors in the country. That is a powerful indicator that the era of mobile-enabled, low-entry investing is here.
For the retail investor, this means more inclusive access to financial markets and the opportunity to build investment habits. For the fund-management industry, it means disruption is happening—and adapting is not optional.
If you’re a saver in Kenya, it might be time to ask: Are you just saving, or are you investing? And if investing, is your product as accessible and convenient as Ziidi has shown investing can be?
