Daba Finance and Safaricom are jointly launching Ziidi Trader, an innovative new feature that will empower users of Safaricom's ubiquitous mobile-money platform, M-PESA, to engage in stock trading directly from their mobile phones. This initiative, which began its pilot phase on November 11, 2025, represents a significant step towards democratizing access to capital markets in Kenya.

The Ziidi Trader service seamlessly integrates stock trading on the Nairobi Securities Exchange (NSE) into the M-PESA application. This integration provides users with essential tools for investment, including personalized watchlists, real-time alerts, and comprehensive portfolio tracking capabilities. By embedding these functionalities within a platform already used daily by millions, Safaricom aims to remove the traditional barriers that have often deterred retail investors from participating in the stock market.

This strategic move aligns with Safaricom's broader ambition to evolve M-PESA into a comprehensive financial hub. Beyond its core function of sending money, M-PESA is being transformed into an ecosystem where users can save, invest, and now trade, consolidating various financial services into a single, accessible platform. The success of the Ziidi Money Market Fund, launched in January 2025 and attracting over 450,000 users, underscores the potential for such integrated financial offerings.

Currently, only a small fraction—approximately 4.3%—of the more than 1.4 million registered accounts on the NSE are actively trading. Ziidi Trader seeks to dramatically increase this participation by simplifying the investment process and eliminating the need for complex broker interactions and account opening procedures. If the pilot program is successfully rolled out nationally, it has the potential to unlock a new wave of retail investment across Kenya, leveraging M-PESA's extensive reach and daily user engagement.

The introduction of Ziidi Trader marks a pivotal moment in the convergence of telecommunications, fintech, and capital markets within Kenya. By removing key barriers such as account opening complexities, broker dependencies, and confusing fee structures, Safaricom aims to bring investment opportunities to a broader demographic, including younger, digital-first segments of the population. For the securities market, this could lead to increased liquidity and a significantly expanded investor base.

The long-term success of this pioneering model will depend on several critical factors, including robust regulatory alignment, effective investor education programs, stringent cost control measures, and the flawless execution of a user-friendly experience. Should Ziidi Trader prove scalable and sustainable, it could serve as an influential blueprint for other African markets aspiring to democratize access to equity investing and foster greater financial inclusion across the continent.