Visa has partnered with the Nairobi Securities Exchange Plc (NSE) to unveil a report aimed at reshaping Kenya’s retail investment landscape.
The report, “Reimagining Retail Investors in Kenya: A technology-Centered Blueprint”, outlines a bold, inclusive strategy to expand access to capital markets and empower everyday Kenyans to become active investors.
The report identifies key market related dynamics including onboarding, trading costs, and financial literacy and proposes actionable solutions rooted in behavioral science, mobile-first innovation, and community-based models.
“This report marks a turning point in how we think about financial inclusion,” said Chad Pollock, Vice President and General Manager for Visa East Africa. “By combining digital solutions with NSE’s market expertise, we can unlock new pathways for millions of Kenyans to participate in wealth creation. While the report is rooted in Kenya’s retail investment landscape, its insights and frameworks are highly adaptable across African capital markets. This positions it as a strategic playbook for broader engagement across the continent.”
The report highlights six distinct investor profiles, ranging from youth micro-traders to diaspora investors, which help in guiding tailored interventions. Behavioral insights reveal emotional triggers such as fear of missing out, peer validation, and fear of loss heavily influence investment decisions.
Strategic opportunities include mobile-first micro-investing via USSD and apps, fractional shares and low-ticket investments, and diaspora-focused “Remit-to-Invest” tools.
Frank Mwiti, CEO of the Nairobi Securities Exchange, added: “We are excited to collaborate with Visa on this transformative journey. The insights and recommendations in this report will help us build a more inclusive, accessible, and dynamic capital market ecosystem.”
Additionally, the report emphasizes gamified education and behavioral nudges, as well as agent-as-advisor model for retail investors.
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