Esther Waititu, Chief Financial Services Officer at Safaricom, spends much of her time thinking about numbers, platforms, and solutions. Yet, she says, the most valuable moments in her role come when she steps away from the boardroom to sit with the people who keep Kenya’s economy alive: the small business owners and merchants who turn dreams into daily survival.
“Behind every small business is a person with a dream, a family to support, and the determination to keep going even when the odds are stacked against them,” Waititu reflects. “Their resilience and determination, despite the odds, is something I deeply admire.”
Last month, together with Mariam Cassim, Chief Executive Officer of Vodacom’s Fintech Group, Waititu visited merchants in Ruaka. The conversations were raw and honest,stories of hustle, growth, tough seasons, and hope for what lies ahead. The business environment has shifted dramatically, she notes, and M-PESA has evolved right alongside it.
“We are no longer only providing payment solutions,” Waititu explains. “We are integrating comprehensive financial services to help businesses access credit, invest for the future through products like Ziidi Trader and Money Market Fund, and protect themselves with tailored insurance solutions.”
ALSO READ: ABSA BANK KENYA APPOINTS DIANA MUANIKI AS ACTING CFO
Through the Business Hub and the M-PESA Business App, Safaricom is giving entrepreneurs greater visibility and control over their cash flow and operations from a single, intuitive interface. The mobile phone, once just a communication tool, has become a powerful financial services platform and a genuine engine for enterprise growth.
This World MSME Day, Waititu takes a moment to celebrate Kenya’s micro, small, and medium enterprises, the backbone of the economy and the heartbeat of communities across the country.
“Our economy does not move without you,” she says warmly. “We remain committed to ensuring that the tools and solutions available to businesses continue to keep pace with your ambition.”
