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How Pochi la Biashara Grew to 2.2 Million Users
Safaricom’s Pochi la Biashara has emerged as one of the fastest-growing products within the M-PESA ecosystem, with its user base reaching 2.2 million and surpassing the 1 million merchants currently using Lipa na M-PESA.
The milestone was highlighted in Safaricom’s latest financial results, underscoring the growing popularity of the wallet designed to help users separate business funds from personal finances.
A new report by the Global System for Mobile Communications Association (GSMA) sheds light on how the product achieved this rapid growth. Pochi la Biashara expanded from 600,000 users in 2024 to 1.1 million in 2025 before doubling again to 2.2 million.
Understanding Women Entrepreneurs
The study surveyed 1,992 women microentrepreneurs using digital financial services across Nairobi, Murang’a and Kajiado.
Researchers found that while many women were already using Pochi la Biashara, they were not taking advantage of several key features that could improve their businesses.
Two features stood out as particularly valuable. Payments received through Pochi cannot be reversed by the sender, and customers making payments cannot see the recipient’s phone number. These features help reduce fraud and unwanted contact.
However, awareness did not always translate into usage.
Closing the Knowledge Gap
The report found that many users knew about certain features but rarely used them.
Although 48 per cent of new users were aware of the mini-statement feature, only 8 per cent had ever used it. Similarly, while 71 per cent knew about the Lipa na Pochi feature, only 53 per cent actively used it. Awareness of the airtime buying and selling feature stood at 34 per cent, yet just 7 per cent had tried it.
To address this gap, Safaricom launched targeted text message campaigns explaining specific Pochi features while offering incentives to encourage usage.
For example, customers who reached a set usage threshold on Lipa na Pochi received a five per cent cashback reward.
How Pochi la Biashara Grew to 2.2 Million Users
Beyond Product Launch
The study showed that launching a product alone was not enough to sustain customer engagement.
According to the report, Safaricom’s market spot checks revealed that some users became inactive shortly after signing up because they received little follow-up support or reminders on how to use the service and its benefits.
Instead of focusing only on acquiring new customers, Safaricom shifted its strategy towards helping existing users better understand the platform and encouraging them to explore more of its features.
Learning by Doing
The report also found that customers were more likely to adopt new features when they received practical demonstrations.
Field agents showed traders how to make payments and withdrawals directly through Pochi la Biashara, helping clear misconceptions while building confidence among women entrepreneurs.
In addition, Safaricom’s call centre contacted users to understand the barriers preventing them from using certain features. Customer service teams then guided them on how to use those services more effectively.
Trade representatives also provided hands-on support by walking customers through each feature on their phones. This practical onboarding process helped improve understanding while strengthening trust in the platform.
The Power of Continuous Engagement
The GSMA report concluded that customers continue using digital financial products when providers maintain regular engagement through education and reminders.
The study also found that women were more likely to adopt products recommended by people they trusted.
Nearly 49 per cent of new Pochi users first heard about the service from friends or family, while 21 per cent signed up after receiving a recommendation from someone they knew.
Meeting Customers Where They Are
The research also highlighted the importance of designing products around customer preferences.
Although 70 per cent of the women surveyed owned smartphones, most preferred accessing Pochi la Biashara through USSD rather than the My OneApp or the M-PESA app because it was simpler, more reliable and did not require mobile data.
Users nevertheless reported that the USSD journey involved too many steps. In response, Safaricom simplified the process by reducing the number of steps required to access the service.
Lessons Behind the Growth
The report demonstrates that product adoption depends on more than availability. Continuous customer education, follow-up engagement, practical demonstrations and peer recommendations all played a key role in driving the growth of Pochi la Biashara.
For Safaricom, the findings continue to shape how it onboards customers, improves safety features, delivers targeted communication and encourages greater use of the platform’s capabilities.
Thus article was first written by Safaricom NewsroomÂ
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