By Afrireport 
President William Ruto has welcomed the removal of long standing trading barriers in Kenya’s financial markets, terming it a major boost to economic inclusion, as Safaricom officially launched Ziidi Trader, a new platform that allows Kenyans to buy and sell shares directly through M-Pesa.
Speaking during the launch, President Ruto said the move aligns with his administration’s Bottom Up Economic Transformation Agenda, which seeks to democratise access to capital markets and empower ordinary citizens to participate meaningfully in wealth creation.
For a long time, trading in shares has been seen as a preserve of a few elites and institutions. By removing barriers and leveraging technology, we are opening up opportunities for millions of Kenyans to invest, grow their savings, and build generational wealth,” Ruto said.
Ziidi Trader enables users to trade listed shares conveniently via their mobile phones, eliminating the need for complex brokerage processes, high entry thresholds, or physical paperwork.
The platform is designed to target retail investors, especially young people and small traders who have previously been locked out of the stock market.
President Ruto noted that innovation-driven solutions such as Ziidi Trader are critical in unlocking Kenya’s economic potential, especially at a time when the government is focused on easing the cost of doing business and deepening financial inclusion.
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“Our job as government is to remove obstacles, not create them. When innovators like Safaricom come up with solutions that make markets accessible, transparent and affordable, we will fully support them,” he added.
Safaricom CEO Peter Ndegwa said Ziidi Trader builds on the success of M-Pesa by extending financial services beyond payments and savings into investments.
He noted that the platform is part of Safaricom’s broader strategy to empower customers with tools that grow their money, not just move it.
“This is about giving every Kenyan, regardless of income level, a fair chance to participate in the capital markets,” Ndegwa said.
Analysts say Ziidi Trader could significantly increase retail participation at the Nairobi Securities Exchange, boost market liquidity and nurture a new culture of investment among Kenyans.
With government backing and Safaricom’s wide customer base, Ziidi Trader is expected to play a key role in reshaping Kenya’s financial landscape bringing Wall Street level opportunities to the palm of the Kenyan hand.
