Digital Investment - Kenya

Kenya

Highlights

Total transaction value in the Digital Investment market is projected to reach US$2.78bn in 2024.
Total transaction value is expected to show an annual growth rate (CAGR 2024-2029) of 5.81% resulting in a projected total amount of US$3.68bn by 2029.
Neobrokers dominates the market with a projected total transaction value of US$1.70bn in 2024.
The highest cumulated transaction value is reached United States (US$1.78tn in 2024).

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Investment market in Kenya is experiencing significant growth and development.

Customer preferences: Kenyan consumers are increasingly embracing digital investment platforms as a means to grow their wealth. This shift in customer preferences can be attributed to several factors. Firstly, the convenience and accessibility offered by digital investment platforms make it easier for individuals to invest their money. With just a few clicks, investors can access a wide range of investment options and manage their portfolios from the comfort of their own homes. Additionally, digital investment platforms often have lower fees and minimum investment requirements compared to traditional investment methods, making them more attractive to cost-conscious consumers.

Trends in the market: One of the key trends in the digital investment market in Kenya is the rise of mobile money platforms. Mobile money has gained widespread adoption in the country, with platforms such as M-Pesa becoming an integral part of everyday life. This has created a fertile ground for the development of digital investment platforms that leverage mobile money infrastructure to facilitate investment transactions. The integration of mobile money and digital investment platforms has made it easier for Kenyans to invest and manage their portfolios, further driving the growth of the digital investment market. Another trend in the market is the increasing popularity of robo-advisory services. Robo-advisors use algorithms and artificial intelligence to provide personalized investment advice and portfolio management services. This automated approach appeals to tech-savvy Kenyan investors who are comfortable with technology and prefer a hands-off approach to investing. Robo-advisors also offer lower fees compared to traditional financial advisors, making them an attractive option for cost-conscious investors.

Local special circumstances: Kenya has a young and tech-savvy population, which has contributed to the rapid adoption of digital investment platforms. The country has a high mobile penetration rate, with a large portion of the population having access to smartphones and the internet. This has created a conducive environment for the growth of the digital investment market, as consumers are increasingly comfortable with conducting financial transactions online. Furthermore, Kenya has a vibrant startup ecosystem, with several fintech companies focusing on digital investment solutions. These startups have been able to leverage the country's strong entrepreneurial spirit and supportive regulatory environment to develop innovative and user-friendly digital investment platforms. This has further fueled the growth of the digital investment market in Kenya.

Underlying macroeconomic factors: The digital investment market in Kenya is also influenced by macroeconomic factors. The country has experienced steady economic growth in recent years, which has resulted in an expanding middle class with disposable income to invest. Additionally, the government has implemented policies to promote financial inclusion and increase access to formal financial services, including investment opportunities. These factors have created a favorable environment for the development of the digital investment market in Kenya. In conclusion, the digital investment market in Kenya is witnessing significant growth and development. Customer preferences are shifting towards digital investment platforms due to their convenience and accessibility. The rise of mobile money platforms and the popularity of robo-advisory services are key trends in the market. Kenya's young and tech-savvy population, vibrant startup ecosystem, and favorable macroeconomic factors all contribute to the growth of the digital investment market in the country.

Data coverage:

The data encompasses B2C enterprises. Figures are based on transaction values / revenues / assets under management and user data of relevant services and products offered within the FinTech market.

Modeling approach / Market size:

Market sizes are determined through a combined top-down and bottom-up approach, building on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of key players, industry reports, third-party reports, publicly available databases, and survey results from primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, population, internet penetration, smartphone penetration, credit card penetration, and online banking penetration. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war is considered at a country-specific level.