Safaricom is reshaping how its customers interact with digital services by consolidating everyday functions into its flagship M-PESA super app. What may seem like minor overlap with the mySafaricom app—such as airtime purchases and home internet management—signals a deeper shift in how the telco envisions the future of its digital ecosystem.
Launched in 2016, the mySafaricom app was designed as an all-purpose self-care tool, enabling customers to manage their lines and access simplified M-PESA services. By contrast, the M-PESA app, introduced in 2021, has evolved into a powerful financial marketplace. Beyond payments, savings, and loans, the super app now hosts mini apps for shopping, ticketing, insurance, PayPal withdrawals, and even Visa-backed global payments through GlobalPay.
The changes raise questions about whether Safaricom intends to eventually phase out the mySafaricom app. Currently, some features such as Home Fibre router configurations remain exclusive to mySafaricom, though insiders note that the telco has been experimenting with ways to close these gaps. Customer feedback on the updated M-PESA app’s design and usability will likely influence future decisions.
What is clear is that Safaricom is strategically aligning its growth with M-PESA, which has become the company’s biggest revenue driver. In the financial year ending March 2025, M-PESA processed an astounding KES 2.3 trillion ($17.9 billion), generating KES 161.1 billion ($1.26 billion) in revenue. This represents more than 15% growth and underscores M-PESA’s dominance as the cornerstone of Safaricom’s business model.
With over 35 million active users in Kenya, M-PESA is no longer just a payments platform—it is evolving into a super app ecosystem. By positioning it as the central hub for both financial and everyday services, Safaricom is creating a one-stop digital gateway that reflects shifting consumer habits and the decline of traditional voice and SMS revenues.
As Safaricom refines its strategy, the integration of services into the M-PESA super app reflects a broader industry trend: the rise of all-encompassing digital platforms that combine financial services, lifestyle tools, and commerce under one roof. The move is a strong signal of Kenya’s role in shaping Africa’s super app revolution and redefining the future of digital inclusion.
