Kenya’s telecommunications sector is undergoing a strategic shift from aggressive subscriber acquisition to value-driven growth, with operators increasingly focusing on data services, next-generation networks, and mobile financial platforms.
According to the latest Communication Authority of Kenya (CA) report, Airtel Money has posted notable growth with its market share rising from 10.3 per cent in the first quarter of the 2025/26 financial year to 11 per cent in the second quarter. This growth underscores Airtel’s strengthening its position in a market long dominated by Safaricom.
The gains reflect a gradual shift in Kenya’s mobile money landscape, where increased competition is beginning to reshape market dynamics. While Safaricom maintains a commanding lead, its dominance has slightly eased, creating room for competitors such as
Airtel to expand its footprint.
Airtel Money’s growth has largely been driven by its aggressive competitive strategy, including affordable pricing models that appeal to cost-conscious consumers. Its positioning as a lower-cost alternative has enhanced its attractiveness, particularly among users seeking affordable transaction and communication options.
Additionally, the expansion of agent networks and service infrastructure has significantly improved accessibility. A report by CA shows the total number of registered mobile money agents by telecom has grown to 501,399 in Q2 (October–December 2025), up from 480,216 in Q1, boosting onboarding and service reach across the country.
The broader mobile money segment also recorded strong growth during the period. Subscriptions rose by 5.6 per cent to 51.3 million in Q2, up from 48.6 million in Q1, translating to a penetration rate of 98 per cent by December 2025. This surge was partly
driven by increased transaction activity during the festive season, which typically boosts digital payments and transfers.
Historical data further shows consistent growth in mobile money adoption, with subscriptions rising from 42.3 million in December 2024 to over 51 million by December 2025. Penetration rates also climbed sharply from 82.1 per cent to 98 per cent over the same period, highlighting the deepening reliance on digital financial services.
Growth in mobile money is also being supported by increased mobile connectivity. SIM subscriptions rose marginally to 78.4 million in Q2, pushing penetration to 149.5 per cent. This expansion in mobile usage continues to underpin digital financial adoption.
At the same time, operators are investing heavily in 4G and emerging 5G networks to meet rising demand for high-speed internet. As more Kenyans remain connected for longer periods, mobile money platforms are becoming integral to everyday transactions.
Despite Safaricom retaining market leadership with over 52 million subscriptions, the steady rise of competitors signals a more dynamic and competitive telecom sector.
Airtel Money’s growth highlights how pricing, accessibility, and infrastructure expansion are driving inclusivity and reshaping Kenya’s mobile financial ecosystem. As the industry continues to evolve, mobile money is set to remain a key pillar of growth,
innovation, and financial inclusion in Kenya’s digital economy.