Anita Chege Lands New Role At HFC Kenya
HFC Limited, the banking subsidiary of HF Group Plc, has appointed Anita Chege as its new Director of Innovation & Digital Transformation, in a move that signals renewed focus on accelerating the lender’s digital strategy.
Chege transitions into the role after serving as General Manager of Innovation at HF Group, where she spearheaded transformative projects in banking operations, digital products, and stakeholder engagement. Her leadership delivered greater agility, customer-focused innovation, and improved operational efficiency.
With more than 13 years of senior leadership experience in the financial services sector, Chege has previously held roles as Head of Product, Digital & Marketing at Letshego Kenya, Head of Digital Technology & Delivery at HF Group, and Senior Manager of IT & Commercial Projects.
She holds a Bachelor’s degree in Information Technology from Jomo Kenyatta University of Agriculture and Technology (JKUAT), an MSc in Organizational Development from United States International University – Africa (USIU-Africa), and has undertaken executive studies in digital disruption at Cambridge’s Judge Business School.
At HF Group, Chege was instrumental in establishing the HF Ideas Hub, an internal and external crowdsourcing platform for innovation, while embedding digital transformation across products and processes. She is also credited with pioneering initiatives such as WhatsApp banking in 2019.
Her appointment underscores HFC Limited’s commitment to strengthening its digital-first strategy and leveraging technology to deliver value for customers. As the banking subsidiary within HF Group Plc—the non-operating holding company that provides integrated financial solutions—HFC aims to deepen innovation culture and enhance customer engagement under Chege’s leadership.
