Visa, NSE Launch Retail Investing Blueprint
(L-R): CEO of Kenya Association of Stockbrokers and Investment Banks – Willie Njoroge, CEO of Nairobi Securities Exchange – Frank Mwiti and Visa’s Vice President & General Manager for East Africa – Chad Pollock.
Visa and the Nairobi Securities Exchange (NSE) released a new landmark study, “Reimagining Retail Investors in Kenya: A Technology‑Centered Blueprint,” offering a clear roadmap for opening capital markets to everyday Kenyans.
The report pinpoints three major barriers; onboarding, trading costs, and financial literacy and proposes actionable solutions grounded in behavioral science, mobile-first innovation, and community based models.
“This report marks a turning point in how we think about financial inclusion,” said Chad Pollock, Vice President and General Manager for Visa East Africa. “By combining digital solutions with NSE’s market expertise, we can unlock new pathways for millions of Kenyans to participate in wealth creation. While the report is rooted in Kenya’s retail investment landscape, its insights and frameworks are highly adaptable across African capital markets”.
The analysis identifies six investor types ranging from youth micro-traders to diaspora investors to enable targeted interventions. It reveals that emotional triggers like fear of missing out, peer validation, and loss aversion heavily shape investment decisions. Based on these insights, the report outlines strategic opportunities such as mobile-first micro-investing via USSD and apps, fractional shares and low-ticket investments, and a “Remit‑to‑Invest” tool.
Frank Mwiti, CEO of Nairobi Securities Exchange, affirmed, “We are excited to collaborate with Visa on this transformative journey. The insights and recommendations in this report will help us build a more inclusive, accessible, and dynamic capital market ecosystem.” Additionally, the report emphasizes gamified education and behavioral nudges, as well as agent-as-advisor model for retail investors”
The study recommends a human-centered advisory approach, combining gamified education, behavioral nudges, and an agent-as-advisor model to guide new investors step by step.
