What Every Fintech Can Learn From Pochi la Biashara’s Success With Women Entrepreneurs

For years, many fintech companies designed digital financial products for the mass market, with little attention paid to the different experiences and challenges faced by women entrepreneurs.

A new report by the GSMA Connected Women programme, developed with IDinsight and YUX, suggests that products designed around women’s everyday business challenges can achieve stronger adoption, deeper customer engagement and long-term growth.

Drawing on Safaricom’s experience with Pochi la Biashara, the report outlines practical lessons that fintech companies can apply when building products for women micro-entrepreneurs.

The report identifies one clear lesson: products perform better when they solve real problems.

Research found that many women entrepreneurs struggled to separate business income from household money, worried about customers reversing payments after receiving goods, and faced privacy concerns after sharing their phone numbers with customers.

Instead of treating these issues as secondary, Pochi la Biashara introduced features that addressed them directly.

These included separate business and personal wallets, protection against payment reversals, mini-statements for tracking income and additional privacy improvements.

One woman entrepreneur from Nairobi explained why the non-reversal feature mattered.

“Pochi is safe. Once the money comes in, no one can reverse it, and I get an SMS right away.”

According to the report, solving these everyday challenges helped build trust and encouraged more women to adopt digital payments.

Why Human Onboarding Matters in Fintech

The report also shows that simply launching a product is not enough.

Many women knew certain Pochi features existed but had never used them. Researchers found that awareness alone did not always lead to adoption.

Hands-on support made a significant difference.

Safaricom’s field representatives demonstrated how different features worked, answered questions and helped customers complete transactions on their own phones.

The report says this “learning by doing” approach improved confidence and encouraged continued use.

The findings also showed that customers who received ongoing support were more likely to explore additional features over time rather than limiting themselves to basic payment services.

Peer Recommendations Carry More Weight than Advertising

The research found that trusted recommendations influenced adoption more than traditional marketing.

Nearly half of new Pochi users first heard about the service from friends or family, while many others decided to sign up after fellow business owners recommended it.

One woman from Kajiado County recalled how she first discovered the platform.

“My friend told me about it when we were paying for vegetables, and she said it helps keep her business money separate.”

The report concludes that fintech companies should encourage peer learning and customer testimonials because women entrepreneurs often trust people with similar business experiences more than advertising campaigns.

Also Read:Samson Lemayan and Lydia Simiyu Crowned Winners of 2026 Lewa Safari Marathon

Privacy is a Product Feature, not an Afterthought

Privacy emerged as one of the strongest concerns among women entrepreneurs.

Some merchants reported receiving unwanted calls and messages from customers after displaying their phone numbers on payment stickers.

One Nairobi business owner explained the problem.

“Sometimes after a customer pays me through Pochi, they start calling or texting me later for no reason. They get my number from the sticker.”

In response to customer feedback, Safaricom removed mobile numbers from payment SMS notifications and is developing additional privacy features.

The report argues that designing products with safety and privacy in mind can remove barriers that discourage women from using digital financial services.

Also Read: Why Designing Financial Products for Women Is Paying Off for Safaricom

Trust Beats Advertising

The report repeatedly highlights trust as the biggest driver of adoption.

Women were more likely to use digital financial services when they believed the product protected their money, respected their privacy and helped them manage their businesses more effectively.

Many users also reported positive business outcomes after adopting Pochi.

Women said separating business and personal money helped them save more, monitor daily income, increase sales and make more confident financial decisions.

One entrepreneur from Murang’a County described how the service improved financial tracking.

“When I go home I know that I have made a certain amount of money. If it was cash it would be more difficult but through Pochi la Biashara I can see what I sold.”

Another woman from Kajiado County said the product changed how she managed her business.

“Before Pochi, I’d use the same money to buy supper. Now, I know what belongs to the shop.”

A third entrepreneur summed up the confidence the platform gave her.

“Pochi makes me feel like the CEO of my business. I’m in control, I track my money, and I’m able to support my family.”

The Bigger Lesson for Fintech Companies

The report concludes that financial inclusion and commercial success can go hand in hand when products are designed around customers rather than assumptions.

Its recommendations encourage fintech providers to invest in customer research, strengthen agent support, use peer networks to build trust, prioritise safety and privacy, and offer multiple access channels such as USSD alongside smartphone apps.

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Pochi La Biashara and Women Micro-Entrepreneurs in Kenya
PHOTO/GSMA