Go-To-Market Code Scaling Payment and Remittance Solutions in East Africa’s Financial Powerhouse

Kenya isn’t just another African market. It’s the laboratory of financial innovation on the continent that pioneered mobile money before fintech became a buzzword, and where digital-first consumers move faster than regulation.

But scaling payment and remittance solutions in Kenya isn’t a simple plug-and-play game. It requires precision, patience, and local intelligence.

Let’s break it down.

1. The Ground Reality: A Market That Moves Fast and Thinks Mobile Over 85% of Kenya’s adult population uses mobile money. That’s over 35 million people transacting digitally every day.

This high adoption has created one of Africa’s most dynamic payment ecosystems, but it’s also created a highly fragmented one. Between banks, fintechs, SACCOs, and telco wallets, integration is the battlefield.

To scale, you need:

Mobile-first product design. If your payment flow can’t complete within 10 seconds on a mid-range Android phone, you’ll lose users.

Local language support. Swahili, Sheng, and clear UX cues matter more than fancy design.

Offline resilience. Unstable connectivity isn’t a bug; it’s a market condition.

1. Go-to-Market Strategy: Win with Local Trust and Data-Led Execution In Kenya, trust is currency. People prefer what they know, and every fintech is competing against brand loyalty to Safaricom.

To break through, your go-to-market strategy should include:

Strategic partnerships. Collaborate with SACCOs, payroll providers, and diaspora networks. They already have trust; you just need access.

Pilot and learn. Test with small user groups before scaling. The Kenyan market rewards those who iterate fast.

Influence through ecosystems. Join fintech associations, developer communities, and open innovation forums. Visibility = credibility.

Data-first storytelling. Show impact metrics, e.g., how your solution cuts remittance costs by X% or speeds up payouts by Y seconds. Kenyans love data-backed value.

1. Regulatory Navigation: Compliance is Not Optional Kenya’s Central Bank (CBK) has tightened fintech oversight. The new Payment Service Provider (PSP) framework and Digital Credit Provider (DCP) licenses demand:

Full KYC and AML processes

Transparent fee structures

Local ownership or representation

To operate sustainably, you must either:

Partner with an already licensed entity, or

Set up a local subsidiary and apply for your own CBK approval

This is where companies like Kotani Pay and Cellulant supports expansion, helping payment companies navigate compliance, recruit skilled local talent, and set up operations that scale.

1. The Remittance Opportunity: Serving the Global Kenyan Kenya receives over $5.7 billion in annual remittances, making it one of the top three remittance markets in Sub-Saharan Africa.

The opportunity?

Diaspora-focused remittance APIs that integrate with local wallets

Cross-border salary payouts for remote workers

Multi-currency wallets to simplify forex conversions

The remittance market is no longer just about sending money home. It’s about enabling seamless economic participation, investment, saving, and trading across borders.

My model combines: ✅ Regulatory guidance for compliant market entry ✅ Talent acquisition hiring the best tech, finance, and operations teams ✅ Partnership building connecting you with banks, telcos, and agents ✅ Localized strategy ensuring your product speaks the Kenyan consumer’s language

We’ve seen one truth across all our successful projects: Kenya rewards those who build with, not just for, the market.

According to Alexander G. : Scaling payment solutions in Kenya isn’t about who has the best tech stack; it’s about who understands trust, timing, and talent.

And that’s exactly where I come in.