Safaricom PLC has marked 25 years with a consistent track record of innovation and market leadership. The company’s recognition as Africa’s Most Admired Brand at the 2025 Brand Africa Awards for the second year in a row capped off a two-decade journey that saw it evolve from a telecom operator into a continental tech leader. With over 47 million subscribers in Kenya and a strong footprint in Ethiopia, Safaricom continues to influence telecoms, mobile finance, and social development across the region.
Here are five ways Safaricom has differentiated itself over the last 20 years.
1. Launching M-PESA and Transforming Financial Access
Safaricom’s introduction of M-PESA in 2007 redefined mobile money globally. The service allowed millions of Kenyans to send and receive funds using basic mobile phones, bypassing traditional banks. By 2025, Safaricom MPESA had over 30 million users and accounted for KSh 161.1 billion in revenue, a 95% increase in mobile money earnings over five years. The platform’s growth into savings, lending, and cross-border remittances helped push Kenya’s financial inclusion rate to 83.7% in 2021, up from 26.7% in 2006.
2. Dominating Network Reach and Reliability
Safaricom has maintained over 60% market share in Kenya by prioritizing reliable network service and rural coverage. By 2025, the company had rolled out expansive 4G and 5G networks across the country and continued to expand into underserved areas. Its subscriber base grew to more than 8.8 million active users, supported by infrastructure that enabled consistent voice and data service. Mobile data revenues hit KSh 388.7 billion by FY2025, supported by demand for streaming, mobile work, and online learning.
3. Leading with Purpose Through Social Impact
The Safaricom Foundation has been central to the company’s public image. For two decades, Safaricom has invested in healthcare, education, and environmental programs across Kenya. Projects focusing on digital literacy and sustainable energy positioned the company as more than just a telecom provider. This contributed to its awards in 2025 for “Most Admired African Brand Doing Good for Society and the Environment” and “Most Admired African Brand Contributing to a Better Africa.”
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4. Adapting Fast and Scaling Regionally
Safaricom’s entry into Ethiopia in 2022 marked a major step in its regional growth strategy. The expansion added millions of users and highlighted the company’s adaptability. Beyond telecoms, Safaricom developed services such as PesaLink, partnered with Microsoft Azure for cloud solutions, and strengthened cybersecurity as a Sophos Platinum Partner. This diversification helped the company stay relevant and competitive, especially as global brands dominated 89% of the Brand Africa 100 list.
5. Building Loyalty and Cultural Relevance
Safaricom has consistently ranked among the top African brands by building strong connections with users. Campaigns centered around Kenyan identity and resilience have resonated across generations. Responsive customer care, affordable data plans, and localized content kept user satisfaction high. According to the 2025 Brand Africa consumer survey conducted across 31 countries, Safaricom stood out as a trusted, admired brand, a rarity in a list where African brands made up just 11%.
Jefferson Wachira is a writer at Africa Digest News, specializing in banking and finance trends, and their impact on African economies.