Kenyans Demand Mobile ‘Super App’ for Remittance Services

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Kenya customers are asking for better international money transfer services that can help them better manage their personal finances.

According to the Global Money Transfer Index by Western Union, 90% of the recipients in Kenya would like remittance services integrated into a mobile ‘super app’ so they can conveniently collect remittances while also dealing with other services, such as paying for utilities.

The study details how people currently use international money transfer services, their expectations for the future, and their opinions on when and how they use these services.

At the same time, money transfer corporation Western Union says it has a plan to combine easily accessible retail and digital financial services.

Kenya is also no stranger to financial inclusion, which has led to increased expectations for innovative solutions that can address daily financial needs.

Numbers

As consumers think about what they want in the future, 82% prefer to receive their funds through a pre-paid card or e-wallet, while the same percentage desire services with local language capabilities.

Out of all the receivers surveyed, 66% solely use digital transfers, while 26% prefer both online and in-person options.

However, a larger proportion of 53% believe that in the future, all receivers should have the option to choose between digital and in-person platforms, compared to 46% who prefer to fully embrace digital transfers.

On the other hand, when it comes to Kenya’s senders, 56% prefer digital transfers for the future, with the number rising to 61% for women. 41% of the senders prefer a combination of online and in-person options.

Currently, 61% of senders opt for digital-only services, with the number increasing to 67% for those aged between 18 to 24.

Quotes

“Kenya is a leader when it comes to financial innovation – especially in the world of mobile money. The country pioneered mobile money in Africa and is poised to become one of the most innovative and connected economies in the world,” said Mohamed Touhami El Ouazzani, Regional Vice President, Africa at Western Union. “This is reenforced by the country’s consumers, who are increasingly looking for more exciting and innovative services from money transfer brands.”

“At Western Union, we strive to listen to consumers and make strategic decisions so that we can be the money transfer provider they turn to for solutions. Whether it is sending or receiving money in person or through digital platforms, we are always looking for ways to innovate our platforms so that we never fall short of meeting consumer expectations as they manage their daily financial needs,” Ouazzani said.