Kenyans turn to Instagram, YouTube to learn about wealth management

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Kenyans flip to Instagram, YouTube to find out about wealth administration

Susan Wanjiku, a private finance coach and founding father of The Legacy Hub ke throughout the interview at Nation Heart on March 16, 2022. PHOTO | JEFF ANGOTE | NMG



  • In line with a current Customary Chartered Wealth Expectancy Report in Kenya, there’s a proliferation of latest sources of monetary info out there off from the standard ones.
  • About 44 % of Kenyans are taking on-line monetary programs or watching masterclasses on YouTube, with 42 % saying they comply with consultants on LinkedIn.
  • Not like the older era, youthful Kenyans wish to diversify their earnings and will not be solely taking a look at land but additionally shares, bonds, cryptocurrencies, and foreign currency trading.

When Susan Wanjiku began doing brief movies on monetary literacy on Instagram after the pandemic hit in April 2020, she had lower than 1,500 followers. Now she has over 36,800 followers.

Her YouTube channel, additionally began seven months in the past, attracted subscribers in 1000’s, along with her first submit being on retirement planning as early as 20s.

“My progress, which has been natural, reveals how individuals are hungry for monetary literacy info,” Susan says.

She has been posting monetary info on Instagram reels, YouTube, LinkedIn and her web site.

Susan is among the many few Kenyans which are offering cash and wealth administration info on digital platforms.

In line with a current Customary Chartered Wealth Expectancy Report in Kenya, there’s a proliferation of latest sources of monetary info out there off from the standard ones together with banks, insurance coverage corporations, and wealth administration corporations.

About 44 % of Kenyans are taking on-line monetary programs or watching masterclasses on YouTube, with 42 % saying they comply with consultants on LinkedIn.

These following consultants on social media websites resembling Twitter, Instagram, or Fb have been 35 %.

Solely 17 % carried out their very own analysis into particular investments and firms, representing the least generally used supply of monetary recommendation.

So what’s pushing Kenyans to those platforms?

Susan says the pandemic brought about a shift and extra individuals wish to know methods to price range, save and make investments with out shedding their cash.

That is additionally strengthened by elevated hours estimated at six to eight hours spent on the cell phone day by day.

Her first content material throughout the pandemic was methods to deal with a wage minimize and make investments with as little as Sh1,000 in avenues resembling cash market funds.

“All eyeballs are on social media,” she provides. “There’s an awakening. Kenyans have gotten extra conscious and eager about monetary issues.”

“What occurred in 2020 shook our funds to the core.”

What Kenyans need

Out of the content material she offers, Kenyans have a powerful curiosity in reputable protected choices of investing their cash, budgeting, and methods to get out of debt particularly the cell lending apps.

“Individuals are petrified of shedding their cash. One of the simplest ways is to inform them how the funding choice works and be clear about its execs and cons,” the private finance coach says.

“Individuals are dwelling pay-cheque to pay-cheque and wish to know methods to use their cash and have sufficient for payments and funding. Others wish to get out of fixed borrowing however are caught within the vicious cycle.’’

Rina Hicks, a director at Faida Funding Financial institution and in addition a private finance coach, says everybody, whether or not 30 years or 60 years previous, has recognised the necessity to improve their understanding of funds and lift confidence to make monetary selections and know what’s related.

“The reality is no person goes to handle your funds efficiently. No person units out to handle your funds and make you the wealthiest individual. Everybody has egocentric pursuits and even the wealth administration funds have core agenda, which is to extend shareholder worth. Once you recognise that, you realise that it’s a must to take accountability for progress the place funds and wealth creation are involved,’’ the founding father of MoneyWise Kenya provides.


Rina Hicks, director at Faida Funding Financial institution and Creator of the Cash-Clever: Create Develop & Protect Wealth. PHOTO | POOL

“With any funding alternative whether or not shopping for from an authorized establishment, it is advisable have some primary stage of understanding. You don’t ever wish to delegate the issues that concern your wealth creation to another person absolutely. That is like studying statements, understanding studies, whether or not you might be paying the best charges and if you happen to can negotiate extra.’’

Not like the older era, youthful Kenyans wish to diversify their earnings and will not be solely taking a look at land but additionally shares, bonds, cryptocurrencies, and foreign currency trading.

“Our era just isn’t as eager about land because the generations earlier than, however are extra eager about passive earnings. They wish to generate profits of their sleep,” Susan says.

“One purpose that Kenyans don’t make investments just isn’t that they don’t have cash however as a result of they have no idea the place to place the cash and are scared to lose it.’’

“Till you could have handled private finance, it will be troublesome to do enterprise finance,” provides Ivy Wanjiru, who goes by the identify Simply Ivy on her Instagram web page.

She says monetary literacy has made customers bolder to make funding selections. “Gone are the times when customers have been compelled to purchase a product or a service as a result of they don’t have choices. Covid-19 has introduced change. You’ll be able to’t be happy with the rate of interest your Sacco or financial institution is giving,” says Ivy who runs on-line courses on YouTube, Legally Talking, the place she spends a day with a cash mover. She began the channel in 2020, with a collection on how a lot individuals make from their jobs.

On the time she had about 70,000 followers, thanks to a different YouTube channel, Over 25, she runs with three of her mates. That one collection attracted 10,000 new followers in a single day.

“I realised one thing was occurring right here,” says Ivy whose following has grown to over 186,000 followers. On the time, she was working as head of technique and shopper service director at digital advertising and marketing company agency.

“Whereas discussing with my colleagues, I felt like I wasn’t educated on what I wanted to do with my cash but everybody wished to be rich,’’ the graduate in journalism and public relations says.

“I additionally realised I used to be spending a number of time on social media however it was not translating to worth. Then I began actively following pages on cash. Usually I’d go to LinkedIn and Twitter.”

Her web page is area of interest, working a collection on Instagram tales each Monday, therefore known as Cash Monday. The content material is predicated on well timed discussions such because the Tinder Swindler saga, conversations sparked by her followers and neighborhood she refers to as Movers, or purchasers trying to characteristic a services or products.

“Movers have been asking, the place can I put my cash to develop? Individuals are additionally making an attempt to know what compounding curiosity, or cash market funds are.”

Ivy says Kenyans are growing changing into refined buyers, prompting dialogue round cryptocurrencies, Nairobi Securities Trade #ticker:NSE , foreign currency trading, international markets and never solely land funding.

“There’s an age between 25 and 35 buying and selling crypto and it’s spectacular. Earlier than it was considered a rip-off. Kenyans like to be taught. Educate a Kenyan to fish and they’d out-fish the entire lake.” Her neighborhood of viewers and listeners consists of younger enterprise executives, entrepreneurs, late boomers, Kenyans in diaspora, discerning professionals, CEOs and administrators, and a mixture of college students.


Ivy Mugo is popularly generally known as Simply Ivy, an influencer, Samsung Shopper Electronics model ambassador and host of Cash Mondays and Legally Talking. PHOTO | POOL

When she was beginning, her analytics confirmed the proportion of ladies was 88 % with the remainder being male, however this has dropped to 75 % now ladies, indicating a rising curiosity by males to her content material.

{Couples} too

A standard stand for the three is that the free trainings on Instagram and YouTube have helped them construct a profession, and at the moment are wanted by corporates.

“Throughout Covid-19, I educated fairly various workers in corporates that had introduced pay cuts,’’ Susan says.

She now clocks greater than two years coaching funding teams, corporates, and people on cash administration issues and working a web-based teaching platform, The Legacy Hub Ke.

With an academic background in economics and finance, she beforehand labored with an funding agency from 2017 and 2019. On the time, she educated church teams as a facet hustle.

Earlier than becoming a member of me on my name at 4 pm on Tuesday, Susan had simply closed a coaching with a girl on inventory market funding. It took two hours.

She additionally jogged my memory that we needed to shut it on time to organize herself for an additional coaching with a married couple from 6 pm to eight pm. They wish to be taught budgeting.

“Educating individuals on monetary literacy is my ardour and in addition my advertising and marketing technique. After I train on social media, I’m serving to Kenyans know what to do with their cash. However now I barely must strategy individuals or firms for coaching. Folks see what I’m doing and enquire on toiler-made periods for his or her crew.”

Her one-on-one teaching courses are principally attended by 22 to 40-year-olds and people nearing retirement by 15 to 10 years.

As a result of demand for the talents, there are is a two to 3 months ready time earlier than entering into their class.

‘’I deal with the individual to individual as a result of incomes and desires are totally different. Most individuals will not be snug sharing info resembling impulse shopping for, debt or abusive relationships in a bunch.”

{Couples} are searching for info on methods to plan for his or her youngsters’s training, holidays, and household initiatives.

Rina, additionally a self-published creator of wealth creation and administration guide, MoneyWise says offering info on-line has created a further enterprise.

She has been within the monetary service business for 18 years however began educating individuals in 2017 after the launch of her guide. The guide was the explanation why she went on-line.

“With out social media, my model wouldn’t exist,’’ she says.

“I used to be afraid once I began out as a result of no person knew me. It’s the guide that resulted in me occurring social media. Having the ability to work together with the viewers has generated extra gross sales than it will have.”

Her largest platform is YouTube, which has over 32,000 subscribers and over 1.3 million views of the content material she posts. When she began, she used to have 10 views or 35 views. This has elevated to 100,000 views.

She additionally runs a web-based programme referred to as Investable which attracts 24-year-olds to even over 50 years within the class.

“The factor about social media is totally different from the standard gross sales cycle, the place you market your self after which promote. With social media you give, give, give info and content material, then you definately promote. The rationale is totally different.’’

So are Kenyans making higher selections with all this info being flipped on cash? “I can communicate for myself. I’m removed from being assured with monetary issues. Based mostly on this, I in addition to many Kenyans are on a journey to discover a good relationship with cash,” says Ivy.

Instagram craze

A current survey confirmed Kenya’s monetary literacy level- capacity to know important monetary ideas in making knowledgeable selections about saving, investing, and borrowing was 38 %.

This implies 62 % are financially illiterate, indicating that most individuals are unable to plan their monetary future.

Rina says monetary literacy info has grow to be extra necessary than earlier than due to growing and competing funding merchandise whereas social media buzz piles strain to fulfill sure requirements.

“Folks earlier than understood what delayed gratification means,” the funding banker provides.

“Now individuals are educated, have jobs and incomes, however due to pressures, they make selections about their existence in order to be seen to slot in this fast-growing societal strata. They’re compelled to placed on a present, go to debt survive on loans and battle and but they’ve every little thing they should thrive,” she says.

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Kenyans turn to Instagram, YouTube to learn about wealth management

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