On the sidelines of the Zaumu launch yesterday, I finally met Anne Muhia in person — someone I had been introduced to virtually through a mutual friend a year or two ago. Life and packed schedules meant we never got to collaborate but meeting Anne was everything I expected — and more!

For context, Zaumu is a newly launched Pan-African, creator-first digital marketplace designed to transform how brands and content creators collaborate. True to its Kiswahili name meaning "for the people," Zaumu puts creators at the centre, offering transparent job listings, milestone-based payments, enforceable contracts, direct brand communication, and AI-powered campaign management.

Naturally, I couldn’t let the moment with Anne slip away. I did what I call a 'gangster podcast' — pulling out my phone and recording a raw, authentic conversation for my podcast, Pure Digital Passion. No studio, no fancy gear — just two creators talking entrepreneurship and digital storytelling.

Anne’s Journey: From The C-Suite To TikTok

Anne’s story is both improbable and inspiring. A former Group Head of Finance, she left corporate life in 2016 to build her own business. Like many entrepreneurs, she expected the transition to be relatively smooth. Reality hit differently!

Building a business was far tougher than anticipated. Anne struggled with finding the right product-market fit, redefining her identity beyond accounting, and navigating self-doubt.

Then in 2022, stuck in traffic, Anne recorded her first TikTok video — a candid story about dealing with employee theft. She posted it and switched off her phone. When she checked later, she found thousands of views and overwhelming engagement.

Building a Community One Authentic (and Often Hilarious) TikTok at a Time!

From that first post, Anne committed to posting at least one TikTok video a week. Often, she recorded and edited late into the night after work and family duties.

Her real magic? Her storytelling style:

Her videos are anecdotal, humorous, and profoundly relatable. Anne doesn’t preach — she shares, often using self-deprecating humour and everyday experiences to deliver deep entrepreneurial lessons.

In a space often dominated by polished, jargon-heavy content, Anne’s refreshing, light-hearted yet insightful approach has built a loyal community.

Today, her TikTok account "Unprepared to Entrepreneur" has grown to over 35,000 highly engaged followers.

Beyond regular videos, Anne hosts "Friday Night Live" sessions every Friday at 8:30 PM, tackling practical entrepreneurship topics, often with guest entrepreneurs joining live.

She’s also expanded to YouTube, hosting rich conversations with entrepreneurs like Sam Wanyoike from All My Laundry — stories that have led to real-world mentorship and business results.

The Business of Content Creation

Anne’s content isn’t just about building influence — it’s about creating real impact.

Through TikTok and YouTube, Anne now supports paid consulting work, online training programs, and her broader entrepreneurial ventures.

As we discussed during the podcast, content has become the lifeblood of business growth. Without her consistent storytelling, Anne notes many of her best opportunities wouldn’t exist.

It’s a model that extends beyond TikTok: Authentic storytelling, delivered consistently and with real value, builds trust, opens doors, and drives sustainable success.

As many still dismiss TikTok as a dance-and-meme platform, Anne’s success — and Zaumu’s numbers (TikTok now has over 5.6 million monthly active users in Kenya and over 10 million users overall) — proves there’s a massive, hungry audience for serious, thought-provoking content.

Why Anne’s Story Matters

Anne’s improbable journey from CFO to TikTok business content creator is a testament to one thing: authenticity wins.

Her success isn’t built on gimmicks or overnight fame. It’s built on showing up consistently, sharing the real, messy parts of entrepreneurship, and connecting through humor and humanity.

Yesterday, I attended the launch of Zaumu — a digital platform designed to reshape how content creators and brands collaborate, starting from Kenya but built for a Pan-African future.

The event, hosted in Nairobi, featured a keynote by Cedric Nzomo, Zaumu’s Co-Founder, that felt more like an open letter to creators — a powerful and candid reflection on the challenges creators face and why Zaumu could mark a critical turning point.

The Persistent Struggle of Being a Creator

Cedric shared his journey from 2006, running one of the world’s largest Hip Hop blogs yet earning under US$1,000 over two years. Despite achieving global impact, brands offered "exposure," "access," or commissions — rarely real income. Even today, creators remain undervalued, despite better platforms and a booming digital culture across Africa.

As Cedric said, "First, for us, is not a sales gimmick. It’s been our mission for over 20 years."

What Makes Zaumu Different?

While the creator marketplace space is crowded, Zaumu’s creator-first approach stands out.

Zaumu, meaning "for the people" in Kiswahili, reframes the creator-brand relationship:

• Transparent Job Listings: Budgets are visible upfront.
• Milestone-Based Payments: Funds are deposited before work starts and released as creators achieve milestones.
• Contract Protection: No hidden perpetual image rights clauses.
• Direct Client Communication: Secure, encrypted chats for direct negotiation.
• Automated Reporting: Insights automatically shared; no tedious screenshots.
• Reviews and Accountability: Brands and creators rate each other to build trust.

Zaumu also integrates AI tools for matchmaking, moderation, and campaign insights — bringing a much-needed data-driven approach to a space still dominated by sentiment and manual workflows.

The Harsh Metrics Behind the Opportunity

Africa’s creators operate in a deeply skewed ecosystem:

• Kenya’s influencer marketing spend in 2024 was just $2.5 million (approx. Ksh 320M).
• In contrast, billboard advertising generated over Ksh 55 billion during the same period.
• The 200 billboards between Waiyaki Way and Nairobi CBD alone made more money than all content creators combined in Kenya.
• Despite influencing over 50% of Millennials and Gen Z purchasing decisions, creators capture less than 10% of available marketing budgets.
• Worse still, only 1 in 10 proposals submitted by creators today converts into paid work.

Zaumu aims to close this gap — putting creators at the center of the value they generate.

The Real Test Ahead

Zaumu’s success hinges on two factors:

1. Creator Adoption: Will creators find enough meaningful, paying opportunities after signing up?
2. Brand and Agency Buy-In: Will brands shift from traditional, manual methods to embrace Zaumu’s transparent, structured approach?

To succeed, Zaumu must prove it offers better efficiency, accountability, and ROI compared to entrenched systems.

The opportunity is massive. By professionalizing workflows and realigning incentives, Zaumu could unlock huge latent value for creators and brands alike.

A Creator-First Platform — And A Movement

Zaumu isn’t just launching an app — it’s trying to build a movement.

As Cedric emphasized, "This is not a launch. This is a long game. Our success is tied directly to your success. We only get paid when you get paid."

By putting creators first, Zaumu could disrupt how digital campaigns are executed — in Kenya, across Africa, and possibly globally — setting a new standard for valuing Africa’s creative economy.

On Friday, 11th April 2025, I had the privilege of moderating a high-impact panel at the RIANA Group Security Executives Forum at the Hyatt Regency Nairobi. Themed “Integrating Security from the Ground Up”, the discussion explored the vital collaboration between architects, engineers, surveyors, and security professionals in designing and delivering safer, smarter buildings.

We’re in an era where traditional approaches to security no longer cut it. Physical barriers, standalone CCTV systems, and manual visitor logs feel almost archaic when juxtaposed with today’s smart technologies, AI-driven threat detection, and integrated systems thinking. This is precisely the lens we applied to this forum.

The panel comprised some of the region’s foremost professionals from the real estate, insurance, hospitality, and construction sectors:

• Andrey Lyubimov — Development Manager, HASS Consult

• Jack Njuguna — Regional Head of Security, Jubilee Insurance

• John Githiri — Director & Project Manager, Millstone Construction Company

• Leakey Indiazi Changilwa — Security Manager, Gem Forest Hotel Nairobi

• Moses Karani — Quantity Surveyor & Incoming Chair, AAK Quantity Surveyors Chapter

Key Takeaways From The Discussion Panel.

Throughout the 90-minute session, we unpacked some compelling insights that are now available in the full video and audio podcast episode — live on the Pure Digital Passion Podcast. 

1. Security Should Be a Design Imperative, Not a Retrofit: Andrey Lyubimov emphasized the importance of incorporating security at the earliest stages of property development. Sharing his experience with a mixed-use project in Nairobi that employed facial recognition technology, he demonstrated how early integration prevented costly bottlenecks and inefficiencies.

2. Risk Assessment Is Non-Negotiable:: Jack Njuguna made a compelling case for layered security architecture — blending physical measures like access control and surveillance with cyber safeguards. He underscored the insurer’s perspective: ROI in security is most evident when incidents occur, but preparedness mitigates long-term losses.

3. Compliance and Standards Are Still Playing Catch-Up John Githiri pointed out that while Kenya’s 2024 Building Code and KEBS standards offer a regulatory framework, real-world adoption remains inconsistent. Much of what gets implemented still depends on client aspirations more than national legislation.

4. The Hospitality Lens: Security Without Sacrificing Experience: Leakey Indiazi shared hospitality-specific nuances — such as balancing stringent security protocols with seamless guest experiences. His insights from the frontlines of hotel security highlighted how technology like LPR and smart communication between guards enhances safety without intimidation.

5. Future-Proofing Through Value Engineering: Moses Karani articulated the financial implications of late-stage security integrations and how early planning — even without full implementation — helps align budgets with essential infrastructure for future rollouts.

We also explored the often-overlooked topic of retrofitting existing buildings, calling for more thoughtful legislation and incentives to upgrade aging structures without needing to rebuild from scratch. Passive design principles were debated too, with general consensus that we’re shifting rapidly from passive to active security paradigms.

What's Next?

The panel called on developers, policymakers, and professional bodies to:

• Integrate risk assessments into early design

• Partner with independent security experts, not just vendors

• Consider cybersecurity as core to physical security planning

• Educate clients on the long-term value of secure infrastructure

• Push for legislation that normalizes integrated security standards

Yesterday, I had the pleasure of participating in a compelling and deeply insightful panel at Strathmore University’s School of Tourism and Hospitality, focused on how AI and Digital Marketing are transforming Kenya’s hospitality and tourism sectors.

The event—hosted at the Microsoft Auditorium—was themed “Optimizing MarTech as a Strategic Tool for Business Success.” I joined a dynamic panel alongside Kevin Omondi (Founder, DotNext), Ronald Okumu (CEO, AI Connect), and hospitality industry veteran Tony Muiruri, with the discussion expertly moderated by Joe Owako.

This wasn’t your typical academic event. It was raw, real, and filled with meaningful dialogue from both the panelists and a diverse audience. From influencer marketing to predictive analytics, we unpacked how hospitality players in Kenya must urgently adopt smarter, AI-driven strategies to stay competitive.

What We Discussed

1. AI Is Not the Future—It’s Now
   Ronald made it clear: AI is already driving real outcomes in hospitality—lowering costs, improving guest engagement, and powering dynamic pricing models. But Kenya’s slow adoption is often due to leadership hesitation, talent gaps, and legacy thinking.
2. Digital Marketing Without Brand Strategy Is Noise
   Kevin highlighted how AI has made content creation easier—but that also means there’s more noise. He stressed the importance of differentiation, brand storytelling, and personalised engagement. If you’re not clear on who you are, you get sorted by price.
3. CRM Systems = Long-Term Value
   Tony offered a masterclass on CRM as a driver of customer lifetime value. With AI-powered tools, hoteliers can map customer preferences, automate communication, and build lasting relationships beyond one-time bookings.
4. AI Won’t Kill Agencies—Stagnation Will
   As someone running a digital agency, I shared a candid truth: agencies must evolve. AI should automate the busywork and free up teams to deliver more strategic value. The future agency is faster, smarter, and outcome-driven—not just billing by the hour.
5. The Audience Had Questions We All Needed to Hear
   One moment stood out. A young influencer questioned why hotels are still investing in massive billboards instead of content creators who bring real engagement. Another hotel marketer pointed out that management culture often lags behind modern consumer behaviour—and therein lies the challenge.

This wasn’t a one-way panel. It was a genuine exchange of ideas, frustrations, and opportunities between experts and practitioners across the room.

Last week, I had the pleasure of sitting down at the Visa Innovation Studio in Nairobi 🇰🇪 with three exceptional leaders—Olivia Etyang’ from Visa 💳, Evans Toroitich from Citi 🏦, and Catherine Wangechi from Cellulant 🔗—to unpack one of the most exciting fintech collaborations I’ve come across in a long time.Together, these three premier organizations have launched Citi Optimized Pay 🚀—a bold and timely solution aimed at addressing one of the most persistent problems facing businesses in Kenya and beyond: the working capital gap in supply chains 💸.💼 Why Citi Optimized Pay MattersAccording to the IFC, Kenya’s supply chain finance gap is estimated at over $25 billion—a staggering 25% of our GDP 📉. The challenge? Suppliers—especially SMEs—often wait 60 to 90 days to get paid after delivering goods or services 📦. Meanwhile, large corporate buyers typically want to delay payments to manage their own cash flow 🕒. The result is a working capital stalemate that can cripple smaller businesses 🧱.Citi Optimized Pay bridges that gap by allowing corporate buyers to use their commercial cards to pay suppliers early via a secure, seamless, and flexible platform 🔐 built on Visa’s infrastructure and powered by Cellulant’s Tingg payment gateway 💡.🌍 A Game-Changer Born in NairobiWhat I found especially compelling is that this wasn’t some imported idea from New York or London 🌎. Citi Optimized Pay was co-created right here at the Visa Innovation Studio in Nairobi—the only one of its kind in Africa 🌍—and it was built with local insights from SMEs, suppliers, and enterprise buyers 🧠.As Olivia Etyang’ explained, the space was designed to foster innovation by enabling partners to co-create real-world solutions that address the needs of African markets. Citi Optimized Pay is the latest fruit of that vision 🌱.🔧 How It WorksEvans Toroitich broke it down brilliantly during the podcast: Citi issues virtual commercial cards to its corporate clients 💳. These clients upload approved supplier invoices to the platform 📤, and suppliers are then notified and given the option to get paid early—either via bank transfer or mobile money 📲—without needing expensive card infrastructure 🏦.Suppliers effectively leverage the buyer’s creditworthiness to access fast, reliable cash flow 💰, while buyers benefit from extended payment terms and digitized accounts payable processes 🧾. It's truly a win-win ✅.🔄 Cellulant's Role: Orchestrating Seamless PayoutsFrom Catherine Wangechi’s perspective, this platform is a culmination of years of building a Pan-African payments infrastructure 🌐. Tingg provides suppliers with multiple payout options, enabling them to receive funds via M-PESA, bank transfers, and soon, even directly onto cards 💸.The platform also minimizes overhead and cuts out the bureaucracy typically associated with SME financing 🧾. No trips to the bank. No endless paperwork. Just a simple, verified, and secure digital journey from invoice upload to funds disbursement 📈.📦 Designed for Scale—Across Sectors and MarketsOne of the most exciting things we discussed was the future potential of Citi Optimized Pay 🔮. What started as a solution for sectors like FMCG, travel, and manufacturing is already showing promise in areas like logistics, agriculture, and financial services 🚛🌾💼.With Cellulant’s presence in over 20 African markets, and Visa’s global infrastructure, this solution is poised for continental scale 🗺️. And Citi brings the supply chain finance expertise that anchors the entire offering ⚙️.🕰️ Why Is This Happening Now?The answer is simple: Kenya is a hotbed of fintech innovation, and the ecosystem is ready 🔥. As Olivia put it, “We have the tech. We have the appetite. We have the need.” 💻📲Add to that the fact that this is one of the few corporate-focused platforms truly designed to uplift SMEs—and you have a transformative tool that could unlock massive economic value 💼📊.

🎙️ In this episode of the Pure Digital Passion Podcast, I sat down with Michael Nyaga, Regional Consultant for East and Southern Africa at Creditinfo Kenya, to explore how Creditinfo is transforming the onboarding journey in digital lending — starting with the launch of its next-generation eKYC platform in Nairobi.

🇰🇪 Kenya is the first global market to experience this intelligent, modular Identity | KYC | Fraud solution, designed to improve how financial institutions identify, verify, and onboard customers — while preventing fraud from day one.

Michael draws on two decades of experience in digital banking and lending innovation across Equity Bank, I&M Bank, and now Creditinfo to discuss:

✅ Why thin-file customers need psychometrics + alternative data✅ How to digitize onboarding for MSMEs and the gig economy✅ What it takes to move from static credit limits to intelligent scoring✅ How embedded credit is shaping the next decade of financial access✅ The future of real-time, API-based decisioning for lenders in Africa

If you're in digital banking, credit risk, fintech, or financial inclusion — this episode is essential listening.

📍Want to learn more about Creditinfo’s new eKYC solution? Visit: https://shorturl.at/TcVkJ

🎙️ In this episode of the Pure Digital Passion Podcast, I sat down with Rob Meakin, Director of Fraud & Identity at Creditinfo Group, during the official launch of Creditinfo’s new Identity | KYC | Fraud platform in Nairobi.

🇰🇪 Kenya is the first global market to roll out this next-gen eKYC solution — designed to help digital lenders, banks, and fintechs verify identities, prevent fraud, and build trust from the very first customer interaction.

Rob shares insights from over 20 years in fraud management and digital identity innovation across the UK and global markets. We discuss:

✅ Why trust in digital finance starts with multi-attribute identity verification

✅ How AI is being used (and misused) in the fraud prevention space

✅ Why simple ID checks are no longer enough in today’s environment

✅ How Creditinfo’s platform uses cross-source analytics to detect anomalies

✅ The cost of onboarding fraud — from bad debt to customer drop-off

✅ Why Kenya’s ecosystem was chosen for the global rollout

✅ What it takes to balance security with seamless customer experience

This is a must-watch episode for anyone serious about building secure, scalable, and inclusive digital financial services in Africa.

📍Want to learn more about Creditinfo’s new eKYC solution Visit: https://shorturl.at/TcVkJ

🎙️ In this episode of the Pure Digital Passion Podcast, I sat down with Kamau Kunyiha, the Regional CEO for East & Southern Africa and CEO of Creditinfo CRB Kenya, during the official launch of Creditinfo’s new Identity | KYC | Fraud platform in Nairobi.

🇰🇪 Kenya is the first global market to roll out this next-gen eKYC solution — a modular, intelligent platform designed to tackle the biggest challenges in digital onboarding, including identity verification, fraud detection, and real-time credit decisioning.

Over the course of our conversation, Kamau shared insights from his 20+ year journey in credit intelligence — from the early days of manual credit reporting to today’s era of AI-powered scoring and data-driven decisioning. He also unpacked Creditinfo’s strategic shift toward delivering end-to-end analytics and decisioning platforms to lenders across Africa.

We discussed:

✅ How Creditinfo is evolving beyond traditional credit bureaus✅ The power of IDM (Instant Decisioning Module) in enabling real-time credit scoring✅ Why Kenya is an ideal launchpad for fintech and regtech innovation✅ How Creditinfo is helping lenders move from fraud detection to fraud prevention✅ The role of mobile money, psychometrics, and alt-data in expanding financial access✅ Why digital trust, not just credit scores, is the new foundation of financial services✅ The future of seamless onboarding in a mobile-first African context

Kamau also shared what it takes to succeed in complex, high-growth markets like Kenya — from navigating regulatory relationships to building tech that fits local needs.

This episode is essential listening for anyone building or investing in the future of digital finance in Africa.

Want to learn more about Creditinfo’s new eKYC solution?
Visit: https://shorturl.at/TcVkJ

In this episode of the Pure Digital Passion Podcast, I had the pleasure of sitting down with John Cannon, the Group Chief Commercial Officer at Creditinfo Global (Creditinfo), during his most recent visit to Kenya.

We spoke at a pivotal moment — just as Creditinfo was officially launching its next-generation eKYC and fraud prevention platform right here in Nairobi. Kenya, as it turns out, is the first global market to experience this layered identity solution, which aims to revolutionize how digital lenders, banks, and fintechs verify users, fight fraud, and accelerate customer onboarding.

Over the course of our conversation, John took me through his personal journey into the credit bureau space — from a chemistry student who stumbled into data and financial technology, to a commercial leader now helping shape Creditinfo’s fraud and ID strategy across 50+ global markets.

We also discussed:

✅ Why identity is the foundation of trust in digital finance

✅ The layered power of Creditinfo’s new Identity | KYC | Fraud API

✅ How the shift to mobile-first financial ecosystems is driving innovation in Africa

✅ What makes Kenya a launchpad for new fintech products

✅ Why agility, localization, and modularity are central to Creditinfo’s go-to-market approach

✅ The company’s roadmap for embedding credit scores into consumer banking apps

✅ How they’re enabling financial inclusion by making onboarding smarter and more secure

John also touched on how data insights from Creditinfo’s global bureau network are helping spot and stop fraud patterns in real time — such as rapid-fire loan applications under a single ID, or accounts that default before even making a single payment.

What stood out most in our conversation was how Creditinfo is merging global expertise with local presence to build digital trust in underserved markets — and how Kenya's and Africa's energy, openness, and mobile-first adoption are making it one of the most exciting regions for innovation in this space.

📍Want to learn more about Creditinfo’s new eKYC solution? Visit https://shorturl.at/TcVkJ

Just over a week ago, I sat down with Mark Kaigwa – someone I’ve known, admired, and watched help shape Kenya’s digital ecosystem – for what turned out to be my longest podcast episode ever on Pure Digital Passion.

We went deep — 1 hour and 40 minutes deep — exploring what we often get wrong, and what we’re finally beginning to get right, in Kenya’s fast-changing digital landscape.

🎬 Mark Kaigwa’s Origin Story: Storyteller to Strategist

Mark’s journey didn’t begin in marketing. Raised in a family of creatives, he started out in film production and scriptwriting, working with global players like Warner Bros. Interactive. But a growing curiosity around how Africans were using technology led him into advertising, and eventually to launching Nendo — an insight-first, Africa-centric digital agency that’s all about strategy grounded in reality.

💸 Megabytes as Currency

A core theme from our conversation: megabytes are currency. In Kenya, every click, stream, and download costs money. This economic reality directly influences digital behaviour. Users avoid outbound links, heavy apps, and unnecessary data drains. If you're not designing for data-conscious users, you're missing the point.

📱 Kenya’s App Graveyard

Mark highlighted the fate of many apps launched with excitement but quickly abandoned. The reality? Kenyans don’t want more apps — they want lean, fast, mobile-first web experiences. Apps have to earn their place on already-cramped phones.

🧠 Social Listening: It’s What’s Not Mentioned

Mark made a strong case that the most valuable social media insights aren’t in hashtags or mentions. They’re in the untagged, unbranded conversations — what people say about you, without naming you. If your digital strategy ignores this, you’re missing what matters.

🎵 TikTok’s Mashinani Mavens

Mark introduced the idea of “Mashinani Mavens” — rural and peri-urban TikTok creators changing the content game. These aren't your Nairobi-based influencers. They're grandmothers, shopkeepers, students — crafting relatable, vernacular content that’s algorithmically surfaced. It’s authentic influence that can’t be manufactured.

🎰 The Rise of Sports Betting & Algorithmic Newsrooms

A sobering moment: the most Googled word in Kenya for over a decade has been a sports betting brand. Betting is deeply embedded in digital culture, particularly among the youth — and it poses a serious, under-addressed public health concern.

We also discussed platforms like Opera News, Scooper, and Phoenix Browser — apps that many brand managers overlook, but which now serve as the default news experience for millions. They’re fast, localised, and powered by algorithms — not editorial desks.

⛔ Zero-Click Content & Practical AI

Today’s platforms don’t want users to leave — they want them to stay put. This is the “zero-click reality”, where platform-native content wins and outbound links lose. It’s flipping traditional digital marketing logic on its head.

On AI, Mark is pragmatic — not hyped. From replacing clunky USSD menus to creating tools like MsaniiGPT for localised content generation, he sees AI as a powerful tool for solving real African problems.

💡 Final Thoughts

Mark closed with a powerful call to action:

Question everything. Localise everything. Test everything.

Too much of our digital strategy is borrowed and repackaged from outside Africa. But Kenya — and the continent — has its own rhythms, its own behaviours, and its own realities. The only way forward is insight-led and context-aware execution.

👉 If you’ve ever worked in marketing, communications, media, or technology in Kenya, this is the one podcast episode you need to watch or listen to. It’s layered, enlightening, and yes — epic.

Don’t forget to subscribe, like, and share if it resonates!