Safaricom grip loosens as Airtel, Starlink gain ground in key segments

Safaricom is losing its grip on the mobile financial services market, with M-Pesa's share dropping to 89% by the end of 2025, while Airtel Money increased its share to 11%. In the fixed internet sector, Safaricom's market share also declined from 35.6% to 34.9% in the last quarter, as Starlink continues to expand its footprint. Growing competition threatens Safaricom's revenues, which heavily rely on these fast-growing segments.