Category Archives: Airtel Money

Cash Merchant Branding

One of the main differences from the US that you notice about Kenya (and other countries in Africa) immediately when driving around is the vigor with which building paint jobs are converted into advertising opportunities.  Driving along main roadways, one is treated to a colorful collection of brightly-painted and branded stores and shops.   It’s not that these shops are painting their own brand on their exterior – instead, the major national brands pay to paint the exteriors of local restaurants, shops, and hotels.

That provides a colorful backdrop for the growing proliferation of cash merchant[1] brands, painted walls and signage everywhere you turn.  It’s been a few months now, but a trip to Kisumu provided a great example of the many cash merchant brands and their varied executions.

Without further ado, the pictures:


[1] Moving forward, I will refer to any outlet that serves cash-in/cash-out services as cash merchants.  Recent legislation in Kenya has clarified that what we’ve all been calling agents (such as M-Pesa ‘agents’) are actually cash merchants.  Full agents are differentiated in that they can provide additional financial services such as loans, insurance, etc.

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