Safaricom PLC has issued an Expression of Interest (EOI) inviting eligible and qualified organizations to participate in strategic ecosystem partnerships.
The initiative is designed to accelerate customer engagement, unlock new value pools, and drive converged growth across all customer segments through API-led integrations and Bonga loyalty embedding.
Objective of the EOI
The primary objectives are to:
- Identify partners aligned with Safaricom’s customer segments.
- Assess API, data, and operational readiness.
- Validate scalable, behaviour-driven use cases.
- Enable co-creation of integrated customer journeys.
Note: Submission of an EOI does not constitute a commitment by Safaricom to enter into any contractual arrangement.
Customer Segments and Strategic Context
Safaricom operates a five-segment consumer framework that guides proposition design, partnerships, and value delivery:
- Youth: Digital-first, experience-driven.
- Strivers: Value-conscious, daily needs.
- Aspirers: Growth-oriented, flexible.
- Achievers: Premium, convenience-driven.
- Home: Household connectivity and services.
Partnerships are expected to drive customer frequency and engagement, increase share of wallet, and enable cross-category consumption.
Loyalty (Bonga) will be embedded into everyday journeys through a clear behavioural loop: Customer action → Reward/Value → Reinforced behaviour → Repeat engagement.
Scope of Partnerships
Safaricom is seeking partners delivering high-frequency, segment-relevant use cases across the following categories:
- Retail & FMCG
- Food & Beverage
- Gaming & Entertainment
- Streaming & Content
- E-commerce
- Financial services
- Events & Experiences
- Mobility & Utilities
Partnership Opportunities and Engagement Models
Partners can collaborate through:
- Integration into the Bonga ecosystem
- Real-time earn and burn use cases
- Segment-specific offers and journeys
- High-frequency engagement mechanics
Engagement models include discount and reward-based offers, value exchange, co-funded campaigns, gamified engagement, and API integrations.
Value Proposition for Partners
Successful partners will gain:
- Access to Safaricom’s diverse and large customer base.
- Integration into high-frequency customer journeys.
- Multi-channel exposure (USSD, apps, SMS, digital).
- Data insights and performance analytics.
- Opportunity to drive acquisition and retention.
Submission Requirements
Interested organizations must submit responses via Safaricom’s I-Sourcing portal. The EOI should include:
- Company profile
- Target segment(s)
- Proposed use case(s)
- Customer journey
- Technical approach
- Go-to-market plan
- Expected impact
For Existing Suppliers: Log in to the I-Sourcing portal.
For New Suppliers: First register for pre-qualification, then submit the EOI.
Submission Deadline: 25th May 2026
This EOI presents a significant opportunity for organizations to partner with Safaricom in building integrated, segment-led customer journeys and embedding loyalty into everyday experiences.
It reflects Safaricom’s commitment to co-creating value through strategic ecosystem partnerships in Kenya’s dynamic digital economy.
Submission Portal: https://lnkd.in/dkz9_4xz
For the complete document and detailed submission guidelines, download the official EOI from Safaricom’s procurement channels.
Interested parties are encouraged to submit by the deadline of 25th May 2026.
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