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The Visionary CEO Shaping Safaricom and Connecting Continents: Peter Ndegwa

Remember Twaweza?

The voice that whispered to Kenyans’ hearts, and echoed across East Africa calling us all to unite and change lives back in the aughts? That was the first and most powerful tagline for Safaricom, a communication company that has revolutionized the industry and transformed lives tremendously.

Today, the tune has shifted, replaced by a simple but equally powerful message: “Safaricom is for you”. A promise of transparency and honesty and with it stands a visionary leader guiding the company to new horizons beyond Kenya: Peter Ndegwa C.B.S

Peter Ndegwa is the CEO of Safaricom PLC, Africa’s pioneering Fintech and telecommunication titan that also owns the world’s most developed money system—M-PESA. He is the man leading Safaricom’s expansion into other countries and territories, with Ethiopia being their latest unraveling success.

Humble Beginnings

Peter’s story doesn’t begin in boardrooms but in a small village, far from the glamour and prestige of the rarefied C-suites he has occupied. An optimist from the word jump, he defied many odds, rising to straddle through the corporate corridors as an executive.

Roots: One can say that Ndegwa was born with a wooden spoon in his mouth, Circa 1969, in Mumbi, a small, muddy village in Ol Kalou constituency, Nyandarua county.

Launchpad: A product of Starehe Boys Center, he is part of the alumni of the famous national school that has soared high in the corporate and political landscape, the others being the late George Magoha (former Vice Chancellor of the University of Nairobi and Cabinet Secretary of Education) and Peter Kenneth, onetime presidential candidate, Member of Parliament, and Cabinet Minister.

He would then pursue a Bachelor of Arts in Economics from the University of Nairobi before London called, and Peter answered, joining The London School of Business for his Master’s in Business Administration.  He is also a certified public accountant.


Ndegwa’s career journey began in the heart of London as a consultant in a global PWC firm in 1996, under the firm’s talent development program before transitioning into the Consulting and Corporate finance unit in 1999.

Later on, he took on key assignments in corporate advisory and project management at leading European and American banks and insurance businesses, to solidify his reputation as a trusted advisor.

With each success, he wanted to come back to his roots, and in 2002, he decided it was time to pack and troop back home. Back in Nairobi, he began exploring different opportunities within the financial sector, using his expertise in giving transaction advice, financial planning, and modeling.

In 2004, a new chapter of his life was opened, and Ndegwa joined East African Breweries (EABL), a subsidiary of Diageo based in Nairobi. As the strategy director, he brought his financial acumen and business expertise to the table, shaping a transformative five-year strategy that resulted in the launching of Senator Keg. It was Kenya’s and Diageo’s most iconic beer brands, garnering him recognition and publication in the Harvard Business Review.

In October 2011, Ndegwa left the country to be the CEO of Diageo subsidiaries Guinness Ghana Breweries PLC and Guinness Nigeria PLC, a role and challenge that he took up with gusto.

People Before Profits

In his career, Ndegwa has worn several hats, but one principle guides them all, a deep commitment to investing in people and improving their quality of life. This is the compass he uses to navigate the challenges of managing businesses and leadership positions.

Believing that people are the true engine of progress, Ndegwa has focused on simplifying processes, growing talent, and investing in the human capital that defines the future of the organizations he worked with.

In 2018, he moved from Nigeria to Europe to become Diageo Continental Europe MD, taking charge of business operations in 50 countries in Western and Eastern Europe, Russia, the Middle East, and the North Region.

With each new title, his knowledge and expertise expanded opening him up to new global perspectives.

The Prime CEO Ascension

After 25 years of thorough preparation, accumulating skills, and patience, Ndegwa rose to the apex of his career when he was appointed the CEO of Safaricom, Kenya’s largest telecommunications provider and one of the most profitable companies in the East and Central regions of Africa. His appointment followed the passing of Bob Collymore in July 2019. He was confirmed in April 2020, becoming the first Kenyan CEO to head the corporation.

It was a difficult time to take charge. The world had just been beset by the COVID-19 pandemic, which was a nightmare for every business, calling for all manner of adjustments. It was a baptism by fire for him, as Safaricom had bigger responsibilities to honour, not just to its board, and shareholders, but to the government and the citizens.

His 25 years of solid experience played a big role in steering the company, even venturing into new markets, especially Ethiopia.

Transformation and Triumphant

It is no surprise that Safaricom has achieved remarkable growth and soaring success since Peter Ndegwa took on leadership. Through his people-centric approach, Safaricom has experienced an impressive surge in its customer base by over 10 Million, now exceeding 43 million people.

He has placed great importance on listening to customer feedback and working with his team to co-create innovative solutions like the virtual visa card that allows Kenyans to purchase products from around the world from the comfort of their homes.

Ndegwa’s passion goes beyond technological advances as he is passionate about supporting sports and education. He spearheads different initiatives that empower young people and create boundless opportunities, regardless of their background.

In 2023, Safaricom collaborated with Star Times to treat football enthusiasts to an unparalleled viewing experience during the African Cup of Nations (AFCON) right from their mobile devices.

In another bold move, Safaricom launched its 2023-2026 missionary strategy called ‘Partnering to Enhance Equity’ that will focus on community investments in Education, Health, and Economic Empowerment.

Safaricom now stands as the leader in trailblazing 5G technology within the East African market, holding even greater possibilities.

A Legacy of Leadership and Innovation.

Under Ndegwa, Safaricom has also continued to pioneer the Safaricom Engineering Summit, an initiative that underscores the company’s commitment to innovation and technology. This annual event brings together industry experts, academics, and innovators to showcase emerging technologies in the ICT sector. It fosters collaboration, knowledge sharing, and drives the development of solutions relevant to Africa’s needs.

Ndegwa’s tenure has seen Safaricom take concrete steps towards environmental sustainability. This includes initiatives aimed at reducing carbon footprints and promoting renewable energy use across its operations. It’s heartening to see a company take such proactive measures towards creating a better future for all. This strategic emphasis aligns with Safaricom’s broader vision of leveraging technology for good, positioning the company as a leader in corporate responsibility within the telecommunications sector.

Inroads into Ethiopia and Beyond

Moreover, Safaricom has made remarkable inroads into Ethiopia, a move attributed to Ndegwa’s visionary leadership and strategic foresight. Launched in October 2022, Safaricom Ethiopia has already employed about 1000 people and garnered over 3.1 million Mpesa users, signifying the potential of this new venture. This achievement is a testament to Ndegwa’s strategic vision and commitment to connecting people across continents.

Global Recognition:

  • 2022: Listed among the “50 Best CEOs in Africa” by Jeune Afrique magazine.
  • 2021: Awarded the “Business Leader of the Year” award by the Kenya Private Sector Alliance (KEPSA)
  • 2020: Recognized as a “Global Leader for Tomorrow” by the World Economic Forum

As Safaricom forges ahead under the visionary leadership of Peter Ndegwa, it stands at the cusp of transformative growth and unprecedented challenges. The telecom giant, renowned for its innovation and impact, faces a competitive landscape that is increasingly becoming complex.

Regional and international players are vying for a slice of Africa’s lucrative telecom and fintech markets, putting pressure on Safaricom to continuously innovate and differentiate its offerings. Balancing this need with the ever-growing concern for data privacy presents a delicate dance. Users demand cutting-edge services, but trust breaches can be devastating. Safaricom must continuously invest in robust security measures while fostering transparency and user control.

Regulatory complexity adds another layer of challenge. Securing licenses and navigating evolving regulations, particularly in new markets like Ethiopia, can be an arduous process. Adaptability and proactive engagement with regulatory bodies will be crucial to ensure smooth expansion.

However, challenges breed opportunities. Safaricom’s ambitious future plans hold the potential to solidify its position as a leader. Expanding its 5G network will unlock next-generation services, attracting tech-savvy customers and positioning the company at the forefront of digital transformation. Investing in fintech solutions can tap into Africa’s burgeoning mobile money market, offering financial inclusion and convenience to millions. Expanding its footprint across Africa presents exciting growth opportunities, but requires careful consideration of cultural nuances and regulatory landscapes.

To overcome these challenges and realize its future vision, Safaricom must embrace several key strategies. Fostering a culture of innovation that prioritizes both user experience and data security is paramount. Building strong partnerships with regional and international players can facilitate knowledge sharing and mitigate competitive threats. Proactive engagement with regulatory bodies and leveraging its existing expertise in navigating complex environments will be crucial for successful expansion. Ultimately, by balancing ambition with a laser focus on user trust and adaptability, Safaricom can navigate the crossroads and continue its trajectory as a transformative force in Africa’s digital landscape.

Earning Trust-Winning Hearts

A true leader guides people to where they may not necessarily want to go but where they ought to be. In 3 years, of assuming CEO, Ndegwa’s leadership has come full circle. With Ndegwa, Safaricom has transformed from being a community champion to a guardian, driven by empathy and understanding that genuine connection goes beyond technology.

As Ndegwa’s journey with Safaricom continues to unfold, we can only wait for the transformative impact he will make and the horizons he will lead us to.

𝐷𝑜 𝑦𝑜𝑢 𝑘𝑛𝑜𝑤 𝑎 𝑡𝑟𝑎𝑖𝑙𝑏𝑙𝑎𝑧𝑒𝑟 𝑖𝑛 𝑡ℎ𝑒 𝑇𝑒𝑐ℎ 𝐸𝑐𝑜𝑠𝑦𝑠𝑡𝑒𝑚? 𝐷𝑜 𝑦𝑜𝑢 𝑤𝑎𝑛𝑡 𝑡𝑜 𝑠𝑒𝑒 𝑡ℎ𝑒𝑚 𝑓𝑒𝑎𝑡𝑢𝑟𝑒𝑑 𝑎𝑛𝑑 𝑟𝑒𝑐𝑜𝑔𝑛𝑖𝑧𝑒𝑑 𝑓𝑜𝑟 𝑡ℎ𝑒𝑖𝑟 𝑟𝑒𝑚𝑎𝑟𝑘𝑎𝑏𝑙𝑒 𝑐𝑜𝑛𝑡𝑟𝑖𝑏𝑢𝑡𝑖𝑜𝑛𝑠? 𝑆ℎ𝑎𝑟𝑒 𝑡ℎ𝑒𝑖𝑟 𝑠𝑡𝑜𝑟𝑦 𝑜𝑟 𝑐𝑜𝑛𝑡𝑎𝑐𝑡𝑠 𝑤𝑖𝑡ℎ 𝑢𝑠 𝑎𝑡 𝑃𝑅@𝑓𝑖𝑛-𝑡𝑒𝑐ℎ.𝑐𝑜.𝑘𝑒 𝑎𝑛𝑑 𝑙𝑒𝑡 𝑢𝑠 ℎ𝑒𝑙𝑝 𝑠ℎ𝑜𝑤𝑐𝑎𝑠𝑒 𝑡ℎ𝑒𝑖𝑟 𝑎𝑐ℎ𝑖𝑒𝑣𝑒𝑚𝑒𝑛𝑡𝑠 𝑡𝑜 𝑡ℎ𝑒 𝑤𝑜𝑟𝑙𝑑.

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