The MasterCard Center for Inclusive Growth, MTN Group Fintech, and Arifu have joined forces to help one million small businesses in Côte d’Ivoire and Uganda embrace digital transformation.
The initiative, driven by the MoMo Coach chatbot, seeks to enhance the adoption of digital financial services and improve access to digital marketplaces.
As part of MasterCard’s global Strive initiative, the program aims to bolster the resilience and growth of small businesses by providing essential digital skills. Similar initiatives are currently operational in Kenya and Nigeria, with content tailored to support small business owners.
Small businesses in Sub-Saharan Africa have faced significant challenges in adopting digital technologies, especially in the wake of the pandemic. According to MasterCard, by December 2022, only 27.65% of businesses in the region had integrated digital tools, up from 19.44% in August 2020. The report highlights a persistent gap in digital skills, which limits growth and access to financial services.
MoMo Coach addresses these challenges by delivering free, easily accessible upskilling content through messaging platforms such as WhatsApp, Telegram, Facebook Messenger, SMS, and MoMo. The chatbot, powered by Arifu’s Grasp Platform, offers micro-learning experiences with actionable tips designed to unlock growth opportunities in the digital economy.
“This partnership with MTN Group Fintech and Arifu reflects our commitment to equipping small businesses with the skills and knowledge they need to thrive in a digital economy,” said Subhashini Chandran, Senior Vice President for Social Impact at the MasterCard Center for Inclusive Growth. “Small businesses are essential to Africa’s economic growth and play a crucial role in building a more resilient and inclusive regional economy.”
The program, supported by MasterCard and delivered by Caribou Digital, aligns with the broader Strive initiative to enable 18 million small businesses worldwide to go digital, access capital, and build networks. Courses offered include “How to Start Your Business,” “Money Management,” and “Grow and Secure Your Business,” addressing challenges like affordability and limited business knowledge.
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Serigne Dioum, CEO of MTN Group Fintech, emphasized the transformative impact of digital skills, stating, “Empowering small businesses is key to driving inclusive growth in Africa. Through MoMo Coach, we’re unlocking opportunities for entrepreneurs to thrive, strengthening communities, and shaping the future of business across the continent.”
The initiative has already reached over 930,000 MTN customers, merchants, and agents in Côte d’Ivoire and Uganda. More than 75,000 small business owners have benefitted from digital courses, and over 45,000 are actively engaging with MoMo Coach.
By leveraging insights from MoMo merchants and agents, the program provides practical, scalable solutions to address the unique challenges faced by African small business owners, equipping them to navigate the digital landscape and drive economic progress.
