More Kenyans are tightening their financial habits in response to a difficult economic environment, with savings, digital credit, and entrepreneurship all shifting in ways that reflect both resilience and strain, according to a new report by Tala.
Tala’s 2026 MoneyMarch Report, launched on Wednesday, found that 50% of respondents are saving through bank accounts and chamas, down from 56% the previous year, even as the broader push for financial security remains a top priority for households across the country.
The cost of living continues to weigh heavily on Kenyans, with one in five respondents reporting that their expenses have increased by more than 20% in the past six months. Business ownership has grown by 8 percentage points since 2025, pointing to a rise in entrepreneurship as a coping strategy. However, fewer salaried workers are taking on side hustles, suggesting that financial pressure is limiting their ability to diversify income.
“Together we can build a financial ecosystem that supports ambition, encourages responsible borrowing, and ensures that entrepreneurs have the tools they need not only to survive today but also build a better tomorrow,” said Annstella Mumbi, General Manager at Tala Kenya, speaking at the report’s launch.
Digital lenders have now overtaken traditional support systems, including chamas and family contributions, as the primary source of emergency funds. Some 91% of consumers now turn to digital credit providers, up from 87% last year. Yet the pattern of borrowing is changing: people are borrowing less frequently and opting for smaller amounts, using loans mainly for business expenses, school fees, and household needs.
One area of notable concern is a sharp rise in medical borrowing. Some 26% of respondents reported taking out a loan in the past six months to cover healthcare costs for themselves or a family member — a significant increase from the prior year.
Anne Kinuthia Otieno, Airtel Money Manager and chief guest at the launch, drew a direct line between digital financial access and everyday economic activity. “The spirit of resilience runs through every digital transaction, from market traders in Gikomba to startups in Westlands,” she said. “At Airtel Money, we remain committed to being a partner in this journey, ensuring that the wheels of our economy keep turning, safely and inclusively.”
The MoneyMarch report is now in its sixth year, with Tala using the annual campaign to promote financial education and access for everyday Kenyans.
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