Absa Renews BAKE Partnership to Boost Digital Creators’ Financial Literacy
Absa Bank Kenya has renewed its strategic partnership with the Bloggers Association of Kenya (BAKE) to advance digital literacy, financial empowerment, and the growth of Kenya’s digital content ecosystem.
Under the renewed deal, Absa will sponsor the BAKE Awards 2026 Business Category and deliver financial and digital literacy programmes targeting content creators, bloggers, influencers, and young digital entrepreneurs across the country.
The partnership comes as Kenya remains a leading digital economy in Africa, with formal financial inclusion at 84.8% of adults, according to the 2024 FinAccess Household Survey. However, only 42.1% of Kenyans are considered financially literate, while 9.9% remain financially excluded, with rural youth accounting for nearly half of that group.
Mwihaki Wachira, Director of Marketing and Corporate Affairs at Absa Bank Kenya, said the collaboration reflects the bank’s commitment to youth empowerment. “Our ongoing partnership with BAKE is a deliberate step towards empowering Kenya’s growing community of digital creators and entrepreneurs. Through this collaboration, we are reinforcing our commitment to advancing financial inclusion and, through our NextGen agenda, enabling young people to fully participate in and benefit from the opportunities within the digital economy,” she said.
Now in its 10th edition, the BAKE Awards have grown from 14 to 23 categories spanning blogs, social media, and podcasts, making them one of Kenya’s most recognised platforms for digital content excellence. As sponsor of the Business Category, Absa will support recognition for creators delivering business, investment, and entrepreneurship insights.
The partnership also includes a training programme covering personal finance, savings, business management, digital entrepreneurship, online safety, and cybersecurity awareness.
BAKE Chairperson Kennedy Kachwanya welcomed the renewal, noting the creator economy’s growing economic importance. “As digital creators increasingly build businesses around their content, financial literacy becomes just as important as creative talent,” he said.
The partnership combines BAKE’s expertise in digital rights and content creation with Absa’s leadership in financial services, aiming to foster a more inclusive and financially empowered digital community in Kenya.
