Kenyan consumer experience company Ajua has merged with Rate My Service (RMS) in a deal designed to strengthen its place on East Africa’s market while preparing for expansion into Southern and West Africa.
The two firms are combining their technology, client bases, and operational expertise to build what they describe as a more comprehensive service offering for businesses looking to improve customer and employee engagement. Neither side disclosed the value of the transaction, and revenue details remain undisclosed.
Ajua’s CEO, Nyasha Mutsekwa, will continue to lead the company, while RMS founder Akshay Shah will serve as Chief Technology Officer, overseeing product development.
Shah noted that the integration has been smooth and that staff cuts are not part of the plan. “There is no plan to get rid of any employees,” he said, adding that shared cultural values have been a driving factor in the merger’s success.
The deal strengthens Ajua’s position in Kenya, where the combined entity now claims 80% of the customer experience market and serves 45 clients, including Coca-Cola, Safaricom, Standard Chartered, and Total.
Ajua, founded in 2012 as mSurvey, has reached over 12 million consumers and raised $1.8 million to date. It previously expanded its services through the acquisition of WayaWaya in 2021, a move that added AI-powered messaging, cross-border payments, and integrations with Mpesa, Airtel Money, Interswitch, Stripe, Visa, and Mastercard.
RMS contributes real-time feedback and analytics tools, which Ajua lacked. Ajua, on the other hand, brings a larger client network, integrated mobile payment systems, and experience operating in multiple African markets. Mutsekwa said, “Putting those together now makes sense,” noting that consolidation in East Africa will come before renewed expansion into West Africa.
That expansion plan includes a return to Nigeria, where Ajua closed its Lagos operations during the COVID-19 pandemic. The company views Nigeria’s $220 billion SME market as a priority, despite challenges in customer service delivery, the country’s Customer Service Index stood at 61.8% in 2023, trailing Ghana’s 73%.
Ajua is counting on its previous work with MTN Nigeria’s EnGauge platform, which integrates USSD payments and CRM tools, to fast-track its re-entry.
Kenya’s customer experience sector is projected to grow at a compound annual rate of 11.2% through 2031, driven by demand for real-time analytics, mobile-first engagement, and advanced feedback systems. But competition is increasing.
Local rivals like Africa’s Talking, Emalify, and Bongohive, along with global firms such as Zendesk and Zoho, are expanding aggressively in East and West Africa.
Ajua and RMS believe their merger will bring a 20% increase in operational efficiency and double the speed of customer feedback collection.
