WASH and SME financing market assessment for the Family Bank of Kenya

• Aug 8, 2025
• 1 min

Access to financing for Kenya’s WASH and SME sectors remains limited due to the absence of targeted financial solutions and market intelligence. Family Bank sought to explore these opportunities but lacked the strategic insights to establish a dedicated unit. 

MSC conducted a comprehensive market assessment across Nairobi, Kisumu, and Embu to identify financing gaps, assess consumer behavior, and benchmark competition in the WASH finance space. We applied behavioral research methods and business analytics to design a strategic framework for market entry. The project team segmented customers, assessed market demand for WASH and SME financial products, and proposed viable financial products and delivery mechanisms to support the bank’s expansion into this segment. 

This engagement strengthened the bank’s strategic positioning to serve underserved WASH and SME markets with tailored financial solutions. These products would ultimately support the bank’s broader financial inclusion agenda. 

The Family Bank of Kenya commissioned this project.