Development and roll-out of financial products for youth in agriculture, Kenya

• Jul 30, 2025
• 1 min

Juhudi Kilimo Limited (JKL), which serves over 90,000+ clients across 33 counties in Kenya—35% of whom are youth—sought to enhance its financial offerings for young people engaged in agriculture. It recognized the untapped potential of this demographic and intended to improve financial inclusion for youth and expand its footprint in the agri-finance market. 

MSC provided technical assistance.We began with a diagnostic assessment that included rural household surveys and market research focused on youth needs. Based on the findings, MSC developed new product prototypes, refined existing products, updated credit manuals and appraisal tools, and trained JKL staff—including young managers—on product delivery. A pilot phase tested the new solutions, after which MSC supported product adjustments, marketing material development, and rollout planning.

The project is expected to significantly improve access to tailored financial solutions for youth in agriculture, which enabled them to invest in their ventures, increase productivity, and enhance their livelihoods. For JKL, the initiative strengthens its position in the agricultural finance sector and supports long-term growth and sustainability. 

Incofin Investment Management funded the project.