Kenyan customer experience startup Ajua has merged with Rate My Service (RMS), a fellow Kenyan firm specializing in tools to measure and enhance customer and employee interactions. The deal, whose financial details remain undisclosed, reflects a growing trend among African tech companies to combine strengths to expand regionally amid increasing competition from both local and global platforms. Key rivals include Africa’s Talking and Emalify, which also offer customer engagement solutions for businesses.
Leadership Roles and Team Integration
Under the merger, RMS CEO Ashkay Shah will take on the role of chief technology officer (CTO) of the combined entity, overseeing the product roadmap and leading future development. Ajua CEO Nyasha Mutsekwa will remain in his position, steering strategic direction and growth. Both executives emphasized cultural alignment as a critical success factor, with Shah noting that the integration has been smooth and no job redundancies are planned.
Strategic Growth Plans Across Africa
The merger unites Ajua’s wider client base, integrated mobile payment systems, and multi-country operational experience with RMS’s real-time feedback and analytics capabilities. Mutsekwa said the move is aimed at building greater product depth and technical capability while consolidating the East African market before re-entering West Africa. The company is also renewing its focus on Nigeria, where it plans to restart operations after closing its Lagos office during the COVID-19 pandemic.
Nigeria Re-Entry and Market Opportunity
Nigeria’s large market and regional influence make it a prime target, despite significant service quality challenges. A 2023 Nigeria Customer Service Index report scored the country at 61.8%, well below Ghana’s 73%, highlighting a need for improved customer experience solutions. Mutsekwa believes Ajua’s offerings can help Nigerian businesses close this gap through data-driven engagement tools.
Market Position and Client Reach
The combined entity now claims to serve 45 customers in Kenya and holds 80% of the country’s customer experience market. With plans to expand into East, West, and Southern Africa, the company aims to leverage its integrated technology stack to offer seamless customer and employee interaction solutions. RMS’s analytics tools complement Ajua’s payments integration, creating a more comprehensive platform for clients.
Company Background and Previous Acquisitions
Founded in 2012 as mSurvey, Ajua has raised $1.8 million to date, including a $1.5 million seed round in 2021. That same year, it acquired WayaWaya, a Kenyan AI and machine learning company specializing in messaging and payments, to bolster automation and payment features. RMS, founded in 2021, quickly established itself as a niche provider of real-time customer feedback solutions, making it a strategic fit for Ajua’s broader expansion plans.
The Ajua–RMS merger marks a notable consolidation in Kenya’s customer experience sector and reflects the increasing need for scale, integration, and cross-market reach in Africa’s competitive tech ecosystem. With complementary strengths and a unified growth vision, the combined company is positioning itself as a regional leader in customer engagement, with Nigeria firmly back on its strategic map.