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Oye Kenya

Embedded insurance and fuel loyalty platform for informal sector workers

Distribution & Sales Startup Seed
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Overview

Oye Kenya is an embedded insurance and loyalty platform serving motorcycle taxi (boda boda) riders and informal sector workers in Kenya. Founded in 2021 by Kevin Mutiso in Nairobi, the company links insurance coverage and credit access to everyday fuel purchases, removing the need for upfront premium payments from a population largely operating on daily cash income.

The platform operates via USSD, making it accessible on feature phones without a smartphone or internet connection. Riders accumulate loyalty points at partner fuel stations -- including Total Energies, Galana Energies, and Sahara Energy -- and automatically unlock personal accident insurance underwritten by Britam Holdings when they reach the required threshold. This embedded model integrates insurance into purchasing behavior already occurring, rather than requiring a separate financial commitment.

As of 2026, Oye had enrolled more than 30,000 drivers, processed over 2.5 million transactions, issued more than 20,000 insurance covers, and settled over 45 personal accident claims. Bloomberg named the company one of 25 African Startups to Watch in 2026 in the Fintech category.

Products & Services

Oye Loyalty

A loyalty rewards program where boda boda riders earn points through fuel purchases at partner stations. Every 90 liters purchased earns 90 loyalty points, which qualifies the rider for a 90-day personal accident insurance policy underwritten by Britam. Registration and access operate entirely over USSD on any mobile phone.

Key Features

  • Points earned automatically through fuel purchases at partner stations
  • Insurance cover unlocked without upfront premium payment
  • USSD-based access -- no smartphone or internet required
  • Britam-underwritten personal accident cover included

Target Users: Commercial motorcycle taxi (boda boda) riders

Songa na Oye

A fuel credit product allowing riders to purchase fuel on deferred payment terms when cash is short. Riders access fuel credit through the platform and repay on terms suited to daily income cycles.

Key Features

  • Fuel-on-credit for riders with insufficient daily cash
  • Flexible repayment aligned to informal income patterns
  • Integrated with partner fuel station network

Target Users: Boda boda riders experiencing cash flow gaps

Oye e-Bikes

An electric motorcycle product aimed at reducing operating costs and carbon emissions for boda boda riders. Supports a shift to clean transportation in the informal transport sector.

Key Features

  • Electric bikes for the boda boda market
  • Lower operating costs compared to petrol alternatives
  • Sustainability-oriented mobility offering

Target Users: Boda boda riders interested in electric vehicles

Personal Accident Cover (Britam Partnership)

Personal accident insurance embedded directly into the Oye platform and underwritten by Britam Holdings. Provides riders with coverage for medical expenses, temporary and permanent disability, and death benefits.

Key Features

  • Medical expense coverage
  • Disability benefit (temporary and permanent)
  • Death benefit
  • No separate application or premium payment required

Target Users: Oye Loyalty members who have reached 90-point threshold

At a Glance

Founded
2021
Headquarters
Nairobi, Kenya
Employees
11-50
Funding
Seed

Category & Focus

Category
Distribution & Sales
Subcategories
Embedded Insurance Loyalty-Linked Coverage Credit for Informal Sector
Insurance Verticals
P&C Personal Specialty/E&S
Target Customers
Consumers

Customers

  • 30,000+ active boda boda drivers (as of 2026)
  • 73,000+ pastoralists enrolled within three months of pastoralist product launch

Links

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Last updated: 2026-06-23