By Morris Maina, CEO TransUnion Kenya
Here’s a question worth sitting with: how much growth are Kenya’s lenders leaving on the table simply because they can’t see the full picture?
It’s not a rhetorical exercise. Across our market, 43% of consumers remain thin-file, meaning they don’t carry enough traditional credit information to be confidently assessed. Think about what that means in practice. Nearly one in every two potential customers walks up to a lender and, through no fault of their own, appears almost invisible. Not because they’re risky. Not because they can’t repay. Simply because the data doesn’t tell their story.
That’s the real cost of the data gap. And it’s far bigger than most of us assume. When lenders cannot see enough of a consumer’s credit story, they risk overlooking creditworthy customers, limiting growth opportunities and slowing financial inclusion
Rethinking What the Data Gap Actually Costs
When people think about data challenges in lending their minds go straight to credit losses and defaults. That’s understandable, but it’s only a fraction of the story.
The true cost shows up as:
- Missed customers who were creditworthy all along
- Missed revenue that quietly walks out the door
- Pricing doesn’t reflect real risk
- Lending decisions made with less confidence than they deserve
- Financial inclusion that moves slower than it should
Ultimately, all of this adds up to slower business growth. In a market as dynamic as Kenya’s, that’s a cost no lender can comfortably carry.
A Credit Market That’s Changing Fast
Kenya’s credit landscape is evolving at remarkable speed. Digital lending has reshaped how people access credit, particularly younger consumers stepping into the market for the first time. At the same time, lenders are balancing real growth ambitions against portfolio quality, especially after a demanding credit cycle.
The pressing question is whether we can grow without compromising portfolio performance. The data suggests we can, but only if we understand today’s borrower better than we understood it yesterday.
Consider how visibility shifts across generations. Thin-file rates tell a striking story:
- Millennials: 26.6%
- Gen Z: 32.9%
- Gen X: 45.0%
- Baby Boomers: 64.1%
- Silent Generation: 89.6%
Younger Kenyans are becoming steadily more visible in the credit ecosystem. The opportunity lies in leveraging richer credit insights and broader data ecosystems to responsibly extend credit to the remaining 43%.
Signs of Recovery, but Reasons for Care
For much of the past year, one question dominated industry conversations: is credit quality finally improving? The evidence points to yes.
Kenya’s NPL ratio climbed to a 20-year high of 17.6% during early 2025, before easing to 15.5% by January 2026. Lower interest rates, stronger recoveries and improving economic activity have all played a part, and that improvement signals growing borrower resilience.
Still, we shouldn’t relax. At 15.5%, non-performing loans remain elevated against historical norms. The lesson is straightforward: the market is recovering, but early risk detection matters more than ever. The best-performing lenders won’t wait to react to risk. They’ll spot it before it takes hold.
The New Face of Kenyan Credit
If you want to know where future growth will come from, look to new-to-credit consumers. These borrowers represent tomorrow’s customers, tomorrow’s revenue and tomorrow’s portfolio performance.
And the face of that future is unmistakably Gen Z and Millennial. These generations account for nearly all new borrowers entering the market today, and they’re entering differently from those before them. Their access point is digital. Their preferred products are short-term and mobile-driven. Their expectations are speed, convenience and flexibility.
For lenders, this is genuinely good news. But it also means our risk models must evolve alongside changing behaviour. Yesterday’s borrower isn’t today’s borrower, and today’s borrower certainly won’t be tomorrows.
What Borrower Behaviour Is Really Telling Us
Here’s where the data challenges some long-held assumptions.
Many lenders instinctively equate frequent borrowing with higher risk. Yet the picture is more nuanced. Gen Z borrowers opened an average of more than 10 loans per month during our observation period, with some accumulating over 70 facilities. At first glance, that sounds alarming. But these borrowers often carry relatively small balances and engage largely through digital products such as mobile loans and Fuliza.
The takeaway is powerful. If our understanding of borrower behaviour stays static, we risk misclassifying good customers and missing real growth. The cost of the data gap isn’t only about approving the wrong borrower. It’s about misunderstanding the right one because the available data does not provide a complete view of their behaviour, repayment capacity and credit journey.
Credit velocity, how quickly a borrower adds new obligations after their first facility, tells a similar story. Within six months, 50.2% of Gen Z borrowers had opened two or more additional facilities, compared with 33.6% of Millennials. Demand is strong, younger borrowers are highly engaged and risk can shift quickly. Often, the next meaningful signal isn’t the amount borrowed. It’s the pace at which new obligations accumulate.
Experience Matters More Than Complexity
Analysis of consumer-level 30+ days past due (DPD) performance reveals a surprising pattern: delinquency is highest among borrowers early in their credit journey and generally declines as borrowers gain experience managing multiple credit facilities..
Conventional thinking says risk rises steadily as borrowers hold more facilities. The data says otherwise:
| Number of Facilities | Consumers 30+ days past due |
| 1 facility | 17.4% |
| 2-3 facilities | 15.6% |
| 4-5 facilities | 12.5% |
| 6-10 facilities | 9.6% |
| 11+ facilities | 11.9% |
More than 80% of borrowers stay current on their obligations. First-time borrowers show a 30+ day delinquency rate of 17.4%, while repeat borrowers perform noticeably better at 12.3%.
The implication is profound. Repayment risk emerges early in a borrower’s credit journey before declining as borrowers gain experience and establish stronger repayment habits. In other words, credit maturity can matter more than credit complexity. Borrowers learn, and experience builds stronger repayment habits.
Credit shopping reinforces the point. Among the cohort of new borrowers observed between June and December 2025 and assessed using the June 2026 credit bureau snapshot, Gen Z consumers recorded an average of nearly 78 hard credit enquiries and accounted for more than 70% of all observed credit facilities, while maintaining the lowest 30+ DPD rate at just 2.1%. Older generations generated fewer enquiries but recorded higher delinquency rates ranging from 3.9% to 5.1%. The finding suggests that enquiry activity on its own is not a reliable predictor of repayment stress. The strongest lenders evaluate enquiries alongside repayment history, exposure growth and borrower maturity to develop a more complete picture of risk.
The Opportunity in Front of Us
Let me bring this back to where we started.
No single institution sees the full customer. Your organisation sees one relationship. A credit bureau sees them all. As borrowers, particularly Gen Z, begin to diversify across lenders, broader visibility becomes decisive rather than merely helpful.
Three messages are worth carrying forward:
- 43.0% of Kenyan consumers remain thin-file, representing one of the largest opportunities for growth and financial inclusion in the market.
- Gen Z and Millennials are reshaping the future of credit, creating new opportunities for lenders that can correctly interpret emerging behavioural signals.
- Closing the data gap through broader and richer credit insights will become increasingly important as behavioural indicators such as credit velocity, repayment history and lender diversification become stronger predictors of risk
The lenders who thrive in the next decade won’t simply be those with the most customers. They’ll be the ones who understand their customers better than anyone else. That understanding starts with better data insights, and the choice to see the full picture is ours to make.
At TransUnion Kenya, our mission remains constant: Information for Good. The opportunity to grow responsibly, deepen inclusion and lend with genuine confidence is right in front of us. The question is whether we’ll seize it.
