The Bloggers Association of Kenya (BAKE) has announced a strategic partnership with Absa Bank Kenya PLC. This collaboration reinforces Absa Bank Kenya’s commitment to fostering digital creativity, entrepreneurship, and financial literacy within the dynamic Kenyan content creation space.
Absa will serve as the Category Partner for the Business Creator awards category, deepening its role in supporting creators who shape conversations at the intersection of finance, enterprise, and economic empowerment.
Reflecting on the partnership, Mwihaki Wachira, Director of Marketing and Corporate Affairs at Absa Bank Kenya, noted that the collaboration aligns closely with Absa’s purpose of “Empowering Africa’s tomorrow, together… one story at a time.”
“Many of the tools that enable progress now sit in the hands of digital creators who simplify complex financial realities and help Kenyans make informed decisions. According to her, the Business Creator category tells a powerful story, a story of how content can shift mindsets, unlock opportunity, and strengthen the backbone of the economy: entrepreneurs and SMEs. Partnering with BAKE allows Absa to walk alongside the creators driving this impact and to champion voices that are building a more financially confident Kenya”, she emphasized.
For years, the BAKE Awards have served as a springboard for Kenyan creators whose work shapes national dialogue. The Business Creator category, in particular, celebrates storytellers who illuminate business trends, investment behaviour, personal finance, and the practical realities of building an enterprise.
BAKE Chairperson Kennedy Kachwanya welcomed Absa’s involvement, noting that the partnership reinforces the fact that content creation has become a meaningful driver of economic participation. He highlighted that creators in this category are helping Kenyans navigate an increasingly complex financial world, and Absa’s presence strengthens the ecosystem that supports this work.
Through this partnership, Absa Bank Kenya seeks to amplify credible and actionable business and financial content, encourage storytelling that empowers Kenyans to make confident financial and entrepreneurial decisions, and strengthen the bridge between the financial sector and the digital creator community. Ultimately, the Bank aims to contribute to a more informed, connected, and opportunity-driven creator economy.
Kenya’s digital economy continues to evolve, shaped by creators who are using their platforms to educate, inform, and challenge the way we think about money, business, and opportunity. Every day, young Kenyans turn to blogs, vlogs, podcasts, and social channels not just for entertainment, but for information on how to start a business, navigate economic cycles, invest wisely, and build for the future.