Ukulima DT Sacco Society has rebranded to Apstar Sacco to redefine its business model, departing from its traditional catchment of the farming community to attract youthful membership in the Micro, Small and Medium Enterprises (MSMEs) segment.
Part of the vision is to offer clear and transparent financial products and services, which will be accessible to all Kenyans both locally and abroad.
The new brand, built around four major core values of Simplicity, Accessibility, Innovation, and Inclusivity, is much more than just the new name Apstar; it represents a bold vision and renewed dedication to prosperity.
Speaking during the launch of the new brand, an illustrious event graced by Cooperatives and MSMEs Development Cabinet Secretary (CS) Simon Chelugui, Apstar Sacco National Chairman Philip Cherono said their leading focus is being simple and accessible to all Kenyans.
“We want the way we do things in this society to be simple enough so that it can be understood by all our stakeholders and our members. We also want to be accessible all over the country even beyond wherever our members are there. We are going to drive this brand through innovation and inclusivity,” said Cherono.
According to Cherono, the new brand signifies a journey of transformation and empowerment, which they have embarked on to signify the milestones in the country’s co-operative history. It also shows their commitment to evolve, to innovate and to redefine their financial services.
He told delegates who attended the colourful event that the Sacco’s rebranding journey was guided by profound understanding of evolving needs of their members and the changing dynamics of the financial landscape in Kenya and beyond.
“We are not only going to unveil a new brand but also our new aspirations for the future of our members, and this brand is going to transcend boarders and embrace global opportunities. Our Sacco is no longer our domestic player. It is a star ascending and reaching out for the skies with ambitions to empower Kenyans both at home and in diaspora,” said Cherono.
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He noted that through the new brand, they will support and uplift MSMEs to fuel economic growth and create sustainable livelihoods, adding that sustainability lies deep at the heart of the Sacco with the understanding that their success is intertwined with the well-being of communities and the environment.
The bigger picture
He said they are committed to working out impactful initiatives such as financial literacy programmes that will support green businesses and investments in renewable energy, which reflect the Sacco’s commitment to responsible and ethical business practices that benefit both the society and the planet earth.
“With this new brand, we adopt the blue ocean strategy; charting a new course away from the traditional competition and moving towards unexplored territories of opportunities. We recognize the potential of the micro, small and medium enterprises (MSMEs) as engines of growth and prosperity. This is the area we are looking at so that we can offer opportunities to people who are operating in these MSMEs,” said Cherono.
“The launch of this new brand signifies a new beginning; a beginning filled with hope, determination and unwavering spirit of financial inclusion. Together let us embark on this transformative journey, united in our vision of brighter future for all,” he added.
Chelugui on his part remarked that Apstar Sacco will rededicate and focus on youth and entrepreneurs, expressing his confidence that the Sacco will play a pivotal role in empowering young people and propelling the growth of MSMEs.
“I look forward to seeing Apstar Sacco not just in Kenya but in the region and even beyond, and diaspora. We want to embrace the young people; we have over 15 million young people who are looking at the entry points, and there are no young men who are still keen on going to the four walls of the bank. They want to transact and engage digitally, and that is the direction we need to take,” said Chelugui.
By Obegi Malack
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