Kenyan startup targets costly roaming with eSIM travel service

Nairobi, Kenya – A Kenyan startup, SafSIM, is aiming to simplify international travel connectivity by eliminating the need for physical SIM cards and reducing reliance on costly roaming services. The company, launched in April 2026 by Esivo Limited, caters to travelers who face high roaming charges, unreliable airport Wi-Fi, and the hassle of obtaining local SIM cards in each new country.

SafSIM has already connected over 500 customers and partnered with 20 tour and travel companies in Kenya, seeking to expand its reach in the burgeoning travel connectivity market.

The company's founder, Geoffrey Mbuthia, was inspired to create SafSIM after experiencing the frustration of losing mobile connectivity while waiting for a delayed flight in 2024. Mbuthia had arrived at the airport to meet a friend, only to discover she had sent him a WhatsApp message at 3 p.m. informing him of a rescheduled flight at 10:45 p.m. Unfortunately, she had lost Wi-Fi coverage when she left the airport, and the delayed message was only delivered once she reconnected to the Kenyan mobile network.

This incident highlighted the unnecessary delays and anxiety caused by losing connectivity while traveling.

SafSIM addresses this issue using eSIM technology, enabling travelers to access mobile connectivity without physically swapping SIM cards when crossing borders. The service targets customers who would otherwise face high roaming fees or struggle to find local network providers upon arrival. In 2025, SafSIM developed its platform and conducted testing and piloting between January and March 2026 before launching publicly in April.

Initially targeting individual travelers, SafSIM is now pursuing business-to-business partnerships to integrate connectivity into travel packages rather than being a post-travel arrangement.

One of the startup's primary challenges is ensuring compatibility with devices that support eSIM technology, as not all mobile phones have this capability, potentially limiting its market. To address this, SafSIM is developing a solution to allow customers with incompatible devices to access its services. The company aims to complete this solution by the end of September 2026, expanding its potential customer base beyond users of newer smartphones.

Another challenge for SafSIM is educating potential customers about eSIM technology, as it competes with established international connectivity providers. The company has invested in customer education and marketing to explain the benefits of eSIMs and how the technology works. SafSIM's local base in Kenya also enables it to offer convenient payment options, such as mobile money, and round-the-clock customer support.

SafSIM's early customers include business travelers, students, and tourists, as well as high-profile individuals like media personality Jeff Koinange and artist Wanja Asali. Founder Mbuthia emphasizes that the business's significance extends beyond its early customer numbers. The company aims to become a leading Kenyan travel connectivity provider with aspirations to serve travelers moving across multiple countries without the need for frequent SIM card changes or local service arrangements.

SafSIM envisions connectivity as a pre-travel planning service rather than an inconvenience that travelers must resolve upon arrival.