Middle-Income Earners Emerge as Key Revenue Drivers for NCBA Bank
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NCBA Bank has identified middle-income earners as one of its fastest-growing and most valuable customer segments, with the group now emerging as a major contributor to the bank’s revenue growth due to rising uptake of investment products and wealth management solutions.
The bank said the segment, largely made up of young and digitally savvy professionals, is increasingly shifting from traditional investment options such as land and real estate to more flexible and liquid investment vehicles including equities, bonds and structured funds.
Speaking during the second edition of the Meet, Mingle and Money Talk session held in Nairobi, Denis Njau said the changing investment behaviour among middle-income earners reflects growing financial awareness and demand for expert financial guidance.
“Last year, we noted that our middle-income clients became one of the largest contributors to our revenue growth. This trend reflects a more informed generation of entrepreneurs and professionals seeking expert guidance as they shift toward liquid assets that offer flexibility and faster growth,” he said.
According to insights from the bank’s wealth management and brokerage division, wealth management services are no longer viewed as exclusive to high-net-worth individuals but are increasingly becoming essential for younger investors seeking hybrid financial solutions that combine digital convenience with professional advisory services.
Market research cited by the bank further shows that more than 70 per cent of Kenyans are reconsidering their wealth-building strategies, with many increasingly turning to investments, savings products and property ownership as pathways to long-term financial security.
Njau noted that younger investors are now prioritising investment solutions that align with their financial goals and individual risk appetite.
“Young people are more keen on acquiring liquid assets to meet their financial goals and through our wealth management and brokerage solutions our role is to support, educate and empower them with advisory services that help them through this transition to build and protect their wealth,” he added.
The bank said the continued growth of Kenya’s financial ecosystem, coupled with advancements in technology, increased financial literacy and improved access to advisory services, is expected to drive greater participation in investment markets.
NCBA further noted that wealth management is increasingly evolving beyond wealth accumulation to focus on resilience, long-term impact and purposeful financial planning.
In line with its Ubuntu philosophy, the bank said it remains committed to empowering customers to make informed financial decisions, grow investments and build sustainable legacies for future generations.
