Finserve adopts dotAfrica domain for online identity as it targets African expansion

Mid last month, Finserve – Equity Group’s fintech subsidiary – was formally launched. And with launch, Finserve also announced the going live of two other products that offer innovative payment solutions to businesses and developers – that is the Jenga Payment Gateway and Jenga APIs.

The formal launch (or relaunch) of the Finserve brand would soon be followed two weeks later with the going live of the firm’s new mobile app, mKey, which comes with the features of a financial, lifestyle and social networking tool embedded within. Since it was launched, we’ve continued to cover mKey extensively, highlighting the app’s various features to both existing and potential users.

But this is not all. For during the launch of Finserve, the firm also unveiled its new online identity via its new website – Finserve.Africa. The firm didn’t settle for either or, but chose instead the dotAfrica (.africa) internet domain perhaps to give emphasis to the fact that even though it’s Kenyan-founded, it has its sights firmly set on the continent’s fintech arena.

That it’s set its sights not within but beyond Kenyan borders was confirmed when Finserve launched mKey. “Even though mKey is currently only available for use in Kenya, we want to be present in over 8 countries by end of next year,” stated Jack Ngare, the Finserve CEO during the launch of the mobile app.

The .africa (dotAfrica) geographic Top Level Domain (gTLD) was launched at the 29th African Union (AU) Summit held at the AU Headquarters in Addis Ababa, Ethiopia in July 2017.

It’s being managed by South Africa’s Registry Africa, the domain seeks to act as “a single platform for a united digital identity” for organisations within Africa.

“We are extremely grateful to the AUC for its unwavering support throughout this long journey that began as far back as the OR Tambo and Abuja Declarations where it was resolved to use ICT to ensure the development of Africa. It is now time to create the next chapter in the .africa story as the general public begins applying for their chosen .africa domains this very week,” said Lucky Masilela, the Registry Africa CEO during the launch last year.

“The .africa gTLD intends to promote African businesses, people and culture on the internet and will allow Africa to actively contribute to the digital economy. It is also a source of funding for the development of ICT projects on the continent,” said Dr Amani Abou-Zeid, Commissioner for Infrastructure and Energy at the Africa Union Commission (AUC).

Overall, the .africa gTLD aims to bring the continent together as one united internet community, thereby enabling e-commerce, technology and infrastructure to flourish under one African umbrella.

Apart from Finserve, other organisations that have adopted the .africa internet domain are ABSA and Zindi. The list of organisations taking up the gtLD for their online identity keeps expanding by the day.


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