Company Overview: Anjoy Credit in Kenya
Anjoy Credit Limited stands as a notable player in Kenya's rapidly evolving digital lending landscape. Operating from its base in Nairobi, the company has transitioned from an informal credit provider in 2020 to a formally incorporated and licensed digital credit provider. This evolution reflects a growing trend in the Kenyan financial sector, where technology enables quicker access to credit for a diverse clientele.
Founding and Business Model
The journey of Anjoy Credit Limited began informally in 2020, offering credit solutions before its official incorporation in July 2021. Registered under the Companies Act of Kenya, the company operates with a specific registration number, CPR/2014/141296, and a Kenya Revenue Authority Personal Identification Number, P051504819A. It remains a privately held entity, primarily managed and owned by its founding directors. The core business model focuses on providing swift, accessible digital and payroll-deducted loans. This approach targets specific segments of the Kenyan population, ensuring a streamlined application and repayment process, particularly for salaried individuals.
Target Market and Operations
Anjoy Credit caters to a broad spectrum of borrowers, including government and private-sector employees who benefit from check-off loan facilities. Beyond salaried individuals, the company extends its services to small and micro-enterprises, particularly within the agribusiness, trading, and services sectors. Asset financing clients, especially those seeking vehicle logbook loans, also form a significant part of their target market. The company emphasizes quick approval times, often within minutes, and leverages payroll deduction for its check-off products, simplifying the repayment mechanism. While the executive team details are not publicly disclosed, it is understood that the founding directors, who established the initial informal lending operations, lead the company's strategic direction and daily management.
Loan Products and Services
Anjoy Credit offers a comprehensive suite of financial products designed to meet various personal and business needs, demonstrating a commitment to diversified lending within the Kenyan market. These products are tailored to different repayment capacities and collateral requirements, catering to the specific circumstances of their target clientele.
Key Offerings
- Check-off Loans: These are among the company's most prominent offerings, designed for salaried employees. Repayment is facilitated through payroll deductions, making it convenient and reliable for both the borrower and the lender. Terms for these loans can extend up to thirty-six months, providing flexibility for larger financial commitments.
- Personal Emergency Loans: Aimed at individuals facing immediate financial needs, these loans typically have a shorter repayment period of three months. They often require post-dated cheques or allow for repayment via MPESA, a popular mobile money service in Kenya.
- Business Emergency Loans: Small and micro-enterprises can access these loans, usually with a twelve-month repayment term. Depending on the loan size and client profile, these may require specific collateral.
- Agribusiness Loans: A specialized product focusing on the agricultural sector, these loans support activities such as fresh produce financing. Terms are typically bespoke, aligning with the seasonal nature of agribusiness.
- Asset Finance / Logbook Loans: For individuals needing capital while leveraging their vehicle assets, these loans use vehicle logbooks as collateral. The loan term is often tied to the loan amount and the asset's value.
- Salary Advance: A short-term, unsecured loan designed to bridge immediate financial gaps until the next payday.
- Other Specialized Products: Anjoy Credit also lists other niche offerings on its platform, including Import Duty Financing, Blue Economy Loans, and Group Loans, alongside insurance products, indicating a broad scope of financial services.
Understanding Loan Terms and Fees
A crucial aspect for any potential borrower is a clear understanding of loan amounts, interest rates, and associated fees. For Anjoy Credit, however, specific details regarding minimum and maximum loan sizes, annual percentage rates (APRs), and exact fee schedules (such as origination, processing, or late payment fees) are not publicly disclosed on their official website or within the Central Bank of Kenya's directory. This lack of transparency in public information means that prospective borrowers must directly contact Anjoy Credit to obtain precise quotations and a full breakdown of all costs before committing to any loan. While collateral requirements for logbook and agribusiness loans are specified (vehicle logbook, produce receipts, insurance cover), the fee structures remain opaque without direct inquiry. This absence of publicly available pricing information necessitates careful due diligence from every applicant.
Application Process and Digital Footprint
Accessing Anjoy Credit's services involves a structured application process, primarily facilitated through digital channels, complemented by physical office options for those who prefer in-person interactions. Understanding the steps and requirements is key for a smooth borrowing experience.
How to Apply
The primary method for loan application is online. Prospective clients can initiate the process through inquiry forms available on Anjoy Credit's website or via "Get Started" portals linked to specific product pages. For individuals who prefer or require a physical presence, the company maintains offices at Transnational House, 1st Floor, Mama Ngina Street, and a branch on Moi Avenue in Nairobi. Additionally, direct contact can be made via phone or email to commence the application process, providing various entry points for different client preferences.
Requirements and Underwriting
To apply for a loan, clients are typically required to submit digital copies of essential Know Your Customer (KYC) documents. These include a national identity card, a Kenya Revenue Authority PIN certificate, proof of employment such as payslips or an employment letter, and recent bank or MPESA statements. For many products, especially personal emergency loans, the submission of post-dated cheques is a common requirement. The company utilizes internally developed risk models for underwriting and credit scoring. These models leverage information such as employment status, payroll history, and banking or mobile money transaction data. For certain products, guarantor information may also be considered. Anjoy Credit prides itself on a quick turnaround for approvals, particularly for salaried clients, often requiring minimal documentation beyond the standard necessities.
Mobile App and User Experience
As of late 2025, Anjoy Credit does not appear to have a dedicated mobile application available on major app stores like iOS or Android. Its digital interaction primarily relies on its web-based inquiry forms and integration with MPESA for disbursements and repayments. The company's main website, anjoycredit.com, serves as the central hub for product details, application initiation, and contact information. While anecdotal reports suggest quick approvals and responsive customer service, concerns have been raised, though unverified, about the transparency of pricing due to the lack of publicly listed interest and fee structures. Some clients have also found the requirement for post-dated cheques to be somewhat burdensome. Despite these points, Anjoy Credit promises a twenty-four-hour response time on business days for customer inquiries via phone or email, indicating a commitment to client support.
Regulatory Compliance and Market Position
Operating within Kenya's regulated financial sector, Anjoy Credit's adherence to legal and regulatory frameworks is a cornerstone of its operations. This compliance, alongside its market positioning, defines its standing among digital lenders.
Central Bank of Kenya Licensing
A significant aspect of Anjoy Credit's legitimacy and trustworthiness is its licensing by the Central Bank of Kenya (CBK). The company is officially recognized as a Digital Credit Provider under Section 59(2) of the CBK Act, with its license becoming effective on March 27, 2023. This licensing places Anjoy Credit under robust regulatory oversight, ensuring it adheres to established standards for digital lending in the country. It is listed in the CBK's Directory of Licensed Digital Credit Providers as of June 2025 and is also recognized by Creditinfo as an approved data source. To date, there are no public records of regulatory penalties or enforcement actions against Anjoy Credit, suggesting a clean compliance record. The company affirms its commitment to consumer protection by adhering to CBK guidelines on responsible lending, data privacy, and transparent terms, and actively encourages customer complaints to be channeled through CBK's official electronic platforms.
Competitive Landscape and Differentiation
The Kenyan digital lending market is intensely competitive, featuring a mix of established players and emerging entrants. Anjoy Credit operates alongside prominent peers such as Tala, M-Kopa Loan, Pezesha, Flash Credit, and Asante Financial Services, among other CBK-licensed Digital Credit Providers. In this crowded market, Anjoy Credit distinguishes itself through several key factors. Its emphasis on rapid approval processes appeals to those in urgent need of funds. Furthermore, its strong focus on payroll-deducted products offers a secure and convenient repayment method, especially for salaried individuals. The company also stands out for its diversified approach to SME financing, including agribusiness loans, which caters to specific economic sectors often overlooked by more generic digital lenders. Despite these differentiators, Anjoy Credit holds a relatively small market share compared to the leading digital lenders, with approximately one hundred and eighty-eight active clients as of the end of 2023. While the company has experienced steady client growth since its inception, it has not published revenue or portfolio size metrics, making a precise assessment of its market penetration challenging.
Client Feedback and Market Perception
Given its limited digital footprint outside of its website, aggregated app or online reviews for Anjoy Credit are scarce. Anecdotal feedback, however, frequently highlights the company's efficient and quick approval processes, along with what is often described as responsive customer service. Nevertheless, recurring concerns, albeit unverified, revolve around the lack of transparent pricing. The absence of publicly disclosed interest rates and fee structures leads to borrower uncertainty, a common point of contention. Additionally, the requirement for post-dated cheques, while a conventional security measure for lenders in Kenya, is sometimes perceived as a cumbersome step by a segment of potential clients. Despite these points, Anjoy Credit's website cites success stories, particularly in agribusiness financing, illustrating its positive impact on clients involved in cultivating crops like tomatoes and Irish potatoes in regions such as West Pokot.
Practical Advice for Potential Borrowers
For any Kenyan considering a loan from Anjoy Credit or any other digital lender, prudent financial decision-making is paramount. Given the specific context of Anjoy Credit, particularly the lack of publicly disclosed pricing, certain steps become even more critical.
Firstly, always engage directly with Anjoy Credit to obtain a comprehensive and individualized quotation. This direct communication is essential to clarify exact interest rates, annual percentage rates, origination fees, processing fees, late payment charges, and any other potential costs associated with your specific loan product. Do not proceed based on assumptions or general information; demand a clear, written breakdown of all expenses.
Secondly, compare offers. Even with a competitive offer from Anjoy Credit, it is wise to compare it against at least two or three other licensed digital credit providers in Kenya. This comparison should extend beyond just the interest rate to include all fees, repayment terms, and flexibility options. Different lenders have varying models, and what seems affordable at first glance might not be the most cost-effective option after considering all charges.
Thirdly, understand all terms and conditions fully. Pay close attention to the repayment schedule, penalties for late payments, and the implications of using collateral such as a vehicle logbook. If post-dated cheques are required, ensure you understand the process and your obligations. Do not hesitate to ask clarifying questions until you are completely comfortable with every aspect of the loan agreement. Remember that adherence to Central Bank of Kenya guidelines means lenders should provide clear terms.
Fourthly, assess your repayment capacity realistically. Before committing to any loan, evaluate your current financial situation, including your income, expenses, and existing debt obligations. Ensure that the loan repayments will not strain your budget or lead to further financial difficulties. Over-borrowing is a significant risk with digital loans due to their ease of access.
Finally, utilize the regulatory framework. As Anjoy Credit is licensed by the Central Bank of Kenya, borrowers have recourse in case of disputes or unfair practices. Familiarize yourself with the CBK's complaint channels and the rights afforded to you as a consumer of digital credit services. This knowledge provides an important layer of protection.
By following these steps, potential borrowers can make informed decisions, mitigate risks, and ensure a more secure and transparent borrowing experience with Anjoy Credit or any other digital lending institution in Kenya.
