“There is no single explanation for the limited number of women in tech start-ups.”

According to Eweniyi, cultural expectations play a major role.

“From a young age, women are taught that risky and challenging ventures are not suitable for them. As a result, women tend to choose less risky career paths.”

Fortunately, the finalists of She’s Next, a Visa-powered grant competition, did not let these cultural narratives hold them back. These women-led businesses have successfully integrated technology into their ventures, proving that innovation and entrepreneurship know no gender.

The She’s Next Winners: Leading the Way in Innovation and Impact

Among over 2,300 applicants, five businesses stood out for their creativity, resilience, and vision. The winners of this inaugural competition not only received funding but also mentorship and training, positioning them as role models for aspiring women entrepreneurs.

1. Busu Naturals – Winner

Founded by Emma Omany, Busu Naturals manufactures local emollients tailored for sensitive skin, particularly eczema-prone African skin. Omany, a marketer and digital strategist, uses data-driven insights to expand her client base. With her prize money, Omany plans to grow beyond e-commerce and reach a wider audience.

The market for Atopic Dermatitis (eczema) is expected to grow from $9.1 billion in 2023 to $18.6 billion by 2032, at a CAGR of 8.3%. Omany’s win is a testament to the importance of small steps toward building a sustainable business and creating opportunities for women and youth in her value chain.

“This win affirms that we are on the right track. It will help us grow our capacity, expand our market reach, and generate more impact,” said Omany.

2. Timao Group – Turning Plastic Waste into Building Blocks

Led by Jean James, Timao Group tackles plastic pollution by transforming waste into crushable pellets that can be made into bricks for construction. Operating in an industry with cartel influences, James partnered with women-led Community-Based Organizations (CBOs) to build her own supply network. These CBOs not only collect plastic but also earn a livelihood through the venture.

The global plastic recycling market was valued at $40 billion in 2021 and is expected to reach $78 billion by 2031, with a CAGR of 7%. Timao Group’s model exemplifies the intersection of environmental sustainability and social impact.

3. Code With Kids – Bridging the Digital Divide

Founded by Renice Owino, Code With Kids focuses on teaching coding to children in both urban and rural areas. Owino believes in a future where both boys and girls grow up coding together, narrowing the gender gap in tech. From Kibera to Lodwar, she has built networks to extend coding education to children from diverse backgrounds.

“By bridging the digital divide, we can ensure that both boys and girls have the same opportunities in the tech world,” Owino shared.

Additional Awardees: Crafts With Meaning and Cladfy

1. Crafts With Meaning
   Founded by Caroline Ng’ang’a, this social enterprise collaborates with artisans across Kenya and Uganda to produce home decor, lifestyle accessories, and corporate merchandise inspired by Africa’s heritage. Through these partnerships, the business provides opportunities for local artisans while promoting African culture.
2. Cladfy
   Cladfy operates in the highly competitive digital lending sector, focusing on bridging the credit gap in Sub-Saharan Africa’s informal economy. CEO Ebby Gatamu envisions a system where micro-lenders can offer working capital loans to smallholder farmers, fish vendors, and motorcycle riders, empowering the backbone of Africa’s economy.

Empowering Women Entrepreneurs: A Step Toward Change

At the award ceremony, Visa Kenya Country Manager Eva Ngigi-Sarwari expressed excitement about the journey ahead for the winners:

“We are proud to recognize these SMEs for their innovation, resilience, and vision. The skills and strategies they will gain through the She’s Next program will help them hit new heights and contribute positively to the Kenyan economy.”

These women-led businesses demonstrate the power of innovation and persistence, setting a new standard in Kenya’s entrepreneurial ecosystem. They are proving that women not only belong in the start-up space but can also thrive and inspire others.

Conclusion: Paving the Way for the Next Generation

The She’s Next competition highlights the growing potential of women-led start-ups in Africa. By funding, training, and mentoring women entrepreneurs, programs like this are slowly breaking cultural and economic barriers.

These businesses are not just focused on profits—they are also creating social impact through environmentally sustainable practices, financial inclusion, and gender equality in tech education. As they expand their operations, these trailblazing women are setting an example for the next generation of entrepreneurs—proving that the future of tech in Africa can be diverse, inclusive, and impactful.