Safaricom M-PESA has entered a strategic partnership with Awash Insurance to integrate its services into the M-PESA payment platform. This collaboration would present customers with secure, efficient, and convenient mobile payment options for insurance-related transactions. Awash Insurance will now be able to receive payments like premium payments and other insurance-related transactions directly through M-PESA. It is believed that it will enhance the speed, security, and accessibility of payment and increase the adoption of mobile finance services in the country. Elsa Muzollini, CEO of Safaricom M-PESA, stated that Safaricom is simplifying the way businesses and customers interact by making an accessible, efficient, and time-saving mobile payment system. "Together, we are not just improving transactions; we are also contributing to the realization of Digital Ethiopia," said Jibat A. Faji, CEO of Awash Insurance, adding that the insurer is fostering innovation and empowering customers with the tools to secure their futures in a digitally connected world. He stated that the partnership aligns with their company’s strategic transformation plan, which emphasizes the need for products and services to be accessible, efficient, and real-time. He added that they have been investing in cutting-edge systems and communication technology that save restricted information customers time and money.