Fuliza has become synonymous with instant borrowing in Kenya, shaping how millions handle low balances and failed transactions. People searching for answers often ask how digital overdrafts became so normal, why Fuliza feels unavoidable, and whether Airtel Money can truly compete. Within a few years, Fuliza turned borrowing into a background habit rather than a deliberate decision. Now, Airtel is stepping into this space with a different offer, asking users to rethink routines they barely notice anymore.

Fuliza turned borrowing into everyday behaviour

Fuliza did not just introduce a financial product. It quietly rewired daily mobile money habits. Users stopped checking balances before sending money or paying at shops. Transactions became instinctive, with the overdraft stepping in automatically when funds ran low.

This behaviour shift matters more than volumes or fees. Borrowing became invisible, only felt later when charges appeared. Over time, this trained users to accept friction as part of convenience. Complaints about costs exist, but habits often win over hesitation.

Why digital overdrafts attract telecom operators

Digital overdrafts sit at a powerful intersection of payments and credit. They thrive on frequency rather than large loan sizes. Every failed transaction becomes an opportunity to lend. Every low balance becomes a prompt to extend credit.

For telecom operators, this creates steady, predictable engagement. Unlike traditional loans, overdrafts do not require long application processes. They rely on speed, trust, and repetition. Once users adopt the habit, persuasion becomes unnecessary.

Airtel enters a market shaped by Fuliza

Airtel Money is not introducing a new concept. It is entering a market already defined by Fuliza’s rules. Users know how overdrafts work, what fees feel like, and how repayment affects future access. This changes the challenge for Airtel.

Instead of educating users, Airtel must convince them to switch behaviour. That means asking people to pause, choose a different wallet, and trust another system with their money. In a fast-paced mobile money culture, even small moments of hesitation can reduce adoption.

Muscle memory is Fuliza’s biggest advantage

Fuliza’s strongest asset is not pricing or reach alone. It is muscle memory. Users tap, send, pay, and move on without thinking. The overdraft is so integrated that it feels like part of the payment system itself.

Breaking that habit is difficult. Even users unhappy with fees often stay because switching requires attention. Attention slows transactions, and speed is currency in mobile money. Airtel must overcome this psychological barrier before competing on features.

Trust and scale influence borrowing choices

Trust plays a major role in financial behaviour. Fuliza benefits from being tied to a platform many users already rely on for daily transactions. Years of consistent performance reinforce confidence, even when costs are questioned.

Airtel Money, while growing, still carries lighter balances for many users. Smaller wallet balances mean thinner margins for overdrafts. This limits flexibility in pricing and risk-taking. Users may hesitate to borrow from a wallet they do not regularly fund.

Can better terms change habits?

Airtel’s strategy appears focused on incentives and clearer repayment structures. Lower fees or friendlier terms can attract attention, especially among cost-conscious users. For some, transparency alone may feel refreshing.

However, better terms do not automatically change routines. Borrowing decisions often happen subconsciously at checkout counters or during urgent transfers. If Fuliza triggers automatically while Airtel requires extra steps, convenience may outweigh savings.

Behavioural economics shapes the real battle

This competition is less about products and more about behaviour. Fuliza succeeded by removing decision points. Airtel faces the opposite challenge of adding a new choice into moments designed for speed.

To succeed, Airtel must integrate overdrafts so smoothly that users barely notice the switch. That could mean deeper merchant integration, smarter prompts, or incentives tied to everyday spending. Without this, adoption risks staying limited to deliberate users rather than habitual ones.

What this shift means for Kenyan mobile money users

For users, increased competition is positive. It pressures providers to refine pricing, transparency, and user experience. Even Fuliza may respond by adjusting terms or improving communication around fees.

Yet change will be gradual. Habits built over years rarely disappear overnight. Airtel’s push represents a long-term effort to reshape how users think about borrowing, not a quick takeover of the overdraft market.

The bigger picture for digital credit

Fuliza taught Kenyans that borrowing could be instant, small, and routine. Airtel is now challenging that lesson by offering an alternative approach. Whether users truly relearn borrowing depends on how seamlessly Airtel fits into daily life.

This moment highlights a broader truth about digital finance. Success is not just about offering credit. It is about embedding it so deeply that it feels like part of the system. Fuliza mastered that art. Airtel’s task is to prove it can do the same, without asking users to slow down.