The start-up Asilimia found a way to tap into the success of the M-Pesa mobile money platform by offering cash rewards for every M-Pesa transaction. Every time a user sends money, pays bills, buys goods or withdraws money through M-Pesa, they are rewarded with 1% of the M-Pesa transaction value which they can redeem for cash via M-Pesa. The M-Pesa mobile money platform is the most widely-used one in Kenya. Its popularity in the country has led it to becoming one of the most successful microfinance initiatives in Africa as a whole.