Amana Capital

What Amana Capital does

Amana Capital Limited is a Nairobi-based, privately-held Kenyan fund manager founded in 2003 and licensed by the Capital Markets Authority (since 2003) and the Retirement Benefits Authority (since 2004). It operates three product pillars: Unit Trusts (Amana Money Market Fund, Amana Balanced Fund, Amana Equity Fund) targeting retail and moderate-means investors via monthly subscriptions; Pensions (MyPension personal pension plan and Amana Umbrella Pension Scheme for SMEs), where it claims first-mover status in Kenya for both personal and group pension offerings sponsored by a fund manager; and Wealth Management, providing bespoke local-and-offshore investment solutions to high net worth individuals, trusts and institutions with a Kes. 10 million (~USD 77,000) minimum ticket.

The company's revenue mechanics are typical of asset management: management and advisory fees on AUM across unit trusts, pension assets and discretionary HNW mandates. Distribution is direct and high-touch — primarily through the Westlands headquarters, supplemented by phone/email and a content-led website — with no disclosed intermediaries, digital onboarding platform, or mobile app; the "core technology" stack is not publicly disclosed. It claims 50K+ clients served, 98% client satisfaction and Ksh. 100M+ in assets managed, though these are unverified marketing metrics and the AUM figure appears modest for a 20-year-old licensed fund manager.

Ownership is split between co-founders Hardy Pemhiwa (also Group CEO of Econet) and Consolata Ndayisenga, with Wilken Africa Limited — a 50-year-old Kenyan investment company — holding a stake since 2012 that placed Wilken's CEO (Graham Shaw MBE) and Group Executive Director (Andrew Lopokoiyit) on Amana's board. The company operates exclusively in Kenya with no disclosed international offices, serves a multi-tier customer base (mass-market retail, SMEs, HNWIs, institutions), and competes in a regulated market where its dual CMA/RBA licensure is the principal structural advantage.

Name

Amana Capital

Legal name

Amana Capital Limited

Website

https://amanacapital.co.ke

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Amana Capital Limited is a Nairobi-based, CMA- and RBA-licensed Kenyan fund manager founded in 2003, offering unit trusts, personal and SME pension schemes, and bespoke wealth management services to individual investors, SMEs, and high net worth individuals across Kenya.

Ownership category

akta.pro rank

Product category

Investment Management

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC)

akta.pro secondary industries

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Family Wealth & Multi-Generational Planning RIAs (HNW/UHNW-lite) (FSAAACAH), Investment Management Advisory (RIA) (FSAEAAAB)

Keywords

• Unit trust management
• Pension fund administration
• Wealth management services
• Investment advisory
• Asset management

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Unit Trust Management: Manages collective investment schemes including Money Market Fund, Balanced Fund, and Equity Fund, generating revenue through management fees charged on assets under management.
2. Pension Fund Management: Provides pension administration services through My Pension (personal pension plan) and Amana Umbrella Pension Scheme for SMEs, earning management fees on pension assets managed.
3. Wealth Management Advisory: Bespoke investment solutions for high net worth individuals with Kes. 10 million minimum, providing access to local and offshore markets for wealth growth, protection, and transfer.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Amana Capital is a Kenya-licensed fund manager and investment adviser that manages Unit Trusts (Money Market Fund, Balanced Fund, Equity Fund), Pensions (personal My Pension plan and group Amana Umbrella Pension Scheme for SMEs), and Wealth Management services for HNWIs, trusts, and institutions requiring a Kes. 10 million minimum. The firm generates revenue through management and administration fees on assets under management across these three product pillars.

Product overview

Amana Capital offers a unified suite of investment solutions centered on three core pillars: Unit Trusts, Pensions, and Wealth Management. The Unit Trusts product line includes the Money Market Fund, Balanced Fund, and Equity Fund, providing investors with options ranging from short-term income-focused vehicles to long-term growth-oriented equity investments. The pension offerings comprise My Pension (personal pension plan) and the Amana Umbrella Pension Scheme (group pension for SMEs). Wealth Management targets high net worth clients with Kes. 10 million minimum, offering tailor-made solutions for local and offshore market access. Together, these products form a comprehensive financial ecosystem addressing individual and institutional investment needs across different wealth stages and risk appetites.

Differentiator

Problem solved

Functional benefit

Brands

• My Pension: Personal Pension Plan - a retirement planning product launched in 2006
• Amana Money Market Fund
• Amana Balanced Fund
• Amana Equity Fund
• Amana Umbrella Pension
• Amana Wealth Management

Products and services

• Amana Money Market Fund An inflation-proof collective investment vehicle under the Unit Trusts pillar, best suited for investors with short-term goals who want to earn a monthly income.
• Amana Balanced Fund A collective investment unit trust under the Unit Trusts pillar that allows investors to enjoy both growth and income without sacrificing one for the other.
• Amana Equity Fund A long-term growth-oriented equity unit trust under the Unit Trusts pillar, designed for investors willing to ride the equity market fluctuation wave.
• My Pension (Amana Personal Pension Plan) A personal pension plan offered under the Pensions pillar to help individuals plan for retirement in an easy, flexible and affordable way, providing flexible contributions and portability.
• Amana Umbrella Pension Scheme A flexible and affordable group pension scheme under the Pensions pillar for SMEs wanting to secure their employees' future, providing security, robust returns, flexible contributions, and easy administration of pension and provident funds.
• Amana Wealth Management Bespoke investment solution under the Wealth Management pillar for high net worth individuals, trusts and institutions with Kes. 10 million and above, providing access to local and offshore markets to grow, protect, and transfer wealth.

Quantifiable outcome

• ksh.100M+ Assets Managed
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• CIC Asset Management: Kenyan insurance-linked asset manager offering unit trusts and pension/wealth products — close peer given similar licensing footprint and Kenyan retail focus across unit trusts and group pensions.
• African Alliance: Pan-African investment and wealth manager with a Kenyan presence focused on managed portfolios and advisory mandates — comparable on discretionary portfolio management and HNW wealth offerings.
• ICEA LION Asset Management: Kenyan-licensed asset manager and pensions administrator running a diversified unit-trust, pension and wealth-management suite — overlapping product mix (unit trusts, pensions, HNW advisory) under CMA/RBA-equivalent regulation.
• Sanlam Investments East Africa: Sanlam's Kenyan arm offering unit trusts, retirement solutions and wealth management — directly mirrors Amana's three-pillar (Unit Trusts / Pensions / Wealth Management) proposition with comparable retail and pension clients.
• Mayfair Capital: Nairobi-based investment manager running unit trusts and pension/wealth solutions for retail and institutional clients — close functional peer at similar SME/reta il Kenyan footprint to Amana.
• Old Mutual Investment Group Kenya: Major Kenyan/East African asset manager and pension administrator with unit-trust, pension and wealth-management offerings — competes head-to-head across Amana's three pillars at significantly larger AUM scale.
• British-American Asset Managers Kenya: Kenyan-regulated investment manager offering money-market, balanced, equity and pension fund products to retail and institutional clients — directly comparable fund-of-funds/unit-trust portfolio against Amana's Money Market, Balanced and Equity Funds.

Broad incumbents

• NCBA Asset Management: Asset-management and wealth arm of Kenyan banking group NCBA — bank-distributed fund, pension and wealth products make it a broad incumbent peer to Amana across retail unit trusts and HNW offerings.
• Stanlib Kenya (Ninety One): Multi-affiliate asset-management group with a Kenyan unit-trust franchise — competes in the same Kenyan unit-trust and pension funds space as Amana but operates as part of a much larger global platform.

Regional players

• Co-op Consultancy & Capital: Kenyan cooperative-affiliated investment manager providing managed funds and pension-adjacent products — overlaps Amana's unit-trust and SME pension targets, especially within Kenya's cooperative/SME ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/AmanaCapitalKE
• Facebookfacebook.com/amanacapital2003

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amana Capital