Shujaaz

What Shujaaz does

Shujaaz Inc is a Nairobi-headquartered, B-Corp certified social impact business founded in 2009 (originally as Well Told Story, rebranded in January 2020) that produces multi-platform media, digital learning, and research products for 15-24 year-olds in Kenya and Tanzania. The company operates a venture portfolio unified by a "player-first" approach to youth engagement, comprising the flagship Shujaaz multimedia platform (comic books distributed through Coca-Cola and Mwanaspoti, FM radio shows, social media with 4.4M followers, and 60,000+ monthly SMS messages), Shujaaz Biz (a digital learning community with 750+ peer-to-peer training videos for micro-entrepreneurs), WaCurious (a 2024-launched national research panel of 3,000+ young Kenyans), and Sema Na Me (a WhatsApp chatbot launched in April 2025 for sexual and mental health). Mesh, an earlier informal-economy entrepreneur venture, was spun off as an independent company after a 2022 seed round and now reaches 800,000+ micro-entrepreneurs.

The underlying technology stack combines a proprietary participatory "GroundTruth" research methodology, annual nationally representative surveys of 2,000+ youth in each country, and digital-trace analytics that process 14,500+ weekly SMS messages and 24/7 social platform conversations using natural language processing tuned for Sheng (Swahili slang) and supervised machine learning for audience segmentation into five behavioral clusters. AI-mediated services are delivered through the Nivi-powered askNivi chatbot and the in-house Sema Na Me WhatsApp bot, while academic partners (Tulane, UNC, UCL) provide longitudinal impact validation. Distribution is asset-light and partnership-intensive: physical comics flow through Coca-Cola's national bottling network, a grassroots network of 3,000+ volunteer SuperFans amplifies reach at community touchpoints (cyber cafes, M-Pesa agents, video parlours), and digital reach is extended via partnerships with Safaricom, Microsoft, Google, and Code for Africa.

Shujaaz's commercial model is donor- and partnership-funded rather than transaction-based. Content is distributed free to end users, while the company is sustained by a coalition of philanthropic foundations (Gates, IKEA Foundation, Hewlett, Luminate/Omidyar), bilateral donors (USAID, UK Aid/FCDO, German Government), UN agencies (UNICEF, UNDP), and corporate partners (Unilever, Coca-Cola, MTV Staying Alive Foundation). The firm reports an audience of 8.5-9.5 million young people across East Africa and claims roughly $10 of social value created per $1 spent, with documented behavioral outcomes including 43% higher condom use among engaged fans and 2.7x lower teen marriage rates among urban teenage girls in the network.

Name

Shujaaz

Legal name

SHUJAAZ INC

Website

https://shujaazinc.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Shujaaz Inc is a Nairobi-based B-Corp social impact business that operates multi-platform media, learning, and research ventures targeting 15-24 year-olds in Kenya and Tanzania, reaching 8.5-9.5 million young people through comics, radio, social media, SMS, and WhatsApp chatbots.

Ownership category

akta.pro rank

Product category

Social Impact Media Platform

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Information (51)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310), Services-Social Services (8300)

akta.pro primary industry

Multicultural & Diversity Marketing Creative Agencies (MPAAAAAK)

akta.pro secondary industries

Healthcare/Pharma Creative Agencies (MPAAAAAJ), Graphic Design & Visual Content Production (BPAFAIAC), Maternal, Newborn, Child & Adolescent Health (MNCAH) Partnerships (HLAJAOAG)

Keywords

• Youth media platform
• Social impact media
• Behavior change communication
• Digital youth engagement
• Youth development research

Headquarters

HQ city

Nairobi

HQ country

Kenya

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investor Funding: Shujaaz Inc is powered by investors who work with them to co-create scalable, sustainable solutions. The company is B-Corp certified.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Shujaaz Inc operates a portfolio of multi-media brands and digital ventures that inform, entertain, and mobilize 8.5+ million young people aged 15-24 in Kenya and Tanzania. Core offerings include the flagship Shujaaz multi-media platform (comics, FM radio, social media, SMS), the Shujaaz Biz digital learning community for micro-entrepreneurs, the MESH online entrepreneur network, the WaCurious national research community, and the Sema Na Me WhatsApp chatbot delivering sexual and mental health support.

Product overview

Shujaaz Inc operates a multi-platform portfolio of social impact brands for young people in East Africa, comprising a core multimedia youth platform (Shujaaz), digital learning community (Shujaaz Biz/Hustla MBA), entrepreneur networking platform (MESH), health chatbot services (Sema Na Me, askNivi via Nivi partnership), and research community (WaCurious). The ecosystem is unified by a 'player-first' approach delivering peer-to-peer content, behavioral change media, and health services across comic books, radio, social media, SMS, and digital chat platforms reaching 8.5+ million young people.

Differentiator

Problem solved

Functional benefit

Brands

• Shujaaz: East Africa's biggest youth brand - multimedia platform reaching millions of young people through comic books, radio, social media, and SMS
• Shujaaz Biz
• Mesh
• WaCurious
• Sema Na Me

Products and services

• Shujaaz Media Platform Multi-media youth platform featuring comic books, FM radio shows, social media engagement, video content, and SMS-based interactions. Centers on the DJ Boyie character reaching 7.3 million comic readers, 4.4 million social media followers, and receiving 60,000+ SMS messages monthly. Targets young people aged 15-24 in Kenya and Tanzania.
• Shujaaz Biz (Hustla MBA) Digital and real-world learning community designed to up-skill young micro-entrepreneurs in Africa's informal sector. Offers 750+ peer-to-peer training videos featuring successful young entrepreneurs. Engaged 250,000+ young people by April 2021. Accelerated by community-organized in-person and online events including workshops and networking tools.
• MESH Online community platform for entrepreneurs in the informal economy. Offers 'Business Basics' training course and is integrated with Shujaaz social media platforms. Reaches more than 800,000 micro-entrepreneurs. Developed by Shujaaz Inc and now operating as an independent entity.
• Sema Na Me WhatsApp chatbot providing a private, supportive space for young people to speak freely about sexual and mental health. Created by Shujaaz Inc to address these topics without fear of shame or judgement, and refers users to vetted and friendly service providers.
• WaCurious National research community of 3,000+ young Kenyans providing grassroots, hyper-local research network for understanding youth trends, behaviors, and generating insights for programs and partners.
• askNivi Chatbot Integration AI-powered chatbot delivered through partnership with Nivi, integrated with Shujaaz platforms on Facebook Messenger and WhatsApp. Provides tailored sexual and reproductive health information and personalized referrals to clinics, pharmacies, and e-commerce providers for Shujaaz fans.

Quantifiable outcome

• Fans earn $21 more per month than non-fans
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability10 records

Feature6 records

Partnerships

21 partnerships are on record, tiered core, major and supporting.

• Nivi (askNivi Chatbot)coreTechnology or Integration · 1 October 2021Pilot partnership launched October 2021 connecting Shujaaz fans to tailored sexual reproductive health information via AI-powered chatbot on Facebook Messenger and WhatsApp.
• UnilevermajorStrategic or Co-development PartnerConsumer goods company partnership for social impact campaigns and #LindaFam COVID-19 vaccination campaign support.
• Coca-ColamajorChannel Partner/ Reseller/ DistributorNational Coca-Cola distribution network used for distributing Shujaaz comic books across Kenya and Tanzania.
• MTV Staying Alive FoundationmajorStrategic or Co-development Partner5-year media partnership launched in 2024 to tackle restrictive gender norms in Kenya through storytelling and youth engagement.
• SafaricomcoreTechnology or IntegrationKenya's leading telecommunications company enabling mobile-based engagement and SMS communication with youth audiences.
• MicrosoftsupportingTechnology or IntegrationTechnology partner providing platforms and tools for digital operations and online community platforms.
• GooglesupportingTechnology or IntegrationTechnology partner supporting digital platforms and online operations for youth engagement.
• Africa's Voices FoundationcoreTechnology or IntegrationData science experts partnering for big data analysis of SMS and social platform conversations to spot trends and generate insights.
• BFA GlobalcoreTechnology or IntegrationFinance and technology consultancy partnering for machine learning and data analytics to understand audience conversations and behaviors.
• Tulane UniversitycoreStrategic or Co-development PartnerAcademic partner leading long-term panel and experimental studies to evaluate impact of social ventures on attitudes and behaviors.
• University of North CarolinacoreStrategic or Co-development PartnerAcademic research partner conducting longitudinal studies tracking impact on youth attitudes, beliefs and social norms.
• UCL (University College London)supportingStrategic or Co-development PartnerAcademic partner contributing to research and evaluation of social impact programs.
• UNDPmajorStrategic or Co-development PartnerUnited Nations Development Programme supporting #PeacePekee elections campaign with OHCHR.
• AMREFsupportingStrategic or Co-development PartnerAfrican health development organization partnering on health campaigns and vaccination programs.
• KPMGsupportingStrategic or Co-development PartnerProfessional services firm recognizing Shujaaz Inc in Top 100 Midsized Companies surveys.
• DeloittesupportingStrategic or Co-development PartnerProfessional services firm recognizing Shujaaz Inc's innovative hybrid business model.
• EYsupportingStrategic or Co-development PartnerProfessional services firm supporting recognition of innovative companies in Kenya.
• Nation Media GroupcoreChannel Partner/ Reseller/ DistributorEast Africa's largest independent media house, co-publishing Shujaaz comics in Mwanaspoti newspaper.
• Marie StopessupportingStrategic or Co-development PartnerReproductive health organization partnering on sexual health campaigns and information sharing.
• Code for AfricasupportingTechnology or IntegrationAfrican civic technology organization supporting data and technology initiatives.
• NivicoreTechnology or IntegrationDigital health experts partnering on AI-powered chatbot 'askNivi' connecting fans to sexual reproductive health information and services.

Scale indicators14 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Sesame Workshop: Nonprofit media producer creating educational, social-impact content for young audiences worldwide; comparable in using entertainment media to drive learning and behavior change.
• Population Services International (PSI): Global health nonprofit using social marketing and behavior-change communication for sexual/reproductive health, competing for the same donors and addressing similar youth health outcomes as Shujaaz.

Direct peers

• Viamo: Mobile engagement company delivering information and behavior-change content to underserved populations across Africa via IVR/SMS, overlapping Shujaaz's mobile-first youth outreach and donor-funded model.
• BBC Media Action: The BBC's international development charity produces media and communication programs (radio, TV, digital) for behavior change in developing countries, directly overlapping Shujaaz's media-for-development mission.
• Girl Effect: Youth-focused media-for-social-change organization using media brands, mobile and community engagement to shift behaviors among young people (especially girls) in Africa and Asia; near-identical model to Shujaaz.
• Praekelt.org: African nonprofit building mobile and chatbot messaging platforms (e.g. MomConnect) for health and social behavior change, closely comparable to Shujaaz's SMS/WhatsApp youth engagement tools.

Emerging players

• Search for Common Ground: Uses media (radio, TV, digital) and community programming for peacebuilding and social change in fragile regions, overlapping Shujaaz's storytelling-for-social-good approach including election/peace campaigns.
• Every1Mobile: Builds mobile digital communities for behavior change and youth/consumer engagement in Africa, partnering with brands and donors much like Shujaaz's Mesh and Shujaaz Biz platforms.

Others

• Restless Development: Youth-led development organization mobilizing young people across Africa and Asia through peer networks and campaigns; adjacent in youth empowerment though less media-platform centric.

Regional players

• Well Made Strategy: East African strategic communications agency (linked in Shujaaz's own footer) delivering campaign and communications services in the same region and audience space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ShujaazInc
• Facebookfacebook.com/DJBoyie
• LinkedInlinkedin.com/company/shujaaz-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

Investors1 record

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 Shujaaz