Building Bridges: How Fienta Took the Leap from Estonia to Kenya with Latitude59

Fienta has been the ticketing partner of Latitude59 since 2019. At first, Latitude59 events took place only in Estonia, but in recent years the team has been making several round-the-world trips each year to organise conferences on different continents. We’re proud of their success and endlessly grateful that they’re building bridges for startups – Fienta operating in Kenya is just one example of this, made possible thanks to Latitude59.

Just before our next trip to Kenya, Latitude59 sat down with Fienta’s Liina and Rene for an interview – they asked, and we answered. Here is summary.

What attracts you to Nairobi and its startup ecosystem?

We are genuinely excited about bringing Fienta to Africa. Nairobi offers a rare mix of scale, speed, and community that makes it a perfect place to grow. The local startup scene is incredibly open-minded and supportive, which makes entering the market both enjoyable and productive. On top of that, everyone speaks fluent English and the country has a very young and fast-growing population, which means a large and expanding base of potential event-goers. 

On a personal level, we Estonians have a lot to learn from Kenyans – their warmth, openness, and focus on relationships are refreshing. For us, it’s not just about expanding a business; it’s also about growing personally.

What kind of value do you see in participating in Latitude59 Kenya for Fienta?

In Kenya, business relationships rely much more on personal contact. Email isn’t the go-to channel we’re used to in Europe. Latitude59 gives us a chance to introduce Fienta in person, meet potential customers, and better understand local business culture and the specific needs of the ticketing market.

To be honest, we might not have taken the leap without Liisi and Kaspar’s encouragement from Latitude59. Their invitation got us to Nairobi last year for the first time. This year we’re back, now as part of the expo area and with our first customers in Kenya, which feels like a very meaningful next step. Every Latitude59 event helps us learn something new and strengthen our relationships in the region.

How does the business environment in Nairobi differ from that in Estonia, and how has Fienta adapted to the Kenyan market?

The biggest difference is that everything in Kenya is mobile-first. People rely on their phones for everything: discovering events, paying for tickets, and sharing them. Payments are almost entirely synonymous with M-Pesa, which dominates the market. Communication also runs mainly through WhatsApp rather than email, which changes how we support customers and organisers.

To fit that environment, we adapted by supporting Kenyan shillings, offering ticket checkout in Swahili, and most importantly, integrating M-Pesa so organisers can sell where their audiences already pay. We’ve also learned to simplify user flows for mobile devices and make the whole experience feel fast, local, and familiar.

Could you tell us a bit about the MPESA integration — what was that process like, and why was it important?

The integration itself was quite straightforward, but getting it right was essential. Thanks to our partner Startbutton, the technical side went smoothly. And we have to give huge credit to the Latitude59 team, who actually introduced us to Startbutton in the first place. That connection made all the difference and again shows how valuable this partnership is.

 During Latitude59 Kenya last year, we picked up local SIM cards and made live payments ourselves to really understand the flow from a customer’s perspective. Experiencing the system firsthand gave us practical insights into how payments work and what local users expect. It’s a great example of how, in Kenya, progress often comes through conversations and collaboration rather than long, formal processes.

Why do you think other Estonian companies should be interested in African markets as well?

Because once you arrive and start meeting people, you immediately feel the energy and opportunity here. The market is young, fast-moving, and open to new ideas. Not to mention the population growth – Africa, and Kenya in particular, represent an emerging market with enormous potential. Combine that with fluent English and excellent internet connectivity, and you have one of the most accessible and promising environments for innovation and digital products anywhere in the world.

For Estonian companies that are used to operating in small, competitive European markets, Africa offers both scale and excitement. It’s a great place to learn, experiment, and build relationships that last.

What opportunities or trends do you see emerging in Africa’s tech and startup scene in the coming years?

Africa’s young, tech-savvy population and rapid economic growth are driving huge demand for digital tools. We see major potential in areas like SME solutions, logistics and marketplace services, and, of course, mobile-first ticketing. The companies that will succeed here are those that think mobile-first, design products that work even with limited connectivity, and build genuine, long-term local partnerships.

For us, it’s inspiring to see how quickly digital adoption is happening. Kenya in particular has a strong foundation for tech innovation, and we believe its startup ecosystem will continue to grow in both regional and global relevance.

If you had to describe Fienta and Latitude59’s partnership in one word, what would it be and why?

Catalytic! 

Latitude59 has opened doors, accelerated our learning curve, and helped us build real relationships, not only in Kenya but also worldwide. Every collaboration has led to new opportunities, connections, and lessons that shape how we grow. Working with Latitude59 has made us faster, more confident, and better connected than we could ever be on our own.

The original interview is published on the Latitude59 website: https://latitude59.ee/building-bridges-how-fienta-took-the-leap-from-estonia-to-kenya-with-latitude59/