Jubilee Asset Management Limited (JAML), a subsidiary of Jubilee Holdings, has reached a major milestone after crossing KES 20 billion in Assets Under Management (AUM) within its retail investment funds business.
The achievement underscores a remarkable surge in investor confidence and places the firm among Kenya’s fastest-growing fund managers.
The fund manager, which launched its retail investment division in December 2022, manages three flagship products; the Jubilee Money Market Fund (KES), Jubilee Fixed Income Fund (KES), and Jubilee Money Market Fund (USD).
Collectively, these have seen their asset base expand nearly 1,000-fold in just under three years, highlighting a powerful shift in how Kenyan investors are allocating their savings.
The milestone comes at a pivotal time for Kenya’s fund management sector, which is showing strong signs of recovery after several years of market volatility.
Lower inflation and renewed investor confidence have spurred fresh inflows into regulated Collective Investment Schemes (CIS), reversing a period of subdued activity in the financial markets.
According to Jubilee Asset Management, its retail investment business recorded an annualized growth rate of 167% in 2025, driven by rising appetite for professional fund management and stable money market returns.
The firm attributes this growth to prudent fund selection, strong brand trust, and the company’s focus on digital distribution channels that have widened access to ordinary investors.
Jubilee Asset Management’s expansion reflects a broader transformation taking place across Kenya’s capital markets. In recent years, more individuals have turned to unit trusts and money market funds as alternatives to traditional savings accounts, seeking higher returns and liquidity.
Industry analysts note that the firm’s 1,000-fold growth since launch is one of the fastest recorded in Kenya’s asset management space, outpacing some older and more established fund managers.
This signals a growing preference for institutional-grade investment products among retail clients, a demographic previously underserved by the formal financial sector.
The KES 20 billion AUM milestone also cements Jubilee Asset Management’s position as a key player in the East African investment ecosystem.
Its performance has been boosted by an increased focus on retail participation, improved regulatory oversight by the Capital Markets Authority (CMA), and the stability of Kenya’s financial system despite global economic headwinds.
A critical driver of the firm’s success has been its adoption of digital platforms that allow investors to sign up, monitor, and withdraw funds online.
By simplifying access to investment products, Jubilee has tapped into Kenya’s growing population of tech-savvy savers and entrepreneurs who seek low-risk instruments with competitive returns.
Digital distribution has also helped reduce operational costs and increase transparency, factors that continue to attract young professionals and small business owners to retail investment products.
With Kenya’s mobile penetration rate among the highest in Africa, financial inclusion through fintech remains a cornerstone of Jubilee’s growth strategy.
The performance of money market funds, in particular, has been a safe haven for investors navigating volatile equity markets.
With returns often outperforming fixed deposits, these funds have become an attractive choice for those seeking capital preservation with modest yields.
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