4G Capital: Living the Spirit of the Hustle

Hustlers are the backbone of our economy and our nation’s future.

Known formally as Micro and Small Enterprises (MSEs) or Micro, Small and Medium Enterprises (MSMEs), these everyday entrepreneurs are responsible for moving food from farm to plate, stocking the brands people love, and serving the goods and services that keep families going. From early morning duka (shop) owners and mama mbogas (small-scale grocers) to startup strivers, hustlers are everywhere resilient, hardworking, and focused on building a better future for their families.

Supporting these hustlers is at the heart of 4G Capital’s mission. The company exists to grow business with capital and knowledge, unlocking people’s potential for good. At its core, 4G Capital celebrates what it calls the “Heroes of the Hustle”, individuals whose daily efforts drive local economies, communities, and ultimately national prosperity.

The informal economy feeds not just neighbourhoods but the next wave of formal enterprise. Yet life in this sector can be tough. Savings are limited, and external shocks like droughts, rising living costs, insecurity, or health emergencies hit traders hard squeezing margins and stretching resources. But hustlers are inspiring in their resilience; they face adversity with toughness, optimism, and a smile.

4G Capital is committed to standing with them. As one of Africa’s leading financial services, B Corporation certified, and a winner of multiple impact and industry awards, 4G Capital believes in business as a transformative force for good. Its relationship officers affectionately called ‘Mwalimu’ (teacher) by many clients guide entrepreneurs not just with capital but with practical business and financial skills that strengthen their capacity to succeed.

Since its founding in 2013, 4G Capital has grown remarkably, building a team of dedicated professionals who reflect the diversity of the communities they serve. With millions of loans issued to hundreds of thousands of clients many from rural areas, youth-led enterprises, and women-owned businesses, the company continues to democratise wealth creation across Kenya and beyond.

In its work, 4G Capital combines innovative fintech and AI systems with hands-on, human support. By partnering with global and local brands and their distributors, the company offers invoice financing that helps small traders boost sales and grow sustainably. Every working-capital loan is supported by financial literacy training and bespoke guidance empowering hustlers with both capital and confidence.

Despite economic headwinds, the hustle continues. 4G Capital remains committed to its purpose: to stand alongside entrepreneurs, help them navigate challenges, and celebrate their successes. Because when hustlers succeed, communities thrive and the economy grows stronger for everyone.

Credit: Originally published by Nation Africa (nation.africa) and The Standard (standardmedia.co.ke).