Kenyan startup SafiriSalama has launched what it claims is Africa’s first end-of-life services platform, offering digital death notices, memorials, and a directory of funeral service providers.
SafiriSalama rolled out its beta version in November 2021 and is currently undergoing a 12-month introduction and consolidation campaign in Kenya before expanding to other African markets.
The startup, which raised US$100,000 from a US angel investor for product development and is now raising a pre-seed funding round, has developed three products.
“Death Notices” enables the creation of affordable digital death announcements that can be shared across multiple social media platforms and controlled by users, while “Memorials” provides a subscription to a one-stop-shop including a user-friendly noticeboard for managing a loved one’s funeral process.
“The Redbook”, meanwhile, is a B2B and B2C product and services online directory that connects verified service providers in the funeral and grief industry with families. It features over 50 categories of direct, indirect, and accessory providers.
“Africans tend to avoid discussions about death or end-of-life planning”, said John Nyongesa, SafiriSalama’s founder and CEO. “This lack of knowledge creates an opportunity for exploitation, as people are uninformed and emotionally vulnerable when a loved one passes away. No other business deals with such a vulnerable group.”
SafiriSalama aims to ensure these people are connected to the best service providers and can manage the death of a loved one efficiently and smoothly.
“Every life, regardless of status, is a story,” said Nyongesa. “The internet is an equaliser.”
