Ajua, Africa’s leading customer experience (CX) platform, has announced the strategic acquisition of Rate My Service (RMS), a pioneering Kenyan customer and employee experience platform.
This move significantly strengthens Ajua’s expertise, strengthens its regional relevance and accelerates its mission to become the most comprehensive experience management platform on the continent.
This acquisition brings together two of Africa’s most prominent CX providers. RMS’ innovative feedback solutions and deep market insights are combined with Ajua’s broad reach and advanced technology. The result is a powerful, integrated platform designed to deliver more impactful and customized CX strategies to businesses across the continent.
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“This acquisition will revolutionize the CX landscape in Africa,” said Nyasha Mutsekwa, CEO of Adjua. “Welcoming RMS to the Ajua family not only deepens our local expertise but also expands its reach. This is a major step towards building Africa’s most robust CX platform, enabling businesses to understand and serve their customers with unparalleled precision.”
Ajua provides an end-to-end CX solution that enables organizations to collect, analyze and act on customer feedback, and is already well-regarded for its wide presence across Africa and the Caribbean.
In May 2025, the platform announced a strategic partnership with Amazon Web Services (AWS). This partnership marks a significant milestone in Ajua’s mission to extend world-class, insight-driven customer experiences across Africa and beyond.
As part of this collaboration, Ajua was officially listed on AWS Marketplace, making it the first African CX platform to achieve this accolade. This listing provides global enterprises with seamless access to Ajua’s suite of real-time customer experience solutions, enabling them to listen, learn, and respond to customer feedback faster and more accurately.
These platforms also offer direct integration with meta products such as Google and WhatsApp, ensuring seamless and accessible customer interaction channels. The strategic partnership with Meta strengthens the platform’s commitment to delivering hyperlocal, real-time CX solutions by leveraging platforms that are already embedded in everyday consumer behavior.
Meanwhile, Rate My Service (RMS), a customer feedback platform founded in 2017, is designed to help businesses collect, analyze, and act on customer and employee feedback to improve service quality and online reputation. Its primary focus is on automating the measurement and monitoring of customer, employee, and brand experiences across various touchpoints, making it a valuable tool for businesses looking to improve customer satisfaction and drive growth.
The platform simplifies feedback collection through tools like QR code widgets, email signatures, and integrations with platforms like Google and Meta (including WhatsApp). This allows businesses to collect real-time feedback from customers and employees.
We also monitor and manage reviews across platforms like Google My Business, Yelp, and Trustpilot, helping businesses increase 5-star reviews and privately address negative feedback.
By incorporating RMS’ specialized solutions, Ajua strengthens its ability to deliver comprehensive, highly localized and sector-diverse CX services. The acquisition underscores Adjua’s commitment to driving innovation in Africa and setting new benchmarks for customer-centric growth.
In particular, Ajua brings payments integration and a broader client network, while RMS adds sophisticated feedback tools, enhancing the combined platform’s ability to deliver comprehensive and localized CX solutions.
Kenya’s CX sector is projected to grow at a compound annual rate of 11.2% until 2031, driven by demand for real-time analytics and mobile-first engagement. The merger positions Ajua-RMS to compete with local rivals such as Africa’s Talking and Emalify, as well as global companies such as Zendesk and Zoho.
