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.
The move significantly strengthens Ajua’s expertise, reinforces its local relevance, and accelerates its mission to become the continent’s most comprehensive Experience Management platform.
The acquisition brings together two of Africa’s most prominent CX providers. RMS’s innovative feedback solutions and deep market insight combine with Ajua’s extensive reach and advanced technology. The result is a powerful, integrated platform designed to deliver more impactful and tailored CX strategies for businesses across the continent.
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“This acquisition is a game-changer for the African CX landscape,” said Nyasha Mutsekwa, Ajua’s CEO. “Welcoming RMS into the Ajua family not only deepens our local expertise but also expands our reach. It’s a major step toward building Africa’s most robust CX platform—empowering businesses to understand and serve their customers with unmatched precision.”
Ajua is already well-regarded for its widespread presence across Africa and the Caribbean, offering end-to-end CX solutions that enable organizations to collect, analyze, and act on customer feedback.
In May 2025, the platform announced a strategic partnership with Amazon Web Services (AWS). This partnership marked a significant milestone in Ajua’s mission to scale world-class, insight-driven customer experiences across Africa and beyond.
As part of this collaboration, Ajua is now officially listed on the AWS Marketplace, becoming the first African CX platform to achieve this distinction. This listing provides global businesses with seamless access to Ajua’s suite of real-time customer experience solutions, enabling them to listen, learn, and act on customer feedback faster and with greater accuracy.
The platforms also offer direct integration with Google and Meta products, including WhatsApp, ensuring seamless and accessible customer interaction channels. The strategic partnership with Meta enhances the platform’s commitment to delivering hyper-local, real-time CX solutions by leveraging platforms already embedded in everyday consumer behavior.
On the other hand, 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 automating the measurement and monitoring of customer, employee, and brand experiences across various touchpoints, making it a valuable tool for businesses aiming to enhance customer satisfaction and drive growth.
The platform simplifies gathering feedback 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.
Also, it monitors and manages reviews across platforms like Google My Business, Yelp, and Trustpilot, helping businesses boost 5-star reviews and address negative feedback privately.
By incorporating RMS’s specialized solutions, Ajua will enhance its ability to provide a holistic, highly localized, and sector-diverse CX offering. This acquisition underscores Ajua’s commitment to driving innovation and setting new benchmarks for customer-centric growth in Africa.
Notably, Ajua brings payment integrations and a broader client network, while RMS adds sophisticated feedback tools, enhancing the combined platform’s ability to offer holistic, localized CX solutions.
As Kenya’s CX sector is projected to grow at an 11.2% compound annual rate through 2031, driven by demand for real-time analytics and mobile-first engagement. The merger positions Ajua-RMS to compete against local rivals like Africa’s Talking and Emalify, as well as global players like Zendesk and Zoho.