By Yunus S. Saliu
Wave Mobile Money says it remains committed to expanding access to affordable and inclusive digital financial services across The Gambia as part of efforts to support the country’s growing financial ecosystem.
Speaking in an interview at the ongoing GCCI Trade Fair Gambia International, Managing Director Sainabou Sarr said the company entered the Gambian market after identifying limited access to formal financial services, particularly among underserved communities.
She said findings from the FinScope survey showed that only 19 percent of the adult population had access to formal financial services at the time Wave launched operations in the country.
“This highlighted a strong opportunity to drive financial inclusion and empower everyday Gambians through accessible digital finance,” she said.
According to Sarr, The Gambia remains a fast-evolving market with a growing entrepreneurial culture and increasing openness to digital innovation.
She noted that many Gambians still rely heavily on cash transactions despite the logistical and security challenges associated with handling cash.
Wave, she said, identified an opportunity to address the gap by providing affordable and user-friendly mobile money services adapted to the daily realities of the population.
The company currently operates a nationwide network of more than 1,900 agents across the country, supporting individuals, families and small businesses with accessible financial services.
Sarr said accessibility remains central to Wave’s mission, adding that the company is working to remove barriers including cost, distance, complexity and lack of trust that often limit access to financial services.
“We have built a service that is simple to use, affordable, and available close to where people live and work through our nationwide agent network,” she said.
She added that the service particularly benefits women entrepreneurs, young people, informal sector workers and rural communities with limited access to traditional banking services.
According to her, financial inclusion provides people with opportunities to improve their livelihoods and better manage financial challenges.
On customer protection, Sarr said trust remains fundamental to the company’s operations.
“People trust us with their money, and we take that responsibility extremely seriously,” she said.
She disclosed that Wave continues to invest in security systems, compliance measures and customer education to strengthen confidence in the platform.
The Managing Director said the company regularly engages users and agents on fraud prevention, PIN protection and safe transaction practices while also collaborating with regulators and relevant authorities to maintain industry standards.
Sarr further highlighted the role of digital payments in supporting small merchants and informal traders, whom she described as key contributors to the Gambian economy.
“Many small businesses still operate almost entirely in cash, which creates challenges related to security, liquidity, and efficiency,” she said.
She added that Wave continues to engage directly with merchants and entrepreneurs to better understand their challenges and encourage digital adoption.
Looking ahead, Sarr said broader adoption of digital payments could contribute significantly to economic development by improving financial inclusion, transparency and entrepreneurship.
“Digital finance can contribute to national development by modernizing commerce, encouraging innovation, and supporting a more connected economy,” she said.
She added that safer transactions, convenience and improved financial resilience remain among the long-term benefits digital finance can provide to individuals and families across the country.
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