In this episode of the Pure Digital Passion podcast, I had the pleasure of hosting Sheila Kimani, Chief Commercial Officer at Loop, a digital-first financial services platform from NCBA Bank Group. We unpacked Loop’s journey from a youth-targeted banking product when it launched in Kenya back in 2017 to what it has now become—a lifestyle-driven, embedded finance platform that's rapidly scaling across East and West Africa.At the heart of our conversation was Loop’s bold UX redesign for its mobile app, the motivations behind it, and the vision it signals for the future of digital banking in Africa.Rebuilding the Loop Experience—From the Ground UpFor those of us who’ve used Loop for years (myself included), there’s no denying that it hit a few bumps in the road, especially during previous system upgrades. In fact, I’ve shared candid feedback online about the app’s past struggles. However, Sheila was clear and honest about how Loop took this feedback seriously—and turned it into a catalyst for change.The newly redesigned Loop mobile app, launched recently, is faster, more intuitive, and built around user feedback. Everything from screen flows to swipe gestures has been optimized for simplicity, responsiveness, and fewer taps.The approach wasn’t just aesthetic. Sheila explained how Loop conducted study groups, ran feedback loops, and worked closely with designers and developers to strip the app back to its essentials and rebuild it with usability at the core. The result is an app that feels leaner, smarter, and more attuned to how people actually use digital finance in their daily lives.A Lifestyle Banking Platform, Not Just an AppOne of the most striking takeaways from our conversation is that Loop is no longer just a digital bank—it’s a lifestyle platform. Given that Loop has more than 500,000 active consumers and 200,000 merchants, it now supports a wide range of real-life ecosystems, including:Agriculture: Loop works directly with rice farmers in Western Kenya, offering financing from land prep to harvest.Education, Health, and Trade: Loop embeds financial tools into services people depend on daily.Retail: Through the “Discover” feature, users can access deals and discounts from partners like Samsung, Oppo, and Hotpoint.Loop’s digital wallet, Visa/MasterCard debit cards, and real-time merchant settlements all contribute to a seamless payment experience.Financial Services, SimplifiedLoop has also significantly expanded its credit and lending capabilities under what Sheila called the “Grow” proposition, which includes:30-day loansOverdrafts and term loansBuy Now, Pay Later (BNPL) optionsUnsecured loans up to KES 3 millionWhat’s particularly impressive is how BNPL has become a flagship feature, giving customers affordable access to devices, appliances, and more—directly through the app, and with flexible payment plans.The Bigger Picture: Growth, Ecosystems & Going Pan-AfricanSheila also shared Loop’s expansion ambitions beyond Kenya. The platform is actively working on market entries into Uganda, Ghana, and Rwanda, leveraging telco partnerships to offer credit on mobile wallets and build hyperlocal financial services ecosystems.The goal is to embed finance in everyday life—whether you're a farmer, a freelancer, or a family-run shop owner—and to do it digitally, paperlessly, and intelligently. That includes AI-driven underwriting, personalized savings tools, and eventually, a foray into crypto and digital assets.Final Word: The Loop Community is GrowingSheila made a heartfelt invitation to all listeners: Become a “Looper.” Download the app from the Google Play Store or Apple App Store, onboard digitally, and experience what a modern financial lifestyle platform looks like.With a new app, improved performance, and a vision built on co-creation with users, Loop is not just back—it’s reborn.