South Africa based micro financier Blue Financial Services has made great strides in Kenya since it first entered the East African country in 2007.

Business Day quotes CEO Dave van Niekerk saying that entering the Kenyan market was not difficult because the country has similar legal systems as South Africa. Obtaining business permits also did not take long compared with other African countries where it can take around two and a half years.

Blue operates in a number of African countries and is listed on the Johannesburg stock exchange's Alt-X index, with a secondary listing in Botswana. The company also plans to list on the Namibian and Zambian stock exchanges later in the year.

The company however thoroughly does its homework prior to entering any African market. Before investing in the Kenya, Blue first analysed the country's political system, macro economic factors, regulation and legislation, infrastructure, payroll agreements, competition, demand and saturation.

Business Day further reports that Blue currently has six branches in Kenya's main cities and towns and employs more than 150 people. The main products offered in Kenya are short term loans, as well as home improvement loans, small business loans and education loans. The company's loan book to date has reached Ksh30 million (US$382,000).