Mission Statement, Vision, & Core Values (2026) of Joint Stock Company Kaspi.kz.

Dive into how Joint Stock Company Kaspi.kz translates a bold mission-to improve people's lives through innovative mobile products-into measurable impact: its two-sided Super App ecosystem powers a reach of 14 million monthly active users with 9.1 million accessing services daily, drives an expanded merchant network of 581,000 partners, and supported a financial performance of KZT 445 billion in revenue in 2023 (a 28% year‑over‑year rise) while investing about $100 million in R&D to sharpen payments, marketplace and fintech offerings-framing a vision to be the most loved, most used and most essential platform for every family and business in Kazakhstan and anchoring that ambition in core values like customer obsession, teamwork, speed & agility, results orientation, innovation and integrity that shape product decisions, merchant partnerships and everyday user experiences, compelling readers to explore how these numbers and principles translate into concrete services, strategies and future growth paths

Joint Stock Company Kaspi.kz (KSPI) - Intro

• Mission: To simplify and enrich everyday life in Kazakhstan by delivering accessible, reliable and innovative financial and digital services through a single, customer‑centric ecosystem.
• Vision: To be the indispensable digital partner for every person and business in Kazakhstan - enabling prosperity through trusted, frictionless financial and commerce experiences.
• Strategic priorities: grow core financial services, expand merchant acceptance, deepen consumer engagement in the Super App, and invest in R&D and scalable technology infrastructure.

• Customer obsession - design products and journeys around real needs and measurable outcomes.
• Security & trust - maintain rigorous risk, compliance and data protection standards across services.
• Speed & excellence - iterate rapidly with high quality to deliver timely value.
• Inclusion & accessibility - expand financial access for underserved segments and regions.
• Partnership & empowerment - enable merchants and SMEs with tools to grow and digitize.
• Data‑driven innovation - use metrics and research to prioritize investment and product direction.

• Super App engagement: 14M MAU with 9.1M daily users demonstrates deep habitual usage across payments, marketplace and banking.
• Monetization mix: revenue growth (28% YoY to KZT 445B) reflects combined strength of payments, lending, marketplace commissions and ancillary services.
• Merchant expansion: 581K partners signal broad offline and online acceptance, lowering friction for commerce and increasing transaction density.
• Tech investment: ~USD 100M in R&D in 2023 underlines commitment to platform scalability, machine learning, security and developer ecosystems.

Joint Stock Company Kaspi.kz (KSPI) - Overview

• Joint Stock Company Kaspi.kz (KSPI) exists to improve people's lives by developing innovative mobile products and services that simplify daily financial and commerce interactions.
• The company delivers a unique two-sided Super App model: the Kaspi.kz Super App for consumers and the Kaspi Pay Super App for merchants, designed to serve both sides of the ecosystem concurrently.
• By leveraging state-of-the-art technology, machine learning and big data analytics, KSPI aims to create a seamless, secure and personalized digital experience for users across Payments, Marketplace and Fintech platforms.
• The Super App functions as a single gateway, integrating payments, lending, deposits, insurance, marketplace commerce, loyalty and merchant services to reduce friction and concentrate utility in one interface.
• KSPI's mission underscores a user-centric focus and continual innovation to raise daily living standards through accessible digital products for consumers and merchants alike.

• To be the dominant, trusted digital ecosystem in Kazakhstan and adjacent markets, where consumers and merchants rely on KSPI's Super Apps for the majority of everyday financial and commerce needs.
• To expand the depth and breadth of integrated services - from instant payments and consumer credit to merchant acquiring and marketplace logistics - while maintaining high trust and regulatory compliance.
• To scale technology and data capabilities that enable hyper-personalized products, lower costs, and measurable economic inclusion across urban and regional populations.

• Customer Obsession - prioritizing user experience, accessibility and trust in product design and service delivery.
• Innovation at Scale - continuous investment in R&D, data science and engineering to create secure, reliable digital infrastructure.
• Integrity & Compliance - operating within regulatory frameworks and maintaining transparency with stakeholders.
• Two‑Sided Partnership - balancing consumer convenience with merchant empowerment to grow the overall ecosystem.
• Operational Excellence - combining agile product delivery with disciplined risk and capital management.

• Deepening two‑sided Super App engagement: introduce new consumer financial products (deposits, insurance features) and expanded merchant services (acquiring, analytics, loyalty).
• Data-driven personalization: use behavioral data and credit-scoring models to increase conversion, reduce risk and expand consumer credit responsibly.
• Scaling infrastructure: invest in low-latency payments rails, fraud detection, and cloud-native services to support rising transaction volumes.
• Geographic and ecosystem expansion: evaluate adjacent-market opportunities and partnerships to extend KSPI's platform beyond core markets.
• Regulatory alignment and capital efficiency: maintain compliance, prudent capital allocation and strong liquidity to support growth while protecting stakeholders.

• KSPI communicates its strategy through periodic financial disclosures, investor presentations and public metrics that highlight user growth, GMV, take rates and credit portfolio performance.
• Performance indicators prioritized by management include active user growth, engagement metrics, GMV growth, loan portfolio quality (NPLs), cost-to-serve and return on equity.

Joint Stock Company Kaspi.kz (KSPI) - Mission Statement

• Deliver secure, convenient digital financial services accessible to every household and enterprise in Kazakhstan.
• Enable commerce at scale by connecting consumers, merchants and financial flows in one platform.
• Continuously improve customer experience to become not only the most used, but also the most loved platform.
• Maintain financial discipline and sustainable growth while investing in technological innovation and regulatory compliance.

• Market penetration objective: With MAU at ~13.5M in a ~20M population, Kaspi.kz prioritizes expanding frequency and depth of use (more services per user) rather than only new user acquisition.
• Merchant scale: A merchant base exceeding 300,000 underpins commerce liquidity and aids ubiquity of acceptance across cities and regions.
• Emotional engagement: Product quality, reliability, and customer service initiatives are critical to converting frequent users into "most loved" advocates.
• Economic indispensability: Embedding payments, credit, savings, and commerce workflows positions Kaspi.kz as a backbone for consumer and business transactions nationwide.

• Integrated ecosystem: Seamless interoperability across banking, payments, marketplace and value-added services to increase wallet share per user.
• Trust & security: Strong compliance, fraud prevention, and consumer protection to sustain high retention and deep transaction volumes.
• Merchant empowerment: Tools and financing for merchants to accelerate digital acceptance and expand the merchant network.
• Customer experience excellence: Intuitive UX, responsive support, and loyalty programs to grow Net Promoter Score and lifetime value.
• Scalable technology: Investment in infrastructure and data platforms to handle high concurrency, personalization, and new product launches.

Joint Stock Company Kaspi.kz (KSPI) - Vision Statement

• Customer Obsession: Build simple, reliable solutions that remove friction - measured by Net Promoter Score, conversion rates, retention and active user growth.
• Teamwork: Cross-functional squads that iterate together, reducing time-to-market and increasing feature adoption.
• Result-Oriented: Targets tied to GMV, transaction volume, credit portfolio performance, and profitability metrics.
• Speed & Agility: Rapid experimentation and deployment cadence to respond to changing consumer behavior.
• Innovation: Continuous investment in tech, data science, and platform capabilities to expand the Super App ecosystem.
• Integrity: Transparent reporting, regulatory compliance, and strong governance to protect customer trust.

• Scale active users and engagement: grow monthly active users (MAU) and weekly transactors across payments, marketplace and financial services.
• Deepen financial services penetration: increase credit book quality, deposits, and cross-sell ratios per customer.
• Expand commerce ecosystem: increase merchant count, average basket size and frequency.
• Operational efficiency: improve cost-to-income and maintain disciplined capital allocation.

• Customer Obsession - product roadmaps prioritized by customer impact metrics (retention lift, time saved per task, reduction in checkout drop-off).
• Teamwork - shared OKRs, rotational squads, and measurable cross-sell targets.
• Result-Oriented - KPI dashboards tracking GMV growth rate, active buyer/seller ratios, NPLs and return on equity.
• Speed & Agility - weekly releases, A/B testing pipelines, and rapid learning loops to de-risk new offerings.
• Innovation - R&D and engineering investment to scale machine learning for credit underwriting, fraud prevention, and personalization.
• Integrity - adherence to local regulation, transparent public reporting, and robust data privacy controls.

• Integrated payments and marketplace - faster checkout, one-click pay, and unified receipts that raise conversion and repeat purchases.
• Embedded credit - accessible point-of-sale loans and consumer credit with digital underwriting that supports GMV growth while monitoring credit quality.
• Deposit & savings features - mobilizing customer funds to support internal lending and lower cost of capital.