Samuel Njuguna

Samuel Njuguna is the co-founder of Chumz, a savings app built to serve Africa’s mass market. Driven by a passion for creating products that truly resonate, Samuel combines business acumen, technology expertise, and behavioral psychology to develop solutions that solve real, urgent problems rather than nice-to-have needs. At Chumz, he emphasizes the importance of informed trial and error, using prototypes and direct user feedback, observing not just what users say, but how they behave , to refine products that stick. Samuel’s approach is rooted in simplicity, product-led growth strategies, and a deep understanding of human behavior, from cognitive load in brand naming to social dynamics in group savings. Beyond creating engaging financial solutions through gamification and vibrant design, Samuel is purpose-driven, with ambitions to expand Chumz across ten African countries while building a school for underprivileged girls in rural communities and slums. His work exemplifies how understanding people, their pain points, and behaviors is key to building impactful products for Africa’s mass market.