Fridah grew up in a small village on the slopes of Mt. Kenya. She worked in various finance and business roles in Kenya before pursuing a master’s degree in finance at Vrije Universiteit (Duisenberg Honors Program) in Amsterdam: “Despite knowing little about the Netherlands, I soon learned that it ticked all the boxes. Great opportunities for internationals, a welcoming environment, and potential for personal and professional growth. So, I decided to take the leap.” After completing her master’s and an internship at a pension fund, she worked with an investment firm, deepening her passion for financial inclusion. “Particularly for women and diverse entrepreneurs. I believe that entrepreneurship can significantly improve lives.”

She was motivated by her own experiences and challenges that entrepreneurs face, including lack of access to funding. “I wanted to create a platform where underrepresented entrepreneurs could access resources and funding to help their businesses thrive.” With ZidiCircle, she created a global full support system for diaspora entrepreneurs and investors, with programs running across Europe and Africa. The platform Empowering underserved entrepreneurs and investors has reached over 4,000 startups and small and medium-sized enterprises and over 500 investors, from training to securing funding. “It’s amazing to see all those businesses that wouldn’t have existed without the right support. When we help entrepreneurs who may have faced barriers, it shows that migration can be a force for good when people are given the right tools and attention.”

Adjusting to life in the Netherlands came with personal challenges. “Especially when it came to adapting to a new language and culture. I’ve integrated into society in many ways, but the language remains a struggle. Thanks to the RVO Startup Visa facilitator program, I met my business coach Toon Buddingh, who has been very helpful in establishing and building up ZidiCircle from scratch. He helped secure the technical expertise needed for our incubation programs.” Daily life in the Netherlands required practical adaptations too: “The bike culture here is incredible. I couldn’t afford public transport when I first arrived, but once I got a bike, it became an essential part of my daily life.”