Nairobi, Feb. 5 -- While studying for his undergraduate degree in software engineering in Toronto, Canada, Peter Kironji had a conversation with his doctor that opened his eyes to the lucrative influencer marketing space.

The doctor, Mr Kironji says, was perplexed by how his (doctor's) fiance was earning more than him through a working model called 'influencer marketing' that was barely understood by most people at the time.

The seed was sowed in Mr Kironji's fertile mind. He dived full-throttle into researching the concept even as he continued his degree studies.

At the onset of the Covid-19 pandemic in 2020, when restrictions on movements were enforced, forcing people to shop online, Mr Kironji saw an opportunity to turn his research...