Nairobi, Feb. 26 -- A vicious market share fight is un-folding in Kenya's multi-billion shilling public service vehicle (PSV) insurance industry that has seen an insurer linked to President William Ruto cede ground to two firms associated with media mogul Samuel Kamau (SK) Macharia and SportPesa boss Ronald Karauri.

The market share of Africa Merchant Assurance (Amaco), partly owned by President Ruto's family and his close allies, dropped to 47.49 percent from 54.71 percent in March 2025, latest regulatory data show.

The drop comes as rival firms grew their premiums ata faster rate, triggering market shifts that saw Definite Assurance Company, the newest insurer targeting PSVs, emerge as the biggest beneficiary.

Mr Karauri, who is also...