Wairimu (Nimo) Muthike is a research and advisory leader with over 15 years of experience in food systems, agricultural markets, climate resilience, financial inclusion and applied behavioural science across Africa.

At Busara, she leads multidisciplinary teams and works with development organisations, governments and private sector partners to translate research and behavioural insights into practical solutions. Her work focuses on understanding how people make decisions, what shapes the adoption of new products and services, and what it takes to sustain their use and impact in real world settings.

Her experience spans agricultural insurance, market systems, smallholder livelihoods and the development of innovations that respond to the realities of underserved communities. She has held leadership roles at ACRE Africa and the Syngenta Foundation, supporting agricultural risk management solutions and partnerships across Africa.

Nimo currently leads Busara’s behavioural adoption readiness work under Mercy Corps AgriFin’s AgriPay Catalyst programme, examining the behavioural and practical conditions that influence sustained use of digital agricultural payments. This includes understanding why farmers and agribusinesses adopt, continue using or abandon digital solutions, and how product design, incentives and the wider ecosystem can support lasting adoption.

She is particularly interested in bridging evidence, behaviour and implementation to help partners move beyond successful pilots towards inclusive, commercially viable solutions that can scale and endure.