Digitizing tradition: Kazakhs can now send cash gifts via Aitu

Kazakhstan’s national messenger Aitu plans to expand the capabilities of family chats, including the ability to send relatives traditional transfers such as korimdik (a gift given to congratulate someone on a significant event), suyinshi (a gift given in response to good news) and asar (a practice of coming together to help a family or community member).

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At a recent government meeting, Maksat Nuridenuly, CEO of BTS Digital, which developed the messenger, said 6.8 million users had registered on Aitu. The messenger currently has 1 million monthly active users, including 100,000 daily users.

Nuridenuly noted a significant gap between the number of registered users and the platform’s regular audience. He attributed this in part to Aitu’s limited functionality as a messenger and said the company now needs to give users more reasons to return to the platform each day.

Digital tools for families

The company is developing Aitu as a national messenger that reflects Kazakhstan’s traditions, language and way of life, Nuridenuly said. He noted that the platform will offer features designed for families, including shared spaces where relatives can store photos, create calendars of important events, receive reminders and organize activities.

According to Nuridenuly, Aitu will also support traditional money transfers, including korimdik, suyinshi, asar and sadaqa (voluntary charity). Another planned feature is a digital shezhire, allowing users to preserve and document their family histories and genealogies in a convenient format.

More support for the Kazakh language

The development of Kazakh-language services will also be a priority. The app will offer automatic translation between Kazakh and Russian in both directions.

Aitu also plans to create channels for eGov inquiries, as well as neighborhood, home and school chats where users can conduct polls and submit utility meter readings. The platform is expected to include verified communication channels with doctors, police officers and other government officials.

Aitu targets 3.8 million monthly users

Nuridenuly said the company expects Aitu’s monthly active audience to reach 1.5 million users by the end of this year. The company’s target for next year is more than 3.8 million monthly users.