Abstract: Survival and sustaining business operations for many years is a challenging task, as two in every five enterprises stay operational beyond one year and only 10% of enterprises stay afloat to reach the tenth year. For enterprises survival and stay operational, the entrepreneurs need to develop and implement strategies. The M-Pesa agents have had low survival rate and hence the need to consider implementation and adoption of positioning strategy. This study sought to establish effect between positioning strategy and sustainability of M-pesa agents in Nairobi City County. The study was grounded on Porter’s generic competitive strategic model and supported Ansoff’s product/market development model. Descriptive research design was used and 702 agents were targeted and through the Mugenda formula, 161 respondents formed part of the study’s sample size. Primary data was collected using structured questionnaires by self-administering to the respondents. The data was analyzed using SPSS using the descriptive, regression and correlation techniques and findings presented in tables and discussions.