Her Majesty Queen Máxima, who was currently in Ethiopia as part of a three-day visit that aimed at promoting access to financial inclusions in the East African countries, envisaged at promoting digital applications in Ethiopia's financial services. During her trip, Her Majesty Queen Máxima visited HelloCash/HelloMarket agent in Addis Ababa and discussed the socio-economic impact of HelloCash/HelloMarket has, how HelloCash is changing the lives of the agents and customers. Her Majesty Queen Máxima, had a chance to talk to one of HelloCash customer who stated ‘ ...by using the HelloCash agent I was able to enough save more money and the convenience of the service eased my life'