The Higher Education Loans Board (HELB) is a Kenyan state corporation that provides affordable loans, bursaries, and scholarships to students pursuing higher education. Their services include the Jielimishe Loan for employed students and participation in the Variable Scholarships and Loans Funding (VSLF) model. The target audience is Kenyan students in universities and TVET colleges. HELB's unique selling proposition is offering financial support based on need, promoting equity and access to higher education. This approach ensures that students receive funding tailored to their financial situation, making higher education more accessible.