The Kenyan listed firms have immensely contributed to the country’s economy. However, poor financing decisions have led to most firms’ failure, which has in turn posed a big dilemma to researchers, business managers, as well as investors. Past research relating intangible asset structure and financial performance have also presented mixed results. Therefore, this study purposed to establish the relationship between intangible asset structure and financial performance of listed non-financial firms operating in Kenya. Thirty (30) non-financial firms were targeted as population of the study and were selected using census sampling technique as a unit of analysis. The findings yielded that there was a positive relationship between intangible assets and non-financial firms listed at NSE; with a model as follows Y = 7.042 + 0.675X + ԑ It was therefore concluded that managing intangible asset structure contributed betterment and profitability of non-financial firms’ listed at Nairobi Securities Exchange, Kenya.