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Deconstructing the Monolith: Why Understanding Women’s Individual Needs is Key to Closing the Gender Gap in Financial Inclusion
How can financial service providers tailor their products to boost women's financial inclusion? Scott Graham and Anahit Tevosyan at FINCA discuss the findings of a survey of 2,800 financial consumers in the DRC, which showed – perhaps counterintuitively – that focusing on gender as the defining characteristic of a female client is exactly the wrong approach. They explore why it's necessary to “deconstruct the monolith” of female clients by digging into sub-segments of the market to understand their specific needs and constraints.
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