Our research tells us that there are major barriers to the financial inclusion of low income women. To better integrate women into the financial sector, we have to understand not only the local banking and regulatory environment but also their lives. This includes the cultures in which they live and work, their role as caregiver, and their financial needs and goals.


Women’s World Banking uses intensive on-site research to understand clients, the institution, and the environment in which the financial institution operates. Applying this approach to financial education, Women’s World Banking considers clients’ financial goals and needs, the institution’s business objectives, and the existing market for financial services and information. We then work with the institution to develop a financial education strategy that uses existing delivery and communications channels and fits within client and business routines. In some cases financial education will accompany delivery of a new product, such as savings or insurance, while in others financial education will be used to increase the uptake of existing products. In either case the approach is tailored and built on five core principles (outlined below).


Delivery of messages can take on several forms, but is based on these principles. This publication addresses the two delivery approaches Women’s World Banking is currently employing: mass media campaigns and direct outreach by a financial institution.


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