This 15-page Focus Note is based on research WWB carried out in Uganda in 2009. It highlights the specific gender-based social, cultural and legal barriers that rural women face in accessing and using financial services in Uganda and examines the operational challenges to sustainably serving this market. Provides a call to action for the financial sector in Uganda and throughout Sub-Saharan Africa to focus on developing customer-driven financial services for low-income women based on gender dynamics in rural households.</