Here is one of three Field Notes from the Partnership for Financial Inclusion, a joint initiative of IFC and the Mastercard Foundation, to help DFS providers to tailor products and services to particular market segments as they shed new light on two particular market segments, youth and women, as well as the potential for digitizing social payments on the continent.
Women and Digital Financial Services in Sub-Saharan Africa: Understanding the Challenges and Harnessing the Opportunities draws on several studies over the past six years and shows that there are pronounced differences in the way men and women engage financial services in Sub-Saharan Africa. The researchers recommend that providers offer simplified services for basic phones, emphasize marketing through social networks, and mimic the flexibility and social aspects of informal services to better reach women.
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