Using your data to drive growth in women’s use of mobile money services
Mobile financial services have proven to be a game changer for financial inclusion. However, women are consistently less likely than men to access these services. This is a loss to women, many of whom have yet to reap the benefits of mobile money, and a loss to mobile money providers who have yet to capture these women as subscribers. If analysed, customer data is a valuable resource for providers to better understand their customers. Looking at it with a gender lens will help providers understand where they are losing potential female subscribers and develop actionable strategies for realising this opportunity. This document sets out an approach to analysing customer data with a gender lens which can help mobile financial service providers better target women.