YFS Case Study No.14: Product Development for Girls: Girls’ Savings and Financial Education

Author

Ben Shell, Women’s World Banking (2009)

Abstract

Women’s World Banking (WWB) is a global network of 40 microfinance providers and banks, working in 28 countries to bring financial services and information to low-income entrepreneurs. By offering savings products, financial education programs and tailored marketing, WWB is focusing on changing the savings behavior of low-income girls. This case study details how Women’s World Banking has helped one of its network members, XacBank of Mongolia, design and roll out savings products and financial education programs for girls ages 14-17. Through extensive market research, XacBank learned the savings and banking-related needs, desires, aspirations, constraints, knowledge, attitudes, and behaviors of girls, which become central concerns during the design of products, financial education programs and marketing strategies. The project team determined that the bank needed to form partnerships at different levels in order to reach girls: with experienced youth education organizations to design and manage delivery of financial education, and with schools and youth-serving community-based organizations in order to reach girls cost-effectively. Through a closely monitored pilot, the project team developed and refined models for integrated delivery of financial education and marketing to schoolgirls and working girls.

Keywords

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