Gayatri Murthy is Financial Sector Analyst on the Customers at the Center Team, where she supports financial service providers (FSPs) in the adoption of the customer-centricity approach through research, resources and partnerships.
In partnerships with FSPs in India and Kenya, she works on building insights into the needs, behaviors and preferences of their low-income consumers to improve the delivery of financial products and services. She is also using these insights to create new digital products and platforms that lead to greater engagement and use by low-income customers. The ultimate goal of this work is to help build customer-centric FSPs, where all business operations are focused on the customer and continuously informed by insights on their lives and their needs.
Prior to joining CGAP, Gayatri worked for 6 years at Intermedia where she gained expertise in conducting nationally representative surveys, impact evaluations and qualitative studies on financial access, digital financial services and civil-society building. She led the Financial Inclusion Insights (FII) research program in India, which included conducting a multi-year, nationally representative survey of 45,000 Indians on access to and use of financial services.
Gayatri received her master’s in International Communication from the School of International Service at American University in D.C. She obtained her B.A. in economics from St. Xavier’s College, Mumbai and also worked for GiveIndia, a platform to promote efficient and effective giving to the poor in India.