Photo by Ullas Kalappura, 2017 CGAP Photo Contest Photo by Ullas Kalappura, 2017 CGAP Photo Contest

Customers

The number of people with access to a financial account is steadily rising. Globally, 69 percent of adults in 2017 had accounts, up from 51 percent in 2011. But there are stark differences among countries—China and India are at 80 percent, while Pakistan and Sierra Leone have only 22 percent of adults banked. And the gender gap in account use is unchanged over the past decade at nine percentage points worldwide. Moreover, one in three people in developing countries had not used their accounts over the past year, according to the 2017 Global Findex.

CGAP's work on customers seeks to better understand the financial lives of poor people, particularly women, youth, and the forcibly displaced, among other vulnerable segments. What we learn will help financial services providers design products and services that better meet the needs of low-income people. We believe that creating value for customers increases account uptake and use, which in turn gives poor people more opportunities to improve their well-being. Providers also benefit because customers who see the value in services offered tend to be more loyal, use more financial products, and generate more revenue for providers.

Latest Research

Publication

Smallholder Households: Distinct Segments, Different Needs

CGAP research identifies three segments of smallholder households and uses data from nationally representative surveys of smallholder households to outline recommendations on high-value financial solutions
Infographic

Infographic: High-Saving Youth in Smallholder Households

High-saving youth in smallholder households tend to have strong savings habits and own mobile phones, and should be an important target group for financial services providers with digitally-enabled solutions.
Publication

High-Saving Youth in Smallholder Households: An Untapped Market

Financial service providers can leverage the strong savings habits of youth in smallholder families and their access to mobile phones to develop digital products that better meet their needs and aspirations.

Latest Blogs

Blog

Diagnosing Social Norms in Women’s Financial Inclusion Programming

Funders must develop a deeper understanding of how to tackle social norms that restrict women's financial inclusion. Lessons from CGAP’s research in Turkey help point the way.
Blog

Financial Health and the Impact of Financial Inclusion

Financial health has emerged as a useful framework for talking about whether financial services improve poor people's ability to manage their financial lives. But how can we understand whether better financial management improves people's well-being?
Blog

How Useful Is “Usage” in Measuring Financial Inclusion’s Impact?

Financial account usage rates can tell us a lot about the state of financial inclusion, but high usage shouldn’t be confused with impact on customers’ lives.