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Scaling savings: Why serving women is the key

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Abstract:

This article shares insights from research in 15 countries on how savings services should be designed and marketed in order to maximize take-up by low income people. It argues that women are an important and distinct segment for micro-savings because of their gendered roles and responsibilities. It outlines the key life-cycle events that low income women save for and argues that financial education is a vital element to product uptake and use.

Keywords: FINANCIAL EDUCATION; GENDER; LIFE-CYCLE EVENTS; MICRO-SAVINGS; PRODUCT DESIGN

Document Type: Research Article

DOI: https://doi.org/10.3362/1755-1986.2011.014

Publication date: 2011-06-01

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