We combine rigorous research with practical design and implementation to help our partners reach underserved markets, especially women, youth, and small entrepreneurs.
Our Approach
Research: Demand and Supply-Side Research
Our research explores the roles of the financial sector and product design in improving outcomes for customers, financial institutions, and global economies. We focus on translating empirical research, human-centered market analysis, and industry expertise into actionable insights that inform commercial and policy choices, as well as product design. Using qualitative and quantitative methods such as field interviews, ethnography, and behavioral studies, we uncover the real needs, motivations, and constraints of unserved & underserved populations.
Data Analytics and Market Segmentation
We leverage data analytics and market segmentation to design customer-centric strategies and business models. Our work includes large-scale, counter-representative surveys that combine sociodemographic and socioeconomic data with research questions focused on values, norms, and preferences. Careful analysis of these surveys provides a nuanced view of the market, helping us identify opportunities for businesses and policymakers. In addition, we analyze financial and customer data to reveal trends, spot barriers, and highlight ways clients engage with services.
Consumer Insights and Targeting
We translate consumer insights into effective market strategies. Through these insights, we guide financial institutions and fast-moving consumer goods companies in developing brands and products that resonate with their customers. Key capabilities include value DNA decoding, core insight identification, and high-value targeting. This allows us to pinpoint high-potential customer groups and advise institutions on the best ways to serve them with the right products, channels, and communication.
Application of a Gender Lens – with Purpose
We have a deep understanding of where persistent differences exist between men and women and how these differences shape participation in financial services. Our approach builds on cutting-edge practices from research and implementation, combined with the ability to size opportunities in detail. We identify and address gender-based gaps and guide institutions in responding to women’s needs and priorities in a way that is strategic, commercially sound, and never tokenistic. This ensures that gender inclusion is embedded in product design, service delivery, and policy.
Solution Design and Implementation
We design products that close market gaps and solve real problems for customers. Working side by side with industry players, we co-create and implement solutions for reaching unserved & underserved populations. Our technical advisory goes beyond product features to include support in building marketing strategies, communication approaches, and commercially viable operating models that ensure scalability and long-term relevance. This includes consumer-centric solution design, operational modeling, business case modeling, pilot design and implementation.
Capacity Building and Strategic Advisory
Beyond solution design, we partner with financial service providers, regulators, donors, and accelerators to strengthen internal systems and build institutional capacity. Our advisory work helps organizations align inclusive finance goals with broader strategies, ensuring sustainability and long-term impact. We work as a trusted partner to bridge technical expertise with institutional priorities, equipping stakeholders to serve underserved markets effectively and on scale.
