CGAP 117d ago

Young women aged 15-24 consistently lag behind young men in accessing and using financial services. In Ghana, CGAP partnered with G-Money to change that, using rigorous user experience (UX) research to design inclusive digital savings products tailored to young women's needs. This video explains why serving young women is not just a social good—it's a smart, long-term business strategy for financial service providers (FSPs). G-Money identified young women as an underserved but high-potential client segment in Ghana's financial landscape. Their frequent saving habits, central role in household economics, and potential for long-term loyalty made them an ideal focus. The partnership with CGAP helped G-Money move beyond assumptions—using structured UX processes to test, learn, and design products grounded in real user needs. The result is a digital savings product that draws on Ghana's deep-rooted susu savings culture, modernizing a trusted community practice for a new generation of users. What makes this initiative distinctive is its long-term commercial logic. G-Money's leadership is candid: micro-savings from young women will not generate the largest immediate returns. But the loyalty, insights, and brand positioning that come from meaningful early engagement create compounding value over time—strengthening G-Money's relevance in underserved market segments and aligning with national and international financial inclusion targets. Chapters [3:35]: 0:00 — Opening: young women and the financial inclusion gap 0:22 — Why G-Money identified young women as a strategic segment 0:50 — Business goals: active users, wallet depth, and inclusive branding 1:15 — CGAP's UX research: assumption-testing and co-design 1:45 — Digitizing susu: building on Ghana's savings culture 2:10 — Piloting and learning: what changes as the product evolves 2:35 — The long-term business case: loyalty, insights, and positioning 3:05 — Scaling beyond young women: applying the model to other segments Related CGAP insights: Focus Note: Pathways to Financial Inclusion for Young Women: Opportunities for Financial Service Providers and Funders #FinancialInclusion #Ghana #YoungWomen #Susu #DigitalSavings #FSP #Microfinance #InclusiveFinance #WomenEntrepreneurs